This is Virtual Paul with something I’ve been thinking about lately…
More and more podcasts are being launched every day. But too many of them—honestly—are just checking a box. A checkbox podcast is the audio equivalent of filler content: it exists because someone felt they “should” release something, not because there was an intention behind it.
If you’re podcasting just to tell your board, your boss, or even yourself that you have a podcast, you’re doing it wrong. That kind of show dies under the weight of indifference. No one wins—not the host, not the guests, and certainly not the audience.
It’s time to stop treating podcasting as a marketing task and start treating it as what it can truly be: a platform to activate ideas, lead conversations, and build meaningful relationships with your audience.
“Don’t be a checkbox podcaster… Do it because you have a plan and a strategy at play.”
The first of the 12 Laws of Podcasting says it bluntly:
Law #1: Know What You Want Your Podcast To “Do” Before You Record Your First Second
No microphone, no episode, not even a show name—until you know what success looks like. It’s simple: podcasting without a defined goal is wasted time and wasted opportunity.
Your podcast strategy doesn’t have to be complicated, but it does have to be deliberate. Want to attract qualified leads? Build internal brand credibility? Inspire a movement? Your entire production plan needs to reflect that point of origin.
Today's smartest creators are building multi-channel experiences around their podcasts:
This isn’t about doing “more stuff.” It’s about aligning your resources to serve your audience—on purpose. Because Law #2 reminds us:
Serve Your Audience. If You Aren’t Doing That, Stop.
There’s no shortage of content. But there is a shortage of intentional content. The kind of content that creates value with every listen and opens doors with every opportunity. Every podcast you publish should earn its seat at the table—and if it doesn’t, it shouldn’t be there.
PodcastPartnership.com is here to help you podcast with a plan—so you're not just making noise, you're making an impact.
What’s your take? Are you podcasting with purpose, or just checking a box?
```