Why B2B Podcast Strategy Is Different from an Entertainment Podcast

A B2B podcast strategy is so much different than that of an entertainment podcast. Your B2B podcast is a marketing channel that can help you reach marketing goals, like building thought leadership and generating leads. 

It also represents something bigger than the individual host - it represents the entire brand. And unless you are very well known, your podcast needs to be as professional, consistent, and as high-quality as possible.

Entertainment podcasts are not marketing channels. They are income-generating brands where the host’s personality is the selling point. Quality is important of course, but Trevor Noah (not that he does…) can get away with recording a segment on his phone. A B2B podcast cannot. 

Let’s take a deep dive into some of the big differences in a B2B podcast strategy versus an entertainment podcast.

A B2B podcast strategy must include clear and concise messaging

You are fighting for listeners among other companies in your industry - and all the fun entertainment podcasts out there. 

When Trevor is recording an episode of his podcast, “What Now? With Trevor Noah,” he can ramble. He can go off on tangents depending on what his guests say. People will continue to listen to him. Your B2B podcast does not have that luxury.

If you want people to tune in and subscribe, you need crystal clear messaging so they know what they’re getting in each episode. You also need to keep your podcast on the short and concise side (we recommend 20 - 30 minutes). If you have more to share on the subject, direct your listeners to your latest blog post or YouTube channel to learn more. 

Your business podcast strategy needs to generate ROI 

Have you heard an episode of “Conan O’Brien Needs a Friend” on SiriusXM yet? Podcast episodes appear on the channels best aligned with the guest. (For example, the episode with the Foo Fighters appeared on AltNation.) 

Many entertainment podcasts partner with huge companies like iHeart or SiriusXM. Not only do those companies pay for production, they also provide another distribution channel. In turn, they reach more people and can charge a premium for ads and sponsorships. The strategy’s goal: ad dollars. 

B2B podcasts are self-funded out of your company’s marketing budget. You need to come up with interesting topics and guests, promote the podcast, and find and keep listeners so you can generate a nice ROI. That’s the whole point of your podcast, after all!

Topics are a key component of your podcast strategy

An entertainment podcast can touch on controversial topics or host free-wheeling guests to draw even more listeners. Sure, they need to adhere to standards and practices if they’re being produced by a big corporation (see above), but they have much more leeway than many B2B companies we work with.

For example, financial podcasts must adhere to compliance rules that govern the industry. Nonprofits must follow guidance from their board of directors. A for-profit corporation needs to align topics with their marketing/communications department. Law firms need to get approval from their own general counsel.  

You need to protect your brand as much as promote it. Choose topics and guests wisely.

Your strategy must include a plan to grow your audience

B2B podcasts need to work hard to grow their audience. It can take months, even years. You might have a big following on Instagram or popular email newsletter, but there’s no guarantee those audiences will follow you to your podcast. 

Trevor or Conan can simply announce their next podcast episode on X or Instagram, and millions of listeners will appear.

Infotainment is a strategic opportunity for B2B podcasts

No, you don’t need to hire a celebrity to host your podcast. But just like an infographic uses clever design to make information more memorable, you can weave in entertainment to keep your audience more engaged. 

Sprinkle in humor and stories, even for difficult or complex topics. Just look at what insurance companies have done with their ads. You can teach and share information while having fun and building a rapport with your audience. 

The one thing every strategy needs: quality. Successful podcasts are anchored by quality equipment, quality recording, and quality editing. If you’d like your B2B podcast to draw and keep listeners, schedule a free consultation or email us today to learn more about how our podcast production services can support your goals.