Creating Content Strategy For Your B2B Podcast

Creating Content Strategy For Your B2B Podcast

by: Makenna Smith
Published on: August 29, 2022

Creating content strategy for your B2B podcast can give you artistic vision as a content creator and set the course of your entire show.

After starting your podcast you now find yourself wondering what you will talk about every episode. The never-ending road of possibilities stretches ahead of you and you are continuously exploring creative ideas for your podcast. Creating content strategy for your B2B podcast can help you objectively navigate the vast abyss you find yourself standing before. What topics will you cover? How do you attract guests that fit the vision and goals of your business? Should you do more than just audio content?

Keep reading for 5 tips on how to give your show the ol’ razzle-dazzle by creating a content strategy for your podcast that truly captivates your audience.

Identify the purpose of your show

What problem is your B2B podcast going to solve? This is a great question to start with. It can help you develop your concept and stay attuned to your customer’s needs. The creative process can be challenging to navigate when there are an overwhelming amount of possibilities and directions you can take with your podcast. 

Simplify your “Why?”. Being able to answer that question clearly is crucial to the success of your podcast. It is the foundation you will consistently return to in your creative process. This foundation is where you will build on your episode topics, guest ideas, interview questions, and explore potential advertisement opportunities. Identifying the purpose of your show is the first and most important step in your podcast journey.

Keep your audience in mind

Understanding your listeners is necessary when creating a content strategy. You want to create something they enjoy or a resource that they find helpful. Who is your ideal listener? What problems do they need help solving? When you can answer these questions, the process of deciding what to talk about on your podcast becomes easier and more effective. Identifying your listeners and understanding their needs can also help you provide accurate solutions on your podcast.

Conduct surveys or encourage your listeners to email their questions to you. You can gather data about your listeners and acquire their contact information for marketing emails. This communicates to your listeners that you value their needs, want to hear from them, and have a desire to help them. 

Find the right guests and captivate your listeners

You need to choose guests that will provide engaging content for your listeners. Guests should be relevant, knowledgeable, and entertaining. Look for key qualities in a guest that align with your brand. Can your guest add something more to the overall content of your podcast?  If you interact with potential guests and do not feel that they are a valuable addition to the topics you have chosen to discuss on your podcast, your listeners will lose interest quickly. 

A 2016 study conducted by NPR One found that a typical podcast episode loses 20 to 35 percent of the listening audience within the first five minutes. How you introduce your show guests and engage them in conversation can be a determining factor in how many of your listeners stick around for the full episode.   

Perfect your audio

People are constantly immersed in content today. With so much visual and auditory stimulation, podcast listeners are aware of the difference between poor-quality and high-quality audio. They will easily find reasons to stop listening to your podcast with so many to choose from. When podcast audio is not up to par, it can be distracting and confusing for your listeners. 

Audio quality will influence your audience growth. Investing in the proper equipment and researching the best techniques for recording clear audio can help you capture exceptional content. Whether you are an absolute beginner or a seasoned podcaster, the quality of your podcast recordings will influence your podcast’s ability to captivate and engage an audience. 

To video or not to video

Apparently, people like to see faces. In a 2013 study, psychologists found that facial features convey more data than spoken language. Adding video can foster a personal and deep connection with your audience. It can be a great way to promote your podcast and add variety to your brand. It can be as simple as a video recording of the podcast host and guest or an image of your brand logo with an audio recording accompanying it. Whatever you decide to use as video, keep your brand in mind and use design elements to create cohesion between your videos and social media content.

YouTube is ranked as the second most popular social platform. Creating podcast videos for YouTube can give you access to an even greater audience. It does require a few extra steps but it does not require a major financial investment. Diverse content is captivating content.

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