Want to know everything there is to know about starting a podcast? You’ve come to the right place!

This is a two-part blog, where Part 1 outlines what you need to know to make a podcast, and Part 2 reveals how to get your podcast listened to.

Part 1: Making a podcast

If you’ve read any of our other blogs you’ll notice we often call attention to the power of storytelling.

“Research shows our brains are wired to understand and retain stories. A story is a journey that moves the listener [to] feel different and the result is persuasion and sometimes action.” – Jennifer Aaker, Marketing Professor, Stanford Graduate School of Business


When done well, podcasts utilize the power of storytelling to engage a listener. And it’s this level of engagement that makes a podcast a powerful communication device.

Many B2B firms are catching on to this, recognizing that a podcast is an excellent (and cost effective) way to connect with their audience on a personal level.

Why create a podcast?

Did you know that 24% of Americans have listened to a podcast in the last month? To put that into perspective, that’s the same number of American twitter users (Source: Edison Research and Adweek).

In other words, a very significant audience you could be tapping into.

And the benefits of engaging with your audience via podcast are innumerable:

  • Podcasts can be consumed on the go, making them far more personal (listening to someone talk while you’re in the shower is about as personal as you’re gonna get)
  • Unlike blogs, podcasts can’t really be ‘skimmed’ (though they can be sped up). On average, users listen to 22 minutes per podcast… that’s A LOT of time compared to blogs, where over half of readers give only 15 seconds of their attention (Source: Sitepoint and Buffer Social)
  • Podcasting takes minimal investment. Compared to video or graphic design elements, it’s a cost effective way to produce content and boost your content marketing efforts.

I could go on, but as I’ve just mentioned blogs often don’t get enough attention for that.

So, on to the next point:

What should my podcast be about?

If you’re lacking inspiration for what to discuss in your podcast, take a look at what other B2B firms are doing.

Here are three B2B podcasts that caught my attention, and what they discuss:

  • ConversionCast: This podcast reveals the inner workings of Leadpages, a rapidly growing B2B startup. Each episode reveals the next step in their journey of going from 0 to 40,000 paying customers, told by actual employees.
  • Thank God It’s Monday (TGIM): A podcast created by Shopify for people who can’t wait for the week to start. The show tells success stories of like-minded entrepreneurs with the aim of inspiring their audience of innovators.
  • The A-List: Created by advertising agency DiMassimo Goldstein, this podcast discusses how industry leaders managed to break into the agency business. This podcast set out with the aim to help a client attract more students, highlighting that the topic you choose will very much influence the audience you attract. 
How to create a podcast

It’s true, podcasts require a few bells and whistles to get off the ground. But there’s no need to be daunted by that. If you systematically work through the list of things you’ll need below, you’ll be ready to start recording in no time.

Starting a podcast requires the following:

  • Equipment: Microphones and recorders
  • Software: Editing software and a podcast hosting account
  • Graphics: A logo, cover art, and any promotional material you’ll need (email banners, blog banners, social ads graphics, etc.)
  • Music and FX: Sound design that represents your show
  • A host and an engaging topic: Someone who will host your show every week, and a rough plan for what will be discussed in each episode (if you’re planning on interviewing people, you’ll need to plan ahead for this too)
  • A name: Whether you go for a clever, catchy name or a descriptive name, remember that your target audience need to be able to find you. It’s best practice to ensure you get a description into your title, either in the name or the tagline. 
Tips for success

So how can you ensure all of the time, effort and resources you invest into a podcast will be worth it?

  • 70 percent of podcast listening happens through iTunes or the native iOS Podcasts app (Source: Nieman Lab). So, make sure you get your podcast onto those platforms first.
  • Reward loyal listeners and make them feel special. You can do this with special offers, making changes based on their feedback and responding to their comments.
  • Be consistent, as consistency is the key to building a loyal audience. Post at the same time, on the same day with regular intervals between each episode.
  • Finally, be unique. Find your niche in order to differentiate yourself from all of the other B2B podcasts out there. That’s how you’ll earn an audience that wants to listen to every episode. Spend some time really thinking about what makes your content different.

As made evident in this blog, starting a podcast is a no-brainer if you’re looking for ways to boost engagement with your content marketing efforts.

That being said, things like ‘finding a niche topic’ and ‘ensuring your podcast is properly planned out’ are easier said than done.

If you want to ensure your content cuts through the noise in the digital-age and gets your firm noticed, but you don’t have the time, resources or skills to get something like a podcast off of the ground, talk to us.

We’re helping firms just like yours generate content that entices their audience to share and engage with it, building the kind of trust and loyalty you dream of.

Get notified when Part 2 of this blog is out by signing up to our newsletter below. The JTN team writes (in my very biased opinion) some pretty interesting and insightful stuff, so don’t miss out!

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