How to put a B2B podcast at the heart of your content engine

Jan 14, 2022 2 min read
How to put a B2B podcast at the heart of your content engine

Learn what makes a B2B podcast great and how you should can put your podcast at the centre of your content marketing strategy.

This week's guest is Lindsay Tjepkema, an experienced marketing leader and founder of Casted.

Lindsay was VP of Content at Emarsys when she first saw the opportunity that podcasting presented in the B2B space.

‍A podcast can be the fuel behind a powerful, focused content engine. Think about it, just one podcast recording with one of your prospective clients can be turned into:

  • A transcript
  • Multiple blog posts
  • An eBook
  • 5 audiograms to post on LinkedIn
  • 3 audiograms your sales team can send in their outbound work
  • Etc, etc, etc.

‍It's rocket fuel.

‍And for those of you still teetering on the edge of starting one yourself, this podcast is a great place to get you started.

‍We cover everything you need to create a podcast that cuts through the noise, tackling challenges that set you as an authority in the industry.

What’s important to a strong B2B podcast?

• Like in all good marketing, a focused target audience is important. A small number of listeners who help you hit your podcast goals is better than hundreds that don’t contribute to it.

• The target audience should not change over time. This is because you will collect emails from whomever your target audience is, and any changes will impact them if the subject matter becomes irrelevant to them. If you change the target audience, it’s better to start a new podcast with a new brand altogether.

• Figure out your ‘why’ so that you know what to measure. What is the point of your podcast? How will you measure the success of that?

• Podcasts work well in seasons. Each season can maintain continuity (whether that’s subject, host or style), but the break gives time to evaluate what went well and what did not.

• Struggling to pick a host? Choose one that serves your audience best. A podcast for developers may work best with a developer host, so the audience can listen to them ‘nerd’ out. Your CMO is not always the best host—which is why choosing your 'who' is so important.

• How many hosts is best? In our opinion, two that stay the same throughout and always host together. It works to get different angles and to bounce around conversation. Although, one or three is fine, it’s nice for the audience to see host continuity between episodes.‍

• Host your podcast on your own dedicated website. You want to own a new listeners first experience, and not leave it up to Spotify. With a dedicated web page for your podcasts you can send potential listeners there.

• Wring it out. Recording a conversation is just the first step. Podcasts should be the tree trunk holding up your content strategy, with adequate planning every podcast can extend to become four audiograms to post on social media, two clips for your sales team to send to prospects, three blogposts, a transcript and plenty of other opportunities. Squeeze out every last drop of value. Planning this in advance can help you to be strategic within the interviews.

• Each recording can be 5 audiograms to post on social media, 2 clips for sales to use, an eBook, 3 blog posts, a transcript, and a YouTube video. I'm sure it can go further still.

• Measurement: with the right tools, you can measure engagement, repeat listeners, whether prospects have listened, etc. For those of you with a budget, Casted could be the answer to creating efficiency in all the above steps.


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