Podcasting for B2B companies

Published or updated on
September 11, 2020

I recently drafted a podcasting roadmap at my marketing job. I removed the jargon linked to my company and published it here in its raw form.

Podcast Roadmap

Purpose

Build a great podcast around X that helps us build trust and grow an audience of financial professionals, keeps educating and inspiring our clients, creates networking & partnership opportunities, helps with SEO and social media organic engagement, facilitates the creation of written content, all in a sustainable and system-driven way.

What is podcasting (and what is not) and why now?

Podcasting is a growing medium that is here to stay and a simple way to create good and interesting content fast. 

It’s important to understand that podcasts are mostly listened from mobile devices and from a podcast app where one subscribes to the RSS feed of a specific show. 

It means that they grow organically and the goal is to get people to subscribe to the show on these apps, get notification when there is a new episode and to listen to it the way people listen to podcasts (at the gym, on public transports, walking…) which means when they have time and are passively listening. The goal is not to interrupt people on Linkedin and get them to give us a listen right now. It also means it can be longer than a short social media post.

Podcasts are quite intimate (we listen to someone’s voice), they need to be publish frequently (I’d say once a week on average), they grow organically and from word of mouth (or because of one guest people searched for) and listeners usually don’t start at the first podcast, but once hooked listen to the back catalog (it means that if we have evergreen content, it is not a big deal if only 30 listens today as it’ll keep serving us in the future).

Some facts and figures:

https://www.podcastinsights.com/de/podcast-statistics/ 

Two-kind of podcasts

I see the opportunity to create two kind of podcasts:

  1. X
    Long-form Conversation/Interview with clients, partners or specialists (or potential clients & partners)

  2. Y
    1-3mn snippets are short, prove expertise and educate on one specific topic/question. 

X

Format: Structured long-form (30mn+)  interview/conversation. Examples/Ideas:

  • Clients
    Discuss the before-after, the investment they created, how they distribute it… We do an audio version of a case-study/testimonial
  • Partners
    Discuss what they do, what they see in the marketplace…
  • Specialists
    Discuss a specific topic with a subject expert (inhouse or external)
  • Potential clients or partners
    Apply a “Trojan Horse” technique as presented later in this document.

We’re in a great position where we can help our clients promote themselves and create a virtuous cycle.

By creating more useful content, we can help our own clients get new ideas, get more clients on their own and improve the LTV of our clients

Y

I’d brainstorm and gather ideas from the questions we get from leads and clients and do short clips answering them. 

  • Great for SEO
  • Build the Knowledge base/Content Marketing
  • Easy to share on social media
  • Position ourselves like the expert we are, educating our market

Build assets and systems up-front

We need to create the right systems and assets in advance to be efficient and not create a colossal job for ourselves. But if we get ready, it can be a really efficient process.

Assets & templates

  • Intro of the podcast (a standard one)
  • Outro of the podcast (a standard one)
  • Social media copy & social media image
  • Outreach email for guests
  • Podcast release assets & email for the guest (make them leverage and push it for us)
  • Asking for backlink from the guest
  • ...

Systems

  • Outreach to get guests
  • Guest preparation checklist
  • Host preparation checklist
  • How to edit guidelines
  • Publishing SOP
  • Podcast to Youtube publishing

Tools & Hardware

  • 1-2 Lavalier Mics or a Blue-Yeti style of Mic (150$ max)
  • Podcast hosting service (19$/month) with Transistor
  • Podcast editing & transcription (30$ a month) with Descript
  • Eventually audio post-production (20$ a month) with Auphonic

Audio-first content marketing creation & SEO opportunities

Today, we’re really good with PR (get attention and build a brand) and media but lack our own content that educates, builds trust, answers questions and sells (and provides all the SEO!).

I believe that we can build great written content with an audio-first approach.

  1. Record a podcast (insights or talks)
  2. Transcribe and repurpose the content to written form 
  3. Create long-form evergreen content, FAQ and case studies from it

The podcast is an asset and is also just part of the content-creation-process.

Advantages: Nobody has “talkers block” (but we do have writers block), we can extract the expertise from our team and get the exact words our clients use from their own mouth and repurpose it.

Great content is what does the passive selling, educates the leads and the core of an inbound marketing strategy.

Social Media marketing with podcasting

Our best content and easiest to share on social media isn’t when we talk about us but when we talk about clients' success.

The best performing content on social, website or newsletters are case studies and testimonials. 

On social media, we’ll get our clients to promote ourselves by promoting pushing the podcasts and testimonials they appear on.

We’ll be able to rely less on tactics (#, tagging everyone, asking all the employees to like) and more on organic and social reach from the fact that they will share it for us.

It’ll also build incredible social proof and referral potential.

Networking & Partnerships

Podcasting is a great way to build relationships with people and companies we’d like to work with.

It’s easier to do outreach and approach a company proposing to promote them than asking for a call & a sell.

Here is the “Trojan Horse” technique (from Brennan Dunn):

  • You compile a list of companies that you’d love to work with
  • Then you do a bit of research and find out something interesting about each (their origin story, a product or service they recently released, something they’ve done or maybe shared on social media)
  • You email someone at that company and ask if you can interview them for your podcast, or write an article about them
  • You use this interview to help increase your authority and your reach via new content (details below)
  • You now have a relationship with this company – and they’re indebted to you because you’ve promoted them!
  • Through this relationship, you have a foot in the door for pitching them on working together

Many companies will accept it.

Either offline on our local market or online as we internationalize, we can leverage other companies' image, trust and network by interviewing them.

Podcast Tour

Not directly on the same roadmap. But a great opportunity to leverage the web is to be on other people's podcasts.

Originally, most websites ranked on Google and increased traffic by publishing guest articles. They could leverage an existing audience and redirect some to their own website and benefit from a backlink (Google SEO ranking factor) from other websites with better ranking.

The problem with guest blogging:

  • It’s extremely time-consuming
  • We need to create new content each-time (Google penalize duplicate content and blogs will only accept original)

Enter guest podcasting or doing a podcast tour. It’s the same idea, but the difference is that the content is hidden, audiences are new and have not heard the other podcast (they are listeners of show A not show B).

Advantages:

  • We can repeat multiple times the same story/content
  • We can show up, deliver and the editing, promotion… is done the host
  • We get access to an audience of our target market
  • We get SEO benefits
  • They need guests, it’s also a relatively easy sell

Format to make it repeatable:

  1. Having 1-3 content/theme we can pitch to the hosts
  2. Having a theme or story that we know works and interest our target market
  3. When they say “Where can we learn more about you…” tell them to go to a vanity domain such as www.mydomainexamples.com and redirect it to a special resources page for example.

How to implement the idea, example:

  1. We enter a new market/country
  2. Look for podcasters in the sphere in the country
  3. Propose to be a guest talking about something we’re expert at 
  4. Leverage our own podcast and past podcast appearance to show that we’re a great guest that should be invited
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