Producing and launching a B2B podcast can be intimidating; there are 501 moving parts that all must work together like a well oiled machine. If you've been looking around to learn more about how to create a podcast for a B2B brand, it's notable to say that there are some simple-but-effective steps that you can take to ensure you start out on the right foot. In this article, were going to take a look at the top 5 steps that will set your brand up for success.
1. Know why you're doing a podcast
Okay, I know this may sound a bit obvious, but let's take a deeper look. In the early days of Facebook, circa 2009, a lot of businesses were jumping on the Facebook Pages for Business The problem was that many didn't know why they were investing time, money, and talent into maintaining a Facebook page; it was just what we were supposed to do. (Not to mention, many people thought it was simply a place to billboard advertise.) As time went on, we began to see that those who had come up with their "why should we" first were the ones that had put a plan together to achieve those goals. Podcasting is much the same. Know why your brand should do it. Perhaps it's to reach executives in leadership. Maybe your strategy is to reach people with decision making power or it could be to reach those who influence decisions internally. Knowing your goals up front will help you along the entire journey.
2. Identify your Target Audience
So now you've established how your podcast fits into your overall business strategy, let's take a look at who we are going to target.
Create a Guest Profile. A guest profile is much like a customer avatar and helps us know exactly what attributes you will look for when you or your team is scouting for guests. And, as your podcast grows in popularity, it will also help you vet the guest requests that you will get from people who want to be on your show.
What's in a name? Everything, including the key to your target audience's attention. Your podcast name shouldn't be excessively long and should convey what your podcast is about. "Fluffy's Playground" might be a cute name for a show, but it doesn't tell a potential listener that you'll be talking about raising a Beagle from puppy to adult.
3. Get a Production Flow drafted
A production flow is an overview of how, and when, things will happen for your podcast. Are you recording in-studio or virtual? Live or pre-recorded? When and how will you schedule guests? How much time will be allotted for editing, mixing, and mastering each episode? These are just a few questions that you'll want to consider when building your production flow.
4. Plan how you will use the content you will have
Each podcast episode will leave you with a variety of options to create, reuse, and repurpose content. Here are just a few of the things you can create from one podcast episode:
5. Promote, Market, Distribute
If you use the "build it and they will come" philosophy, you will probably find your success much slower than others who adopt the PMD method.
Promote your podcast using things such as social media, email, social media tagging, and hashtags.
Market your show through social media advertising campaigns, endorsements with influencers, and by empowering your guest to have all they need to share with their audience.
Distribute your podcast on as many of the popular podcast platforms such as Apple Podcasts, Google, Podcasts, Spotify, and iHeart. You can also grab the RSS feed or use an audio player that you embed onto your website.