By Theresa Meis

The very first podcast production job I had was way (way…) back in 2005. The sailing magazine I worked for wanted to publish their monthly newsletter in audio format so it was easier for their audience to “read” while at sea. At that time, podcasting was an emerging content format, yet it had already amassed an impressive 6 million listeners in its first year.

Fast forward to today, and that market has grown to an estimated 183 million in the United States alone, with industries everywhere (B2B included!) recognizing its potential to engage and inform audiences. From niche topics to news to deep-dive industry reporting, podcasts are now essential in building thought leadership for your brand.

But while getting a podcast up and running is easier than ever, producing one that captivates your audience and consistently delivers value? That’s where you can easily run aground. In this post, I’ll dive into the common pitfalls in B2B podcast production and share best practices to help you elevate your podcast strategy.

For those just starting out or looking to refine their approach, be sure to check out our previous article, The What, Why, and How of Better B2B Podcasts, for foundational insights.

B2B Podcast Production

Podcast production is the process of creating and distributing audio content specifically tailored to your audience. In B2B content marketing, podcasts are a powerful tool for establishing thought leadership, nurturing client relationships, and driving deeper engagement with key stakeholders.

While B2C podcasts often aim to entertain and captivate broad audiences, B2B podcasts tend to target niche audiences and focus on industry-specific challenges and solutions. But don’t be mistaken – creativity and storytelling play just as vital a role here.

What’s involved in B2B podcast production?

B2B podcast production involves four key steps:

• Planning: Defining clear goals, understanding your target audience, and developing a content strategy that aligns with your objectives.
• Recording: Focusing on capturing quality audio, using reliable equipment and featuring engaging hosts or guests to create compelling discussions.
• Editing: Refining the audio for clarity and polish, adding elements like music, intros, and outros to enhance the listener experience.
• Promotion: Leveraging social media, email newsletters, and cross-promotions to maximize reach and engagement with your audience.

At each stage, staying consistent and focusing on delivering value are key to building a loyal audience.

Common Pitfalls in B2B Podcast Production

Lack of clear objectives

What is the purpose of your podcast? If you can’t readily answer that question, it’s time to take a step back and define your “why.” Without clear objectives, your podcast can easily lose direction, resulting in content that feels scattered or disconnected from your overall strategy. 

Poor audio quality

As both an avid podcast listener and former producer, I cannot emphasize enough …read more

Source:: Top Rank Blog

Author: Aaron