It’s likely that if you work in B2B content marketing, you’ve given some consideration to starting a podcast. After all, your rival businesses already own them. You decide to start conducting some research, which entails listening to what’s already out there, seeing how people react, and having conversations with your coworkers.

You see that the outcomes may have a significant impact and make the decision to initiate one of your own.

You are certain to have a period of disillusionment at some point. It may be before you commit your time and attention to creating your own podcast, or it could be after. Either way, it could be helpful.

Whatever the case may be, the explanation is usually the same: business-to-business podcasts are terrible.

They are not interesting, and the speakers make little attempt to address the concerns or questions raised by the audience. Obviously, the team responsible for the podcast is not always to blame in situations like these. There are times when individuals are preoccupied with other responsibilities, or maybe they have never recorded a podcast before.

In either case, the programs are eventually discontinued, or even worse, they become “dead podcasts walking,” which are budgetary black holes in marketing due to their inability to provide the outcomes they could and should.

However, it is not necessary for things to be in this state. In point of fact, podcasts are among the most distinctively effective content marketing methods that are now available. The question then becomes: why do so many B2B podcasts fail?

They are unsuccessful because it is easy to produce subpar podcasts. really simple. Extremely less difficult than making high-quality video material or writing interesting blog pieces. And obviously, far less difficult than producing a successful podcast.

Want to do it right? Here’s what it looks like:

What role does podcasting play in a complete content operation?

A solid foundation is the essential component of any comprehensive content strategy. This will seem different for each organization, but in most cases, it will begin with material on a blog. As you continue to expand, you will build from there and offer more channels.

Podcasting is simply one kind of available material. It is only one of the tools that may be used to accomplish a number of content marketing objectives. It just so happens to be the form in which we at VA FLIX specialize, and it is very successful in ways that other types of material cannot be.

Imagine it as the specialized nozzle for your vacuum cleaner that is the only one that can reach all of the inaccessible areas of your home. Is it the central tenet of your approach? Nope. 

Podcasting, on the other hand, is capable of doing things that no other medium can, making it an essential component of an overall plan. In the end, the objective is to create an aural vehicle that will allow us to fulfill our carefully established marketing objectives.

How do you develop a show strategy?

Show strategy is equal parts art and science. Usually, we start by honing in on one or two of our core strategies. That means selecting one, or some combination, of the following:

• Demand Generation
• Reputation
• Community
• Account Based Marketing

The strategy that will be used for the remainder of the presentation is based on these key concepts. They set requirements for things like quantifiable objectives, the structure of the material, guest personalities, the target audience, and the schedule.

If you are interested in learning the specifics, you can contact us at studio@vaflix.com. A good portion of this information is part of the secret sauce that we use here at VA FLIX.

Who will be the guests on the show?

You’ll have a very good sense of who your guest character is by the time you’ve finished the step before this one, depending on the results. These personalities have been chosen based on the specific abilities they possess to most successfully achieve the objectives that were set during the earliest stages of strategy development.

But even if you have a clear idea of the guests you want to appear on your program, it might be challenging to get in touch with influential people in your field. It is considerably more difficult to book them for guest appearances. We notice that a significant portion of our clientele first approaches us with this major area of need. The use of social sites such as LinkedIn is an excellent place to begin. There are other websites, such as Matchmaker.fm, that are devoted to fostering these kinds of encounters by bringing people together.

At VA FLIX, we have a specialized guest management staff that takes care of visitor identification, outreach, and booking so that our customers don’t have to worry about any of those responsibilities. In order to book visitors who will have a significant effect, we rely on our established connections, specialized technologies, and social networks.

I’ve recorded an episode. Now what?

The first bout of laborious creative work is over, and you are now prepared to move on to the stages of production and administration. We suggest that, depending on your requirements, you make use of applications such as Adobe Audition or Descript. After you have finished editing the audio, optimizing the tracks, removing any background noise, and adding an introduction and conclusion to the episode, you will then upload it.

The hosting service that we use is called Simplecast, although there are many more excellent choices available. After you have uploaded your audio file, cover art, show notes, show description, and tags, check to make sure that the feed for your podcast is synchronized with the main distributors (Spotify, Apple, and Google), and then press the publish button. Your episode is now available for everyone in the world to listen to.

I’ve published an episode. Now what?

You’re done, right? Hold up a second. On the back end, there is more work that needs to be done in terms of both strategy and creativity. From a strategic standpoint, you will want to check to see whether the podcast is functioning in the manner that you anticipated when you first began. This goes beyond just counting the number of downloads; there are many other ways that may be used. Simplecast offers basic statistics, and other tools, such as Voxalyze, may provide you with more specific information. If you’re looking for a place to begin, Simplecast is a good option.

When it comes to the show’s content, reusing or repurposing an existing podcast is the single most neglected yet essential component of success. Converting your podcast into blog entries, audiograms, quote cards, and other forms of social content that can be shared across all of your various platforms is highly recommended. There are some people who won’t be able to watch the whole episode, but that doesn’t mean they can’t still benefit from the information you provide even if they can’t. You can get started using programs like Headliner and Canva to design and create headlines for your podcast episodes, but the repurposed forms that your podcast takes will rely on the larger content strategy that your business employs overall.

I’ve repurposed an episode. Now what?

Do everything again the following week. Wash, rinse, and repeat, and you will see your business expand with each new episode.

If you want to improve your chances, working with us at VA FLIX is the way to go. We’ll take care of everything mentioned above and more so that you don’t have to worry about it. Because we are podcasting professionals, we will do what we do best so that you can focus on what you do best.