Podcasting: A Guide for B2B Businesses

One of the keys to doing content marketing properly is using a diverse range of platforms to spread your brand and messaging. According to the Australian Podcast Consumer Report 2017, podcast listeners make up around 30% of the Australian population.

The benefits of podcasts are that you are able to reach out to an audience who may not be interested in reading blogs or viewing your video content. Not everyone fits the same mould. By creating content people can listen to on their commute, for example, you are not only able to reach out to new audiences but may be giving existing followers another way to connect with you.

Podcasting is a great way to engage with influencers and thought leaders in your industry. The interviews or segments you create can also be repurposed as articles and even animations (depending on how your far your imagination and resources can take you).

Before we start explaining the best way to begin podcasting for B2B, we should stress that podcasting requires a long-term commitment. However, if you are willing to persevere, let’s begin outlining the steps it takes to get your podcast off the ground.

 

Step 1: Know your niche

You know your business and your industry like nobody else. Podcasting is the opportunity to share that knowledge and experience. Do not get caught up podcasting about random topics that take your interest. The best performing podcasts with plenty of subscribers are the ones that can dissect one topic at length.

Remember that you will be doing this for a long time, so make sure the topic is broad enough, to maintain the interest of both yourself and your audience. Luckily, B2B podcasting is still underutilised and there is not much competition on the airwaves, depending on your topic of interest.

 

Step 2: Get the right equipment

Getting good quality sound is the most important part of producing a good quality podcast. There is nothing more grating than sitting through a poor recording with plenty of background noise.

You can use your smartphone to record audio. The quality of a microphone in an iPhone X rivals that of the industry standard ZOOM. However, if you want to get the best quality sound, we recommend a condenser microphone connected through an audio interface straight into your computer.

As well as having a proper microphone, you will want to invest in a pop filter. Pop filters are placed directly in front of the microphone and soften plosive sounds such as p’s and b’s.

Downloading a Digital Audio Workstation (DAW) is the last step. Garageband is the basic entry level software for Mac, but there are much better options in the form of Logic Pro, Ableton and ProTools. However, for a simple broadcast, all you will need is a free open source option like Audacity.

XLR condenser microphones are the best option, and allow you to record using multiple mics as opposed to one ambient microphone.

 

Step 3: The recording or interview

Depending on the format of your podcast, you may wish to read a script, or you may invite guest speakers onto your show. Either way you will want to be prepared before you press record.

Although it goes without saying that you should be prepared with all the notes and information you will need for the show in front of you, you may also want to do some simple vocal and improvisational exercises to loosen up beforehand. This can be as simple as running through some tongue twisters and centering your breathing.

If you are relaxed in yourself and confident in your understanding of the topic, you will find that the interview will flow well. Remember that your guest speakers may be nervous too. Do your best to make them feel comfortable before the interview or discussion.

It is also possible to arrange interviews through Skype or other platforms. This a great alternative, but beware that you may have compromised sound quality as a result.

Also, remember to find a quiet space. There is nothing worse than having to cut several minutes of good quality conversation because a lawn mower begins playing in the background.

 

Step 4: The editing process

Editing using a DAW may not be your cup of tea, however the basics are not hard to learn. There are several plugins available on most DAWs that will do the more technical work for you. You will want to compress the file, add filters to reduce background noise and finally use a simple master to make sure that the levels are appropriate for platforms like iTunes and Spotify.

You may want to hire a sound designer to produce an introduction, or invent one yourself. It is also helpful to have ambient tracks to play underneath your podcast where required.

If all this sounds a bit daunting there are freelancers on Upwork and Fiverr who are inexpensive and can turn your raw files into masterpieces.

 

Step 5: Distribute, share and repurpose

Now comes the important part of distributing your podcast. You can easily upload podcasts online through a plugin on your website or register with an existing service. From there you will be able to register with other platforms like iTunes and Spotify.

The key to developing your podcast audience is to bring your podcast to new audiences, and build a subscriber base over time. Below are a few strategies we recommend to get your podcast in front of new audiences:

 

1. Share on social media

Share your content as much as possible on all your platforms. If you have fans on existing platforms, a percentage of those will be willing to see what else you are doing on other platforms. Also, find different platforms to share your podcast on, don’t just stick to Apple.

 

2. Write a transcript

Write a transcript and then share that alongside. This is particularly helpful for garnering SEO, and allowing Google to identify your podcast in their search queries. Google’s crawlers will not be able to identify you in searches without one.

 

3. Be a guest on another podcast

Trying to get your existing fans of social media to migrate to another platform or medium may prove difficult. However, podcast fans are eager for new content. By reaching out to similar B2B podcasts, you can help cross-promote and share audiences. The best thing is that competition is hardly an issue in podcasting, as there such a high demand for content.

 

Summary

Podcasting is not the most obvious choice for B2B marketers, given it is still growing as a channel, and can be fairly resource intensive. However, if you are looking for new ways to engage prospects, it is definitely an option worth considering.

For more information on optimising your content marketing, read the following article to find out the Single Most Effective Content Marketing Strategy for B2B.

The Lead Agency is a specialist B2B digital marketing agency with expertise in B2B digital marketing strategy, content marketing, digital lead generation, lead nurturing and marketing automation.If you are interested in developing your B2B content marketing, please contact The Lead Agency. Our speciality is in generating leads and prospects for your business and building strong, resilient ties with them.

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