Ultimate Guide to B2B Podcasting

What is B2B podcasting?

B2B podcasting refers to podcasts created by businesses specifically to connect with other businesses, their potential customers. They are a form of content marketing that uses audio episodes to target a niche audience consisting of other professionals.

B2B podcasting holds a lot of importance for a few reasons:

• Reachability and Engagement: B2B decision-makers, the target audience for these podcasts, are busy people. Podcasts offer a convenient way for them to consume informative content while commuting, working out, or doing other activities. This format fosters higher engagement compared to traditional text-based content.
• Building Relationships and Trust: B2B interactions can sometimes feel impersonal. Podcasts with insightful discussions and interviews with industry experts allow businesses to showcase their knowledge and build trust with potential customers. This fosters a more human connection with the brand.
• Targeted Content and Thought Leadership: B2B podcasts can delve deep into specific industry issues and challenges. By providing valuable solutions and insights, businesses can position themselves as thought leaders in their field, attracting potential customers who are actively seeking solutions.
• Cost-Effectiveness: Compared to traditional marketing methods, B2B podcasts can be relatively inexpensive to produce. This makes them a viable option for businesses of all sizes.
• Omnichannel Marketing Strategy: Podcasts can complement other marketing channels like social media and email marketing. Businesses can leverage snippets from podcast episodes to create engaging content across various platforms.

There are several main formats of B2B podcasts, each with its own strengths and weaknesses. Most B2B podcasts offer a hybrid version of the following formats:

• Solo: In a solo B2B podcast, a single host takes the lead, delivering insights and information about relevant industry topics. This format allows for a consistent voice and message, but it can also lack the variety and engagement of other formats.
• Interview-Based: Interview podcasts feature the host interviewing guests who are experts in the industry. This format offers a wider range of perspectives and insights, and it can help to build relationships with influencers in the field. However, it can also be more time-consuming and expensive to produce than solo podcasts.
• Panel: Panel podcasts feature a group of hosts discussing a particular topic. This format can be very engaging and informative, as it allows for different perspectives and viewpoints. However, it can also be more difficult to manage than other formats, and it can be challenging to ensure that all of the hosts have equal airtime.
• Roundtable: Roundtable podcasts are similar to panel podcasts, but they typically feature a smaller group of hosts who are all experts in the same field. This format can provide a deep dive into a particular topic, but it may not be as appealing to listeners who are looking for a wider range of perspectives.

In short, B2B podcasting offers a unique opportunity for businesses to reach their target audience in a convenient and engaging way, fostering trust, establishing thought leadership, and ultimately driving sales.

What are examples of B2B podcasting?

Podcast Title	Host(s)	Industry	Focus
Marketing Profs	John Wall & Christopher Penn	Marketing	Marketing strategies, interviews with marketing experts
The SaaS Podcast	Lindsay Tjepkema	SaaS (Software as a Service)	SaaS business growth, sales, and marketing
HBR IdeaCast	Harvard Business Review Team	Business & Management	Insights from Harvard Business Review articles, interviews with business leaders
Freakonomics Radio	Stephen Dubner & Steven Levitt	Economics	Applying economic thinking to everyday life
Masters of Scale	Reid Hoffman	Business & Entrepreneurship	Business strategy and scaling companies with interviews from successful founders
Shopify Masters	Shopify Team	E-commerce	Building and growing online businesses
Construction Disruption	Michael Phillips	Construction	Innovation and technology in the construction industry
How I Built This	Guy Raz	Business & Entrepreneurship	Stories behind successful companies
The Fintech Podcast	Financial Times & KPMG	Fintech	Financial technology trends and interviews with industry leaders
Marketing over Coffee	John J. Kennedy	Marketing	Marketing tips and strategies for small businesses

What is a B2B podcasting strategy?

A B2B podcasting strategy is a roadmap that outlines your goals, target audience, content approach, and promotional tactics for your B2B podcast. Here’s a breakdown of the key elements to consider:

1. Define Your Goals:

• What do you want to achieve with your podcast? Here are some common goals for B2B podcasts:
  • Increase brand awareness and establish thought leadership
  • Generate leads and nurture relationships with potential customers
  • Educate your target audience about your industry and your products/services
  • Improve customer engagement and loyalty

2. Know Your Audience:

• Who are you trying to reach with your podcast? Understanding your target audience’s demographics, interests, and pain points is crucial for creating content that resonates with them.
• What are their preferred listening habits? Research what platforms they use and how they typically consume podcasts (e.g., while commuting, working out, etc.)

3. Develop Your Content Strategy:

• Format: Choose a format that aligns with your goals and resources. Solo, interview-based, panel, or roundtable discussions are some common options (see previous explanation for details on each).
• Topics: Brainstorm topics that are relevant to your industry and your target audience’s pain points. Consider interviews with industry experts, case studies, or discussions of current trends.
• Content Calendar: Plan your episodes in advance, ensuring a consistent flow of valuable and engaging content.

4. Production and Promotion:

• Production Quality: Aim for high-quality audio with clear sound and professional editing.
• Promotion: Develop a promotion plan to get your podcast discovered. Utilize social media, email marketing, industry publications, and guest appearances on other podcasts.
• Analytics and Tracking: Track key metrics like downloads, listener demographics, and engagement to measure your podcast’s success and adapt your strategy accordingly.

Additional Tips:

• Be Consistent: Maintain a regular publishing schedule to build audience loyalty.
• Engage with Listeners: Respond to comments and questions to foster a community around your podcast.
• Repurpose Content: Turn podcast snippets into social media posts, blog articles, or infographics to extend your reach.

By following a well-defined B2B podcasting strategy, you can leverage the power of audio content to achieve your business goals and connect with your target audience in a meaningful way.

What are some topics for B2B podcasting?

Here are some topic ideas for B2B podcasting, categorized to give you a range of options:

Industry Trends and Insights:

• Discuss emerging trends and technologies within your industry.
• Analyze the impact of current events on your industry.
• Interview industry experts for their predictions and insights on the future.
• Do deep dives into specific industry challenges and potential solutions.

Leadership and Management:

• Explore best practices for leadership and management in a B2B context.
• Interview successful CEOs and business leaders about their journeys.
• Discuss effective communication strategies for managing teams.
• Explore topics like company culture, remote work, and employee engagement.

Sales and Marketing:

• Focus on B2B sales strategies and techniques.
• Interview successful salespeople about their tactics.
• Discuss the latest marketing trends and technologies relevant to B2B businesses.
• Analyze successful B2B marketing campaigns and case studies.

Customer Success and Engagement:

• Explore strategies for building strong customer relationships.
• Interview customer success professionals about their best practices.
• Discuss methods for improving customer retention and loyalty.
• Showcase success stories of how your company has helped other businesses.

Specific to Your Business:

• Offer behind-the-scenes glimpses into your company and its culture.
• Discuss case studies of how your products or services have helped clients.
• Interview your employees about their areas of expertise.
• Host Q&A sessions where you answer listener questions about your industry or company.

Remember: When choosing topics, keep your target audience in mind. Focus on their pain points and what kind of information would be most valuable to them.

Bonus Tip: Conduct audience research to see what topics your target audience is interested in. This can be done through surveys, social media polls, or interviews with potential listeners.

How to promote a B2B podcast?

Promoting your B2B podcast is crucial to get it discovered by your target audience and achieve your business goals. Here are some effective strategies:

Leverage Social Media:

• Organic Posts: Share snippets, teasers, and engaging quotes from your podcast episodes on relevant social media platforms like LinkedIn, Twitter, and Facebook.
• Paid Advertising: Consider paid social media advertising to target your ideal listeners with laser focus.
• Social Media Groups: Join industry-specific groups and participate in discussions. Share your podcast episodes when relevant, but avoid being overly promotional.

Utilize Email Marketing:

• Promote your podcast to your existing email list. Briefly highlight new episode topics and include a clear call to action (CTA) to listen.
• Segment your email list to target specific interests and promote relevant podcast episodes.

Guest Appearances and Collaborations:

• Appear on other relevant podcasts in your industry. This is a great way to reach a new audience and establish yourself as an expert.
• Collaborate with other businesses in your field. Co-host an episode or interview someone from a complementary company to expand your reach.

Content Marketing and SEO:

• Write blog posts related to your podcast topics. Include snippets or links to your podcast episodes within the blog posts for discoverability.
• Optimize your podcast website and episode descriptions with relevant keywords to improve search engine ranking and organic traffic.
• Transcribe your podcast episodes and publish them on your website. This creates additional content and improves SEO.

Industry Publications and Networking:

• Submit press releases announcing your podcast launch or new episodes to relevant industry publications.
• Network with journalists and influencers in your field. They might be interested in featuring your podcast or including you in an article.

Utilize Podcast Directories:

• Submit your podcast to major podcast directories like Apple Podcasts, Spotify, Stitcher, and Google Podcasts.
• Encourage listeners to leave ratings and reviews on these platforms, which can improve your podcast’s visibility.

Repurpose Your Content:

• Turn podcast snippets into short videos for social media promotion.
• Create infographics or blog posts summarizing key takeaways from your episodes.
• Develop slide decks or presentations based on your podcast content for industry events.

Engagement and Community Building:

• Respond to comments and questions from listeners on social media and your podcast website.
• Host Q&A sessions or live discussions related to your podcast topics.
• Run contests or giveaways to incentivize listening and engagement.

Analytics and Tracking:

• Monitor key metrics like downloads, demographics, and listener engagement to understand what’s working and what’s not.
• Use this data to refine your promotion strategy and tailor your content to better resonate with your audience.

By implementing these strategies consistently, you can effectively promote your B2B podcast and reach your target audience. Remember, promotion is an ongoing process, so be patient and adapt your approach based on your results.

What are factors to consider before starting B2B podcasting?

Here are some key factors to consider when deciding if you need to start B2B podcasting:

Your target audience:

• Do they consume podcasts? Research your target audience’s media consumption habits. Are they busy professionals who might listen to podcasts while commuting or working out?
• Are they receptive to audio content? Some industries may be more suited to audio learning than others.

Your resources:

• Time: Creating a high-quality podcast takes time for planning, recording, editing, and promotion. Be realistic about the time commitment involved.
• Budget: While B2B podcasts can be cost-effective, there are still expenses involved in equipment, editing software, and potentially guest fees.
• Team: Do you have the manpower to handle everything in-house, or will you need to outsource tasks like editing or graphic design?

Your goals:

• What do you hope to achieve with your podcast? Is it brand awareness, lead generation, thought leadership, or something else?
• Align your podcast format with your goals. Interview-based podcasts are great for thought leadership, while solo formats can be good for brand awareness.

The competitive landscape:

• Are there already successful B2B podcasts in your industry? If so, what are they doing well? How can you differentiate your podcast?

Here are some additional questions to consider:

• Do you have a unique perspective or valuable insights to share with your audience?
• Are you comfortable speaking in public and presenting information in an engaging way?
• Are you committed to creating high-quality content consistently?

By carefully considering these factors, you can make an informed decision about whether B2B podcasting is the right fit for your business.