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Getting started with B2B podcasting – 8 quick tips for first-time podcasters

Getting started with B2B podcasting – 8 quick tips for first-time podcasters



We've put together eight content tips to help you get started on your way to producing your first B2B podcast.

We've put together eight content tips to help you get started on your way to producing your first B2B podcast.



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    Getting started with B2B podcasting – 8 quick tips for first-time podcasters Getting started with B2B podcasting – 8 quick tips for first-time podcasters Presentation Transcript

    • Getting Started with B2B Podcasting Eight quick tips for first-time podcasters
    • Coming up 1 Wiretapping Potential Listeners Hunting for Content Size and Punctuality Matter 6 Look and Listen 8 The Lay of the Land 5 4 Drawing Blueprints 3 2 Thinking Like Radio 7 When It’s Okay to Use Megaphones
    • About Left to right: Fiona Campbell-Howes (Managaing Director, Radix), David McGuire (Associate Writer), Emily King (Research and Marketing Executive) recording an episode of the Radix Copycast. I’m Emily King and I began podcasting in 2008 and currently produce two podcasts, including the Radix Copycast. I’m involved at all stages of production, from outlines to recording, editing to uploading.
    • 1 Wiretapping Potential Listeners Who’s the target audience and what do they want to hear?
    • It’s time to create some listener personas (profiles of typical listeners) to help give direction in picking potential subject matter for the podcast. And look at discussions on social media and blogs to discover what the podcast’s intended audience are potentially interested in.
    • Hypothetical Radix listener personas Persona 1: Account Manager, Marketing Agency. Wants to know how cats affect copywriting. Persona 2: Marketing Executive, Cloud Software Company. Interested in the perils of using cat jargon. Persona 3: Freelance Copywriter. Would like to know if memes have a place in B2B copy. Use LinkedIn job ads to create personas.
    • No spam The most listenedto podcasts are ones that share knowledge and enthusiasm for a given topic. No one wants to listen to a sales pitch, so tread with care when promoting products and services.
    • 2 Hunting for Content Where to look for ideas
    • Launching your podcast based on what your target audience is interested in is fine, but you need to stay up-to-date on what they’re discussing within your subject area. That means social media will be your main resource for episode ideas.
    • Social posts to keep an eye out for: Questions people are asking that are related to your business or area of expertise Discussions with you about the podcast The hot topics of debate that you can offer insight on
    • Repurpose content Written a blog post or ebook that’s generated a lot of interest? Revisit the themes and ideas discussed in it, but this time bring a guest on board to offer a different perspective. You could even bring in people you used quotes from.
    • 3 The Lay of the Land Researching existing shows
    • Listen to comparable podcasts. Check out how long they are and how often they release, plus how long they dedicate to topics – do they manage to maintain your interest? Don’t try to be the same as these podcasts. Many of them have well established audience bases, but do think about how you could improve on their formats and do things differently.
    • Places to search for existing podcasts: As well as searching for podcasts via search engines, consider looking for shows via these podcast directories. Stitcher Libsyn iTunes
    • Five B2B marketing podcasts that inspire us at Radix Expert Interviews with Greg Elwell Marketing Smarts from Marketing Profs Content Marketing Podcast Internet Marketing Podcast The Social Media Show
    • 4 Size and Punctuality Matter There are no set rules for length and frequency
    • Length and frequency are affected by: The amount of content in each episode How often you’re planning on The time you have releasing episodes available to plan, record, edit and promote each episode These three things will affect the length of your episodes and how often you release them.
    • Locating the “sweet spot” Generally, there are no set rules for frequency vs. length in podcasting, but the sweet spot is somewhere between: 15-90 minutes Regardless of frequency. And it’s perfectly fine to experiment with length.
    • Avoid burning through ideas You don’t want to exhaust your ideas in the beginning and struggle to find new ones for each episode.
    • 5 Think Like Radio Choosing a format is important. (That’s episode format, not audio file format.)
    • Whether the podcast is pre-recorded or broadcast live, it’s best to stick to a set format for the show. Covering news only really works if your podcast is going to be released more than once a month – otherwise it will sound stale.
    • Possible formats Interview with a thought leader in your industry. Discussion of current industry news and an advice section. Discussion of industry issues, and a best practice section – with input from a guest.
    • Keep it dynamic Try including a range of views. Differing opinions make for interesting listening.
    • 6 Draw Blueprints Plan your content, because good podcasts need direction
    • Get an editorial calendar together and use it to plan and track any content that isn’t based on news. EPISODE # MONTH TOPICS GUEST 1 Jan Email subject lines - 2 Feb B2B marketing videos John Hancock 3 Mar Storytelling Jane Doe 4 Apr Marketing event coverage - 5 May Content length - 6 Jun Jargon - 7 Jul Case studies John Smith 8 Aug Comics -
    • Don’t be tempted to script the entire episode. Reading from a script will make it sound very unnatural. Instead, write a broad outline for the episode, and only script the introductions and outros.
    • Things to include in your outline OUTLINE EPISODE 1 Segment length What needs to be covered Points to kick-start discussion Script for intros and outros
    • Even footing Include copies of or links to resources that will help podcast participants to research the topic.
    • 7 When it’s Okay to Use Megaphones Tips for promoting your podcast
    • Once you have a few episodes uploaded, make a trailer for your podcast. Editing trailers from existing episodes helps people to quickly decide whether your podcast is right for them. Here’s the trailer we did for the Radix Copycast (obviously yours doesn’t have to be as dramatic).
    • Recipe for a podcast trailer Theme music ites from podca und b st So episodes A narrator Ingredients Method Edit to three minutes or under 1 Upload to your website 2 Promote 3
    • The power of the If any influencers network come up in discussion during your podcast, mention them in your social media posts – they may be intrigued enough to listen and share. Guests and interviewees will also often be keen to share episodes they appear in.
    • 8 Look and Listen Stats and social media feedback let you know where you need to improve
    • Keep an eye on episode download numbers and stats for your RSS feed. Compare episodes – if one is listened to more than another, try to understand what made it popular. Check out what’s being said about your podcast on social media. You’ll see if it’s reaching your intended audience, and if people are happy with the quality of the podcast.
    • Don’t use registration forms with podcasts Forms can get in the way of podcasts from being syndicated, which means you can’t make it available on services like iTunes. SUBMIT While lead generation is always a priority, podcasts are primarily a way of reaching out to your community and relaying your authority.
    • Missing the mark? There’s a good chance that your B2B podcast will have a niche audience, so don’t expect thousands of listeners. But if your target audience isn’t engaging with it, try something different.
    • About Radix Radix is a copywriting agency for the content marketing era. We work with marketers to develop programmes of content that guide customers through every stage of the buying process. We specialise in the B2B technology sector, with expertise in enterprise hardware and software, networking and electronics. We’ve written for innovative tech companies large and small, including Fujitsu, GFI, Oracle, Rackspace, Salesforce and Spirent. Our monthly podcast explores trends and issues in B2B technology copywriting. You can listen to it here.