How can you make your B2B podcast stand out in a crowded market?

The #1 mistake I see new podcasters make is that they don't do any market research. This goes beyond just defining your niche or planning your content. Does it make sense for you to launch a podcast, or should your efforts be spent doing other things? Market research can tell you that. Here are some things that should be considered when doing podcast marketing research for your B2B podcast: the purpose (and goals) of the podcast, the purpose of the content you are creating, who your ideal listener is, and analyzing competitor podcasts. These three things will help you get more clarity before you move forward. This has always been our first step in launching a new podcast.

Creating a successful B2B podcast in a crowded market demands more than just good content. It's about finding your unique angle, nurturing meaningful connections, and delivering genuine value. Stand out from the crowd by sharing engaging insights and fostering authentic conversations.

What is your why for starting a podcast in the first place? Know your audience and constantly ask what they want to hear. Build the content so they can access it in multiple ways. Be true to your purpose, and your audience will follow - however do your research and be clear about your content and don't be afraid to pivot if needed.

Creating a standout B2B podcast starts by defining a specific niche within your industry. Identify the key problem, challenge, or opportunity your podcast addresses. Understand your target audience's pain points, goals, and interests. Provide unique value and solutions not found elsewhere. Differentiate yourself from competitors by offering a distinct approach or expertise. Position your podcast as a go-to resource by consistently delivering high-quality content that addresses your audience's needs. Regularly reassess and adapt to stay relevant in your niche.

Constantly think about your content have a space for ideas, and build up a bank of them. Some podcasts have teams; others are single operators - ideas are key to both.

Plan your podcast content by deciding on format, frequency, and duration. Consider having guests or co-hosts for variety. Define main topics, themes, and questions, and structure episodes strategically. Balance education, entertainment, and promotion to keep your content engaging and valuable. This planning ensures consistency and relevance for your audience.

Consider what software you can use to help with this process. AI is quite useful and many applications have AI built in to assist with this process.

Craft a clear, catchy, and descriptive title with keywords reflecting your niche. Ensure your description conveys personality, tone, and style. Entice potential listeners to click and subscribe with compelling language that highlights your podcast's unique value proposition.

For the majority, this is a long game and requires consistency. Think about the channels where your audience is and promote there. Are they easy to find and listen to? Consider the podcast's purpose and focus the promotion on that end goal, which might change over time. A first focus might be to drive people to your website - in this case, use direct links to there. If your objective is to get reviews, then focus on that.

Some things I’ve found useful is having an opt in linked to particular podcast episodes where your audience can dive deeper into the topic discussed. This can also help build your email list where you get to nurture the relationship with your listeners. You can also send them an email each time a new episode is publish where you can give further insight into the topic discussed or your top 3 takeaways and links to any further resources that can help them.

The most enjoyable podcasts have interesting guests discussing trending topics. If you invite guests to your podcast, have a criteria for selecting them and find a balance between knowledgeable and entertaining content. Ideally, you should have both to engage your audience in the long term.