(2022) B2B Podcasting: The Only Guide You'll Need


If you're in business-to-business (B2B) marketing, then you may have heard of podcasting as an up-and-coming content marketing tool – like B2B Growth, FlipMyFunnel, or SalesHacker.

And you may even be wondering: What is podcasting? How can I use it for my business?

Look no further – At ZenCast, we've whipped up a guide that will tell you everything you need to know about B2B podcasting, from ideas on what kind of episodes to hold to how to get started.

Ready? Let's go.

What is B2B podcasting?

You might already have an idea of what it is from the name itself. But to give you the extra reassurance you're looking for, B2B podcasting is simply a B2B company producing podcasts with the aim of building relationships with other businesses and growing industry authority.

It's a great way to connect with potential partners, customers, or even collaborators. And like any other form of content marketing, the goal is to educate and entertain your audience so that they see your company as a thought leader in the industry.

Why should you bother starting a B2B podcast?

  • A BBC study showed that podcast listeners had 22% higher engagement, emotional intensity, and memory encoding when listening to podcast brand mentions than TV brand mentions. In other words, ads are simply more effective on podcasts than they are on other channels.

  • Build brand awareness, credibility, and authority. While most B2B businesses are trying to do this with recycled blog posts and generic social media posts, podcasts allow you to offer a refreshingly raw take on industry-related topics and build a loyal following in the process.

  • From 2021 to 2028, the podcasting market is set to grow 31.1% each year. People have begun to appreciate the convenience of podcasts in their busy lives and their authenticity in a world of fake, recycled, and filtered content. You can still hop on the train rather early and get a strong headstart in this content marketing space over your competitors.

Types of B2B podcast episodes that you can hold

  • Interview podcasts: You can interview customers, partners, employees, or industry leaders to get interesting perspectives on various topics. Joining shoulders with other reputable names is a great way to tap into new audiences that may be interested in your content, add credibility to your podcast, and build relationships with other businesses in your industry.

  • Investigative / storytelling podcasts: If you want to produce long-form content, this type of podcast is for you. You can explore a certain topic in-depth or tell stories related to your industry. This is a great way to establish yourself as an expert on the subject matter, keep listeners engaged, and build trust with your audience.

  • Product / service-related podcasts: You can use this type of podcast to introduce or talk about a new product or service, do a review or case study of an existing one, or interview someone who is using your product/service in an interesting way. This is a great way to increase leads and conversions, as well as get feedback from customers that you can use to improve your offering.

  • Newsjacking: This is when you jump on current events or trending topics and produce content that is relevant to your industry. This is a great way to increase your reach, as well as show that you are up-to-date with the latest happenings in your industry.

  • Monologue podcasts: If you want to go solo, you can opt to do a monologue podcast where you talk about a certain topic. While this kind of episode is less of a headache setting up, it works best when people already have a good idea of who you are, so they're willing to take the time to listen to you.

Now that we've gone over the basics of B2B podcasting, it's time to get into the nitty-gritty of starting your own podcast.

How to start a B2B podcast: 5 things to check off

1. Building a strong team

Starting a podcast isn't as simple as recording yourself talking and posting on a platform. To consistently produce high-quality episodes, it's important to have a team of dedicated people working on the project with you, or at least be proficient in most of the things listed below to be able to see some success.

The roles on your team will depend on the type and format of your podcast, as well as your budget. But generally speaking, you should have the following:

  • Host(s)

  • Producer

  • Scheduler

  • Graphic designer

  • Audio editor

  • Writer

  • Video editor

  • Promotion team

2. Get a hold of all your equipment

So you've assembled the team, and now it's time to assemble the right equipment. The good thing about B2B podcasting is that you don't necessarily need a premium studio, backdrop, and expensive cameras. It's a podcast.

So, your "essentials" list is rather short.

  • Podcast microphone (USB microphones work best. Brands like Blue Yeti or Sennheiser are premium and work great. If you're looking for something more budget-effective, then consider Logitech or Kaotica.)

  • Boom arm (to mount your microphone)

  • Pop filter (to reduce plosives)

  • Headphones (for monitoring audio and preventing echo. For example, Sony MDR7506)

  • Recording and editing software (GarageBand is a popular option for Mac users. For PC, try Audacity. If you have some money to spend, Pro Tools is the industry standard.)

Related: How Much Does Podcasting Cost?

3. Have some episodes ready

You'll want to record 3-4 podcast episodes ahead of time for your launch. Just like how you may want to binge-watch a damn-good show on Netflix, this is a smart tactic for getting new listeners hooked from the start.

You can whip up a trailer episode to give listeners a preview of what they can expect. Including a guest may not be the best idea in your first few episodes because you're still setting the tone of what's to come.

You can record podcast episodes on Skype, Zoom, and Riverside.fm along with it to ensure clean and high-quality audio and video. Be sure to create an intro and outro to save time and effort on new episodes – plus, it helps with branding.

4. Scheduling guests

We mentioned earlier that you'll need a guest scheduler. But before you get there, you'll need to flesh out your ideal guest avatar to give to them. Here's what you'll want to consider:

  • Their job title

  • Their company size and type

  • Their industry

  • Their interests

  • Their expertise

Once you have guests lined up, ask if they'd like to be interviewed first – some may not feel comfortable going at it without any prep. You'll also want to share your social proof – like audience size and list of guests who have already been on your show to provide some incentive. A best practice is setting up a landing page with relevant information and a contact method.

5. Create a podcast website

You need a home for your podcast that's separate from your personal website or company website. A simple site will do, but make sure you have the following:

  • Podcast logo

  • Episode list with descriptions and player

  • Podcast bio

  • Guest bios (if you have them)

  • A way to subscribe (RSS feed, iTunes, Stitcher, etc.)

  • Social media links

ZenCast lets you host your podcast website on its platform at no additional cost. The great thing about it is the website will self-update with every new episode that you publish – saving you hours.

Top B2B podcasts

If you’re looking for star examples of B2B marketing podcasts, check out some below. They should give you an idea of what kind of episodes to make, what to include, and how to structure everything. 

  • The FlipMyFunnel podcast

  • B2B Growth (by Benji Block and Sweet Fish Media)

  • Confessions of a B2B marketer

  • The GaryVee audio experience

  • The Growth Hub podcast

Start your B2B podcasting journey with ZenCast

Now that you have a general idea of what's involved in starting a B2B podcast, it's time to get started. Remember, the most important thing is to find the right team and equipment to help make your show a success. And don't forget to schedule some episodes ahead of time for your launch!

If you're looking for a podcast hosting, publishing, and distribution platform to help with your B2B podcasting journey, then be sure to check out ZenCast. We offer all the features you need to make your show a success. Plus, our team can help with any questions you may have along the way.

So what are you waiting for? Start your B2B podcasting journey today!

Read next: 

The Complete List of Podcast Interview Questions to Ask Your Guests

3 Tips for New Podcasters To Help You Quickly Reach 1,000 Listeners

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