If your podcast is costing you more than it's returning and someone in your business has started asking hard questions about it, this episode is for you.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights I tell you about Jane — a real founder, with a made-up name — who spent £20,000 on her podcast and got £6,000 back. Her financial advisor spotted the gap. She's now weeks away from shutting the show down.

She shouldn't. Because the problem was never the podcast.

We look at what actually goes wrong when ambitious founders build a content operation: hiring ten specialists before you've plotted the journey, letting each of them optimise a channel your ideal client has never once opened, and leaving the one channel that is right — the podcast — sitting there with no job to do. There's the uncomfortable truth about specialists (they're not scamming you; they're incentivised to believe their thing is your answer), the point at which finance starts looking at black-and-white numbers on a spreadsheet, and why the solution is almost never "kill the podcast" — it's kill the channels that are quietly burning the cash.

Plus a listener question from Jordan in Dublin on the nerves that stop you hitting record, and a quick tip that will make you a better editor of your own show in three days flat.

Free download Ideal Client Profile one-pager https://podknows.co.uk/ideal-client

Useful links Podknows Website https://podknows.co.uk

B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic

Podcast Audits https://podknows.co.uk/audits

Ask a question on the show https://podknows.co.uk/voicemail

Timestamped summary

00:00 Free download: the Ideal Client Profile one-pager

00:11 Let's talk about Jane

00:40 £20,000 spent. £6,000 back

01:09 Weeks away from killing the show

01:18 The problem isn't the numbers

01:22 What happens when you surround yourself with specialists

02:00 SEO, email, Pinterest, Reels — the channel pile-up

02:20 The podcast is the right channel. It just has no job

02:54 Welcome to B2B Podcasting Insights

03:11 Most founders start with the wrong question

03:33 They've got it ass about face

03:37 The right sequence: who, where, then which channels

03:49 Build the content map before you hire the crew

04:19 Why specialists genuinely believe their thing is the answer

05:11 The Pinterest problem

05:36 Ten people making your wrong channels excellent

06:04 Zero results, burnt cash and sleepless nights

06:17 When finance looks at the spreadsheet

06:40 It might be working — just not yet

06:44 It's not the podcast that's broken

07:04 The podcast as a content powerhouse

07:29 The solution: kill the other channels, not the show

07:50 What Jane should actually run

08:49 From seven channels down to four

08:55 Listener question: Jordan in Dublin on recording nerves

09:39 You don't get rid of the nerves. You stop letting them stop you

10:22 That nervousness isn't a flaw — it's a sign you care

11:06 Rehearse the script. Commit to one take

11:40 Perfection is a journey, not a destination

11:57 Quick tip: don't publish on the day you record

12:55 Distance creates perspective

13:06 Final thoughts and next steps