Online Certification Workshops

Special Summer Discount: 25% Off
1 Year of Free Updates

Special Podcasting Masterclass, 2-module series pricing: $600 now 25% off—$450. Enroll here.

Pre-recorded workshops included with each Live class.


This two-part Podcasting Masterclass series will walk you through the setup of your podcast, the logic, and help you set reasonable expectations for the growth of your show. The first module will help you build a successful podcast whether you do it all in-house, or bring on a third party to help you manage it. You’ll get checklists of tasks before launch, and for each episode to add to your success.  We’ll introduce you to time-saving tactics and AI tools to make it easier than ever to keep your show going and growing without your time commitment spiraling out of control. By utilizing AI tools you will save time by creating social media posts, titles, outlines,  and develop intriguing questions for your guests. We’ll walk you through prompt engineering to best fit your company culture and the tone of your show and hosts.

The second module will help you refine your show, and your process, analyze measurements to adjust and find hidden listeners, and create marketing opportunities to increase your downloads and credibility. You will learn how to choose the right venue, partners, guests, and strategies. These courses will guide you through the entire process.

The course is led by Susan Finch, senior producer of 15 regular podcasts for various companies, keynote speaker, and 35-year+ marketing professional. 

Quick summary of key takeaways from the series:

  • How to determine the logic and goals of your podcasts.
  • Choose the right hosting venue for your podcast and whether to include a video version.
  • Leveraging AI to save time in creating steady content and social media posts for promotion.
  • List of prep steps so you start successfully, including how to research who is already in your space and how to view that information.
  • If needed, how to choose and vet an outsourcing company for your podcast–part or all of the tasks.
  • Choosing your podcast hosting service and the features to look for.
  • Hosting set up pieces.
  • Writing your show description to have it come up in search engines more often.
  • The after-launch tasks for the success of your show and efforts.
  • How to coordinate with Sales and Marketing.
  • Guide to creating your format including the intro and outro copy that will be evergreen, while maximizing the benefit of the first 150 characters.

How to share your episodes more effectively immediately and in the future.

  • How to get your guests and staff enthused about promoting your shows.
  • Reviewing tools to save you time from mics to editing, to transcripts.
  • Reviewing stats to see where improvement can be made.
  • How to reposition older episodes to give them new life.
  • Additional tactics to draw attention to your episodes and show.
  • What an episode outline can look like with help from ChatGTP or other AI tools.
  • Live Q&A.

(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Podcast Strategy and Promotion Masterclass Workshop Dates and Times (Pre-recorded workshop included with each Live class):

Module 1: Podcasting Domination—Maximizing Marketing Potential with AI and ChatGPT.

Module 2: Refining & Improving Your Podcast to Create Growth and Superfans.
Tuesday, October 17, 2023 (12:00 pm to 2:00 pm PDT).

Podcasting Module 1, Podcasting Domination: Maximizing Marketing Potential with help from AI and ChatGPT

Special Pricing: 2-module Series of Masterclasses for $600 now 25% off—$450. Enroll here.


This is the first in a two-part workshop series that starts by giving you practical, often missed setup tips to save you time, money, and embarrassment long before you turn on the microphone.

After this first part, you’ll have a detailed checklist of what you need to know before spending time or money launching a podcast. This includes the method of how to choose your host and guests so your listeners will want to share episodes and talk about the value your company provides. You’ll also be able to determine the best venue to host your podcast, vet the company to hire if you need help managing your show, and the logic to set up systems that work for everyone. If you already have a podcast, it will help you pinpoint where you can adjust for more success.

We will also walk through some ways to use better prompt engineering to avoid ChatGPT/AI misfires when trying to save time writing social posts, titles, and more. The instructor will give you the understanding of why it’s important to set the bigger goals of the podcast and ensure everyone involved understands that’s what you check back to at every step. Service providers can get caught up in their tools that really don’t further your success, they just give you more things to fill out, pay for and lose in unnecessary content. This course fine-tunes the planning for each step before, during, and after your launch. This will help ensure that everyone involved knows what to expect so none of the pieces are left behind and that you need to ask a production company if you decide to outsource. The list may surprise you.

Key Takeaways:

  • You’ll have a clear understanding of the role of each person involved in the show and make it easy for them to be successful. This is done with five questions you must know the answer to, or else you will waste time, money, and your reputation.
  • Understand the purpose and goals of the podcast.
  • Identify necessary resources and team members.
  • Determine the target audience and their podcast listening habits.
  • Select suitable hosts and consider their interviewing skills.
  • Decide on the ideal episode length based on goals and audience preferences.
  • You’ll receive checklists for the setup process from concept to podcast apps. This process is reviewed and updated monthly to ensure current best practices are in use.
  • We will walk through some actual prompts based on several types of podcasts to give you an idea of ways to get the best results from ChatGPT as you write your posts, titles, and social engagement.
  • We will talk about the logic behind many of the tasks and how to apply them to your own sales and marketing strategies you are already doing.
  • You’ll have a list of unbiased resources for hosting, services, promotion, equipment, and the lists and tips to ensure you’ll save time and money while avoiding failure.
  • You’ll be able to determine if you need help. If you do, you’ll get a list of many questions for vetting and selecting a good third-party partner to help with your show if you need it. This course will arm you with that information and a list of questions to ask.
  • You will get tips on how to be a better host or guest–even if you must guide those you work with. This will also put your guests at ease so they can contribute to a stronger episode.
  • You will have the information and ability to publish quality episodes where everyone sounds good and will want to share what they heard and will ask to be on your show. We will cover this through editing tips, what to look for to quickly correct glitches or distracting nervous habits some speakers have.
  • You’ll also learn how to avoid burnout after the first 7 episodes.
  • You will also have the ability for live Q&A during the session, and direct 1:1 Q&A with Susan after the course because questions may be triggered later after you take this course to your team.

Podcasting Module 2: Refining & Improving Your Podcast to Create Growth and Superfans

Special Pricing: 2-module Series of Masterclasses for $600 now 25% off—$450. Enroll here.


This is the second in a two-module workshop series. You’ll be able to identify the stumbling blocks to launching your show, or why your show hasn’t really taken off. This lets you adjust and reboot.This is ideal for those that are just starting a podcast to ensure all opportunities are realized to maximize your success. It will also help new shows avoid typical hiccups that can cause a show to fall flat. This course will help you figure out any free tools or venues you may have missed or need to change or improve to get more people listening and your guests sharing their appearances on your show. You’ll get a practical list of marketing tactics, including a few creative ways to use topics and statistics for breathing life into past episodes.

We’ll review the top four reasons podcasts fail and how to turn that around and toward success, including where you are missing out on ways to gain momentum or reinvigorate your team, host, and guests. We will talk about recrafting your intro/outro and commercial. We’ll cover ways to engage your guests, their teams, and their followers. Time to shake it up and get everyone excited again about your podcast or finally get it off the ground to grow your listeners. We cover additional appearances, advertising, and playlist strategies as more opportunities to reach new audiences.

As a bonus, at the end of this workshop, you’ll be able to download several checklists, and templates covered in the course.

Key Takeaways:

  • After this course, you’ll be able to identify the stumbling blocks to launching your show, or why your show hasn’t really taken off. This lets you adjust and reboot.
  • You will have a guide to creating your format including what works best for your RSS feed–the importance of the name, description, excerpt, the subtitle.
  • We will walk through all the points you need to troubleshoot your low numbers to see what is missing, and what can be improved.
  • We will go through some transcripts to catch what some of the issues may be–host talking too much, guest not speaking enough, too many acronyms, monotone guest or host, and other fixable speech patterns and habits.
  • We will walk through a way to create effective posts for all podcast apps and feeds.
  • We will review how you promote your show to your followers. 
  • Reinvigorate your listeners and gain more reviews while growing your audience:
    • Share your episodes more effectively immediately and in the future.
    • How to get your guests and staff enthused about promoting your shows.
    • How to reconnect with past guests and maximize the value of those episodes.
  • Additional tactics to draw attention to your episodes and show:
    • Playlists.
    • Asking by name through Alexa.
    • Promoting the guests.
    • Advertising and sponsors.
    • Merchandise.
  • What an episode outline can look like without making your episodes sound scripted yet have a clear flow.
  • We’ll give ideas on how to get your guests and staff enthused about promoting your shows and how you can make it easy for them.
  • You will have a sample set of spreadsheets to easily keep track of past episodes, promotions, guest info, and more.
  • You’ll learn how to maximize the value of the episode transcripts.
  • You will have a sample “boost” package to give to your guests, hosts, and team to promote the episode thoughtfully, without spending a lot of time.
  • We will look at how to create custom playlists to connect to related shows, or those of strategic partners and prospects.
  • And a live Q&A for those attending the live session, as well as private Q&A opportunities with Susan Finch directly because you have taken the course.

How to Convince Your Boss Why You Should Take This Workshop:

Adding training on Podcasting helps your Marketing and cross-functional teams in many ways, here’s how:

  • Your sales team is asking for additional ways to get in front of prospects—inviting them as a podcast guest would do it.
  • You have a lot of video content that falls flat after you publish it on YouTube, your team needs to learn how to make it evergreen.
  • Your company has acquired another company, and everyone needs to get to know each other better, FAST to reduce turnover and build a unified culture. Podcasts can get everyone on the same page.
  • You need to stay up with your competitors that have podcasts.
  • You need a new way to include strategic partners, clients, and team members to encourage them to talk about your company and services.
  • You want a new approach to your client success stories and those success stories of your clients–two different topics.
  • Once it’s set up, a lot of the promotion is done automatically helping you with continued reach in all social venues and saving everyone time.
  • Podcasts can give new life to previously popular reports or blog posts by turning them into an audio version and bringing in guests who have audiences you want.
  • You need a way to position your company as THE SOURCE on your specialized topic—once they hear your hosts, they’ll be happy to turn to them as ‘the expert’ on the topic.

The Presentations:

  • The workshops are hands-on and practical.
  • The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
  • Step-by-step instructions in numbered lists with the links so you can do this yourself.
  • Included are lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
  • List of selected items for additional reading.

Download Material:

  • As a bonus, at the end of this series, you’ll be able to download checklists for setting up a show, maintaining the tasks for each episode, and promotions after.
  • You’ll get a file of slides that can easily be used to create episode graphics to be used on social media for promoting current and past episodes.
  • You’ll get a sample of a typical guest package to encourage your guests to add the episode to their own sites and share it with their followers and lists.
  • You’ll be able to download checklists, and templates for maintaining the tasks for each episode.
  • We’ll provide you with a list of free resources to submit your podcast to for greater reach, and how to use some of the additional free tools.
  • We’ll go through transcripts and boost packages to make the most of your content and give you a sample.
  • You’ll also get a file structure to keep your show on track so there are no missing steps.

Who is the course for?

Marketing managers, digital marketing managers, social media managers, thought leaders, authors, those who regularly speak on stage or would like to do more speaking, professionals who want to be seen as a valuable resource to their prospects, clients, and strategic partners. Marketing professionals who have been handed the task of “doing the podcast” for the company and don’t have any idea where to start.

The Presenter:

Susan Finch

Podcast Training, Production and Marketing Services
Funnel Media Group

Susan Finch sitting by a window

A PR and Marketing professional for over 35 years, Susan Finch gives you control of your marketing plan AND translates geekspeak into plain English. Over the past 12 years, she’s been producing podcasts for various B2B companies including VanillaSoft, Altify,  ConnectAndSell, Siemens, Branch49, Chief Outsiders, SimiTree Health, Quest Diagnostics and more. Currently, she produces nine weekly shows and another six that are twice or once a month. Start to finish, she guides her podcast hosts and teams into creating successful shows. She’ll create a customized marketing plan that includes thorough use of your great content using video, voiceover audio, strategic alliances, and client advocacy. Susan offers clients assistance by creating training materials, libraries to allow them to delegate in-house, or take the reins themselves. Susan brings a new perspective to the knowledge you have and may take for granted. Everything she does involves one or more of these elements: Create, Teach, Inspire, Advocate. Her clients know they’ll have to do some work, but they will all admit they are grateful for the knowledge and control they gain. Many still choose to have her do EVERYTHING, but some only come back quarterly for tune-ups and have her review their sites monthly to keep them running smoothly.  Her speaking events include training sessions, inspirational talks, workshops and more.


My organization is turning its attention to podcasting and how to make the best use of this platform for content distribution. I now feel fully informed on podcast production best practice so I can help my organization succeed.

Nancy BurnsProduct Marketing Manager, MMS, NEJM Group

This workshop is very insightful! It brings your ideas to the next level and prepares you for execution.

Nicole HarveyAssociate Account Executive, KGB Texas Communications

DMAnc’s podcast on How to Produce a Podcast, with Susan Finch, was incredibly helpful. We are in the podcast planning stages, and I’m sure Susan’s pointers and checklists will make my job easier.

Cathy PendletonCathy Pendleton Manager of Content Development at Ergon, Inc.

Susan’s presentation really went through the “thought process” of what to do to get started. Excellent webinar for those thinking about starting a podcast campaign.

Jill KruegerMarketing Project Manager at USI Affinity
Podcasting Masterclass, 2-module series
Live Online, 15227 Perry Lane,Morgan Hill,California-95037
Starting on
October 17, 2023
Ending on
October 17, 2023
This is the first in a two-part workshop series that starts by giving you practical, often missed set up tips to save you time, money, and embarrassment long before you turn on the microphone.
Offer Price
USD 450