The very first podcast production job I had was way (way…) back in 2005. The sailing magazine I worked for wanted to publish their monthly newsletter in audio format so it was easier for their audience to “read” while at sea. At that time, podcasting was an emerging content format, yet it had already amassed an impressive 6 million listeners in its first year.
Fast forward to today, and that market has grown to an estimated 183 million in the United States alone, with industries everywhere (B2B included!) recognizing its potential to engage and inform audiences. From niche topics to news to deep-dive industry reporting, podcasts are now essential in building thought leadership for your brand.
But while getting a podcast up and running is easier than ever, producing one that captivates your audience and consistently delivers value? That’s where you can easily run aground. In this post, I’ll dive into the common pitfalls in B2B podcast production and share best practices to help you elevate your podcast strategy.
For those just starting out or looking to refine their approach, be sure to check out our previous article, The What, Why, and How of Better B2B Podcasts, for foundational insights.
B2B Podcast Production
Podcast production is the process of creating and distributing audio content specifically tailored to your audience. In B2B content marketing, podcasts are a powerful tool for establishing thought leadership, nurturing client relationships, and driving deeper engagement with key stakeholders.
While B2C podcasts often aim to entertain and captivate broad audiences, B2B podcasts tend to target niche audiences and focus on industry-specific challenges and solutions. But don’t be mistaken – creativity and storytelling play just as vital a role here.
What’s involved in B2B podcast production?
B2B podcast production involves four key steps:
- Planning: Defining clear goals, understanding your target audience, and developing a content strategy that aligns with your objectives.
- Recording: Focusing on capturing quality audio, using reliable equipment and featuring engaging hosts or guests to create compelling discussions.
- Editing: Refining the audio for clarity and polish, adding elements like music, intros, and outros to enhance the listener experience.
- Promotion: Leveraging social media, email newsletters, and cross-promotions to maximize reach and engagement with your audience.
At each stage, staying consistent and focusing on delivering value are key to building a loyal audience.
Common Pitfalls in B2B Podcast Production
Lack of clear objectives
What is the purpose of your podcast? If you can’t readily answer that question, it’s time to take a step back and define your “why.” Without clear objectives, your podcast can easily lose direction, resulting in content that feels scattered or disconnected from your overall strategy.
Poor audio quality
As both an avid podcast listener and former producer, I cannot emphasize enough the importance of quality audio for capturing and growing your audience. Audio quality is literally the first thing your listeners hear, and it can make or break their first impression.
Background noise, inconsistent volume levels, or echoing can distract from your message and quickly cause listeners to tune out. Even if your content is top-notch, poor audio will undermine its credibility and professionalism.
Inconsistent publishing schedule
One of the most common missteps in B2B podcast production is having an inconsistent publishing schedule. If episodes are released sporadically or with large gaps in between, it becomes difficult for listeners to form a habit of tuning in. Consistency is key to building and maintaining an audience because it creates an expectation and rhythm that your listeners can rely on.
But consistency doesn’t mean you have to publish year-round. Even if your podcast is designed as a seasonal series or follows a serialized format, it’s important to establish a regular cadence.
Neglecting promotion
If you neglect to promote your podcast – with each episode that comes out – even the most insightful and engaging content may never reach its intended audience. To truly maximize the impact of your podcast, treat each episode like a valuable asset that needs strategic distribution. Promoting episodes across platforms can amplify your message and extend your reach to potential listeners who might not discover your podcast otherwise.
Best Practices for Successful B2B Podcast Production
Set clear goals
Establishing specific goals not only guides your content but also sets the framework for measuring success and refining your approach as you go. Are you aiming to build brand authority, generate leads, educate your audience, or become a thought leader in your industry?
Remember: a well-defined purpose keeps both your production team and your audience aligned and engaged.
Want to see how this works in practice? Check out our case study on how SAP leveled up their B2B podcast game, achieving multiple marketing goals while delivering valuable content to their audience.
Know your audience
One of the golden rules of podcasting – and content marketing in general – is to deeply understand your audience. Who are you trying to reach, and what do they care about most? Knowing your audience involves understanding their challenges, pain points, goals, and interests. This insight allows you to tailor your podcast’s content to speak directly to what matters most to them.Ultimately, the better you understand your audience, the more effectively you can create content that engages them and keeps them coming back for more.
Choose guests who are genuinely excited about the topic
This key bit of insider insight could save you a lot of frustration – and editing time. While it might seem logical to choose the most knowledgeable expert, remember that knowledge alone isn’t the same as having the ability to present that information clearly and in an engaging manner.
The best podcast guests are those who not only know the topic inside and out, but also have a genuine enthusiasm for discussing it. Passionate guests are more likely to bring energy and authenticity to the conversation, making for a more listenable and dynamic episode.
Invest in quality equipment
You don’t need to break the bank, but a few key pieces – like a reliable microphone, headphones, and soundproofing materials – can make a world of difference. The goal is to deliver a clean, polished listening experience that reflects the care you put into your content. After all, great audio keeps your audience focused on what really matters: the message you’re sharing. When you invest in quality equipment, you’re not just investing in your podcast – you’re investing in and honoring your audience’s attention.
Create a content calendar
A well-structured content calendar helps you maintain a steady flow of ideas and avoid last-minute scrambles for topics or guests. It also allows you to strategically map out how your episodes build on one another, guiding listeners through a cohesive journey that aligns with your podcast’s goals. In fact, the act of drafting up a content calendar is a good check-point for how practical your planned cadence will work, and allows you to adjust before launch.
Employ cross-promotion to build your audience
Cross-promotion is key to growing your podcast’s reach and connecting with new listeners. Share your episodes across multiple channels like social media, your company blog, and email newsletters to keep your podcast front and center. And don’t forget to tap into your network – encourage guests to share episodes with their own audiences to broaden your reach and attract new listeners who are already engaged with their content.
Repurpose your content
Don’t underestimate the power of repurposing: use key takeaways from your episodes to create supporting blog posts, infographics, or short video clips that drive traffic back to the full podcast. This allows you to create multiple touchpoints for potential listeners to discover your content, ultimately maximizing the impact of each episode.
Ready to Elevate Your Podcast Strategy?
This post is by no means an exhaustive primer on all the nuances of podcast production – but it does offer a checklist of foundational elements to keep top-of-mind.
Whether you’re just getting started or looking to refine your current podcast, having the right strategy and support can make all the difference. At TopRank Marketing, we specialize in helping B2B brands produce standout podcasts that drive real results.
Discover how we can help you create a podcast that captivates your audience and achieves your goals.
About the author
Theresa began her career as a marketing writer around the same time TopRank launched, though it would be a couple of decades and a great deal of side questing before she joined the team. In those intervening years, Theresa did everything from managing operations and marketing for an award-winning home inspection company to starting a farmer’s market that enabled community connection and additional income for farmers and crafters in rural Minnesota. Drawing on this unique background, Theresa is committed to working with clients to develop content that reaches both the mind and the heart. Theresa’s second proudest personal accomplishment (after raising two amazing kiddos!) is her 20+ year career as a fire dancer with Fandazzi Fire, the troupe she co-founded with her husband and favorite dance partner.