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10 Steps to Creating a B2B Podcast Content Strategy

Podcasting is a powerful marketing tool for B2B businesses. They present a chance for you to  position your business as an industry expert, showcase authentic conversations, and expand your customer base. 

Plus, 43% of decision-makers say they use podcasts to get business-related content. With their growth in popularity among business professionals and abundance of benefits, the time to start one is now.

What Is B2B Podcast Content?

A B2B podcast is a form of content produced by a B2B company with the goal of using podcasting as a marketing tool.

Why Is a B2B Podcast Content Strategy Important?

With a well-planned B2B podcast content strategy, you can produce engaging, informative, and thought-provoking content that resonates with your target audience. It also provides your team with a guidebook to ensure that you are regularly producing high-quality content, content that keeps your show (and brand) top-of-mind while providing valuable insights and advice for your listeners.

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10 Steps to Creating a Strong B2B Podcast Content Strategy

Here are 10 sure-fire ways to build a content strategy around a B2B podcast and grow your brand.

1. Determine your B2B podcast purpose, goals and target audience. 

The purpose of your B2B podcast is to be the beating heart that drives all your content decisions. Whether you're looking to establish yourself as a thought leader in your industry or to generate more leads for your business, it's crucial to remain realistic about your goals and set achievable targets that align with your overall strategy.

Plus, by clearly defining your podcast's purpose, you can effectively identify your target persona and cater to their specific interests. Understanding their needs and preferences will also help you to determine your niche and create content that resonates within it.

Remember, staying true to your purpose is key to building a loyal and engaged audience that will stick with you for the long haul.

2. Determine your B2B podcast niche.

To determine your podcast niche, start with an overarching topic that adheres to your business. Then, identify micro topics within that topic that will benefit your target audience and support your podcast’s purpose. 

Consider what your organization has to offer and focus on that. How can your business offer a distinctive point of view on your podcast topic?

3. Create a brand for your B2B podcast.

Now that you know your purpose and niche, creating a unique brand is key to standing out from the crowd. 

Carefully choose your podcast name and title art to make a strong first impression and set the tone for your show. A memorable and original brand that complements your business name and visual identity will help to grab the attention of potential listeners and build an association between your podcast and business.  

4. Choose a podcast episode format.

When choosing an episode format for your podcast, ask yourself what’s at the core of your business values. Do you enjoy authentic conversations, or do you prefer to share your knowledge solo? Your format should complement your niche and feel sustainable. If you’re having trouble deciding on one that fits, Castos has a great article on the pros and cons of the eight most popular podcast formats.

People (your listeners) are creatures of habit so along with your podcast format, it's important to determine and stick to an average length and publishing schedule for your show. 

5. Choose a podcast hosting platform.

There are a number of great podcast hosting platforms available. It’s important to choose a host that will meet your B2B podcasting goals and one that allows you to analyze the results of your podcasts with important metrics and KPIs.

6. Choose a podcast host.

Your podcast host is monumental to your show. They will be responsible for building trust with listeners and establishing your show as a go-to source of information. 

The host also needs to be able to speak clearly, confidently, and, bonus points, be comfortable being on video. Because you’re leaving a lot on the table if you aren’t video podcasting.

7. Create a content plan.

Using your goals, niche, and chosen format, create a document complete with episode topics, publishing dates, keynotes, and potential interviewees for a minimum of six months. This will keep you motivated and on track as well as serve as a playbook for everyone on board.

8. Purchase recording equipment and editing software.

There is a wide variety of equipment available ranging from simple and inexpensive to state-of-the-art. However, your podcast goals and episode format should help you determine which route to take in the equipment department. 

The Podcast Host recently released a great article on “The Best Podcast Equipment and Setup for Beginners and Pros alike” to help you choose.

9. Measure your podcast’s success 

Measuring the success of your podcast allows you to track your progress and determine whether your podcast is meeting the goals you set for it (remember step one?). This can help you to identify areas for improvement and make strategic decisions about the direction of your show. 

By analyzing metrics such as download numbers, listener engagement, and social media activity, you can measure how much impact it makes on the business and who (what brands and accounts) engage with it. Most importantly, obtain key metrics and insights to understand how your podcast content influences revenue.

10. Reuse your podcast content

Now that you have rich, creative podcast content, wring it out and amplify it across your marketing channels. Share it on LinkedIn, post important thoughts on Twitter, and upload it to  YouTube.

Plan, Execute, and Wring Out Your B2B Podcast Content  

As you can see, a B2B podcast has a lot of upside for your business. It is the way forward when it comes to connecting with your target audience and sharing your niche expertise. A strong podcast content strategy will not only help you come up with your B2B niche and episode format but will also help you stay on track and measure your content’s success. 

Plus, podcast content is like gold when it comes to amplified marketing. It can be shared and repurposed into many other formats and used across multiple different marketing channels. Get in touch today to see how Casted can take your B2B podcast to the next level.