A Guide to B2B Podcasting

On this episode, we dive into an incredible story of success in the B2B Podcasting world. Peter Murphy Lewis, Vice President of Marketing at Experience Care*, shares the transformative role podcasting has played in his company’s marketing strategy. Over two years into their journey, Peter explains how a focused approach to guest selection and leveraging backlinks has dramatically increased their online presence, attracting over 40,000 monthly hits and establishing a robust brand image. Peter emphasizes the importance of creating a quality podcast that not only speaks to industry leaders but also serves as a key marketing platform. He attributes a significant part of their success to their partnership with Content Allies, praising their strategic guidance and comprehensive quarterly reviews that have helped refine their podcasting approach. This episode is a testament to the power of a well-executed podcast in the B2B space, providing actionable takeaways for businesses looking to amplify their reach and influence. *At the time of the interview, Peter was the VP of Marketing, but has since moved on to a new role. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world’s leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting

On this episode, we talk to Noah Tetzner, Head of Guest Scheduling, and Mutale Malama, Senior Public Relations Lead, both at Content Allies, about the critical components involved in successfully scheduling guests for a B2B podcast. The discussion kicks off with the concept of “friendly interviews.” These are interviews with individuals from one’s existing network or industry contacts. These friendly interviews help create early content for the podcast and build proof of concept. This can be crucial when reaching out to other potential guests. Mutale provides insights into crafting effective outreach messages when contacting potential podcast guests. You don’t want to use generic subject lines, but you should keep the subject concise. He also covers the use of social proof and the importance of showcasing past high-profile guests and the podcast’s audience size. Focus your research on people who are already open to guesting on podcasts and have some familiarity with the podcasting format. Researching keynote speakers at industry conferences and notable figures in the field can also yield promising leads. Reaching out to potential guests often requires multiple follow-ups since not everyone responds to the initial contact. Follow-ups can be necessary to capture the attention of potential guests and make them realize the opportunity offered. Mutale Malama - https://www.linkedin.com/in/mutalemalama/ Noah Tetzner - https://www.linkedin.com/in/noah-tetzner-a95b90198/ Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies.  Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world’s leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting

On this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast. One of the biggest roadblocks to a successful launch is getting bogged down with the details of the show. When people decide to pull the trigger on producing a show, they can obsess over coming up with just the right name and branded artwork, to the point where they can’t make a decision. Meanwhile, they’re not scheduling interviews for the show, which is the most important thing. After all, without content, there is no show. Almost every other element, the show name, artwork and intros, can be changed or refined at any time during the life of the show. Take action. Even if your first few interviews aren’t perfect, get them scheduled and recorded. Josh and Jake talk about other potential bottlenecks, such as choosing a host and not investing enough time and resources into the podcast launch. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies.  Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting

On this episode, we talk with Dots Oyebolu, Client Strategist and Marketing Director at Content Allies, about the best practices in choosing a name for a new B2B podcast. In B2B podcasting, the name of a show can directly impact your ability to connect with your target audience. Account-based marketing (ABM) podcasts focus on directly engaging with potential customers to drive revenue, and the name should reflect the overarching purpose of your show. Thought leadership podcasts cater to enterprises seeking to establish themselves as industry leaders, while educational podcasts offer valuable content to customers and prospects alike. These categories often overlap, and companies approach naming their podcasts in ways that boost the ego of their guests and align with their marketing objectives. Guest scheduling is a crucial aspect of B2B podcasting, and potential guests make quick decisions based on the podcast name. Creating an attractive and appealing podcast name, even if the show is still growing, can significantly boost the interest of high-level guests who seek exposure for their personal or professional brand. When choosing podcast names, consider how people search within podcast apps rather than on Google. Aim for keywords that potential listeners would use, as well as those that boost ego and align with account-based marketing goals. Finding a unique podcast name can be challenging, especially when many names are already taken. It's crucial to search podcast directories for active shows with the same name. If a similar name is not actively used, it may still be considered. Additionally, using AI tools like ChatGPT for brainstorming can be highly beneficial during the creative process. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com Dots Oyebolu - https://ca.linkedin.com/in/dotsoyebolu Content Allies - https://www.linkedin.com/company/contentallies/ This episode is brought to you by Content Allies. #Podcasting #B2BPodcasting

On this episode, Jake Jorgovan welcomes Alexis Hue, Co-Founder and Managing Director at Voxalyze, a company that uses the first podcast visibility optimization (PVO) solution to power search engine optimization for podcasts on platforms like Apple Podcasts and Spotify. Jake and Alexis start by talking about PVO, taking a high-level overview of the need to not just create great content but also make it visible so people can find it and consume it. This leads to a dive into metadata and how using it properly can increase your visibility. Alexis covers in detail many of the biggest factors that go into ranking well, including the name of the show and the publisher, the number of good reviews, the number of listens per day, and the show’s overall trajectory in the rankings. He continues through keyword strategy and other visibility boosters that every podcast publisher should find interesting. Jake Jorgovan - https://www.linkedin.com/in/jakejorgovan/ Alexis Hue - https://www.linkedin.com/in/alexishue/?originalSubdomain=de Voxalyze - https://www.linkedin.com/company/voxalyze/ Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com. #Podcasting #B2Bpodcasting

On this episode, Jake Jorgorvan shares his thoughts on finding the perfect podcast host for your B2B podcast. He talks about the risks involved in having a single host for your podcast; unless, of course, it is the founder or CEO. When you only have one host, there is always the risk that person may leave the company, leaving your podcast floundering without a presenter. People listen to B2B podcasts for the content and not necessarily to bond with the host. Having rotating hosts will keep your show flowing. Most companies use internal hosts, employed by the company. If you can’t or don’t want to have an internal host, you’ll need to find (and usually pay) an external one. There are two types of external hosts: the thought leader/celebrity in your niche and the professional speaking talent, who moderates the conversations. If you want to find an external host, you need to determine your budget and leave at least a month or two to search for the perfect host for your show. This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com. #Podcasting #B2bpodcasting

On this episode, Jake Jorgovan shares his thoughts on proven strategies for getting the most out of the SEO content you create from each episode of your B2B podcast. He explains how the SEO content you create from a podcast is different from Podcast SEO, which is also known as PVO, or podcast visibility optimization. PVO is how your podcast ranks in the podcasting directories. The SEO content you create from your podcast is used to move your podcast up the Google search results for topics you address on your podcast. Jake goes over the SEO value of show notes, which are short summaries of an episode, and transcriptions, which are word-for-word transcripts of what was said on an episode. He explains why the SEO value of these assets is limited. He talks about the function of the Summary article, which can have good SEO value, as well as the value of writing an SEO article from each episode, which, as the name suggests, has strong SEO value. He explains the value of a strategic editorial calendar, the importance of domain authority, and the benefits of driving traffic to your website with this content. Resources: https://www.semrush.com/ https://ahrefs.com/ This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2Bpodcasting

On this episode, Jake Jorgovan shares his thoughts on the most important key performance indicators (KPIs) when it comes to measuring the success of your B2B podcast. Jake breaks podcasts down into two categories for the sake of this topic. The first category is a podcast for a small or medium-sized business (SMB), which is any company in start-up mode, including Series A, B and C. The important KPIs for this category are revenue, nurturing potential customers through long, large deals, and establishing yourself and your show as a thought leader in your industry. The second category is a podcast for enterprise businesses that have annual revenue of $50 million to $100 million or more. It is important to have clear objectives when starting a B2B podcast at this level, and those objectives will determine what KPIs are important to measure the success of your show. An obvious KPI for a larger company would be the metrics and analytics of who is listening to your show. Any advertising you do for the podcast should track metrics, as well. You can also incorporate link tracking as a KPI metric. #Podcasting #B2bpodcasting This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

When you start a B2B podcast, you hope that it will become a voice in your industry, that it will position your company and your host as thought leaders in the field. You can take proactive steps and follow proven strategies to ensure success. Through search engine optimization (SEO) and podcast visibility optimization (PVO) you can increase your show’s visibility and its rankings in the podcast directories. Podcast SEO is still in its infancy — think of web SEO from the early to mid-2000s. If you were a part of that, you know that keywords were king. That is where we are today when it comes to podcast visibility in Q4 of 2022. It’s all in the name. Use relevant keywords in the title of your show for the best rankings. A clever title might work if you’re a household brand or have a famous host but, for most B2B podcasts, make the name relevant to your industry. Popularity is also important. On this episode, we explore ways to elevate the popularity of your podcast for little or no money. Strategies include following a consistent schedule, getting positive reviews and self-promotion. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com. #Podcasting #B2bpodcasting This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

On this episode, Jake Jorgovan shares the two different strategic approaches for creating a home web presence for your podcast. He also shares a third advanced strategy that lets you have the best of both worlds. The first option is a standalone website for your B2B podcast. This is a great option for smaller businesses, new businesses or any company that doesn’t have a big web presence on its main company page. There are several advantages to creating your own podcast website, including the opportunity to create your own publication within your industry. This is great for networking, building relationships and using your podcast for account-based marketing. The second choice is to put your podcast on your company website. This is a great choice for enterprise businesses that have an established website with high traffic, a loyal audience and a high domain authority ranking. In this case, your new podcast can take advantage of all the time and effort that has already gone into driving traffic to your website, boosting your downloads and building an audience from the beginning. Jake also talks about an advanced strategic method to do both, giving you the best of both worlds. This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

On this episode, host Jake Jorgovan discusses what and how you should consider the publishing frequency for your B2B podcasts. Jake recommends publishing each episode with a business objective in mind. B2B listeners are cut from a different cloth than B2C listeners, and as such consume content differently. They are looking for targeted content that addresses specific topics and serves specific purposes. With these business objectives in mind, your publishing frequencies will vary. Publishing twice per month is the most common we see with B2B companies and large enterprises, and Jake recommends this cadence as it offers a lot of other opportunities with timeline, strategy, and execution. You could even explore partnerships and PR initiatives. This episode also discusses other cadences and their benefits. Have a topic you want to see us cover on the podcast?  Write to our host at: jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

On this episode, host Jake Jorgovan shares a proven promotional model to grow your B2B podcast. As the CEO of a B2B podcast agency, Jake often comes across businesses using B2C methods to grow their podcasts. One way is by pouring thousands of dollars into Spotify, Facebook and Google ads. These platforms offer great benefits, but they’re not designed to drive value for B2B companies. Jake proposes trade publication syndication. This promotion model involves partnering with the leading trade publications in your industry to co-present and promote your podcast to their audience. In essence, it’s a WIN/WIN relationship where the publication gets industry-specific content and your podcast is promoted to your specific target audience. This episode provides useful information to help B2B companies explore effective ways of promoting their podcast. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan talks about the paralysis and/or wrong approaches some companies have when contemplating a podcast strategy and plan. He explains the process he goes through with each customer at Content Allies to set up every podcast for success. The process includes: A questionnaire which helps the team to better understand: The client The business The target clients for the business The target audience for the podcast The major players and influencers in this space A kickoff call, which adds depth to the questionnaire and the research that is done offline A launch schedule Jake also knows that corporate approval often needs PowerPoints, so an additional step in the process can be added of a personalized deck which the client can take to the decision makers for approval. The deck covers: The plan of action The go-to-market strategy KPIs Name, brand, and graphics for the podcast Jake ends the episode by stressing the importance of “done” being better than “perfect” and why the rawness of the podcast medium doesn’t need perfection. Have a topic you want to see us cover on the podcast? Write to our host at: jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan goes through a step-by-step process for those who want to produce an enterprise-level podcast using the best practices in the industry. If you want a copy of that checklist you can email him at the email address below. Key elements of that checklist include: The importance of a kickoff call which allows host and guest to briefly talk through what will be covered in the podcast and hence come to the episode better prepared The importance of sound quality and the need to mail a quality microphone to the guest if necessary How to coordinate with your internal marketing and communications teams at different steps of the process What tools and strategies are at your disposal for publishing and promoting your podcast once it is ready to go live One of the fears that many have when first tasked with podcast responsibilities is lack of experience. Most people have never had to deal with that before. This episode goes a long way to alleviating that fear by providing useful information to help even the most inexperienced get a podcast episode completed from start to finish. Have a topic you want to see us cover on the podcast? Write to our host at: jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, David “Ledge” Ledgerwood and Jake Jorgovan discuss the various ways that podcast interviews can lead to revenue. Ledge and Jake discuss how podcast interviews can lead to: Partnerships Referral relationships New customers But all of these possibilities begin with truly adding value. While one of the more obvious ways you will add value is through all the social sharing of the podcast interview, you can also reach out to collaborate further on content for them or perhaps make a useful introduction. Ledge also addresses the “hard sell” fear that many might have about a more direct approach, noting that it’s okay to be honest about the fact of what you do for a living, and that you’re not just pitching to pitch, but because you think there might be a win/win situation. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan shares some basic strategies to help your podcast reach the ears of more listeners. While there isn’t a magic strategy to get you thousands of downloads overnight, there are some basics that every podcast should cover, including: Directory and platform syndication (be on every platform possible, including video on YouTube) Podcast SEO (keywords in episode title, podcast description, and show notes) Content promotion tools (how to become “recommended content” on Buffer) Jake shares several other helpful strategies, including the most powerful one you can use to get traction and new audiences more easily. He also shares strategies for those with not a lot of budget but a lot of time, and those with a lot of budget and not a lot of time. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan discusses the most popular podcasting formats and what you should consider when creating a B2B podcast. Jake goes into depth on the two most popular podcast formats: the highly-produced, highly-scripted mass appeal type (think This American Life) and the interview-based networking type (think The Tim Ferriss Show). He also gives helpful insights into other variants that could be perfect for you and your business, including: Education - use your podcast for customer success and/or as added resources for your sales team Subject Matter Experts - use an external host to interview your internal team to allow people to shine in their areas of expertise while informing their fellow team members Consulting - a podcast in which you “do your work” with a guest and allow people to see how you work (and possibly hire you) There’s also helpful “don’t do this” advice sprinkled throughout the episode. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan gives a list of important assets and resources you should have on hand to successfully launch, build, and maintain your B2B podcast. These include: Stems - these are files that help keep your show sound consistent and allow for continuity as different people and teams take care of your podcast over time. Show note specs - you want a format that is consistent from episode to episode, and this includes style, tone, length, etc. Thumbnail designs - have templates in place to make creating individual episode and article thumbnails simple. Website placement - key questions to ask are, Where does the embedded player go? Are there links to different podcast platforms? Will you be adding articles in addition to show notes? Jake offers many more items which for many will come as afterthoughts―or worse, “I never would have thought of that.” The best B2B podcasts sound and look professional across every channel and medium. That can only be achieved by creating podcast brand guidelines that are consistent and standardized across the entire organization. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan shares the checklist that all large enterprises should keep in mind when creating and distributing podcasts of any kind. We are in a golden era for podcasting, similar to where blogging was 10-15 years ago. Back then, marketing and communication departments had to figure out how to speak this new language of marketing. Podcasting is the new marketing, and the process of creating and distributing those podcasts needs to be learned and standardized, particularly at Fortune 500 companies and other large enterprises. Jake covers an entire playbook of considerations for those who are looking to create clear, understandable processes for how podcasts get created and let out into the wild beyond the company walls, including: Look, sound, and feel of the episodes Types of podcasts your enterprise is creating. He sees many types in his work with large enterprises at Content Allies: Training Culture Solo information sharing Panel discussions General internal External podcasts focused on thought leadership Hosting - where your episodes live KPIs - how you are reviewing listenership and engagement Legal - what kind of forms to have your guests sign He touches on another half dozen considerations that most enterprises never think of. And why not? In part because they aren’t specialists in podcasting, but more importantly, as noted above, it’s a new era and many marketing and communication departments are still learning. (Thankfully Jake enjoys sharing information about it all on this podcast!) Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan gives you the basics behind using your podcast microphone. While a lot of people may think that “radio voice” is something you’re either born with or you’re not, the truth is that your microphone and how you use it can make you sound like you’ve got that right kind of voice. Jake offers three specific techniques to get the best sound out of the equipment you are using, one of which is how close you are to the mic. He demonstrates in real-time the advantages of being close to the microphone and the disadvantages of being far away. If you want to have that smooth radio voice in your podcast interviews, listen to this value-packed episode. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com