Podcast
A Guide to B2B Podcasting
Hosted by Jake Jorgovan and David "Ledge" Ledgerwood · EN
“A Guide to B2B Podcasting” is an educational podcast series focused on teaching you the best practices in B2B podcasting. If you are an enterprise or B2B company looking to maximize podcasting for your business, then you are in the right place.
We tackle topics in-depth, including:
Enterprise podcasting best practices
How to start a podcast
Podcast technology options
Podcast equipment options
Podcast promotion
Podcast KPIs
Interview tips and tricks
Much more!
Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com
11episodes
Episodes
Newest firstAll episodes
Behind the Scenes of a Thriving B2B Podcast
Nov 2, 202300:12:38Tap to summarizeOn this episode, we dive into an incredible story of success in the B2B Podcasting world. Peter Murphy Lewis, Vice President of Marketing at Experience Care*, shares the transformative role podcasting has played in his company’s marketing strategy. Over two years into their journey, Peter explains how a focused approach to guest selection and leveraging backlinks has dramatically increased their online presence, attracting over 40,000 monthly hits and establishing a robust brand image. Peter emphasizes the importance of creating a quality podcast that not only speaks to industry leaders but also serves as a key marketing platform. He attributes a significant part of their success to their partnership with Content Allies, praising their strategic guidance and comprehensive quarterly reviews that have helped refine their podcasting approach. This episode is a testament to the power of a well-executed podcast in the B2B space, providing actionable takeaways for businesses looking to amplify their reach and influence. *At the time of the interview, Peter was the VP of Marketing, but has since moved on to a new role. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world’s leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting
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Guest Scheduling 101
Sep 20, 202300:17:49Tap to summarizeOn this episode, we talk to Noah Tetzner, Head of Guest Scheduling, and Mutale Malama, Senior Public Relations Lead, both at Content Allies, about the critical components involved in successfully scheduling guests for a B2B podcast. The discussion kicks off with the concept of “friendly interviews.” These are interviews with individuals from one’s existing network or industry contacts. These friendly interviews help create early content for the podcast and build proof of concept. This can be crucial when reaching out to other potential guests. Mutale provides insights into crafting effective outreach messages when contacting potential podcast guests. You don’t want to use generic subject lines, but you should keep the subject concise. He also covers the use of social proof and the importance of showcasing past high-profile guests and the podcast’s audience size. Focus your research on people who are already open to guesting on podcasts and have some familiarity with the podcasting format. Researching keynote speakers at industry conferences and notable figures in the field can also yield promising leads. Reaching out to potential guests often requires multiple follow-ups since not everyone responds to the initial contact. Follow-ups can be necessary to capture the attention of potential guests and make them realize the opportunity offered. Mutale Malama - https://www.linkedin.com/in/mutalemalama/ Noah Tetzner - https://www.linkedin.com/in/noah-tetzner-a95b90198/ Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world’s leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting
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So, You Want To Launch a Podcast? Here’s What You Need To Know
Sep 6, 202300:16:37Tap to summarizeOn this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast. One of the biggest roadblocks to a successful launch is getting bogged down with the details of the show. When people decide to pull the trigger on producing a show, they can obsess over coming up with just the right name and branded artwork, to the point where they can’t make a decision. Meanwhile, they’re not scheduling interviews for the show, which is the most important thing. After all, without content, there is no show. Almost every other element, the show name, artwork and intros, can be changed or refined at any time during the life of the show. Take action. Even if your first few interviews aren’t perfect, get them scheduled and recorded. Josh and Jake talk about other potential bottlenecks, such as choosing a host and not investing enough time and resources into the podcast launch. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2BPodcasting
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Choosing a Name for Your B2B Podcast
Aug 16, 202300:24:23Tap to summarizeOn this episode, we talk with Dots Oyebolu, Client Strategist and Marketing Director at Content Allies, about the best practices in choosing a name for a new B2B podcast. In B2B podcasting, the name of a show can directly impact your ability to connect with your target audience. Account-based marketing (ABM) podcasts focus on directly engaging with potential customers to drive revenue, and the name should reflect the overarching purpose of your show. Thought leadership podcasts cater to enterprises seeking to establish themselves as industry leaders, while educational podcasts offer valuable content to customers and prospects alike. These categories often overlap, and companies approach naming their podcasts in ways that boost the ego of their guests and align with their marketing objectives. Guest scheduling is a crucial aspect of B2B podcasting, and potential guests make quick decisions based on the podcast name. Creating an attractive and appealing podcast name, even if the show is still growing, can significantly boost the interest of high-level guests who seek exposure for their personal or professional brand. When choosing podcast names, consider how people search within podcast apps rather than on Google. Aim for keywords that potential listeners would use, as well as those that boost ego and align with account-based marketing goals. Finding a unique podcast name can be challenging, especially when many names are already taken. It's crucial to search podcast directories for active shows with the same name. If a similar name is not actively used, it may still be considered. Additionally, using AI tools like ChatGPT for brainstorming can be highly beneficial during the creative process. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com Dots Oyebolu - https://ca.linkedin.com/in/dotsoyebolu Content Allies - https://www.linkedin.com/company/contentallies/ This episode is brought to you by Content Allies. #Podcasting #B2BPodcasting
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Boosting Podcast Visibility with Alexis Hue, Co-Founder and Managing Director at Voxalyze
Feb 24, 202300:23:34Tap to summarizeOn this episode, Jake Jorgovan welcomes Alexis Hue, Co-Founder and Managing Director at Voxalyze, a company that uses the first podcast visibility optimization (PVO) solution to power search engine optimization for podcasts on platforms like Apple Podcasts and Spotify. Jake and Alexis start by talking about PVO, taking a high-level overview of the need to not just create great content but also make it visible so people can find it and consume it. This leads to a dive into metadata and how using it properly can increase your visibility. Alexis covers in detail many of the biggest factors that go into ranking well, including the name of the show and the publisher, the number of good reviews, the number of listens per day, and the show’s overall trajectory in the rankings. He continues through keyword strategy and other visibility boosters that every podcast publisher should find interesting. Jake Jorgovan - https://www.linkedin.com/in/jakejorgovan/ Alexis Hue - https://www.linkedin.com/in/alexishue/?originalSubdomain=de Voxalyze - https://www.linkedin.com/company/voxalyze/ Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com. #Podcasting #B2Bpodcasting
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How To Hire a B2B Podcast Host
Feb 20, 202300:22:20Tap to summarizeOn this episode, Jake Jorgorvan shares his thoughts on finding the perfect podcast host for your B2B podcast. He talks about the risks involved in having a single host for your podcast; unless, of course, it is the founder or CEO. When you only have one host, there is always the risk that person may leave the company, leaving your podcast floundering without a presenter. People listen to B2B podcasts for the content and not necessarily to bond with the host. Having rotating hosts will keep your show flowing. Most companies use internal hosts, employed by the company. If you can’t or don’t want to have an internal host, you’ll need to find (and usually pay) an external one. There are two types of external hosts: the thought leader/celebrity in your niche and the professional speaking talent, who moderates the conversations. If you want to find an external host, you need to determine your budget and leave at least a month or two to search for the perfect host for your show. This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com. #Podcasting #B2bpodcasting
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Creating B2B SEO Content From Podcasts
Jan 30, 202300:20:28Tap to summarizeOn this episode, Jake Jorgovan shares his thoughts on proven strategies for getting the most out of the SEO content you create from each episode of your B2B podcast. He explains how the SEO content you create from a podcast is different from Podcast SEO, which is also known as PVO, or podcast visibility optimization. PVO is how your podcast ranks in the podcasting directories. The SEO content you create from your podcast is used to move your podcast up the Google search results for topics you address on your podcast. Jake goes over the SEO value of show notes, which are short summaries of an episode, and transcriptions, which are word-for-word transcripts of what was said on an episode. He explains why the SEO value of these assets is limited. He talks about the function of the Summary article, which can have good SEO value, as well as the value of writing an SEO article from each episode, which, as the name suggests, has strong SEO value. He explains the value of a strategic editorial calendar, the importance of domain authority, and the benefits of driving traffic to your website with this content. Resources: https://www.semrush.com/ https://ahrefs.com/ This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com #Podcasting #B2Bpodcasting
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Top Podcast KPIs To Track
Dec 14, 202200:20:54Tap to summarizeOn this episode, Jake Jorgovan shares his thoughts on the most important key performance indicators (KPIs) when it comes to measuring the success of your B2B podcast. Jake breaks podcasts down into two categories for the sake of this topic. The first category is a podcast for a small or medium-sized business (SMB), which is any company in start-up mode, including Series A, B and C. The important KPIs for this category are revenue, nurturing potential customers through long, large deals, and establishing yourself and your show as a thought leader in your industry. The second category is a podcast for enterprise businesses that have annual revenue of $50 million to $100 million or more. It is important to have clear objectives when starting a B2B podcast at this level, and those objectives will determine what KPIs are important to measure the success of your show. An obvious KPI for a larger company would be the metrics and analytics of who is listening to your show. Any advertising you do for the podcast should track metrics, as well. You can also incorporate link tracking as a KPI metric. #Podcasting #B2bpodcasting This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com
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Podcast SEO 101
Nov 8, 202200:21:15Tap to summarizeWhen you start a B2B podcast, you hope that it will become a voice in your industry, that it will position your company and your host as thought leaders in the field. You can take proactive steps and follow proven strategies to ensure success. Through search engine optimization (SEO) and podcast visibility optimization (PVO) you can increase your show’s visibility and its rankings in the podcast directories. Podcast SEO is still in its infancy — think of web SEO from the early to mid-2000s. If you were a part of that, you know that keywords were king. That is where we are today when it comes to podcast visibility in Q4 of 2022. It’s all in the name. Use relevant keywords in the title of your show for the best rankings. A clever title might work if you’re a household brand or have a famous host but, for most B2B podcasts, make the name relevant to your industry. Popularity is also important. On this episode, we explore ways to elevate the popularity of your podcast for little or no money. Strategies include following a consistent schedule, getting positive reviews and self-promotion. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com. #Podcasting #B2bpodcasting This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com
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Podcast Websites - Should You Create a Website for Your B2B Podcast?
Oct 25, 202200:16:06Tap to summarizeOn this episode, Jake Jorgovan shares the two different strategic approaches for creating a home web presence for your podcast. He also shares a third advanced strategy that lets you have the best of both worlds. The first option is a standalone website for your B2B podcast. This is a great option for smaller businesses, new businesses or any company that doesn’t have a big web presence on its main company page. There are several advantages to creating your own podcast website, including the opportunity to create your own publication within your industry. This is great for networking, building relationships and using your podcast for account-based marketing. The second choice is to put your podcast on your company website. This is a great choice for enterprise businesses that have an established website with high traffic, a loyal audience and a high domain authority ranking. In this case, your new podcast can take advantage of all the time and effort that has already gone into driving traffic to your website, boosting your downloads and building an audience from the beginning. Jake also talks about an advanced strategic method to do both, giving you the best of both worlds. This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com
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