Podcasts have been huge for a number of years popularly. Podcasts now reach almost half of the Dutch population. It's a perfect platform for showing off as a thought leader. Setting up a podcast is also a good idea in the b2b sector. But why start a podcast, and what do you pay attention to? That's what I'm going to tell you in this blog.
A b2b podcast is aimed at the business audience. B2b, or business-to-business, therefore means that the podcast focuses on other companies instead of consumers. A podcast usually comes in the form of episodes that are released regularly. The episodes vary in subject and format.
There are several formats that you can use for your b2b podcast:
• Guests: Invite people to your podcast who can share more about a specific topic. You take on the role of interviewer and ask relevant questions to the guest. You can also choose to invite multiple participants instead of an interview. For example, you work with multiple thought leaders on the podcast in order to share information and attract the listener's attention.
• Host (s): In this format, the hosts spend time having a clear conversation about a specific topic. The conversation is mostly informal, as podcast listeners enjoy natural and spontaneous conversations. You can also host the podcast on your own. This gives you the chance to share your own thoughts and opinions about a topic.
• News: In this format, you get the opportunity to inform the listener about developments in your industry, for example.
A podcast is a marketing strategy where you promote yourself or your organization through spoken content that you share with an interested party. target group. Why start a podcast? One advantage of having your own b2b podcast is thought leadership. You and your colleagues are experts in a specific area. A podcast allows you to share your personal stories and explain everything in depth. Audio tools ensure that the stories become more vivid and that the listener can easily absorb the content.
Through a b2b podcast, you increase your organization's brand awareness. You attract your audience with interesting information and you give your organization a face. This comes across as personal, so listeners unconsciously build a relationship with your organization.
Another major advantage of a podcast is accessibility. Podcasts can easily be consumed by listeners, for example while driving, exercising, cooking or working.
You want to start a b2b podcast. But how do you actually do that? And what should you pay attention to? Below are 8 points that will help you get started with setting up a podcast.
1. Set your goals: Decide what you want to achieve with your b2b podcast. Do you want to build thought leadership, generate leads, attract customers or increase brand awareness? Use SMART goals and KPIs to set goals and measure progress.
2. Identify your target audience: Who are you making the podcast for? What are the needs, challenges, and interests of your target group? What do you have to offer this target group? Creating a persona can help you get to know your target group.
3. Choose theme and format: This helps attract your target group. In addition, it helps to convey information in a structured way.
4. Do research: Have the competitors podcasts? And how do they do this? Also, listen to podcasts that you find interesting and write down what you like about them. Discover how you can stand out and create an authentic podcast.
5. Make a plan: It is useful to have a scheduling to be created when uploading the first episodes. Keep in mind that the preparation, finding guests, the recordings themselves, and the post-processing take time. See what works and adjust your schedule where necessary.
6. Ensure quality: It's important to have the right equipment at home. Good microphones are incredibly important. If you have bad sound, a lot of background noise or noise, it will be very annoying to listen to your podcast. Give the listener the option to watch the podcast with video to make it even more personal.
7. Publish: For the listener, it's important to know when to expect new content. Therefore, create a regular schedule.
8. Promotion: It is important that the podcast is discoverable. Therefore, place them on multiple platforms. Choose relevant titles to ensure that content reaches the target group. Then promote the podcast on social media, email, and on your website.
Dive into b2b podcasting and get started! With the right strategies and dedication, you can make an impact and create a loyal community of listeners. Good luck and have fun building your b2b podcast!
