B2B podcasting
B2B podcasting
Podcast strategy, production, and distribution for businesses, with a focus on enterprise programs.
20 articles
Articles
Account-based podcasting: a B2B decision guide
Decide whether account-based podcasting fits your B2B strategy, then plan the guest list, production and measurement around the buyers you want to reach.
Essay
Executive content programs that keep a real voice
An executive's content is worth reading because it carries their judgment. Keep the thinking with the leader, systematize the rest and agree why it exists.
Essay
Podcast Production Companies: 20 Firms Compared
Compare 20 podcast production companies by show type, services and published pricing, with questions to help your team choose a production partner.
Shortlist · 20 companies
Podcast Promotion Services: 17 Firms Compared
Compare 17 podcast promotion services: marketing agencies, paid listener campaigns and producers that promote, with their proof, prices and guarantees.
Shortlist · 17 companies
Podcast Consultants and Consulting Companies: 9 Compared
Compare nine podcast consultants and consulting companies by the advice they offer, the proof they publish and what their published prices buy.
Shortlist · 9 companies
Podcast Editing Services: 14 Companies Compared
Compare 14 podcast editing services by how they price, how fast they return episodes and what each edit includes, with questions to ask first.
Shortlist · 14 companies
Podcast SEO: How to Get B2B Episodes Found in Search
Podcast SEO for B2B shows: how Apple, Spotify, Google and YouTube find episodes, and what to do with names, titles, transcripts and episode pages.
Practical guide
Turn B2B podcast guests into clients and partners
Choose podcast guests who match your buyers, host without pitching, plan relevant follow-up and track what converts. A practical guide for B2B shows.
Practical guide
Podcast interview checklist: prepare B2B guests
A podcast interview checklist for B2B shows: what to send each guest and when, a pre-call agenda, the recording setup to ask for and what to do afterwards.
How to repurpose podcast content: a podcast-first plan
How a B2B team turns each podcast episode into articles, clips, social posts and guest assets, which ones are worth it, and how to judge the return.
Practical guide
Buy Spotify podcast plays? What's allowed and what works
Spotify bans artificial plays and follows, paid ones included. What its rules allow, what each metric counts, how to pay for reach and what to avoid.
Practical guide
Podcast marketing strategy: organic and paid tactics
A podcast marketing strategy for a company show: who it is for, the tactics to run on every episode, when paid promotion helps and what to measure.
Practical guide
Podcast advertising rates: what podcast ads cost
See published podcast advertising CPMs by ad type, a worked campaign cost, what moves the price, how to buy, and what to check before you sign.
Buyer’s guide
How to Find and Hire a B2B Podcast Host
Choose between an internal host, an industry expert and a professional host for your B2B podcast, then find, contract and onboard the right person.
Buyer’s guide
B2B Podcast KPIs: What to Measure and How to Report
Which B2B podcast KPIs to track for pipeline, reach and enterprise goals, what downloads and listeners really count, and a one-page plan to agree first.
Practical guide
How Often Should a B2B Podcast Publish?
How often a B2B podcast should publish: when weekly, twice a month or monthly fits, weighed against guests, approvals, promotion and the show's goal.
Point of view
B2B podcasting guide: why to start and who should run it
A B2B podcasting guide for leaders: what a company show is for, whether to build a team or hire a production company, and how to plan and launch it.
Practical guide
How to Conduct a Podcast Interview: A Host's Playbook
How to conduct a podcast interview for a B2B show: research the guest, plan a few questions, open and close well, and ask better follow-up questions.
Practical guide
My system for streamlining my podcast workflow
In June 2017 I explained the system that let me run my podcast by doing only the interviews, with editing, publishing and episode write-ups handed off.
Essay
Podcast networking for agencies and consulting firms
How an agency or consulting firm can use a podcast to build client relationships: which guests to invite, how I'd launch it and what changed since 2017.
Essay