Getting Started with B2B Podcasting
Eight quick tips for first-time podcasters
1 Wiretapping Potential Listeners
2Hunting for Content
3 The Lay of the Land
4Size and Punctuality Matter
5 Thinking Like ...
Left to right: Members of the Radix team - Fiona Campbell-Howes (Founder and lead copywriter), David McGuire
(Creative Dir...
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 sub...
Persona 1:
Account Manager,
Marketing Agency.
Wants to know
how cats affect
copywriting.
Hypothetical Radix listener perso...
No spam The
most listened-
to podcasts are ones
that share knowledge
and enthusiasm for a given
topic. No one wants to lis...
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
wha...
Social posts to keep an eye out for:
Questions people are
asking that are related
to your business or
area of expertise
Th...
Repurpose content Written
a blog post or
ebook that’s generated
a lot of interest? Revisit the
themes and ideas discussed
...
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
topi...
Places to search for existing podcasts:
iTunes
Stitcher
Libsyn
As well as searching
for podcasts via search
engines, consi...
Five B2B marketing podcasts
that inspire us at Radix
This Old
Marketing
Content
Marketing
Podcast
Content
Pros
Podcast
Mar...
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
releasing episode...
Locating the “sweet spot”
Generally, there are no set rules for frequency vs.
length in podcasting, but the sweet spot is ...
Avoid burning
through ideas You
don’t want to
exhaust your ideas
in the beginning
and struggle to find
new ones for each
e...
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...
Possible formats
Interview with a thought
leader in your industry.
Discussion of industry
issues, and a best practice
sect...
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 TOPI...
Don’t be tempted to script the entire
episode. Reading from a script will make it
sound very unnatural.
Instead, write a b...
Things to include in your outline
OUTLINE EPISODE 1
Segment length
What needs to be covered
Points to kick-start discussio...
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
peop...
Recipe for a podcast trailer
Sound bites from podcast
episodes
Theme music
Ingredients
Method
Edit to three minutes or
und...
The power of the
network
If
any influencers
come up in discussion
during your podcast,
mention them in your social
media p...
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 and/
or podcast hosting service. Compare
episodes – if...
Don’t use registration forms with podcasts
SUBMIT
Forms can get in the way of podcasts being
syndicated, which means you c...
Missing the mark?
There’s
a good chance
that your B2B
podcast will have a niche
audience, so don’t expect
thousands of lis...
Hello, we’re Radix Communications.
We write marketing content and communications for top B2B
technology brands.
Like Dell,...
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Getting started with B2B podcasting – 8 quick tips for first-time podcasters

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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

  1. 1. Getting Started with B2B Podcasting Eight quick tips for first-time podcasters
  2. 2. 1 Wiretapping Potential Listeners 2Hunting for Content 3 The Lay of the Land 4Size and Punctuality Matter 5 Thinking Like Radio 6Drawing Blueprints 7 When It’s Okay to Use Megaphones 8Look and Listen Coming up
  3. 3. Left to right: Members of the Radix team - Fiona Campbell-Howes (Founder and lead copywriter), David McGuire (Creative Director), Emily King (Content Marketing Manager) recording an episode of the Radix podcast. 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. About
  4. 4. 1 Wiretapping Potential Listeners Who’s the target audience and what do they want to hear?
  5. 5. 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.
  6. 6. Persona 1: Account Manager, Marketing Agency. Wants to know how cats affect copywriting. Hypothetical Radix listener personas Use LinkedIn job ads to create personas. Persona 3: Freelance Copywriter. Would like to know if memes have a place in B2B copy. Persona 2: Marketing Executive, Cloud Software Company. Interested in the perils of using cat jargon.
  7. 7. No spam The most listened- to 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.
  8. 8. 2 Hunting for Content Where to look for ideas
  9. 9. 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.
  10. 10. Social posts to keep an eye out for: Questions people are asking that are related to your business or area of expertise The hot topics of debate that you can offer insight on Discussions with you about the podcast
  11. 11. 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.
  12. 12. 3 The Lay of the Land Researching existing shows
  13. 13. 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.
  14. 14. Places to search for existing podcasts: iTunes Stitcher Libsyn As well as searching for podcasts via search engines, consider looking for shows via these podcast directories.
  15. 15. Five B2B marketing podcasts that inspire us at Radix This Old Marketing Content Marketing Podcast Content Pros Podcast Marketing Smarts from Marketing Profs Internet Marketing Podcast
  16. 16. 4 Size and Punctuality Matter There are no set rules for length and frequency
  17. 17. Length and frequency are affected by: The amount of content in each episode How often you’re planning on releasing episodesThe time you have 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.
  18. 18. 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.
  19. 19. Avoid burning through ideas You don’t want to exhaust your ideas in the beginning and struggle to find new ones for each episode.
  20. 20. 5 Think Like Radio Choosing a format is important. (That’s episode format, not audio file format.)
  21. 21. 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.
  22. 22. Possible formats Interview with a thought leader in your industry. Discussion of industry issues, and a best practice section – with input from a guest. Discussion of current industry news and an advice section.
  23. 23. Keep it dynamic Try including a range of views. Differing opinions make for interesting listening.
  24. 24. 6 Draw Blueprints Plan your content, because good podcasts need direction
  25. 25. 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 2 3 4 5 6 7 8 Jan Feb Mar Apr May Jun Jul Aug Email subject lines B2B marketing videos Storytelling Marketing event coverage Content length Jargon Case studies Comics - John Hancock Jane Doe - - - John Smith -
  26. 26. 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.
  27. 27. 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
  28. 28. Even footing Include copies of or links to resources that will help podcast participants to research the topic.
  29. 29. 7 When it’s Okay to Use Megaphones Tips for promoting your podcast
  30. 30. 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 our podcast when it use to be the Radix Copycast (obviously yours doesn’t have to be as dramatic).
  31. 31. Recipe for a podcast trailer Sound bites from podcast episodes Theme music Ingredients Method Edit to three minutes or under Upload to your website Promote 1 2 3 A narrator
  32. 32. The power of the network If any influencers 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.
  33. 33. 8 Look and Listen Stats and social media feedback let you know where you need to improve
  34. 34. Keep an eye on episode download numbers and stats for your RSS feed and/ or podcast hosting service. 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.
  35. 35. Don’t use registration forms with podcasts SUBMIT Forms can get in the way of podcasts being syndicated, which means you can’t make it available on services like iTunes. While lead generation is always a priority, podcasts are primarily a way of reaching out to your community and relaying your authority.
  36. 36. 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.
  37. 37. Hello, we’re Radix Communications. We write marketing content and communications for top B2B technology brands. Like Dell, Fujitsu, Honeywell, Oracle, Sprint,Salesforce.com and Xerox. We work with some of the UK’s top B2B agencies, as well as a number of tech brands directly. Our monthly podcast explores trends and issues in B2B technology copywriting. You can listen to it here.

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