What you’ll learn today
In this article we are focusing on the overall B2B strategy of creating a podcast, finding your audience and creating a content strategy.
Coming soon: Part 2 – Processes and system to create a B2B podcast on autopilot
In the second part, we focus on creating the right workflows, systems, and processes to create your b2b podcast and to repurpose your content on autopilot.
- How to stay organized
- How to create an editorial calendar for your podcast
- How to create awesome interviews
- How to find interview partners
- How to schedule your recording sessions
- Interview script and questions
- Preparing for your episodes
- How to start recording
- Editing your episodes
- Publishing checklist
- How to submit your podcast to podcast directories
- Tracking & analytics
- Repurposing your content
Want to get an email notification when I publish part two?
What is a B2B podcast?
There are two types of podcasts today: Audio only and video podcasts. Many podcast consumers listen to podcasts on their way to work, while driving a car, or using public transportation, during a workout session at the gym or while mowing the lawn. No moment is ever wasted when you can listen to interesting, entertaining and educating content in the background. [bctt tweet=”No moment is ever wasted while listening to interesting, entertaining or educational podcasts.”] Podcasting for business has a strong focus on your business an industry. Episode topics are tailored to your ideal audience and your specific industry or niche.
Why should you create a B2B podcast?
When it comes to marketing it is important to stand out from the crowd. Even more important: To stand out among your competitors! [bctt tweet=”A B2B podcast allows you to stand out from your competitors!”] A B2B podcast can work wonders in terms of B2B growth. According to 2018 B2B Content Marketing Trends study that was created by the Content Marketing Institute/MarketingProfs, social media posts are adapted by almost 94 of businesses, while podcasting is only adopted by 17%. If you were promoting your business on Twitter, you would compete with 94% of your competitors. That means that the probability that one of your tweets would show up in the newsfeed of a potential customer would be just 1.06%. (Simplification: Potential customer subscribed to yours and all of your competitor accounts. Everybody is posting the same number of tweets. Copywriting skills and engagement skills are unaccounted for.) If you had a podcast, on the other hand, you would only compete with 17%. As a consequence, your visibility would be much higher at 5.9%. That’s 552% higher than social media posts.
|Social media post such as text post, tweet, etc.||94%|
|Ebook and whitepaper||71%|
|Illustration and photo||56%|
|Tools such as quiz, calculator or assessment||33%|
|Film and television, for example, documentaries or short films||4%|
|Virtual or augmented reality||4%|
|Anything else combined||11%|
B2B podcast facts
Take a look at these stats, and you’ll realize that a podcast is far more than a good idea! 🙂
- There are 525,000+ podcasts on iTunes, in 100+ languages, from 155+ countries, with 18.5 million episodes and 50 billion episode downloads
- 124 million ever listened to a podcast in 2018
- 73 million are listening to a podcast every month in 2018
- Weekly podcast listeners listen to seven podcasts per week
- Podcasts have a high episode retention span. 80% of listeners listen to most of or the entire podcast episodes.
- 58% of podcast listeners listen to podcasts on their smartphones.
[bctt tweet=”80% of people listen to podcast episodes from beginning to end.”]
Defining your B2B podcast strategy
You should have a good understanding of the overall strategy and purpose of creating a B2B podcast. If executed correctly, you will be able to attract a highly specific type of listeners to your podcast who have a very close overlap with your ideal customer persona. [bctt tweet=”A B2B podcast allows you to attract a very specific type of listener who has a very close overlap with your ideal customer persona!”] A B2B podcast will:
- increase your brand awareness
- generate leads for your business
- promote your products and services
- connect you with your ideal clients and customers
- build a community around your brand.
This has several benefits. You will be able to:
Establish yourself as the number #1 authority in your industry or niche.
As an established authority, selling becomes much easier. You have to spend far less time to convince others that you’re able to solve their problems. They are already pre-suaded and have trust in your expertise and abilities because you have demonstrated your knowledge and wisdom on countless occasions throughout every podcast episode! [bctt tweet=”A B2B podcast allows you to pre-suade potential customers!”] I cover many of the benefits of establishing yourself as a thought leader in my personal branding video:
Get more traffic to your website.
Every time someone visits your website represents an opportunity to sell. [bctt tweet=”Every time someone visits your website is an opportunity to sell. A good B2B podcast will bring many new visitors to your website! :)”] Let’s assume that 1% of your website visitors – on average – decided to reach out to your sales team and that 10% of these conversations turned into customers. If your website is getting 1,000 visitors per months, this would result in 1 new customer. (1,000 visitors x 1% contacted sales x 10% conversion rate = 1). If you were able to get 10x the amount of traffic, you would also 10x the number of customers. (10,000 visitors x 1% contacted sales x 10% conversion rate = 10). This is especially true if you have a highly specific and qualified audience that is similar to your ideal customer type.
Create publicity for your business.
You will notice that many podcast hosts are themselves guests in other podcasts as well. This creates countless opportunities for yourself to bring awareness to yourself and to your business. [bctt tweet=”A B2B podcast allows you to build a personal brand along the way!”]
Rank higher on Google.
If you’re a guest in other podcasts, hosts usually include a link to your own website and social media profile in their episode description. This allows you to create high-quality backlinks from respected industry sites which acts as a very important ranking factor in Google’s algorithm. A good number of high-quality backlinks will help your website to rank higher in Google for various search terms, which brings more visitors to your website, which as we learned above, will result in more sales.
[bctt tweet=”Get high-quality backlinks to your website with a B2B podcast!”]
Save a ton of time on content creation.
You can create multiple pieces of content from a single episode. You can:
- Create a transcription of your show and publish it as a long-form article
- Turn parts of your transcript into smaller social media posts
- Use single sentences that contained a great amount of value and turn these into quote posts on Instagram or Twitter
- Turn your audio podcast into Facebook and YouTube videos
- Create downloadable audio lead magnets
Just to name a few. In reality, the number of ways how you can repurpose your content is almost infinite!
[bctt tweet=”By repurposign your B2B podcast episodes you can create infinite content!”]
If you want to learn more about repurposing a single content idea, check out my YouTube video on how to never run out of content ideas:
By repurposing your content you don’t have to reinvent the wheel all the time and use the same piece of content for various media types and social media platforms at the same time. Later I will show you how you can set up systems and processes to automatically convert your podcast episodes into different media formats on autopilot. This will save you a ton of time and will make the management of your podcast a piece of cake! 🙂
Generate leads for your B2B business
With the right content strategy, b2b marketers are able to attract an audience for your podcast who are highly qualified and very similar to your ideal customer type. By sharing the knowledge and expertise of yourself and your guests you’re showing potential customers solutions for their pain points and create trust and confidence, that you have the abilities to implement it for them! This dramatically simplifies the sales process and cuts time along the line.
[bctt tweet=”Simplify your sales process with a B2B podcast!”]
In later parts, I am going into more detail how to structure your episode content to maximize the number of new leads. If you want to learn more about generating leads for your business, check out my article How to generate leads on LinkedIn.
Finding your B2B podcast audience
First, let’s define your ideal podcast audience. Your podcast should target high-level decision makers, senior influencers and experts in your industry or niche.
[bctt tweet=”Your podcast should target high-level decision makers, senior influencers and experts in your industry or niche.”]
Your ideal audience should also have a close overlay with your ideal customers/customer avatar and share the following characteristics
- Benefits the most from using your products and services.
- Have the resources to pay for your products and services.
- Lack of knowledge in certain areas that you will be able to address with your podcast episodes.
The meta-strategies behind this approach are:
- qualification of your audience to ensure that a high percentage of your listeners fit into your ideal customer definition.
- improving the relevancy score of your content within your industry to be link worthy”. A relevant backlink from a respected industry website is much more powerful than a link from an unrelated website.
Exercise to find your ideal podcast audience
We are going to work our way from the inside out and start with the smallest possible audience: one person.
- Who is this mysterious person?
- What is his or her name?
- What’s their sex or gender?
- How old is this person?
- What’s this person’s educational background?
- Where do they work? In what industry? What’s their role? How much do they earn?
- Are they single, in a relationship, or married? Do they have kids?
- What are their values, interests, and attitudes?
- Describe their day to day lifestyle?
- What’s their background story?
- How did they grow up?
- What are their current challenges and pain points?
- What are their hopes and dreams?
- How would your products and services help them to overcome their challenges and achieve their dreams?
- What topics that you could talk about in your podcast are they most interested in?
- Bonus: Do a Google Image search and find a suitable photograph.
Expand your audience definition
Once you have a very clear image in your mind and a good understanding of how this one person would be a perfect fit go back to the drawing board and play around with each of these questions and test variations. Example: How old is this person? Let’s say you said 50 years. Now ask yourself: If nothing else changed except the age, would this person still be an ideal customer if they were 20, 30, 40, 60, 70 years old? If you’re less than 80% confident in one of the options, remove it from your range. At the end of the exercise, you’ll have a very comprehensive picture of your ideal customer types.
Narrow down and qualify your audience
In the last step, you’re going to qualify each person. Go through your list of questions again but this time with a different question: Do any of the attributes make them unsuitable as customers? If you have more than 20% doubt that this person isn’t a good match, remove the attribute from your list. Now you have a very comprehensive image of your ideal customer. Someone who benefits from your products and services has the resources to pay for them and lacks knowledge that you can address with your podcast episodes.
Choosing your B2B podcast format
There are four popular B2B podcast formats for you to choose from.
In this format, you are a one woman/man show. It’s basically just you talking
to yourself to your audience. Solo podcast shows are easy to pull off and great for a beginner since you can take all the time in the world to record multiple takes without overstretching the patience of an interview partner. There are usually two different approaches to this style.
- You talk spontaneously without memorized words or a prepared speech.
- You prepare a pre-written speech and read it off.
Solo shows are great for teaching and explaining topics in depth.
One-on-one interviews are one of the most common podcast formats. They are very easy to set up. All you need to get started is a microphone, an internet connection, Skype and and a software to record your Skype calls. Interview style podcasts require a bit more organizational skills to keep track of all of your interview guests. There are many cool podcasts that use this format to create interesting and useful content for their audiences. To make this podcast style a success you have to work and improve your interviewing skills. Another great aspect of an interview style podcast is that you have the flexibility to do it via video chat or on-location.
Panel Discussion Podcast
This format is almost identical to the interview podcast. The only difference is that instead of interviewing one person, you interview a panel of interesting guests. The logistics are slightly more complicated in this format. You might need additional microphones and recording equipment if you’re doing on-location production. If you’re recording a virtual panel, you might have to switch to a different software solution to record your interviews if your panel contains more than four people.
Repurposed Content Podcast
Repurposing your content is one of the smartest ways to generate content for your podcast. Speaking at a conference? Record your talk and publish it as a podcast. Here are a few ideas of what content you can repurpose.
- Public speaking
- YouTube videos
- Facebook Live sessions
Defining your B2B podcast content strategy
Your content strategy can make or break your podcast and you should spend a good amount of time crafting it. Every good content strategy requires you to create themes and topics that are slightly more relevant for your ideal customer persona, the whole still general enough for everyone else. If your topics and themes are too broad, they become irrelevant and targeting your ideal buyer persona becomes impossible. If your content is too narrow and niche specific, targeting new listeners becomes difficult as well, unless you’re able to seed your initial audience with personal invitations. [bctt tweet=”Your B2B podcast has to find the right balance between industry-specific and interesting enough for everyone else.”]
The reason is that you need a certain amount of social engagement to grow your podcast organically. If your topics are irrelevant to 99.99% of the population, the probability that anyone shares one of your episodes is close to 0%. By taking a niche specific topic and making it relevant to a broader audience you get a higher social engagement and grow your podcast quicker. The niche specific topics also guarantee that those who subscribe have a higher probability of matching your ideal customer persona. Make sure that you rotate and mix different themes and topics, to reduce listener fatigue. Remember the golden rule of content creation: Great content is both educational and entertaining at the same time!
[bctt tweet=”A great B2B podcast is both educational and entertaining at the same time!”]
Here are some theme and b2b topics ideas to get you started. For even more topic ideas check out my article on Storytelling for LinkedIn Marketing with 54 brand story ideas.
Most people love to hear about the past of people who are on a similar path as them. Hearing other people’s successes and mistakes allows them to learn valuable lessons, to avoid mistakes and can create confidence and resilience against mistakes and drawbacks in their own life. You can talk about yourself or one of your guests and explore events that took part in the past.
- How did you get started?
- What did you wish you knew when you just started?
- Most expensive mistakes?
- Really interesting learning experience?
- Failures that turned out to be a win.
- Best past decisions you made by accident.
You can cover anything that is highly relevant in your industry and your audience.
- Industry news and their implications for the industry.
- Key findings from important announcements that will affect your industry.
- New laws and regulations.
- Visiting trade shows and reporting new products and services.
- Commenting on news events
Anything that helps your audience to prepare for the future always makes a great topic. This includes
- Predictions and outlook into the future of your industry
- Discussing and comparing strategic decisions to prepare for future scenarios
Debunk skills, execution, and knowledge
There is a ton of misinformation out in this world. It can sometimes take years or decades to overcome common misconceptions and beliefs. Episodes which address some of these wrong ideas and offer solutions for what to do instead are very popular.
- Industry myths
- Bad practices and execution
- Mistakes and misconceptions in your industry
- Things that worked in the past but are now broken
- Debunking bad but unfortunately common advice
Teach skills and knowledge
Teaching skills and spreading knowledge is one of my most favorite topics of all. Here are some ideas for a b2b content strategy that focuses on education:
- Strategies and tactics to survive and thrive in your industry
- How to guides for typical industry activities
- How to do X on a budget
- How to do X with limited time
- How to overcome typical industry obstacles
- What everyone does wrong and how to fix it
- Learn from other people’s mistakes
- Statistics and market reports
- Differences within your industry for different regions and countries
- How to be successful
- Decision making
- Systems and processes
- How to save money
- How to save time
- How to deal with clients
Another great theme for a successful b2b content strategy is to talk discuss strong opinions on anything that is highly relevant to your listeners. Think about interviews with influencers in your industry or niche who have polarizing opinions and discuss:
- Pros and cons of doing X in your industry
- Is it beneficial to do X in your industry
You can also review anything relevant in your industry
- Tools & resources
- Product reviews
- Event reviews
Questions & answers
If you’re running out of content ideas. Ask your audience. Most of your listeners are happy to tell you what they want to hear about. You can either ask questions in advance, for example via comment or email or create a dial in experience for listeners where you’re answering questions in real time on your show.
Branding your B2B podcast
Name of your podcast
To quickly find a good name for your podcast, take advantage of the numerous company and domain name generators. Your name should short and memorable and avoid possible spelling mistakes. Here are some good company and domain name generators that you can try:
- Shopify Business Name Generator
- Name Mesh
- Name Station
- Lean Domain Search
- Bust a Name
- I Want My Name
- Domains Bot
- Cool Name Ideas
- Domain Puzzler
- Instant Domain Search
I picked the name “100 Strategies” for my podcast because I love everything “strategy”. Most of my interview partners will be experts who share specific strategies in three areas marketing, business, and life.
- Don’t include the name of your podcast in your episode title.
- Start with a proven headline formula to create excitement and interest in your title.
- Your episode number should be at the end of the title, not at the beginning.
I name my episodes by the following formula: Short teaser which conveys a big take away or lesson from watching this episode + name of the guest + 100 strategies episode + episode number. Example: How to grow from 0 to 30,000 followers on LinkedIn in 12 months by Tim Queen – 100 Strategies Episode 1
A logo is very important to create trust and confidence in your brand. I recommend starting with a simple an inexpensive logo, in the beginning, to keep costs low. Once your podcast is more established you can upgrade your branding and logo. Here are a few affordable options from least to most expensive.
- Design it yourself (might be a bad idea if you don’t know what you’re doing).
What do you need to start your own B2B podcast.
You need five basic elements to create a successful B2B show:
What software and services should you get for your B2B podcast?
If you already own a domain name, you have a choice: you can host your podcast on your current domain or purchase a separate email for your podcast. If you don’t have a domain, buy at least one ASAP. One for your business, one for your personal brand and while you’re at it, one for your podcast as well. You don’t have to build three websites, you can just start with one and redirect the other domain names to your primary website in the beginning. I use Namecheap to purchase all of my domains. They offer a free Whois Guard service for all domain name registrations to protect your postal address.
Website + Hosting
If your domain name can be represented by an address, the actual website would be the house. This is where hosting comes in. I recommend creating a WordPress website. It’s free and there is an entire ecosystem of themes and extension that allow you to create a completely bespoke website for your podcast with minimal effort. I use Themeforest for all of my WordPress themes. They offer premium WordPress themes that allow you to turn a boring looking WordPress installation into a stunning looking website. If you search for “podcast” you’ll find a couple of optimized podcast WordPress themes.
Your podcast episodes need a place to stay as well. You can follow a DIY approach and host your episodes on your own WordPress website with a free plugin such as
The following plugins require a paid subscription to work
Or use a specialized service with additional functionality from the following list. Free plans with limited functionality available
Premium paid services
Create an account on every social media network
Theme song & intro for your podcast
If you want to grow your podcast quickly you should repurpose all of your content. For example, you could turn an audio file from your podcast, convert it into a video and upload it on Facebook, YouTube, Instagram, Twitter, etc. Or you could convert all of your Facebook Live videos into audio files and add them to your podcast feed. Or you could automatically upload your Facebook Live videos on your YouTube channel. I use a software called Repurpose to do this on autopilot. I am going to show you more about my entire workflow in my next article.
What gear and equipment do you need to start your own B2B podcast?
Creating a podcast can be incredibly cheap or extremely expensive, depending on your level of professionalism. I created a gear and equipment shopping list for different quality and budget scenarios. As a beginner, I recommend starting with a microphone and pop filter. As your channel grows and desired quality level increases you can upgrade your recording studio with a boom arm, shock mount, and sound shield. Boom arm and shock mounts work together to minimize vibrations during recording. A sound shield minimizes echoes and unwanted background noise interference.
Blue Yeti Microphone
I use this microphone myself. It comes with four different recording modes cardioid, bidirectional, omnidirectional & stereo.
- The cardioid mode allows you to only record sound from the front and eliminate any noise from the background and sides.
- The bidirectional setting is ideal for interviews, it simultaneously records front and back and blocks out sound from the sides.
- Omnidirectional records 360 degrees of sounds, this is the ideal setting for recording a conference table.
- Last but not least we have a stereo setting, this feature is most useful to musicians but could also be used for a certain style of interviews.
The Blue Yeti has a gain control setting that allows you to adjust its sensitivity. For best audio quality you should set the gain to the lowest setting and bring the microphone close to you, this way you can eliminate most background noises for crystal clear sound.
You might not notice this in real life, but certain sounds in our language produce different amounts of air pressure. This is most notably in P-sounds. Hold your hand in front of your mouth and make a loud P. You’ll instantly feel the air moving. This sudden movement of air will cause Pop or click sounds in your audio recording. This can easily be avoided by using a Pop Filter. These have a very fine cloth net that will break the sudden burst of airflow caused by P sounds and eliminate these Pop sounds. They are fairly inexpensive and have a huge impact on your recording quality.
RØDE PSA1 Swivel
A boom arm is a very convenient tool to place your microphone in the optimal spatial position and works best in combination with a shock mount.
Blue Microphones Shock Mount
A shock mount can be combined with a boom arm. It acts as a bridge between the microphone and the boom arm and removes any form of vibration or shock from your recording. Without a shock mount, you might attach your microphone to your boom arm and your boom arm to your desk. If you placed your arm on the table you would cause a shockwave that would travel through the desk plate into the boom arm and finally into the microphone where it would affect your recording.
Monoprice Microphone Isolation Shield
A sound shield is very useful if to block out any interferences in your recordings by background noises and echoes. You would place it behind your microphone and any soundwaves that travel around your microphone are “eaten up” by the sound shield, so they can’t bound around the walls of your room to hit your microphone as an echo from a different angle.
Summary + what’s next
Glad you made it that far. Now you have
- have a good understanding of the overall approach and strategy behind creating a B2B podcast
- narrowed down the persona of your ideal podcast audience
- created a content strategy to attract these highly qualified listeners
- decided on a suitable podcast format
- wrote down a list of topics and themes to cover in your future episodes.
- a shopping list to get all of your recording equipment, software and services to create your first episode.
This was only part 1 of 2 of my ultimate getting started guide for creating a B2B podcast. Once I publish part 2, I’ll send out an email notification, so make sure that you join my Inner Circle email list. Also, follow me on LinkedIn + YouTube for additional free podcast training material. [bctt tweet=”Watch this space! I am starting my own podcast soon! :)”]
Need help with your inbound marketing strategy?
If you want to work with me to develop a tailored inbound marketing content strategy for your business, send me a message and request a strategy consultation.
100 Strategies Podcast
One of the reasons for creating this how to start a podcast tutorial is that I am creating a podcast myself. It is called 100 Strategies and will feature interviews with some of the world’s best strategist on topics such as marketing strategies, business strategies, and life strategies. If you want to get an email notification when I publish the first episode join the 100 Strategies waitlist. If you want to be a guest in my 100 strategies podcast, please head over to my contact page and send me a message or better yet, complete my guest application form! Recordings will start in October September. The first podcast episode will be released in December 2018.