How to: Develop a podcast concept

​About the Session:

​You know you want to start a podcast. Maybe you’ve even sketched out an idea. But wait! There’s an essential step that many shows miss: getting clear on why your show exists, who it’s for, and how it will serve both your audience and your business.

In this 1-hour workshop, we’ll slow down (just for a moment!) to do the deep work that sets standout branded podcasts apart. Whether you’re a founder, marketer, or creative strategist, this session will walk you through how to shape a podcast concept that meets your business objectives and earns genuine connection with listeners.

​We’ll explore:

• ​how to flip the script from “How can we promote our business?” to “What can we offer that’s truly valuable?”

• ​what makes a story resonate, and how to identify the right story for your brand and your audience

• ​how defining your show's "why" fuels growth, trust, and ROI

​You’ll walk away with a clearer understanding of your show’s purpose, your audience’s needs, and a process for thinking like a showrunner, not just a marketer.

​About the Host:

​Grace Heerman is a journalist, podcast producer and brand copywriter who knows that great storytelling is what separates good campaigns from industry-defining ones. With over a decade of experience in content strategy, she blends big-picture thinking with fine-tuned execution to help brands connect authentically with their audiences and see meaningful growth from their efforts. Grace holds an MFA in narrative journalism from NYU and spent seven years leading her own studio where she helped brands turn their message into momentum. Today, she produces podcasts and content strategies that deepen trust, create raving fans, and drive measurable growth.