We talked recently about some of our favorite B2B marketing podcasts, which may have gotten your wheels spinning on creating your own B2B podcast.

We think that's a great idea. More than half of business owners and founders look to podcasts as part of their daily routine, and B2B marketing is all about reaching people where they're at. If you can develop a thoughtful topic that appeals to your ICP, podcasting is a great tool to grow your brand.

However, there are tons of podcasts out there. This isn't one of those things you can have a shot at winning just by entering the arena. It's going to take some work to create a successful, chart-topping podcast.

Today, we'll discuss how to start a podcast, as well as podcasting best practices, how podcasts relate to content repurposing, and more. You'll even get a checklist to use when it's time to start brainstorming.

Read on for:

• What is a B2B podcast?
• The A-Z guide to starting a B2B podcast
• Ready to go? Use this B2B podcast checklist before launching
• Advantages of running a B2B podcast
• Content repurposing: The unsung hero of B2B podcast distribution

By following the advice in this guide, you'll hopefully avoid creating just "another podcast" and develop a concept your audience is genuinely excited to tune in for.

B2B podcasts are what they sound like: audio series created for folks in the B2B sphere, typically by other people working in B2B. (After all, you probably don't want to take advice from someone who hasn't been there, done that, right?)

As you might expect, the topics of these podcasts involve things that will interest B2B professionals. Subjects of podcast episodes could include challenges, opportunities, interesting interviews with key players in the space, and educational content.

B2B podcasts don't have to be dry and boring, either. Check out this murder mystery from Gympass about toxic workplace dynamics. We love this idea because it capitalizes on the widespread interest in true crime while still being relevant to a B2B audience.

If you're all-in on starting a B2B podcast, there are some things you'll want to map out before you get in the studio and hit "Record." But don't worry; we've got you covered. From coming up with your podcast topic to picking out the right equipment to use on recording day, read on for our tips.

PS: We've also created a super handy checklist you download and use to keep yourself organized as you develop and launch your B2B podcast! Keep reading 😉

Okay, so we're starting a bit out of alphabetical order—but that's because the topic you choose will actually inform everything else on this list.

Think about your favorite podcasts. You can probably easily tell us what they're about. That's because they've done a thoughtful job of selecting a topic and then staying true to it. For example, we know that every season of Serial covers one specific story in depth. If listeners aren't interested in that story, they won't tune in. If they are, they'll sign up.

This is the clarity you want people to have when they learn about your podcast.

A strong topic should:

• Make sense for your business—if you're a financial company, talk about money or challenges clients have with investments. If you're a communications solution, share stories that have to do with connection or keeping in touch.
• Be something that your audience is interested in. You can validate this in many ways, like running a survey or listening to convos on social media.
• Be as niche as possible. Because there is so much competition now in the space, the more specific you can be, the better.
• Be interesting to you! If you hate talking about a certain subject, week after week, you're simply not going to do it. Be sure that the topic is something that not only interests your audience, but that you can live with as well.

You can also leverage your existing audience or customer base to develop a topic. You might survey them to ask what topics they're interested in learning more about, and then use that feedback to guide your topic brainstorming.

Once you've got your topic nailed down, it's time to define your target audience.

You've probably got an idea of who your ideal listeners are already, but really flesh out your ICP here. What are the job titles that might tune in to your podcast? What industries do they work in? What are their pain points? What do they need help with? Who of your current customers would be a good fit?

When you know who your ideal audience is, you're able to outline how you'll promote your podcasts to get in front of those people.

Obviously, you're going to talk about your podcasts on social media and other channels, so your existing audience should know about it, but if you know that you also want to reach decision-makers who hang out in certain LinkedIn groups, you'll probably join those groups and begin connecting with people there as well.

PS: Pay close attention to your audience on social media (and elsewhere, if you follow different email newsletters, etc). The things they're talking about? Those could be great future podcast episodes, or it might spark ideas for future guests you'd like to invite on the show.

Okay, so we know your topic and we've honed in on the audience you want to reach. Now it's time to decide what format to use for your podcast.

Audio-only podcasts are more straightforward to record than video sessions. They're also easier for people to listen to on the go because they don't have to look at the screen.

However, people love video, and you can always record the video and use just the audio file for your podcast. Win-win!

Video podcasts also lend themselves well to additional content repurposing—you can cut the original video into a bunch of snippets that you then share on your other platforms to spread the message.

You can even take it a step further and turn event video series into podcasts! To learn more about this, check out the Event Series Masterclass we did. We talk specifically about podcasts in the third installment of the series, where BambooHR shares how they've experienced exponential growth by using their event series as podcast episodes.

Recording your podcast live can get people excited to listen in or ask questions during the episode. When you know something's live, it feels more high-stakes, which can be a draw. However, it can be a bit more stressful for the host and guests because there's no chance to listen afterward and make edits. There's certainly less room for error.

Pre-recorded is the format most podcasts go with. When you pre-record, you have more control over quality and you can make any edits you want after the episode is recorded. It also might be easier to record consistently because you aren't dependent on the schedule that works best for a live audience.

Episode length will depend on what you're talking about. If you want to offer up an inspirational quote about technology every day, for example, you probably only need five minutes or less to do that.

On the other hand, if you want to do deep dive convos with entrepreneurs about their first B2B business and what they learned from it, you'll need more time.

Most B2B podcasts run from 15-60 minutes, if you want to use that as a general benchmark.

Decide how often you'll release episodes. The most important thing is to be consistent. If you say you're going to have a new episode every two weeks, have it ready like clockwork. You don't want to confuse or disappoint your audience.

It's better to aim low and then ramp up later if you realize you have the capacity. If you start off on a monthly cadence and then start releasing every two weeks, you can adjust your podcast marketing materials and your listeners will be excited to hear from you more.

That's much better than doing the reverse: establishing the expectation you'll post every two weeks and then "missing" every other episode, in the eyes of your audience.

Who will host your show? Will you have multiple hosts? Will you change hosts every episode or every so often?

A lot hinges on a good host. Your host humanizes your brand to your audience and, in some ways, becomes the spokesperson of your company. You want to pick someone who is credible, likable, trustworthy, and engaging—and someone who has the bandwidth to keep up with your desired cadence.

What will each episode consist of? Will you have an introduction, followed by a story, and then end with a Q&A? Or are you leaning in a different direction? Listen to other podcasts and see what sticks out to you, and then evaluate whether that structure might work for your podcast.

Existing customers are a perfect starting point, and hosting them on your podcast can build relationships. They can talk about the challenges they faced and how your company helped. They can also share their industry insights and other success stories that your audience will relate to.

Other options for guests include:

• Other businesses in your industry with complementary offerings (you probably wouldn't bring on a direct competitor)
• Internal SMEs—this is a great time to showcase your talented thought leaders!
• Subject matter experts or industry influencers. Always be on the lookout when you attend events or mixers for potential guests, and keep your eyes peeled on social media. People love coming on podcasts because it helps build their brand, so as long as the alignment is there, there's a good chance they'll agree to do it.

You can also find potential guests by asking for recommendations. Try posting to ask who you should invite on the show, or you can ask guests who they'd recommend at the end of each episode. We did something similar to this with Donuts & Demand; we asked each marketer about marketers they admired. It helped us discover new folks every time!

When you're just starting out, the best approach is to use minimal resources and basic equipment. If things go well, you can invest in more high-quality stuff at that point.

You can get by with just one person, but they'll need to handle hosting as well as podcast production and editing. That means it'll need to be someone versatile who's comfortable wearing many different hats and toggling between different tasks.

If you want to outsource some of the technical work, you can look to freelance sites like Upwork and Fiverr to find someone affordable.

At first, you can get by with just your computer's webcam and microphone. If you want to upgrade, check out this Spotify for Podcasters guide that'll tell you what features to look for in your mic, headphones, and other accessories like pop filters or wind screens.

One of the most popular podcast hosting platforms is Buzzsprout, which makes it easy to submit your podcast to Apple Podcasts, Spotify, Google Podcasts, and other platforms. Other options include Podbean, Castos, and Libsyn, but there are tons of others!

If you're using an event series to create podcasts, we recommend hosting the event in Goldcast. This makes it a breeze to access the recording, transcript, and repurposed content afterward!

Other options include Zencastr, Riverside, and Squadcast.

When you're ready to edit your recording, Audacity is a free tool to try. If you have a Mac, you can try using GarageBand. We've also heard good things about Reaper and Descript.

Here's a simple checklist to use when you're starting your podcast:

PRE-LAUNCH

• Identify your podcast topic
• Confirm your target audience or ICP
• Organize your team
  • Host
  • Producer
  • Editor
  • Any freelance talent
• Decide on format:
  • Audio content vs video
  • Live vs pre-recorded
  • Episode length
  • Episode frequency
  • Host structure
  • Episode structure
• Name the podcast!
  • Register any domains or social media handles, if necessary
• Create podcast logo
• Plan out your first couple of months of content
  • Reach out to guests to start booking
• Create your promotional campaign (social media, email, assets, etc)
• Get your equipment together
  • Microphone
  • Headphones
  • Camera, if needed
• Set up software
  • Recording software
  • Editing software
• Decide on intro/outro sounds/music (research to be sure you're not violating any copyright laws!)
• Register for hosting platform
• Record your first episode!

POST-LAUNCH

• Edit your episode
  • Clean up the audio
  • Add any sound effects or music
• Send to colleagues or friends and ask for feedback
• Upload your first episode and submit to directories (Apple Podcasts, Spotify, etc)
• Promote your podcast on social media, email, and other channels
• Repurpose episodes to create blogs, social media posts, and more
• Stick to a consistent schedule
• Analyze performance metrics as time goes on

Want a printable version of this checklist? Download below!

Podcasting may not be right for all B2B companies, but it's worth considering. Whether you're looking to position your executives as experts in the space or wanting to produce more content you can then repurpose, podcasting can do that.

Here are some of the major benefits of hosting your own podcast:

B2B podcasts give you another platform to show off your company leaders and their POVs. Don't be afraid to let personality show; people respond to that and if they like someone on your podcast (hopefully a host!), that will keep them tuning in.

Podcasts also build the credibility of your leaders. By getting on the podcast and discussing industry trends or their own experiences, they're showing your audience that your company knows its stuff.

Regular episodes keep your brand on people's radars. Your audience is seeing your branding and logo multiple times as you promote the episodes before and after each one, and hopefully people are starting to talk about your podcast as time goes on. This is all great stuff that you want to happen!

You're reaching new potential customers and growing your audience by producing a podcast. Your guests are promoting your podcast, which helps you reach even more people, and people who might not pay attention to your LinkedIn posts or website are listening to episodes they're interested in and learning about you.

You can also be somewhat experimental here if you want to reach certain niche audiences. Talk about a niche topic, or have an influencer in that industry/area come on your podcast. It might be easier to mix things up on your new podcast versus an established, long-running blog or email newsletter.

You probably won't have people listening to an episode of your podcast and then swarming your website to become customers (wouldn't that be the dream?), but podcasts do keep you top of mind for people when it is time to purchase.

Though you're not doing any kind of hard selling throughout the podcast, hopefully your audience is learning about your company, your approach, and what sets you apart. That will stay with them.

There's also an opportunity to promote valuable content as a gated resource through your podcast in order to directly generate leads. Your mileage may vary here; we know lots of companies aren't into gating anymore, so you'll have to see how this works for you.

Through repurposing, podcast episodes can help fuel your content marketing strategy. We'll talk about this more in depth soon, but with the help of AI tools like Goldcast Content Lab, you can turn a podcast episode into blog posts, multimodal social media posts (with video moments included), and more.

A B2B podcast might be just the thing to grow your audience, boost brand awareness, and get more eyes on your content! You're now aware of all of the steps involved in creating and launching a podcast, and you've got a checklist to use as you plan out your podcast content.

Content repurposing is the way to get the most ROI from your podcast efforts—the same as any other marketing initiative. By repurposing your podcast content into blog posts, social media snippets, videos, and other multimodal assets, you reach even more people on different platforms.

Repurposing ensures that your content lives on long after your podcast episode isn't "new" anymore. Turning each episode into text content can help improve SEO. And it just makes good business sense—using an existing piece of content to create other types of content saves you money and time. Lots of it!

Goldcast Content Lab is the way to make repurposing happen.

With Content Lab, you can:

• Automatically generate short video clips from a podcast episode
• Use blog post drafts to create full-length articles with key takeaways and highlights
• Create attention-grabbing social media posts
• Develop infographics using key quotes from the episode
• Generate audiograms to post on LinkedIn and other platforms
• Customize and brand your content as much as you want

Content Lab turns your B2B podcast into a multi-channel content marketing engine. The best part? You can try it for free for 14 full days and see firsthand the difference it can make!

TRY CONTENT LAB