A Comprehensive Guide to B2B Podcasting in 2024

Traffic reports and elevator music are now outdated. In 2024, the commute is about tuning into insightful industry conversations that fuel your professional game. That’s the power of B2B podcasting, and it’s not just a trend – it’s a marketing strategy.

Millions of people listen to podcast episodes, waiting to hear from you. No matter where they are, you can connect with your target audience, share your knowledge, showcase your expertise, and become the go-to resource in your field. Podcasts make you a thought leader, plain and simple.

This B2B podcasting guide is a roadmap to your success in 2024. We’ll break down the creative process of podcast setup in simple and easy steps.

What is B2B Podcasting?

B2B podcasting is about creating audio content where you, the expert, have a conversation with other businesses and industry experts in your field. In each podcast episode, you serve industry trends, insightful interviews, and actionable strategies in engaging audio bites.

Instead of traditional marketing strategies that often feel impersonal, B2B podcasting allows you to connect with other businesses and industry influencers on a deeper level. It’s kind of an intimate platform where you share your unique expertise, discuss challenges and solutions, and spark thoughtful conversations.

However, it’s not just talking to people; it’s about building a community, becoming a trusted source, and attracting ideal clients who listen because they value your insights.

B2B Podcasting Types and Examples

With all the different formats out there, how do you choose the perfect podcasting that fits your brand and rock your audience? The right one needs to flatter your brand, resonate with your audience, and amplify your message. Here’s a breakdown of some popular B2B podcast types and examples to spark your imagination:

Solo Podcast Format

In this type of podcast, you are the podcast host as well as the speaker who shares valuable insights, industry updates, or even personal anecdotes that resonate with your target audience.

This format empowers you to discuss niche subjects and create a direct connection with listeners. The best thing about a solo podcast format is that it needs minimal setup and production costs, which is ideal for resource-conscious B2B businesses.

Perfect for:

• Building a personal brand and establishing yourself as an industry authority.

• Sharing your unique insights and expertise in a focused, in-depth way.

• Connecting directly with your audience and fostering a sense of community.

For example, “Marketing Smarts with Liz Strauss” is Liz Strauss’s platform to empower small businesses with actionable marketing tips and strategies, building a loyal following. Aspiring entrepreneurs get help with her engaging style and personal touch. In each episode, she talks about actionable tips, personal anecdotes, and insightful advice.

Solo Podcast requires consistent research and preparation to maintain quality. Back up your claims with research, data, and real-world examples.

Additionally, actively promote your show, engage on social media posts, and participate in industry forums. Build genuine relationships with your listeners.

Interview Podcast Format

This format encourages a collective approach where you invite industry thought leaders to create content that is captivating and insightful. Each guest brings their unique experience and viewpoints, offering a dynamic perspective of knowledge for your audience.

Moreover, featuring renowned figures can instantly enhance your show’s authority and attract listeners to learn from the best. It allows you to tap into your guests’ network and exponentially grow your audience and brand awareness.

Ideal for:

• Showcasing your industry connections and building credibility by featuring renowned guests.

• Gaining new perspectives and exploring complex topics though multiple solutions.

• Attracting a wider audience with different backgrounds and expertise.

For example, “Masters of Scale” by Reid Hoffman is a masterclass in entrepreneurship. In each podcast episode, he features legendary business leaders like Bill Gates or Sheryl Sandberg. His podcast offers valuable insights and inspiring stories that resonate with listeners across industries.

To succeed in your interview-based podcast, choose podcast guests who resonate with your target audience and complement your brand goals. This way, you can offer value to both them and your listeners.

Your questioning skills should foster insightful conversations and draw out the best of your guests. Additionally, ensure good sound quality without any background noise and an engaging introduction to keep listeners glued to their headphones.

Co-hosted/Conversational Podcast Format

This type of podcast is where you collaborate with another industry expert or subject matter expert to expand your reach and offer fresh perspectives. You can invite two or more podcast hosts to engage in lively discussions, debates, and banter on a range of topics relevant to your potential customers.

Perfect for:

• Reaching new customers who may not be familiar with your brand.

• Creating unique and engaging content by combining different perspectives and styles.

• Using the strengths and resources of both brands to enhance production quality and reach.

Take inspiration from the “Nerds Marketing” podcast, where the hosts are CEOs and CMOs. They discuss marketing challenges and offer practical tips and relatable anecdotes that resonate with their audience. Or, tune into “Social Media Examiner” to witness two hosts engage in lively debates on the latest social media trends, keeping their listeners informed and entertained.

For your conversational podcast episodes, choose a co-host whose strengths complement your own, as it helps create a balanced and engaging flow of conversation.

Outline key topics, delegate tasks, and rehearse conversation starters to maintain a smooth flow and avoid rambling.

Panel Podcast Format

In this podcasting format, you gather a panel of experts to discuss a specific topic. Multiple voices come together to create a dynamic and engaging B2B listening experience.

Encourage each panelist to share their different viewpoints on complex topics, keeping listeners hooked and eager to hear more. Feature experts from various departments within your niche to build brand credibility.

Perfect for:

• Exploring complex issues from different angles and encouraging critical thinking among listeners.

• Sharing valuable insights and improving audience engagement through interactions.

• Offering a more dynamic and fast-paced listening experience.

Take the example of the “B2B Growth” show. It’s a virtual conference table where marketing experts from Sweet Fish Media gather to discuss the latest trends, challenges, and opportunities in B2B marketing. Their engaging banter and different perspectives make it a must-listen for anyone in the field.

Gather a panel of experts whose knowledge and personalities complement each other. It ensures valuable insights and engaging conversation. Let each voice be heard and prevent any individual from dominating the conversation.

Additionally, draft engaging topics, guide discussions effectively, and use time efficiently to maintain listener interest.

Benefits of Creating a B2B Podcast

B2B podcasting is a powerful platform to connect with your audience on a deeper and more personal level. Podcasts let you share your expertise, passion, and even your unique brand persona. Here’s how B2B podcasting can supercharge your brand and fuel your business success:

Build Better, More Personal Connections

Generic emails and brochures often get lost in the crowd. B2B podcasts, on the other hand, allow you to ditch the script and connect with your audience on a human level.

Sharing industry insights and valuable information through еngaging conversations helps you build trust and foster gеnuinе connections that go far beyond traditional marketing strategies.

Listеnеrs gеt to know thе pеrson bеhind thе brand, and it allows thеm to connеct with your mеssagе with opеn arms.

Raise Your Brand’s Profile & Build Awareness

A successful podcast works as a megaphone for your brand to amplify your message and reach a global audience.

With each episode, you get a platform to showcase your expertise and attract potential listeners who value your knowledge.

Whether you are an experienced professional or someone just starting, podcasts put you in front of the right people. Hence, it increases brand awareness and attracts new opportunities.

Audiences Can Listen to Episodes On-The-Go

Busy professionals crave flexible learning opportunities, and podcasts offer a convenient way to deliver content while they are on the move.

Listeners can soak up your insights while commuting, exercising, or even cooking dinner. This accessibility makes your content highly engaging and convenient, keeping your branded podcast top-of-mind in their busy lives.

Increased Traffic to Your Website

Podcasts aren’t just audio experience; they’re gateways to your website. Strategically placed calls to action and embedded links encourage listeners to visit your website, download resources, or even subscribe to your newsletter.

This increases traffic and engagement on the company website and also boosts your brand’s online presence.

More Sales & Boosted Conversions

B2B podcasts can directly impact your bottom line. By building trust and еstablishing еxpеrtisе, podcasts help you nurturе lеads and warm thеm up to incrеasе salеs and convеrsions.

Listeners who connect with your brand on a deeper level are more likely to become paying customers. Every episode can nurture leads and boost conversions.

An Additional Stream of Business Revenue

While not the primary goal, B2B podcasts can unlock new revenue possibilities. You can explore sponsorships, premium content offerings, or even merchandise aligned with your podcast theme.

This allows you to monеtizе your audiеncе and gеnеratе additional incomе through rеvеnuе-gеnеrating podcasts, furthеr fuеling your contеnt crеation еfforts.

What do you need to start a B2B podcast?

Launching a B2B podcast might sound daunting, but with the right preparation, it can be a powerful tool for engaging your audience and establishing thought leadership.

To guide you through the process, let’s explore the key factors:

A dedicated team

• Hosts: Whether you go solo or co-host, choose someone with strong communication skills, industry knowledge, and a passion for the topic.

• Podcast Producer: This person keeps the podcast organized, handles post-production editing, and ensures a smooth technical workflow.

• Content Creator/Researcher: They thoroughly research topics, uncover exciting guests, and craft engaging podcast episode thumbnails and descriptions.

• Marketer/Promoter: These individuals spread the word through social channels, collaborations, and strategic promotion across your network.

Remember, you can wear multiple hats initially, but scaling and specialization will ensure quality as your audience grows.

Podcasting equipment

• Microphones: Choose quality mics to capture clear audio quality, whether individual mics for multiple hosts or a conference room mic for interviews (USB mics are a good starting point).

• Recording Software: User-friendly software for capturing, editing, and mixing audio interface. Options range from free podcast software like Audacity to paid platforms like Adobe Audition.

• Headphones: Essential for monitoring audio quality during recording and editing.

• Call Recording Software: If interviewing remotely, tools like Zoom or Skype offer recording functionalities.

• Additional Considerations: Depending on your format, you might need music licensing, a sound-treated recording space, and editing software for intro/outro sequences.

Focus on essential equipment first, upgrade as needed, and remember, great content trumps fancy equipment.

Planning ahead

Before you start recording, planning will help you define your niche, target audience, and podcast objectives. This focus ensures your content resonates with the right people and drives your desired outcomes.

Create a content calendar that keeps you on track, preventing last-minute scrambles and ensuring regular episode releases. This consistency builds trust and keeps your audience engaged.

Efficiently managing topics, scheduling guests, and planning recording sessions in advance enables seamless collaboration within your team. This approach facilitates effective task delegation and optimization of the entire process, ensuring a well-coordinated and streamlined workflow.

How to Create a B2B Podcast in 9 Steps

Podcasts are booming in the B2B space, and for good reason. But how do you start podcasting that stands out? Here’s a step-by-step guide that will help you in this journey:

1. Define Your Target Audience

• Who are you trying to reach? Are they marketing managers, CEOs, or IT professionals? Be specific about their roles, industries, and interests.

• What are their challenges and pain points? Understanding their struggles will help you create content according to their specific needs.

• What information are they actively seeking? Knowing their content consumption habits guides your topic selection.

2. Find the Right Format That Fits Your Audience

Choose a format that aligns with your niche and resonates with your audience. Will it be interviews, solo episodes, panel discussions, or narrative-driven stories?

Consider your strengths and the engagement level each format offers. Consistency is essential, so select a format you can sustain.

Additionally, consider your audience’s preferences. Would they prefer bite-sized episodes or in-depth discussions? Do they enjoy solo commentary or interactive conversations?

3. Research Other B2B Podcasts in Your Niche

• Listen to your podcast competitors and industry leaders: Analyze their strengths and weaknesses, identify content gaps, and learn from their successes.

• Find complementary podcasts: Partner with them for cross-promotion or collaborate on special episodes.

• Understand the overall podcast landscape in your niche: What topics are already covered? What unique angle can you bring?

3. Decide on Your Podcast Topic

• Focus on a specific theme or area of expertise: This helps you attract a targeted audience and establish yourself as an industry leader.

• Align your topic with your audience’s needs and interests: Address their challenges, offer solutions, and provide valuable insights.

• Maintain variety within your chosen theme: Experiment with different formats, guests, and approaches to keep your audience engaged.

5. Plan Your Time & Budget Your Costs

• Be realistic about the time commitment: Recording, editing, promoting – it all takes time. Allocate dedicated hours each week.

• Estimate your budget: Recording equipment, hosting platform, editing software – consider these expenses. Start small and scale up as needed.

• Consider free or low-cost options: Utilize free recording software, leverage free podcast hosting platforms, and explore open-source editing tools.

6. Buy the Right Equipment and Editing Software

• Start with the essentials: A good microphone (USB condenser or XLR dynamic), headphones, and a quiet recording space.

• Upgrade gradually: Invest in additional equipment like pop filters, soundproofing materials for better sound quality, and multiple microphones as your B2B podcast grows.

• Choose user-friendly software for editing: Audacity is a free option, while Descript and Adobe Audition offer more advanced features.

7. Plan Your Content

• Brainstorm episode ideas: Align with your topic, address audience needs, and offer variety (interview-based B2B podcast, solo episodes, panel discussions).

• Create a content calendar: Schedule episodes in advance to maintain consistency and guide your workflow.

• Research and prepare for each episode: Outline key points, script interview questions, add an eye-catching podcast name, and gather relevant podcast content marketing resources.

8. Record, Edit, and Publish Your First Episode

• Do a test recording: Check the quality of your audio interface and adjust settings as needed.

• Record in a quiet, distraction-free environment: This will help you provide a better audio experience.

• Edit for clarity and conciseness: Remove background noise, add intro/outro music, and ensure smooth transitions.

• Choose a podcast hosting platform: Popular options include Buzzsprout, Podbean, and Anchor.

• Publish your episode across multiple platforms: Apple Podcasts, Spotify, Google Podcasts, and your website.

9. Marketing & Promotion

• Promote on social media: Post teasers, share snippets, engage with listeners, and utilize relevant hashtags.

• Use website and email marketing: Promote your podcast episodes on your website and in your email newsletter.

• Guest on other podcasts: Reach new audiences by collaborating with complementary shows.

• Network with industry influencers: Build relationships and explore partnership opportunities.

• Invest in paid advertising: Consider targeted ads on relevant platforms to reach specific demographics.

• Run contests and giveaways: Generate excitement and incentivize new listeners.

• Track your results and adapt your strategy: Analyze listener engagement, downloads, and website traffic to refine your approach.

Remember, success takes time. Be patient, consistently deliver high-quality content, actively engage with your audience, and continuously refine your content marketing strategy for long-term podcasting success.

B2B Podcast Key Takeaways

B2B podcasting isn’t just another marketing trend; it’s a robust strategy that puts you directly in touch with your target audience. Here’s what you need to remember:

• B2B podcasts are about having conversations with other industry experts, sharing hot trends, and offering actionable advice in bite-sized audio episodes. This means instead of an impersonal marketing strategy, you are connecting with people on a deeper level.

• Whether you are hosting solo or interviewing industry experts, your podcast is your stage. Share your insights, experiences, and solutions to position yourself as a thought leader in your niche.

• Solo, interview, co-hosted, or panel – pick the format that best suits your brand and resonates with your audience. Each has its own strengths, so play to yours.

• Build deeper connections, raise brand awareness, become a go-to expert, attract new clients, and even generate extra income. Podcasts are a multi-tool for your business.

• Consistency is the key, but so is quality. Take the time to plan, research, and produce each episode with care. Your audience will appreciate the effort.

• You don’t need fancy equipment to start. Focus on a dedicated team, good audio (a decent mic will do), and planning your content ahead of time.

• Your podcast won’t speak for itself. So, get the word out through your social media channels, website, collaboration, and more. The more you promote, the wider audience you can reach.

Your key focus should be on passion, planning, and persistence. If you are not genuinely excited about your topic, it will show. So, choose a theme you love and let your enthusiasm shine through.

A successful podcast has three main ingredients – authenticity, valuable content, and consistent engagement. Make sure your podcast episodes have what it takes to grab attention and make it your audience’s go-to podcast channel.

With dedication and the right approach, B2B podcasting can become a powerful tool for your business success.