How I Would Set Up My B2B Company’s Podcast

My parents, both in their mid-50s to 60s, are now listening to podcasts. It's something they would have never considered a few years ago.

This shows that podcasts are still in their early stages, and there is a lot of potential for b2b companies to reach senior decision-makers.

But you need a proper podcast strategy to do so:

Having a podcast and telling your marketing person to talk about some generic stuff is not enough. You have to think about how to add ongoing value. And in B2B, this can be challenging.

For example, if you are selling a B2B software tool that helps companies manage their passwords, it can be challenging to create a weekly 1-hour episode that is interesting and relevant.

You might record one episode around password management, why it matters, why it's important and how it works. But that's about it. Soon after, you'll run out of topics and lose your audience.

Think about how to make the podcast broad enough to binge your target audience over extended periods.

So instead of just talking about passwords, you could create an episode around data security and why it matters, how it works, and how it can damage a company if passwords get leaked or hacked.

An even better strategy might be to create a podcast around organizational resilience. This could cover topics such as hacks, password leaks, recessions, pandemics, and more.

This way, your target audience (CEOs and founders of SMBs) can continuously get value from your podcast and keep coming back for more.

➡️ Podcasts are a great way to reach senior decision-makers in B2B. A proper podcast strategy is key to success and should focus on continuously creating interesting and relevant content for your target audience.