4 things to consider before starting a B2B podcast

B2B podcasts can be a creative platform your company might be considering. It’s easy to start one, but to keep one is the challenge. Kavita Singh spoke with podcaster David McGuire, host of ‘Good Copy, Bad Copy’ for Radix Communications.

Radix Communications started a podcast back in 2013, by Fiona Campbell-Howe and Emily King called ‘The Copycast.’ Podcasts were not nearly as popular as they are now, and yet the women managed to maintain and help evolve its podcast into what it is. Since then, David McGuire has taken the reins of podcast hosting. He shares some tips and experiences he’s learned over the years, along with advice to anyone who might want to take a crack at the podcasting world.

Know your audience

If you’re in the beginning stages of a B2B marketing podcast, David advises to think long and hard about who exactly your audience is going to be.

He says: “If your answer to the question is B2B marketers, then you are NOT being specific enough. Why would someone listen to you and not someone else? There are a lot of podcasts that are out there now, so what makes yours niche for marketers?”

Some questions to pinpoint your audience include:

  • What level of seniority are they?
  • What language will they be using?
  • What topics are they talking about?
  • How might they be feeling?
  • How big are their companies?

Knowing the answers to these questions will ensure a sound concept and from there, you’ll be able to accurately brainstorm episode topics and concepts. You’ll also be able to plan out how long you want each episode to be, what tone to use with your audience and what other voices you might want to incorporate into the podcast.

David says that once this is sorted, you’ll be able to know who the audience is and speak on behalf of them. Getting into their mindset will allow you to be a voice for them, which will be key in connecting with your core audience.