Podcasts are becoming an increasingly popular way of information-sharing, whether it be for entertainment or education, and they’re a burgeoning channel for businesses to build sales and brand awareness too. Typically composed of a series of audio episodes created by a content production team and published episode-by-episode, podcasts reach listeners via RSS feed to platforms like Apple Podcasts, Spotify, and Google Podcasts, where people can subscribe or follow to hear the latest episodes.

They are now a beloved media form because of their easy access for listeners on the web, mobile, in the car, and at home with devices like Alexa; they’re multi-task friendly (take your kids to work, do the dishes, go for a run… while listening to a podcast!), the selection is wide, they help create a sense of community between fans and creators, and listeners really get to know show hosts who become trusted sources of information.

The term “podcasting” is more familiar than ever too, with 79% of respondents in an Edison Research study being keenly aware of it. Additionally, statistics reveal podcasting advertising revenue in the US is expected to hit $1.73 billion in 2022, a 28.6% annual increase. The market is, then, set to grow another 27.2% year over year to $2.2 billion by 2023, and by 2028, podcasting is predicted to become a $94.88 billion industry. That’s serious business and a massive opportunity to reach potential customers.

As you can see, there’s a good reason why B2B businesses invest in corporate or branded podcasts  –– they can boost awareness and, ultimately, sales by speaking to a captive, engaged audience of listeners. Additionally, business-centric podcasts see a 14% increase in purchase intent for brands. That’s why, if you haven’t already, now is the time to start thinking about building out a podcasting program at your company, one that can attract and inform an audience interested in your products or services and help them solve real business problems. However, kicking off a B2B podcast (or improving an existing one) can be a challenge for many businesses, so a little guidance can go a long way.

Here are some best practices organizations can use for launching or leveling up a B2B podcast:

1. Understand your goals

The key to your success is understanding what success means for your business. Are you trying to grow brand awareness or drive acquisition and sales enablement? Having goals lined up from the getgo will help you better understand the audience you’re targeting and whether you’re speaking to executives in leadership (a top-down approach) or to ICs in the workforce (ground up). Is your sales strategy aimed at those with buying power or towards people who can influence those decisions internally? Goals also play into how you will choose to distribute, market, and generate awareness for your podcast down the road.

2. Know your target audience

Once you understand how the podcast fits into your overall strategy, you can align on a few more essential details to target exactly the right people.

• Create a unique positioning for the podcast –– understand how the content, storytelling, visual design, and format will be bespoke to your brand and bake that into the recording, editing, distribution, internal workflow processes, and outbound marketing plans.
• Create a dream list of guests (if using interviews for the series) or storylines (if your show is theme or topic-focused) that are going to resonate the most with the audience you’re trying to reach.
• If this is part of a new content strategy, consider the name you’ll select for the podcast series, and research your competitor’s content efforts and the broader landscape of podcasts to land on a brand for your show that will stand out and easily convey who it’s for and the value they’ll get from it.