B2B Podcast Strategy: The Ultimate Guide for 2025

If you're a B2B business leader or entrepreneur, consider launching your own podcast. The podcasting industry has experienced significant growth over the past decade. In the United States, the number of podcast listeners is projected to reach 114.7 million by 2025, marking a 5.1% increase from the previous year.

This surge presents a valuable opportunity for B2B companies to engage with a growing audience through podcasting services.

Companies that incorporate podcasting in their marketing strategy are strengthening their brand identity, increasing levels of engagement and growth, and allowing them to reach new customers.

As the popularity of podcasts continues to rise, it has never been a better time for businesses to embark on this journey. This guide will help you along the way. By the end, you’ll have a clear strategy that will help you reach your goals.

What is a B2B Podcast?

As the name suggests, a B2B podcast is a podcast that is produced by a B2B company. It allows these companies to engage with their target audience through meaningful and educational conversations. It is an excellent way for businesses to expand their content marketing strategy; it helps strengthen their brand and provides a chance to stand out from their competitors.

Do Podcasts Work for B2B?

Yes, especially considering the growth in podcast listeners. In fact, 43% of decision makers listen to podcasts as a means of consuming business related content. So, if properly executed, B2B podcasting can help your company grow and become more reputable. In order to produce a successful podcast, you’ll need to have a clear strategy and focus on producing quality content.

Benefits of B2B Podcasts

Podcasting can benefit your B2B company in a variety of ways:

• Create a reputation as an industry leader

• Attracting new listeners

• Building relationships and deeper connections with your audience

• Humanize your company’s brand

• Network with prospective clients or reputable leaders

• Converting listeners into customers

Now that you know why you should start a B2B podcast, it’s time to explore how to bring it to life. It requires careful planning and consideration, meaning time and resources will need to be allocated.

If that feels like a lot to take on, working with a B2B Podcasting Agency could help ease the process. They can connect you with your ideal clients, help streamline the recording and editing, and ensure you can focus on having valuable conversations.

Plus, they can assist with marketing strategies and develop content systems designed to produce a higher ROI. This way, you can enjoy all the advantages of B2B podcasting without the extra work.

5 B2B Podcasting Strategies

Before you start your podcast, you’ll want to develop a clear strategy. You should base your decision on what you wish to accomplish.

While you are considering your goals, you may want to ask yourself what is most important to you: whether you wish to focus on attracting customers, to network and build relationships, or to communicate internally (with your team)?

1. Customer Success

A customer success strategy focuses on retaining existing customers, while simultaneously attracting new clients.

To accomplish this through podcasting, you should host interviews with your customers. Your guest can help you speak to the value of your product by sharing their perspective. You can also address customer concerns or frequently asked questions in order to educate your listeners.

These conversations will help you build relationships with your customers and instill trust in your listeners. You’ll be able to track your success by measuring your customer churn rate.

2. Demand Generation

With this podcast strategy, your goal is to grow your audience and increase the demand for your product/service. You’ll want to create content that is both conversational and educational. Discuss topics that will highlight your brand identity, the value of your product/service, and build trust with your listeners.

Keep an eye on your sales trends and audience engagement (the number of views, likes, or comments you receive). This will indicate whether your content is working!

3. Account-Based Marketing

This strategy allows you to host interviews with your potential clients. Throughout your conversation, you can learn more about your ideal customer by discussing their pain points and needs. When different areas of concern or hesitation arise, you should be reassuring and offer appropriate solutions.

The success of this strategy is based on how many relationships you build with your prospective customers.

4. Industry Influence

If you wish to create relationships with influencers and thought leaders in your industry, this would be an ideal strategy for you! It will help you establish yourself and set you apart from your competitors.

By interviewing big names, people with titles, or authority figures, you will be seen as an expert in your market. You can measure your podcast’s success by the amount/depth of relationships you create with these figures.

5. Internal Communication

This type of podcasting will help to increase the channel of communication amongst your team. It is an excellent way to connect with your team while sharing important organizational information.

For example, interviewing your employees will help to familiarize your team with each other. This can help achieve a close knit team that works together cohesively. You can measure the success of your podcast based on feedback from your employees.

Creating a Successful B2B Podcast in 11 Steps

This guide will help you create a successful B2B podcast, it considers all crucial aspects of podcasting. Make sure you check in after completing each step so that you aren’t missing something important!

1. Outline Your Podcast’s Strategy

As we mentioned earlier, before you start a B2B podcast, you should choose a strategy. This will help you to identify the purpose of your podcast and what goals you wish to accomplish.

2. Identify Your Target Audience

With B2B podcasting, you need to identify your target audience. Once you determine which groups of listeners you wish to capture, you’ll need to conduct some research.

You need to define who they are, distinguish what industry they operate in, what job titles they hold, and what their pain points are. Track their patterns of activity: What types of podcasts do they listen to? What platforms do they use? What podcasting formats do they prefer?

After you pinpoint your target audience and have a thorough understanding of their needs and preferences, it’ll become clear how you can tailor your content to appeal to them.

3. Choose a Format and Stick to Your Niche

Consistency is key with podcasting, it is essential that you choose–and stick to–a consistent format. When you choose a format, make sure you consider what appeals to your target audience.

For instance, deciding whether you should host an interview or panel discussion, or if you should focus more on monologues or solo episodes. You’ll also need to decide whether you want to upload an audio file or if you’ll include video footage too.

You’ll also want to be consistent with the topics you discuss, make sure they align with your niche or industry segment. Stick to talking about the things you know best, leverage your expertise in the business. To keep things interesting, try to find a unique (but relevant) topic to discuss.

4. Plan Out Your Content

Creating a podcasting schedule will help you keep up with posting dates. If you stick to a clear schedule, your audience will know when to expect new content. This will also help to keep you organized! You should plan topics and secure guests a few weeks in advance.

Reflect on your plans and make sure your content aligns with your goals and strategy. For instance, if you want to attract more customers, make sure you are discussing how your product will solve your audiences’ problems.

5. Invest in Quality Equipment

If you want your audience to take you seriously, then don’t be stingy with your production equipment. In order to create quality content, you can rent/purchase recording equipment or use a remote recording software.

You’ll need to consider investing in high-quality microphones, headphones, cameras, lighting, recording/editing software, and a soundproof recording studio.

6. Create Engaging Cover Art and Branding

Though podcasting focuses on hosting meaningful discussions, you will also need to create eye-catching visuals. Each episode should have a thumbnail that relates to the podcast (as a whole, or the individual episode) and your brand identity (logo, company values).

In order to increase exposure and awareness of your podcast, you should also post content (images, graphics, or video clips from your podcast) on your social media platforms.

7. Record and Edit Your Episodes

Before you sit down to record a new episode, you should spend time conducting research. You’ll want to gather an understanding of who your guest is, what kinds of questions you should ask them, and what topics/discussions would be valuable to have.

Having a rough outline will ease the flow of the conversation and will likely reduce the time you spend with editing. When you are finished with recording you should review the episode and remove any awkward pauses or mistakes and improve the audio quality.

8. Publish Your Podcast

In order to stay ahead of the game, you should wait till you have a few completed podcasts before you post anything. When you're finally ready to publish your first podcast, you’ll have to decide where to upload it. You should choose a platform that is used by your target audience.

You can host your show on popular and reliable podcasting sites like Libsyn or Podbean. From there, you can then submit your podcast to popular directories like Apple Podcasts, Spotify, or Stitcher.

9. Marketing Your Podcast

Now that you are a published podcaster, it’s time you let people know! You’ll want to create a marketing strategy that will help to promote your podcast.

For instance, you may want to post content about your podcast on your social media platforms. You can share video clips from your podcast, quotes, behind-the-scenes, or cool graphics! If you wish to take your marketing one step further, you can also invest in paid advertising or partnerships to help expand your reach.

10. Engage With Your Audience

It is important that you receive feedback from your listeners, so you should encourage your audience to interact with your content (through comments or ratings).

You’ll want to respond to this feedback regularly to ensure your viewers feel heard and valued. This will help you build loyal followers that would be willing to say positive things about your podcast and brand.

11. Keep an Eye on Your Podcast’s Performance

In order to track the success of your podcast and whether it’s helping you reach your goals, you should use podcast analytics tools to track key performance indicators (KPIs) and metrics. By measuring the number of downloads/views, your listener demographics, or the rate of engagement (likes, ratings, and comments), you’ll be able to identify what is working best for your podcast.

Keep in mind: your podcasting strategy and target audience will affect which KPIs and metrics you should end up using.

Well, that’s it… That’s the complete list of everything you need to consider before starting your very own B2B podcast!

If you've made it to the end of the guide and are unsure about the next steps, don't worry, there are plenty of resources and services to simplify the podcasting process. By partnering with a B2B Podcasting Agency, you can leave the strategy and behind-the-scenes work to the experts, allowing you to focus on what matters most, connecting with your guests and hosting engaging conversations for your audience.

By: Emily Nyikos

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

B2B Content Marketing Ideas to Try in 2025

The start of a new year is always a great time to make changes and try new things. For instance, many people start working out, eating healthier, or saving money.

As a business owner, you should also use this period of time to reflect, pivot, and evolve your company. For instance, consider pairing tried-and-true practices with something new.

In B2B (business-to-business) content marketing, using multiple platforms and types of content will increase your brand awareness, customer engagement, and conversion. If this sounds appealing, then keep reading, because we’ve identified 11 of the best content marketing ideas that follow current trends and are sure to help grow your company.

What is B2B Content Marketing?

Before we get into new content ideas for you to try, here’s a quick refresher of what B2B content marketing is: This term refers to the content that businesses share with their target audience (in this case, other businesses) in order to attract, engage, and convert these viewers into customers. This content can be posted on a variety of platforms, with social media being the most popular.

With this in mind, many of the strategies below can help your social media content stand out. However, you should post content through a variety of channels, going beyond social media can help you reach more diverse groups of your target audience.

1. B2B Podcasting

Podcasting has definitely gained popularity over the last decade and is projected to keep growing in the years ahead. Back in 2013, only 12% of adults in the U.S. listened to podcasts monthly, and now, more than 10 years later, that number has more than tripled to 42%

In addition to the rise in listeners, podcasting itself is an awesome way to educate your target audience about your industry and products. You are able to host informative debates and lectures that help to establish a sense of trust.

So, if your company hasn’t launched a podcast yet, now is the time. And if you and your team are too busy to handle it, partnering with a B2B podcast agency ensures you don’t miss out on the opportunity. A dedicated podcast team brings industry expertise, proven outreach strategies, and an established network to connect you with the right audience. By handing off the workload to professionals, you streamline the process and position your brand for greater visibility, credibility, and business growth.

2. Highlight Your Success Stories

Use your social media to talk about your company’s wins. A great way to do this: discuss success stories from your client’s point of view. Talk about how your product/service changed their life. This way, your content won’t come off as smug, since you’re letting someone else do the gloating for you.

Try this out today! Start by reading your company’s product reviews; oftentimes, if your previous clients were blown away by your product, they’ll leave a lengthy and thoughtful comment. So, don’t put their words to waste, use this praise to your advantage–re-post it.

3. Hyper-Targeted Content

The most crucial part of marketing is identifying your target audience. Doing this will increase your conversion because you’ll be able to carefully tailor your content and speak directly to your consumer group.

In order to narrow this down and identify your target audience–consider the following list of questions:

• Consider the needs of your target audience, how does your product/service solve their problems? Make sure to highlight this to your audience!

• What is the age range of your target audience? This will influence what types of platforms you should be using (e.g. Tiktok and Instagram versus Linkedin and Facebook)

• What industry do your consumers operate in? This impacts the topics you’ll post about.

• In terms of company size, are you targeting small or large-scale corporations?

• Consider your ideal consumer’s location, are they operating locally, domestically, or

  internationally? This impacts what types of current events you’ll discuss.

• What are the interests and values of these companies? You can determine this by

  researching your past or prospective clients and by reviewing the content they have previously interacted with.

Now that you have an idea of who your (average) customers are, it will be easier to direct your marketing content to them.

4. Post Content that Addresses FAQ

Posting educational content is a great way to capture the attention of potential buyers. Don’t forget–in the B2B stream, consumers make careful and calculated purchases, so product

education is essential. It is your job to post content that replaces existing doubt or hesitation with information that will help provide clarity and elicit a sense of trust.

By addressing and debunking common areas of concern, you are removing potential barriers that may have previously swayed consumers away from purchasing. It also goes without saying that posting these FAQ’s will help to simplify the buying experience from a consumers’ perspective; now they won’t have to search through your website to find answers.

5. Posting High-Quality Video Content

Posting videos is another way to help increase user understanding of your product/service. Though it may take more time and effort, it is an excellent ROI for businesses. In 2024, video marketers acknowledged that video content directly increased their sales, increased brand awareness and user understanding, kept visitors on their website for longer, and helped to reduce support queries.

So if you haven’t already uploaded videos on your website and social media platforms, this is the time to invest!

6. AI-Assisted Content

To keep up with the demands of posting regular content that is both thoughtful and relevant, more B2B content marketers are using an AI-assisted content bot. These resources, like ChatGPT, can assist with brainstorming fresh ideas for content, captions, or blog outlines.

Using these resources will save you a lot of time, considering it can be tricky to come up with new, clever ideas.

You can also use AI automation platforms like Hubspot and Buffer in order to increase your engagement. These tools schedule your content posting times based on the website traffic and will help you reach more viewers.

7. Share Quotes or Inspirational Messages

Posting motivational content can help to inspire viewers to follow the right practices and take action. As a brand, you want to have a positive impact on your audience because it will lead to more trust and engagement.

Try to source these quotes from your previous content (e.g. a blog, video, or podcast) or relate them back to your business values. This will drive more traffic to your website and will also help define your brand awareness.

8. Create Polls to Survey Your Target Market Audience

Running polls on your social media platforms is an excellent way to get your audience’s opinion. The subjects of these posts can vary based on what type of data you want to collect. Regardless of the topic, these polls act as a great tool for increasing engagement. However, you should be strategic in the types of questions you ask, the overarching goal is to gain a better understanding of your buyers’ preferences and trends.

9. Repurpose Your Content

Don’t stress about uploading fresh content on each platform–it is okay to have some overlap. Instead of creating new and original posts each time, you can repurpose previous content.

For example, you can take an interesting snippet from your podcast or summarize a piece of your blog and transform it into a social media post. This will direct more attention towards your podcast/blog and will increase the overall traffic on your website. Of course, this type of marketing will also help save your company time, money, and resources.

10. Collaborate with Other Brands and Influencers

A fantastic way to engage with and attract new audiences is by working with social media influencers. Be sure that you choose someone who aligns with your brand values and who will help you reach a wider range of consumers.

In B2B industries, finding a relevant influencer can be a little tricky because you’re not just focused on people with large followings. Choose someone who has acquired knowledge and expertise in your industry and does have an audience that fits your target market.

11. Announce Company Updates

You want to keep your audience engaged and excited about your brand. Share exclusive updates with them–keep them in the loop. Let your audience be the first to know about new product launches, campaigns, and initiatives. People are nosy, they love to know what is going on behind the scenes, so why not let them in?

Embrace Change this Year by Transforming your B2B Content Marketing Strategy.

Content marketing is not easy, it requires a lot of time and resources. If you want to have high levels of engagement then you’ll need to consistently post content on a variety of platforms.

It’s also difficult to come up with fresh content, so if you’re struggling, then try some of the ideas from this list! Make sure you branch out with your types of posts and try new things this year. It’ll surely help you to reach new audiences, gain more clicks on your website, and will increase your conversion.

So, which idea will you be trying out first? Let us know in the comments below!

By: Emily Nyikos

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

What is B2B Marketing?

We’ve all heard of marketing before, right? Most commonly we think of the ways that companies advertise their products to customers. However, the term marketing is actually very broad and can look quite different from company-to-company. Today, we’re going to look at a whole different side of marketing, business-to-business (B2B) marketing.

After reviewing the sections below, you should have a thorough understanding of:

• What B2B Marketing is

• The Differences between B2B and B2C Marketing

• How to Create a Successful B2B Marketing Strategy

• B2B Marketing Content Formats

• Tips that Help you Stand Out from your Competition

What is B2B Marketing?

B2B marketing involves one business marketing its products/services to other businesses. Instead of selling to individual consumers (like in business-to-customer B2C), you are selling to a team of people. With more people involved in the purchasing decision, your marketing tactics must be concise and informative. So make sure you offer product education, explain the product’s value, and how you’ll solve their problems. It’s not that simple though, you’ll want to keep reading to learn how to be strategic in your marketing and how you can stand out from your competition.

To better understand how B2B might look, let’s consider a real life example:

Let’s say that you own a company that creates curriculum for online learning platforms. In this case you would be selling (and marketing) your products to a remote education organization–not directly to each student.

Like any smart business owner, you want to gain more brand exposure and have the chance to personally connect with potential clients. So, you decide to work with a B2B Podcast Partner. In this case, you would accomplish all your goals without worrying about any of the planning. You would network with ideal clients as a podcast guest on your show while building an audience that targets your customer niche.

B2C Versus B2B

B2C (Business-to-Customer) marketing individually targets consumers who are purchasing products/services for themselves (rather than an organization). B2C companies consider a customer's everyday individual needs, interests, and challenges. Customer buying patterns can often be spontaneous, rather than fact-based and waiting on an expected ROI (return on investment).

Just like B2C, B2B marketing aims to attract and convert leads into customers. Of course, the clientele is quite different, as they are selling to people who are making decisions on behalf of their company. The purchasing process is much more calculated, generally involving more people and time, as these stakeholders are considering their ROI. As a result, to target their audience, B2B marketing content is generally straightforward and informative.

Creating a Successful B2B Marketing Strategy:

It is important that you stand out from your competitors. Of course, technology has connectivity benefits, yet it opens customers up to a variety of buying options. So, if you want to attract customers, you need to be strategic and thoughtful in your approach.

We’ve compiled a few crucial steps that B2B companies should follow:

1. Create your Vision and Set your Goals.

You must forecast into the future. Think about what direction you want your company to take? What steps do you need to implement to get there?

Before you start posting content, you must outline your marketing goals. Once you determine what effect you want your marketing to have, it will become clear how to achieve this vision. This planning will ensure that all content aligns with the company’s direction.

2. Distinguish your Market and Customer Profile

Now you must do some research. You need to figure out which businesses could benefit from or may need your product. Consider things from their perspective–what do they value, what would they be thinking or feeling when they see your brand/product pitch?

3. Outline your Value Proposition Research your competition.

Compare your company to them. What makes you different? Focus on these differences in your messaging, give your customers a reason why they should value your products over others.

4. Identify B2B Marketing Tactics

So, you’ve identified your target audience; what comes next? Well, now you must determine how you’ll reach and engage with them. Consider their online patterns (e.g. social media networks), how their competitors communicate with them, and what types of industry events they attend.

- Make sure you check out the section below. We’ve identified popular and powerful platforms where you can market your product.

5. Put your Plan into Motion

Now that you have a vision and a targeted audience, you’re ready to put your plan into action. Be creative and thoughtful with your content! Offer relevant education about your brand and individual products.

Remember that everything you put out is a direct reflection of your company. Potential clients will judge you based on what they see, so keep it clean, sincere, and not too flashy.

6. Reflect and Improve

Practice makes perfect. Or it at least makes things better. Keep in mind–some content will receive more attention than others, not everything will be an immediate success. Do celebrate the wins, but also take the time to determine why they were successful. Don’t be pessimistic about your low-performing content. Instead, use this data as a learning curve, note what could be improved in the future.

Make sure you keep a close eye on the analytics. Take the time to understand and reflect on the engagement and conversion data.

Popular B2B Marketing Content Formats

Podcasts: Over the past decade, podcasting has grown significantly in popularity. Topics related to B2B marketing are regularly consumed by business owners and founders. If you’re looking to start your own profitable podcast but don’t know where to begin, you should consult with a B2B Podcast Agency (they’ll handle everything with the right strategy combining almost all the content formats for business growth).

Social Media: At this point, social media is used by nearly everyone. While some of us are merely scrolling through entertaining videos, business owners are using social media to conduct research. They are analyzing their buying options, determining which supplier fits their needs, and comparing between similar products. As a B2B marketer, you must create content that educates your audience. You should post a variety of content–videos and pictures, a combination of paid sponsorships and free posts.

Blogs: Regularly posting blogs will increase your website traffic–which is never a bad thing! Make sure that you are discussing topics that are related to your products/services and will be interesting for your target audience.

Videos: A picture may be worth 1000 words, but a video is worth even more. Watching a video often feels more personable and informative. Sometimes videos can be easier to watch, rather than reading something extensive. It’s smart to create various forms of content, you want to cater to everyone!

Emails: Email is a free way to gain exposure. Make sure that your message is sincere and personalized to your audience. But keep it to a minimum, no one loves receiving spam–less is more.

Customer Testimonials: When reputable companies have something positive to say about your company, you’ll gain the trust of others. Don’t underestimate the impact that word of mouth can have on your target audience. Post these testimonials on your website or social media, make sure your audience sees them!

B2B Marketing Tips

Before you go off and implement your own marketing strategy, we should set you up with a few tips.

1. Always Use Visuals

Engage your audience with some sort of visual (a photo, video, graph, etc.). B2B marketing depends on educating your audience, so why not use various mediums to get your point across. And seriously, no one loves reading endless paragraphs of writing, so break it up with a few photos, videos, audio tracks, or GIFs.

2. Build a Consistent Brand Image

The way you manage your brand image will impact how consumers perceive your company. In general, people trust and remain loyal to brands that are consistent and transparent.

Decide how you want consumers to perceive your brand, and continuously act in ways that will achieve that.

3. Solve your Customers’ Problems

Consider this an ongoing process. You must constantly prove your worth to customers. They must know what you are capable of and what value you can offer them. Express how your product will ease their operations and will remove all their frustrations.

4. Be Human

Be personable and sincere. Remember, you are communicating with real people. Though business purchases tend to be more rational, people are still driven and moved by personal statements. Your messages should speak to the individuals within a company, rather than the organization itself.

With AI on the rise, it's safe to say that you should avoid sounding overly robotic. Instead, pair logic with emotion.

Well, that’s it. That’s everything you need to know about B2B marketing.

Whether you’re planning to start your own B2B company, or if you are already working in the industry and are looking for inspiration and tips–this article outlines everything you need to be successful in your marketing.

Just as a final reminder:

• Have a clear vision and strategy before you start releasing content

• When you do start posting, don’t stick to one platform, you must use everything that

  your audience uses.

- Make sure you offer product education in a way that expresses sincerity and aligns with your brand identity.

Let me know what you think. Which of these marketing tactics will you start using in your future content?

Written by: Emily Nyikos

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.