Starting and Running a Successful B2B Podcast

The first podcasts started over 20 years ago, right around the time when the first iPod was released. As the years wen by, they emerged as a powerful tool for companies to connect with their audience. Podcasts offer businesses a unique platform to share insights, stories, and expertise in a more personal and engaging manner.?

Is the podcast surge over? Not quite. According to a Statista survey in 2024, 47% of US adults had listened to a podcast in the last month leading up to the survey. And total podcast listeners are forecast to continuously increase between 2025 and 2029 by over 48%.

Thinking about starting a B2B podcast? Well, it's more than just pressing record and crossing your fingers. You need a solid plan, a sprinkle of creativity, and maybe a dash of secret sauce to truly stand out in a sea of podcasts.?

Setting the Scene?

Before you put on those headphones and start recording, it's important to lay some groundwork.

1. Define Goals

As with everything in marketing and business, the first step is to define a goal. This helps your listeners know what to expect from your show as well as providing yourself with some guardrails of what the podcast is and is not. What do you want to achieve? Establish thought leadership? Showcase company culture? Analyze news and happenings in your niche? Interview folks? Reflect on your podcast’s unique value proposition and what distinguishes it in the marketplace. Clear goals will direct your content creation process and this clarity will not only keep your production focused but also resonate with listeners who appreciate the intention behind each episode.

2. Know your Audience

Speaking of listeners, the success of your B2B podcast largely hinges on knowing who your target audience is and what they find valuable and entertaining.? Not every episode will land with every listener. Talk to your ideal podcast listener audience and understand what they would like to hear about, potential pain points, and interests to ensure your episodes are engaging and relevant, making listeners want to come back for more.

3. Add Your Unique Flair?

It’s easy to get lost in the sea of podcasts that exists out there. Add something unique to yours - whether it’s your wit, humor, or trenchant style, make it memorable! Captivate your audience, showcase your expertise, and provide entertainment to establish your podcast’s authority and value within the B2B landscape.

Planning your Podcast

Once you've set the stage, it's time to dig into the nuances of podcast technicalities. Meticulous planning guarantees that each episode shines, capturing and maintaining your listeners' interest.

1. Pick a Format

Choosing a format for your podcast will set the tone for the entire experience. It should reflect your content and cater to your audience's preferences. Whether you opt for interviews with industry leaders, engaging solo shows sharing personal insights, or lively panel discussions with various experts, the format plays a key role in defining your podcast's unique character. Remember, variety can add spice, so don't hesitate to mix formats occasionally if it suits your topic and keeps things interesting.

2. Develop Episode Ideas

Coming up with episode ideas can be a challenging task, but a good rule of thumb is to focus on delivering insights, solutions, and showcasing thought leadership in your field. Choose topics that offer value and tempt listeners to continue to the next episode. Mixing evergreen content with timely discussions ensures a diverse lineup that remains pertinent and engaging.

3. Create your Episode Script

Consistency is key in crafting a memorable podcast experience! Write an intro and outro script that you use across all episodes to create a familiar frame for your audience. These scripts act as your podcast's signature, setting expectations and providing a coherent structure. A well-prepared script also helps anchor the conversation, provides a framework for your potential guests to know what to expect, and ultimately helps you deliver your message clearly and engagingly throughout each episode.

4. Pick your Jingle

The perfect intro tune will set the mood, add a staple to your show, and become a core element of its identity, playing at the start of every episode. A good jingle is short, catchy, and harmonizes with the tone and theme of your podcast.

5. Choose the Right Tech

The right equipment will help you produce professional-quality content. Invest in high-quality microphones, reliable recording software, and editing tools to ensure crisp, clear audio. Sound quality can make or break your podcast, therefore, having the right gear is crucial to delivering a polished product that your audience will appreciate.

6. Anticipate Potential Roadblocks

If you have guests on your show, letting them know what to expect in terms of process, recording and publishing date, and sending them the episode notes with ample time can help anticipate issues. It’s also worthwhile to do a quick dry run with them before the actual recording date to prevent last-minute tech issues. Similarly, a calendar invite and reminder ahead of the recording date go a long way.??

Launch and Grow your Podcast

It's time to let your podcast fly high. Launching is just the beginning. Nurturing and growing your podcast audience is where the magic happens.

1. Create Unique Artwork

Much like a book, a podcast’s cover can entice potential listeners to “pick it up”. Creating appealing podcast branding and episode artwork is vital in attracting attention and conveying a sense of professionalism. Cohesive branding (that also goes with your main brand) will distinguish your podcast from others and build recognition among listeners

2. Pick Distribution Platforms?

Platforms such as Spotify and Apple Podcasts are instrumental for accessibility and growth but maintaining a presence across multiple platforms beyond the “big ones” is a good strategic approach to broaden your reach and enhance discoverability. There is a number of podcast suites out there that can help you with editing and distribution.

3. Promote and Market

Use social media to share snippets and teasers to drum up excitement. Leverage your company newsletters and website to encourage listeners to subscribe, listen and share episodes to organically expand your audience and boost visibility.

4. Measure Success

Track key podcast metrics like downloads, listener retention, audience engagement, and social sharing. Use analytics tools to gather insights on specific episodes and refine your strategies based on their performance. Metrics offer a window into what works well, helping you adapt and align content with your podcast’s growth goals.

Armed with these insights and strategies, you're ready to create a podcast that resonates, inspires, and endures. Ready to hit record on your first ep? Rodeo13 can also help you through this exhilarating podcasting adventure. Happy podcasting!