You’ve made the decision. You’re going to launch a B2B podcast.
But here’s the reality: while many jump into podcasting with enthusiasm, few realise the critical importance of strategy. Sure, you might have sketched out a few episodes or secured some exciting guests, but without a rock-solid strategy, your podcast could easily get lost in the noise.
Did you know that over 5 million podcasts exist today, with more than 70 million episodes between them? With this kind of competition, listeners have become more discerning. They expect not just any content but content that speaks directly to their needs and challenges.
Here’s the kicker: The success of your podcast hinges on the strategy you lay down before you even hit that record button.
Stay with us as we reveal a step-by-step guide filled with insider secrets on how to create a winning B2B podcast strategy document that will set the foundation for your show's success.
What Is a Podcast Strategy?
A podcast strategy is more than just a plan—it’s your blueprint for success. It guides every step of how you will develop, produce, and share your podcast content with your audience. A solid strategy ensures that your podcast not only aligns with your business goals but also delivers value to your listeners consistently.
Why Do I Need a Podcast Strategy?
Having a well-defined podcast strategy is crucial for several reasons:
- Establishing Authority and Credibility: High-quality, consistent content builds your reputation as an expert in your field, helping you earn the trust of your audience.
- Increasing Visibility and Reach: With a targeted strategy, your podcast will reach the right listeners and stand out in a crowded market, thanks to effective promotional techniques and strategic use of social media.
- Building Relationships: A strong strategy helps you create content that resonates deeply with your audience, fostering loyalty and engagement.
- Monetizing Your Podcast: A clear strategy opens doors to revenue opportunities, such as sponsorships, affiliate marketing, or other monetization methods, making your podcast a profitable venture.
1. Define Your Podcast Objectives
Before anything else, clearly define what you want your podcast to achieve. Whether it’s boosting brand recognition, generating leads, or establishing thought leadership, having specific goals is crucial.
Your objectives should guide every aspect of your podcast, from the topics you cover to how you market each episode.
Some common B2B podcast objectives include:
- Increasing brand awareness
- Generating leads and sales
- Establishing thought leadership in your industry
- Building connections with potential clients
And here’s a pro tip: Always prioritise your objectives—state the most important one first to keep your team focused on what really matters.
Once you've identified your primary goal, it's important to refine it further by asking yourself:
- Is the goal realistic?
- How important is it?
- Is it specific enough?
- Can it be measured?
- Is there a deadline?
Pro Tip: Successful podcasts continuously set and refine their goals. As you reach one objective, set another to keep the momentum going. Regularly reviewing and adapting your goals ensures that your strategy stays relevant, especially as market conditions and audience preferences shift.
2. Craft Your Podcast's Positioning
Your podcast's positioning is what will set it apart in a sea of content. Here's how to nail it:
- Start by clearly stating what your business does and how your podcast can align with your overall goals.
- Establish the premise of your podcast. For example, "an AI podcast where we only talk to AI startups with less than 25 employees."
- Define your niche. Start narrow - you can always broaden your focus later.
- Identify your podcast's unique edge. What will make listeners tell their friends about your show?
Your positioning should be:
- Focused and specific
- Relevant and appealing
- Differentiated and competitive
- Consistent and authentic
Juicy Insight: Use the concept of “edge” to your advantage. This is the difference that will make your podcast the one that stands out in your listeners' minds—whether it’s a unique interview style, a counterintuitive perspective, or focusing on a niche that’s just beginning to grow.
3. Establish Your Podcast's Tone of Voice
Your podcast's tone of voice will guide how you communicate with your audience across all platforms. Consider:
- Will your content be serious and academic, or light-hearted?
- Will you focus on detailed data, or more general concepts?
- How will you engage your audience? Through questions, challenges, or storytelling?
Insider Tip: Align your tone with your brand, but don’t be afraid to let your podcast’s personality shine through. This is where you can really connect with your audience on a deeper level
4. Define Your Guest and Listener Personas
Understanding who you're talking to - and about - is crucial for creating engaging content.
What is a Guest Persona?
A guest persona is a detailed profile that defines the ideal type of guest you want to feature on your podcast. Just as a listener persona helps you tailor your content to your audience's needs, a guest persona ensures that the people you invite to your podcast add significant value and align with your podcast’s goals. The right guests can elevate your content, attract new listeners, and even enhance your brand’s credibility.
Why is a Guest Persona Important?
1. Aligning with Your Podcast’s Goals:
Your podcast guests should support your primary objectives, whether that's establishing thought leadership, providing deep industry insights, or generating leads. By selecting guests who align with these goals, you ensure that every episode contributes to your podcast's overall strategy.
2. Enhancing Content Quality:
A well-defined guest persona helps you choose guests who will bring the right expertise, insights, and energy to your show. This not only improves the quality of your content but also keeps your audience engaged and coming back for more.
3. Expanding Your Reach:
Guests often bring their own audience with them. By featuring well-known experts or influencers in your industry, you can tap into their follower base, increasing your podcast's visibility and reach.
How to Define a Guest Persona
When creating a guest persona, consider the following categories to ensure that each guest adds value and helps achieve your podcast's goals:
- Category 1: The Practitionersome text
- These are individuals who are actively engaged in the work that your podcast covers. They are often on the front lines, applying the concepts and strategies that you discuss on your show. For example, if your podcast is about digital marketing, a Category 1 guest might be a marketing manager from a mid-sized company who has successfully implemented innovative campaigns.
- Why They’re Valuable: Practitioners can share real-world experiences and practical insights, making your content highly relevant and actionable for listeners who are in similar roles.
- Category 2: The Expert or Consultantsome text
- These guests are thought leaders, industry experts, or consultants who have a deep understanding of your podcast’s subject matter. They might not be in the trenches every day, but they offer a broad perspective and can provide strategic insights that practitioners might not see.
- Why They’re Valuable: Experts can lend credibility to your podcast, offering high-level insights and predictions about industry trends that your audience can use to inform their own strategies. Additionally, they often have a significant following, which can help expand your podcast’s reach.
Insider Insight: When defining your guest persona, consider not only the expertise and experience they bring but also how they can help amplify your podcast’s reach and credibility. A well-rounded guest persona will help ensure that every guest on your show contributes to its success in a meaningful way.
Understand Your Target Audience aka Listener Persona
To create a successful branded podcast, it's essential to have a deep understanding of your target audience. Knowing your audience's needs, preferences, and challenges allows you to produce content that truly resonates with them, strengthening the bond between your brand and your listeners.
To get started, consider these key questions:
- Who is our ideal customer or client?
- Who is the perfect listener for our podcast?
- Why is my content appealing or important?
- What type of content will engage my ideal listener?
- What value does my content offer? Does it address a specific problem?
Once you have a broad understanding of your audience, it's helpful to refine your research and develop a detailed listener persona. Consider these characteristics:
- Age
- Gender
- Location
- Industry and Occupation
- Socioeconomic status
- Education
- Interests
- Pain Points
- Fears
- Budget
By clearly defining your target listener persona, you can create content that directly addresses their specific needs and interests. This tailored approach not only makes your podcast more engaging and relevant but also ensures that your content provides valuable insights, solutions, and entertainment that align with what your audience is seeking.
Expert Insight: Instead of simply saying your target audience is "tech professionals," get more granular. For example, your ideal listener could be a "middle-class, university-educated CTO between the ages of 30 and 45, working in a mid-sized tech firm, interested in the latest AI trends and leadership strategies."
5. Conduct a Competitive Analysis
Understanding what your competitors are doing is crucial for positioning your B2B podcast effectively.
To research your competitors, you can use methods like:
- Keyword research
- Podcast directories and charts
- Podcast reviews and ratings
- Social media analysis
- SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
Analyse 3 podcasts that exist in the same industry or niche as your potential podcast. Here are some questions to answer during your competitor research:
- What topics do competitors cover?
- How frequently do they publish new episodes?
- What kind of guests do they have on the show?
- How have they positioned their podcast?
- What keywords do they use on their website, and where is the traffic coming from?
Top tip: Through competitor research, you can pinpoint gaps and opportunities in the market. By identifying topics or angles that your competitors haven't covered or have covered inadequately, you can position your B2B podcast to fill those voids and stand out in a crowded field.
6. Brainstorm Your Podcast Name
Your podcast's name is crucial for attracting and retaining listeners. Here's how to approach it:
- List out over 10 different possible names, all in sentence case.
- Prioritise rhyming, alliteration, and names similar to well-known phrases.
- Bold your favourite options and put them at the top of the list.
Consider these popular naming formulas:
- [Word]: The [Niche] Podcast (e.g., "Retain: The Customer Retention Podcast")
- [Niche] [Descriptive Word] (e.g., "Logistics Legends")
Your name should be:
- Catchy and memorable
- Descriptive and clear
- Original and distinctive
- Easy to spell and pronounce
Expert Insight: Look at your brand values for inspiration. If your brand is all about solving marketing problems, you could name your show "B2B Marketing: Solved."
Check out this blog post to learn more about choosing the perfect name for your B2B podcast.
7. Choose Your Apple Podcasts Categories
Propose primary, secondary, and tertiary categories for your podcast on Apple Podcasts. Your primary category should give you the best chance to rank well on launch and is where you're most likely to find your target audience.
The more the niche the better here, it’s almost never the right choice to go with “Business” as your primary category. Consider a smaller category like “Management” or “Careers” as you will be able to rank higher in these.
8. Choose Your Podcast Format
Selecting the right podcast format is crucial for your B2B podcast strategy. Consider these popular formats:
- Solo (Monologue): Where a single host presents the content
- Co-hosted: Involving two or more hosts engaging in discussions
- Interview Q&A: Featuring interviews with guests
- Documentary: Structured like a documentary, exploring a particular topic or theme
Detail the structure of a typical episode, including:
- Proposed episode length
- Any general questions that will be asked in every episode
- Ideas on how to make your show slightly different from competitors
Juicy Insight: Branded B2B podcast episodes typically range from 15 to 40 minutes. However, there are no strict rules regarding podcast episode length. This flexibility allows you to tailor your content to your unique objectives and audience preferences.
9. Plan Your Content Focus
When devising your podcast strategy, consider the content themes and topics you'd like to cover. While you don't need to draft every single episode theme before recording your first episode, it's crucial to have a clear understanding of what you're going to be discussing and how it ties back to your main goal.
Hot Tip: To prevent "podfade" (when podcasts gradually publish less often before podfading away entirely), consider recording a minimum of four or more episodes before your launch. Always aim to have a backlog of at least a month's worth of episodes. This approach will establish a strong foundation for your podcast and alleviate the stress of constantly needing to create fresh content.
Conclusion
Creating a comprehensive podcast strategy document is more than just a planning exercise - it's the foundation upon which you'll build a successful B2B podcast.
- Without clear objectives, your podcast might lose direction.
- Without strong positioning, your show could get lost in the crowd.
- Without a well-defined audience, your content might miss the mark.
By following these steps, you'll create a strategy document that not only guides your podcast's creation but also serves as a roadmap for its ongoing success. Remember, your strategy should be flexible - be ready to adapt as you learn more about your audience and the podcasting landscape.
Happy podcasting!
