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| 2 minutes read

No events to plan? Thinking about creating a B2B podcast? 3 ideas to get you going...

Well, the world has changed and all those events we were going to run have been canceled.  Lots of our clients (lawyers, consultants, and other experts) have been asking us about creating podcasts and sharing them instead of running their planned events.  

I thought this was a great idea.

We have been thinking about podcasts for a while and how you as an expert in your niche can use them to influence your B2B audience.   

I thought it might be useful to share 3 ideas we are trying out here at Passle:

  1. Conversation with Subject-Matter Expert at your firm.  Dead easy - record a chat with the expert in your firm about the thing they know all about.  Be sure not to sell your product or service - this is all about getting what they know out of their head and online in a sharable format.  Check out this example from our client DLA Piper.  This is a great way to engage with the very busiest people in your firm. 
  2. Conversation with your client/prospect.  This obviously this needs a bit more preparation but this could be a great way to enhance a relationship you already have.  Ensure you send over key questions in advance and then record the Zoom meeting or even just a call. People love to be asked their advice and done right this will enhance their personal brand.  One hint - if your client/prospect is speaking at or has spoken at an event recently about a subject ask them questions about that subject.  They will be confident in answering your questions and it is easier to prep your questions.
  3. Roving reporter - Use your podcast to tell a story.  For example, tell your audience about an experience that you think will be of interest.  This could be a summary of a report, what you learnt from a conference, expo or workshop you have been to before the lockdown or a review of a business book that you have just read.  

Again do not set yourself up an impossible task.  Make these short and sweet.

I have read around what makes a good podcast and in summary here are my thoughts:

  • Keep it simple and only as long as you need it to be ie. do not waffle.  Your audio does not need to be a certain length.  Think about your audience. Personally I like audio which lasts 5-10 minutes.
  • Record conversations not interviews.  Importantly know your role.  If you are the 'presenter' then be sure to direct the conversation into areas you know your audience is interested in, ask for clarification, direct and share the conversation and do not try to be the expert.  If you are the 'expert' remember who you are talking to and avoid business acronyms and jargon.  Be natural - do not read from a script.
  • Talk to just one listener.  When researching what to talk about think about one person you would love to hear the audio and record with them in mind.
  • Whatever you do don't sell - hopefully this is really obvious.  No one will enjoy a sales pitch podcast.  
  • If you promise to run a series of podcasts be sure to do it.  If you cannot deliver do not promise it.  But do remember just because you are not regularly going to create podcasts does not mean you shouldn't do one or two.  Give it a go.

Finally market, market, market!  People will be bored at home.  They are looking for things to do.  Send out marketing promoting your podcast to your network.  

Good luck.  Give it a go.  I will be!

Have one particular reader in mind, just as many broadcasters literally talk to a photo on the wall. That one-to-one, personal relationship is all the more important when you’re talking to someone through their earphones. They might be on a run, or on the bus, or even in bed as they’re drifting off – and they’ve invited you to be part of that experience. The last thing you should do is talk at them like they’re a crowd. Meanwhile, having a clear view of your listener will help you to pitch what you’re saying at just the right level, and ask your guests the questions they’ll find most interesting. It gives your content focus – just like it does for a copywriter.


content marketing, b2b marketing, e2e, podcast, audio, expert-to-expert, goto, events, marketing, sales

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