<img src="https://ws.zoominfo.com/pixel/20BaaYt5U7vKWlVNoJuI" width="1" height="1" style="display: none;">
Skip to content

Making Your Podcast More Than Just a Podcast

If you’ve checked out our last two How B2B Podcasts Grow Up episodes (The 3 Keys to Audience Growth and Grow Your Audience, Grow Your Brand), then you’re well on your way to understanding your podcast audience and how to grow your show through putting your audience first.  

For instance, you know that when you grow your podcast or video series, you also grow your brand, and strategically, you see your show as a marathon, not a sprint. You’ve built a team of passionate B2B marketers around your podcast, and you value audience feedback as a way to make your show even more engaging, educational, and entertaining.

You’re about to graduate from Stage 3: Audience Growth of the B2B Podcast Maturity Curve! But as you’re making your way to the next evolutionary stage of your show, you might still have a few questions, like: What do you do when you realize your B2B podcast audience wants more from your show than you’ve given them so far? What’s the best way to promote your podcast or video series to ensure it reaches the greatest audience possible? How can you mine your podcast for data that’s not only valuable to improving your show for your audience but that also becomes a significant contributor to your brand’s growth engine?

In this third and last of the Stage 3 episodes of How B2B Podcasts Grow Up, Casted CEO Lindsay Tjepkema and her guests from Drift, Salesforce, and Flip cover tips on keeping your attention on your audience, the best ways to promote your show with multichannel content, and how to harness the power of data to improve your podcast or video series both for your audience and for your brand’s growth.

And if you don’t know where your podcast fits on the maturity curve, take our quick assessment and enjoy the show:

Take the Assessment

Digging into Key Takeaways

For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.

A Sure Way to Stall Your Show’s Growth? A Lack of Focus on Your Audience  

You launch your show, feel your way through a slew of episodes, finish your first season, track the performance, and gather feedback. Then when it comes time to re-evaluate whether your show is engaging your brand’s entire audience, you have an epiphany. Your show is a hit with some parts of your audience, but you can see there’s a demand from other segments for different topics and different expert voices. 

It happens. Actually in B2B podcasting, re-evaluating your show is a necessary part of the process to ensure you reach more of your existing audience while also drawing in new listeners and viewers. As Molly Chill (Sloan), Manager of Content Marketing at Drift, shares with us in the episode, sometimes you find your audience after you get started. Or in Molly’s case, you discover that you have several audiences that are better served by multiple shows that focus on different topics. These are the riches you can find in niches.  

(For more on podcast strategy and show tips, check out Molly’s episode on the Amplified Marketing Podcast.) 

Solar System Your Content! Wring the Value Out of One Piece of Content & Reuse It in New Ways 🌟 

In Stage 3 of the B2B Podcast Maturity Curve, you’re dedicated to growing your podcast or video series audience. That means you need to create a documented promotion plan, and you need content to drive that promotion. 

At Casted, we call that amplified marketing, where you take content from your podcast episode and repurpose it for other channels, like blogs, social media, email, paid ads, video, etc. 

At Drift, Molly Chill (Sloan) calls this process “solar systeming.” The basic idea is to treat each episode of your show as the center of its own solar system with all the planets pointing back to the sun… I mean, your podcast. From a single piece of high-value cornerstone content (Drift Insider, in Molly’s case, but it applies to podcasts and video as well), her content team creates a wealth of repurposed material for multichannel show promotion.  

Your Podcast Can (and Should) Become a Data Gold Mine for Your Marketing Team — Bring On the Right Guests & Mine the Customer Data 💰

Any piece of content can generate insightful data. Some channels do it better than others. Such is the case with B2B podcasting. Because you’re offering a unique kind of content, you get unique engagement data from a podcast, and it can tell you so much about what your audience finds valuable. 

CMO and host of the Spamming Zero podcast at Flip, James Gilbert has seen how this gold mine of data can be collected, interpreted and used to improve not only his show but the brand’s overall marketing effectiveness and go-to-market strategy. 

(For more on podcast strategy and show promotion, check out James’ episode on The Casted Podcast.)

Want to See Where Your B2B Podcast Lies on the Maturity Curve?

If you’d like to see which stage your brand’s podcast is at, what you can do to reach the next stage, and how Casted can help you along the way, take our quick B2B Podcast Maturity Curve assessment

And for more, stay tuned to Casted’s new series How B2B Podcasts Grow Up for a stage-by-stage discussion of how a B2B brand takes a show from launch to mass marketing amplification, and all the expert strategies, tips, and insights you need to create and grow your own audio or video podcast to serve your brand and drive growth. 

Want to skim through the episode instead of listening? Read the transcript here

Talk to a Casted Crew Member!

About How B2B Podcasts Grow Up

As Season 3 of The Amplified Marketing Podcast, How B2B Podcasts Grow Up will cover the five stages of the B2B Podcast Maturity Curve, where we discuss the best strategies and models for creating a new show in a new channel, for growing and engaging your audience, for expanding across all the channels your audience prefers, and for integrating your podcast program into your overall content marketing strategy. And of course, we’ll discuss all the ways you can create meaningful content and then get the most traction from that material by wringing it out and amplifying it across all channels.