Where B2Bs Get Podcasting Wrong

In our experience, the number one thing that B2Bs get wrong with producing a podcast is the incorrect assumption that it is “extra.” I’ve heard some version of the following a hundred times: “I have a small team that’s stretched thin. Audio is a new, different initiative that we aren’t set up for.”

But this is exactly the type of team that should be investing in creating audio! If you’re intentional about your strategy and the tools that you need, your podcast can be a content engine for your entire organization. One podcast episode can be the content marketing gift that keeps on giving for a team that may not have lots of resources to build out content marketing.

Let’s use the example of an internal company podcast, in which a sales leader interviews sales reps and key customers about “how the deal got done.” (Here’s a template if you’re curious.) The first audience for this podcast is your sales organization. You’ll share the content to your preferred internal channels of communication, such as email or Slack.

Elevating these stories can achieve a few critical priorities:

1. It recognizes employees
2. It celebrates a key customer and gives the sales leader an uninterrupted opportunity to reconnect with him or her
3. It educates the rest of the sales organization on what worked in the sales process, from first contact all the way through close

What’s more, this internal sales-specific podcast will be an engine of content for you. Let’s say that the episode is 15 minutes long. There will be a segment within the podcast in which your sales rep talks about team culture. There will be another segment in the same episode in which the customer provides a testimonial on how your product adds value to their work.

So, while the full-length podcast will live internally, individual segments can be spliced out and shared to relevant channels. The segment on culture should be embedded on your careers page. The segment with the testimonial should be shared to LinkedIn. An insight from the podcast should be shared to a sales one-sheet.

You should transcribe the episode. What was once a 15-minute episode now transcribed should yield your company two blog posts and four pieces of social media collateral.

In a world in which businesses struggle to create original written word and social media content, podcasting can help.

Your podcast isn’t something new or extra. It isn’t something that your team doesn’t have time for. It’s the scalable and efficient hub for several key pieces of content across your company.