B2B Podcasting: Building a Podcasting Strategy for Acquisition and Thought Leadership
Having produced and hosted some world-class B2B podcasts, I’ve realized the immense potential it holds for B2B companies looking to connect with their target audience, share valuable insights, and establish thought leadership in their industry.
Through my experience and working with experts like Mark Schaefer, I’ve discovered that a well-executed podcasting strategy can be a powerful tool for building brand awareness, engaging with potential clients, and fostering meaningful relationships with industry leaders. In this guide, I’ll explore six key strategies I’ve found effective for creating a successful B2B podcast.
In this article, we won’t discuss the basics of starting a podcast or the tools of podcasting, which Martech Zone has already covered. Instead, I want to focus on developing a great B2B podcasting strategy. In this guide, we’ll explore some key strategies for creating a successful B2B podcast.
1. Create a Content Calendar
One of the most important aspects of a successful B2B podcast is consistency. By creating a content calendar, I can plan my topics well and give my audience a clear idea of what to expect from my show. This helps me stay organized and on track and allows my listeners to plan ahead and tune in to the episodes that interest them most.
For example, I might focus on a specific theme each month, such as In January, we’re going to discuss email outreach strategies. This gives my audience a clear idea of what to expect and helps them decide which episodes to prioritize.
2. Design Your Show’s Structure
To create an engaging and valuable experience for my listeners, I’ve found it helpful to follow a consistent structure for each episode. I typically open with a brief introduction highlighting the value the audience will gain from tuning in, followed by a short introduction of my guest and where people can find them online.
Next, I briefly overview the key points discussed in the episode. This helps set the stage for the conversation and gives listeners a roadmap of what to expect. The bulk of the episode is dedicated to the discussion, where my guest and I dive deep into the topic, sharing insights, experiences, and actionable advice.
Finally, I wrap up each episode with a clear call to action (CTA), encouraging listeners to take the next step, whether visiting my website, signing up for my email list, connecting with me on social media, or what the next podcast episode will cover.
3. Engage with Industry Leaders
Another key strategy for building a successful B2B podcast is engaging with thought leaders, partners, clients, and prospects in my industry. By featuring these individuals on my show, I can tap into their expertise, insights, and networks while also providing value to my listeners.
When reaching out to potential guests, I highlight the benefits of appearing on my show, such as the opportunity for them to share their knowledge with a targeted audience, promote their own brand or products, and establish themselves as thought leaders in their field.
4. Target Potential Clients
In addition to engaging with industry leaders, my B2B podcast is also a valuable tool for targeting potential clients. By featuring marketing professionals from major corporations on my show, I can introduce them to my business in a non-salesy way, while also providing value to my listeners.
The key is to focus on providing a platform for my guests to share their insights and strategies, rather than using the show as a hard-sell opportunity. If my guests appreciate the value I provide, there may be opportunities to continue the conversation offline and explore potential business relationships.
5. Identify and Reach Out to Potential Guests
To find potential guests for my B2B podcast, I use the following strategies:
- Utilize contact forms on my blog or website to allow PR professionals and industry leaders to pitch themselves as guests.
- Use search tools, social media, and industry publications to identify bloggers, podcasters, and other thought leaders who speak on topics relevant to my show.
- Stay up-to-date on newly released books in my industry and contact the authors, who are often eager for opportunities to promote their work.
When I contact the guests, I introduce them to the show, the audience, and the audience’s level of expertise. I also discuss the value the topic will bring our audience and how we can promote the guest. If they agree to the podcast, I always arrange to send the notes and questions to the guests so they can prepare accordingly.
6. Promote Your Show
Finally, to build my audience and maximize the impact of my B2B podcast, I promote my show through my existing marketing channels. This includes:
- Integrating my podcast into my blog and social media pages.
- Encouraging my guests to share their episodes with their networks.
- Leveraging my email list to notify subscribers of new episodes and upcoming topics.
By consistently providing valuable content and engaging with industry leaders, I’ve established my B2B podcast as a go-to resource in my field and driven meaningful results for my business.
Related Martech Zone Content
