We've put together eight content tips to help you get started on your way to producing your first B2B podcast.

1. Getting Started with B2B Podcasting
Eight quick tips for first-time podcasters

2. 1 Wiretapping Potential Listeners
2Hunting for Content
3 The Lay of the Land
4Size and Punctuality Matter
5 Thinking Like Radio
6Drawing Blueprints
7 When It’s Okay to Use Megaphones
8Look and Listen
Coming up

3. Left to right: Members of the Radix team - Fiona Campbell-Howes (Founder and lead copywriter), David McGuire
(Creative Director), Emily King (Content Marketing Manager) recording an episode of the Radix podcast.
I’m Emily King and I began podcasting in 2008 and currently produce two podcasts,
including the Radix Copycast. I’m involved at all stages of production, from outlines to
recording, editing to uploading.
About

4. 1
Wiretapping Potential
Listeners
Who’s the target
audience and what do
they want to hear?

5. It’s time to create some listener personas
(profiles of typical listeners) to help give
direction in picking potential subject
matter for the podcast.
And look at discussions on social media
and blogs to discover what the podcast’s
intended audience are potentially interested
in.

6. Persona 1:
Account Manager,
Marketing Agency.
Wants to know
how cats affect
copywriting.
Hypothetical Radix listener personas
Use LinkedIn job ads to create
personas.
Persona 3:
Freelance
Copywriter. Would
like to know if
memes have a place
in B2B copy.
Persona 2:
Marketing Executive,
Cloud Software
Company. Interested in
the perils of using cat
jargon.

7. No spam The
most listened-
to podcasts are ones
that share knowledge
and enthusiasm for a given
topic. No one wants to listen
to a sales pitch, so tread
with care when promoting
products and
services.

8. 2
Hunting for Content
Where to look for ideas

9. Launching your podcast based on what
your target audience is interested in is
fine, but you need to stay up-to-date on
what they’re discussing within your subject
area.
That means social media will be your main
resource for episode ideas.

10. Social posts to keep an eye out for:
Questions people are
asking that are related
to your business or
area of expertise
The hot topics of
debate that you can
offer insight on
Discussions with you
about the podcast

11. Repurpose content Written
a blog post or
ebook that’s generated
a lot of interest? Revisit the
themes and ideas discussed
in it, but this time bring a guest
on board to offer a different
perspective. You could even
bring in people you used
quotes from.

12. 3
The Lay of the Land
Researching existing
shows

13. Listen to comparable podcasts. Check
out how long they are and how often they
release, plus how long they dedicate to
topics – do they manage to maintain your
interest?
Don’t try to be the same as these podcasts.
Many of them have well established
audience bases, but do think about how
you could improve on their formats and do
things differently.

14. Places to search for existing podcasts:
iTunes
Stitcher
Libsyn
As well as searching
for podcasts via search
engines, consider looking
for shows via these
podcast directories.

15. Five B2B marketing podcasts
that inspire us at Radix
This Old
Marketing
Content
Marketing
Podcast
Content
Pros
Podcast
Marketing
Smarts from
Marketing
Profs
Internet
Marketing
Podcast

16. 4
Size and Punctuality
Matter
There are no set rules for
length and frequency

17. Length and frequency are affected by:
The amount of
content in each
episode
How often you’re
planning on
releasing episodesThe time you have
available to plan,
record, edit and
promote each
episode
These three things will affect the length
of your episodes and how often you
release them.

18. Locating the “sweet spot”
Generally, there are no set rules for frequency vs.
length in podcasting, but the sweet spot is somewhere
between:
15-90 minutes
Regardless of frequency.
And it’s perfectly fine to
experiment with length.

19. Avoid burning
through ideas You
don’t want to
exhaust your ideas
in the beginning
and struggle to find
new ones for each
episode.

20. 5
Think Like Radio
Choosing a format is
important. (That’s episode
format, not audio file
format.)

21. Whether the podcast is pre-recorded or
broadcast live, it’s best to stick to a set
format for the show.
Covering news only really works if your
podcast is going to be released more than
once a month – otherwise it will sound stale.

22. Possible formats
Interview with a thought
leader in your industry.
Discussion of industry
issues, and a best practice
section – with input from a
guest.
Discussion of current
industry news and an
advice section.

23. Keep it dynamic
Try
including
a range of
views. Differing
opinions make
for interesting
listening.

24. 6
Draw Blueprints
Plan your content,
because good podcasts
need direction

25. Get an editorial calendar together and use
it to plan and track any content that isn’t
based on news.
EPISODE # MONTH TOPICS GUEST
1
2
3
4
5
6
7
8
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Email subject lines
B2B marketing videos
Storytelling
Marketing event coverage
Content length
Jargon
Case studies
Comics
-
John Hancock
Jane Doe
-
-
-
John Smith
-

26. Don’t be tempted to script the entire
episode. Reading from a script will make it
sound very unnatural.
Instead, write a broad outline for the
episode, and only script the introductions
and outros.

27. Things to include in your outline
OUTLINE EPISODE 1
Segment length
What needs to be covered
Points to kick-start discussion
Script for intros and outros

28. Even footing
Include
copies of or
links to resources
that will help
podcast participants
to research the
topic.

29. 7
When it’s Okay to Use
Megaphones
Tips for promoting your
podcast

30. Once you have a few episodes uploaded,
make a trailer for your podcast. Editing
trailers from existing episodes helps
people to quickly decide whether your
podcast is right for them.
Here’s the trailer we did for our podcast
when it use to be the Radix Copycast
(obviously yours doesn’t have to be as
dramatic).

31. Recipe for a podcast trailer
Sound bites from podcast
episodes
Theme music
Ingredients
Method
Edit to three minutes or
under
Upload to your website
Promote
1
2
3
A narrator

32. The power of the
network
If
any influencers
come up in discussion
during your podcast,
mention them in your social
media posts – they may be
intrigued enough to listen and
share. Guests and interviewees
will also often be keen to
share episodes they
appear in.

33. 8
Look and Listen
Stats and social media
feedback let you know
where you need to
improve

34. Keep an eye on episode download
numbers and stats for your RSS feed and/
or podcast hosting service. Compare
episodes – if one is listened to more than
another, try to understand what made it
popular.
Check out what’s being said about your
podcast on social media. You’ll see if it’s
reaching your intended audience, and if
people are happy with the quality of the
podcast.

35. Don’t use registration forms with podcasts
SUBMIT
Forms can get in the way of podcasts being
syndicated, which means you can’t make it
available on services like iTunes.
While lead generation is always a priority,
podcasts are primarily a way of reaching
out to your community and relaying your
authority.

36. Missing the mark?
There’s
a good chance
that your B2B
podcast will have a niche
audience, so don’t expect
thousands of listeners. But
if your target audience
isn’t engaging with
it, try something
different.

37. Hello, we’re Radix Communications.
We write marketing content and communications for top B2B
technology brands.
Like Dell, Fujitsu, Honeywell, Oracle, Sprint,Salesforce.com and
Xerox.
We work with some of the UK’s top B2B agencies, as well as a
number of tech brands directly.
Our monthly podcast explores trends and issues in B2B
technology copywriting. You can listen to it here.