How do you leverage guest experts and influencers for your B2B podcast and webinar content?

1 Identify your goals and topics

Before you reach out to potential guests, you need to have a clear idea of what you want to achieve with your podcast or webinar, and what topics you want to cover. Your goals and topics should align with your B2B marketing strategy, your buyer personas, and your value proposition. For example, if your goal is to educate your prospects on how to solve a specific problem, you might want to invite guests who have experience or authority in that area. If your goal is to showcase your thought leadership, you might want to invite guests who can challenge or complement your perspective.

2 Find and vet your guests

Once you have your goals and topics in mind, you need to find and vet potential guests who can deliver on them. You can use various sources to find guests, such as your existing network, industry events, social media, online communities, podcasts or webinars in your niche, or influencer platforms. You should look for guests who have relevant expertise, credibility, and audience, as well as a good fit with your brand and tone. You should also check their previous appearances, reviews, and feedback to see how they perform and interact with the host and the audience.

4 Promote and repurpose your content

Once you have recorded your podcast or webinar with your guest, you need to promote and repurpose it to maximize its reach and impact. You should create a catchy title, description, and thumbnail for your content, and optimize it for SEO and social media. You should also ask your guest to share it with their network, and tag them in your posts. You should also repurpose your content into different formats, such as blog posts, infographics, ebooks, or social media snippets, and distribute them across different channels. You should also track and measure the performance of your content, and use the data to improve your future episodes or sessions.

6 Build and maintain relationships with your guests

Finally, you need to build and maintain relationships with your guests, as they can become valuable partners, advocates, or customers for your B2B marketing. You should thank them for their time and contribution, and provide them with feedback and results from your content. You should also keep in touch with them, and look for opportunities to collaborate or support each other in the future. You should also ask them for referrals, testimonials, or reviews, and reciprocate by promoting or endorsing their work.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?