Launching a B2B podcast that actually gets attention starts with research. Understanding how your product might have changed a business for the better, discussing a trending industry topic or interviewing a high profile industry leader are all interesting topics of discussion for your audience.

People want to understand more about their field and what products might improve their business. Writing scripts that investigate the industry, ask and answer questions or present new findings are a way of attracting an audience of busy industry leaders.

People are busy. They choose to listen to podcasts that are engaging and informative. You know your business and you have the questions people want answered. Your podcast is no different from your blog content: it needs to add value to attract a following.

How to Start a Podcast

Define Your Most Profitable Buyer

Use your data to segment your audience as you would for email. This way you can determine who your target audience should be, making choosing a topic far easier. Most B2B brands have several types of buyers, but for your podcast to return a positive ROI you need to determine who they are.

If an industry leader agrees to be your featured guest, they are promoting you and your business. It creates a genuine connection when your buyer discusses how your product or service has benefited their business and profitability.

Find Your Audience

Write your script in the language of your industry.

If your primary buyer is a software engineer, you need to understand the acronyms of the industry and the latest updates.

You may not have much competition in your market, so make your podcast title as obvious as possible. This makes finding your podcast on iTunes far easier.

Naming your podcast is relatively straightforward. Keep it simple, direct and somewhat formal for a professional appeal.

There are some combinations that you can use to create a show title.

  • Ideal buyer’s industry + ideal buyer’s role = The Software Engineers Show
  • Ideal buyer’s industry + generic role = The Merchant COE
  • How to + what your ideal buyer is responsible for doing = How to be a PSP

Your Logo

Your logo should represent your business, brand and focus of your podcast. It is the link that people will click on to listen to your podcast.

The logo needs to be designed by a graphic designer who understands the power of visual communication. Potential new clients will see your podcast logo before they see your website or know about your brand. It is important that your logo be professional and memorable.

Design Templates for Headline and Quote Images

Once you have a logo, you should also design headline and quote images.

These can be used in two ways:

  • On social media – These images are excellent for sharing on your social channels as promotional material.
  • As graphics to complement written content – Podcast episodes can easily be repurposed as written content (blog posts, articles, LinkedIn published posts, etc). Use your podcast graphics in your written content to keep readers engaged.

Your templates should include:

  • The URL of your podcast website.
  • Your show’s logo.
  • The guest’s name.
  • The guest’s headshot.
  • The episode number.

Plan and Record Episodes

Having an outline is important for many reasons.

  • Time management
  • Focus of conversation
  • Brand promotion
  • Key points

Sending your interviewee a list of questions you want to ask is also important. It gives them time to prepare and present themselves as the professional you have asked them to be. While you might want to ask some challenging questions, your interviewee might not be in a position to answer for various reasons. Giving them a list of questions will avoid an awkward moment that makes you look unprofessional or that results in dead air.

This is an example of a script you might use for your first episode:

Welcome to the first episode of <name of show>.

My name is <first name, last name>, and today we’ll be discussing what you can expect from this podcast.

But first, let’s talk about our company, <name of company>, and why we decided to start this podcast.

<explain why you wanted to start a podcast>

So what can you expect to hear when you listen to each episode?

<explain what listeners can expect: approximate length of each episode, types of guests you’ll be featuring on the show, topics you plan to cover, etc>

If you have any ideas for episode topics or if you or someone you know would be interested in being a guest, then email us at <your email address>. This show is about meeting your needs, so let us know what you want to hear more about.

Thank you so much for listening to episode 1 of <podcast name>. Make sure to subscribe to the show in iTunes or your favorite podcast player.

Until next time. <sign off>.

While you will have a list of specific questions and a general script for each episode, you should prepare a list of generic questions that can be used as a fall back. This buffer means that you have filler questions if the interview runs short, or if for some reason your interviewee cannot attend the booked date and you need a fast replacement.

    • Why is <topic> so important for <audience> to understand?


  • If our listeners could only do one thing after listening to this interview, what would you want them to do?


  • Where do you see people struggling the most with <topic>?

It is your pre interview work that ensures your podcast is interesting and engaging. Do your research, ask questions like a journalist and allow your interviewee to share their expertise.

Your intro should be short and sweet. The goal is to summarize the value of the show to the listener in a few sentences.

The same needs to be done for the sign off. Thank the audience for listening and give them a preferred call to action (subscribe to the show, reach out via email, etc.).

Record them once then apply them to every single episode for consistency, or record it live each time and read from a script.

The Voice 

Choosing the voice for your show is as important as writing your script. The voice you choose will come to represent your brand. Be conscious of choosing a speaker who:

  • Is easy to listen to
  • Understands the industry
  • Records well
  • Is dynamic
  • Is a confident speaker who avoids filling pauses with ‘um’ or ‘like’

To give your show a professional feel, add music. You can download free to use tracks or hire someone to write your music for you. Remember that if you use free material the sound quality will not be as good as music that you pay for.

Write iTunes Copy for the Show

Write 2-3 paragraphs describing your podcast topic, who your intended audience is, and introducing your guest.

This is a sample of iTunes copy:

<Podcast name> is a podcast dedicated to helping <ideal client> <high level benefit from listening to the podcast>. If you’re looking to overcome <specific challenge that your market faces>, or learn best practices from <your niche> experts, this show is for you.

Each episode features an interview with an executive or thought leader, discussing topics like: <list as many keywords as you can that relate to the content of your show>.

You also need:

  1. A title with keywords – Example: The Healthcare CFO: Buying an MRI Scanner | Budget Planning | Leadership
  2. Talent name – Example: Brian Health: CFO | Medical Equipment Expert | CFO of Healthy Hospital

The more keywords you use in your iTunes description the more people you have the potential of reaching. Ranking for a specific term in the iTunes ecosystem can make a significant impact on the organic reach of your podcast.

Create a Podcast Page on Your Website

To send podcast traffic to your brand’s website, you’ll need to create a podcast page on your site. Include on your page:

  • Your podcast logo.
  • A description of your podcast (same as your iTunes description).
  • A subscribe button.
  • A podcast player containing all episodes.
Promote Your Product

Your podcast needs to be promoted to ensure that you reach your intended audience. Creating a podcast is an investment, so to ensure you get an ROI, you must follow up your work with real promotion of your podcast.

Use images from your interview on social media, drop sound bites and invite people to listen to an exclusive preview of your podcast via email. Your investment in your podcast will be significant. So you need to ensure that each one is promoted as an event for your business and a huge added value for your customers.