B2B Podcasting: How to Start Podcasting for Your Business

July 20, 2023

Podcasting is a great medium. It’s being used for more than two decades by hobbyists, entrepreneurs, bloggers, comedians and more. In recent years, we’ve seen an uptick in business-oriented podcasts that are produced and published by large businesses. This is what we call B2B podcasting – a (relatively) new way for businesses to communicate with other businesses, potential clients, or employee candidates. B2B podcasting is gaining popularity as it’s yet another channel for a company to distribute its content marketing efforts, and achieve their growth/marketing/sales/hiring goals, whichever those may be. Podcasting is also a relatively low-budget way to build brand awareness and establish authority for your B2B business.

The good news is that launching a B2B podcast isn’t as difficult as it may sound. For example, you can upload your show to hosting platforms that publish your episodes automatically. Plus, it’s easy (and free) to promote your show with social media or email.

In this post, we’ll take a closer look at B2B podcasting and discuss the benefits for your brand. Then, we’ll guide you through four simple steps to create a B2B podcast. Let’s get started!

What is a B2B Podcast (And Why Should You Start One)?

As the name suggests, a B2B podcast caters to other businesses. It gives you the opportunity to create content that targets professionals in your industry and helps you form key partnerships with other companies.

Podcasting is an increasingly popular platform. In fact, it is estimated that 100 million people will listen to podcasts by 2024.

You can use B2B podcasting for different purposes, such as:

  • Building brand awareness
  • Generating leads
  • Diversifying your content marketing efforts
  • Engaging with your audience
  • Find potential clients, employee candidates
  • Work on your networking skill by interviewing high profile professionals from other companies

A podcast can also help you establish authority within your niche. For example, if you specialize in a field like digital marketing or business management, you can use a podcast to partner with other well-known brands and get your name out there.

Additionally, if you interview guests like thought leaders or experts who can add credibility to your business, and increase the popularity of your show. Plus, a podcast provides a great opportunity for networking since you can build relationships with like-minded professionals.

How to Create a B2B Podcast (In 4 Steps)

Now that you know why it’s a good idea to create a B2B podcast, let’s take a look at four simple steps to get started.

Step 1: Plan Your Podcast

To give your B2B podcast the best chance of success, you’ll need to thoroughly plan your show. First off, you’ll want to choose a clear podcast niche. For instance, if you’re a digital marketing firm, you might focus specifically on social media or online advertising.

Then, you’re ready to plan your episodes. It’s a good idea to think about some podcast topics and ideas that are relevant to your niche. Social media platforms like Twitter can be a great place to identify trending topics.

It’s always useful to define your goals before starting to work on your podcast. This should help you plan and produce episodes accordingly, flag guests you’d like to interview and so on.

Next, you’ll need to choose a memorable podcast name. Plus, you’ll want to consider the logistics of your B2B podcast. For example, how often do you want to publish episodes (and how feasible is this for your business)?

Additionally, you’ll need to determine a format for your show. For instance, if you’re planning to invite experts to your podcast, will you conduct casual Q&As or more structured interviews?

Step 2: Record Your Episodes

Once you’ve properly planned your B2B podcast, you’re ready to record your first episode. While you can freestyle your way through the session, you might feel more comfortable scripting your episodes (especially at the start).

You’ll also need to source some essential podcast equipment like microphones and headphones, as well as editing software like Audacity:


Then, consider the best way to record your business podcast. This can depend on your episode format

For example, if you have more than one host, you might want to have separate microphones and recording devices for each person (and mix the recordings later). Also, if you’re using video – you may prefer to use a dedicated tool to record both the audio and video tracks.

Step 3: Publish Your B2B Podcast

At this point, you’re ready to publish your B2B podcast. The easiest way to do this is to upload your show to a podcast hosting service and start sharing your episodes.

This way, visitors will be able to view your podcast description, genre, and other essential information. Plus, most hosts generate the RSS feeds for your show so that it’s easily accessible to the public.

When you publish new episodes, your host will also distribute your podcast to directories like Apple and Spotify:

Anchor is a good podcast host for your B2B podcast

A podcast website is probably the best place to publish your B2B podcast. It’ll be fully branded based on your existing branding, with your company’s logo, and on your own vanity domain.
Podcastpage.io is the best podcast website builder for B2B businesses looking to build a dedicated site for their show. It enables you to build a professional website and automatically publish your episodes on it:

Build a podcast website with Podcastpage

With Podcastpage, you can fully design your podcast website, adjust it to match your brand colors, invite team members, and use our pre-designed templates. Plus, you’ll find tons of useful podcast-specific features like a customizable audio player, subscribe buttons, and automatic episode imports.

Step 4: Market and Promote Your Podcast

Now that you’ve published your podcast, all that’s left to do is make sure that people know about it. There are different ways to market and promote your B2B podcast.

A podcast website is a great place to start as it makes your show visible on search engines like Google. Plus, if you implement some good SEO strategies, you can boost your search rankings.

You could also promote your B2B podcast on social media. LinkedIn is an excellent choice since it can help you reach professionals in your industry. Plus, it’s mainly used for business networking, so it can be easy to connect with others in your field.

If you decide to set up your own podcast website, you can integrate your site with an email marketing provider like Mailchimp:

Promote your B2B podcast by building a mailing list

This way, you can build a base of followers and send updates straight to their inboxes.

Another way to get your name out there is to collaborate with seasoned podcasters. Some professionals might be willing to introduce your podcast to their audience (or post a link to your show). Others might even invite you as a guest on one of their episodes!

Conclusion – B2B Podcasting

Starting a B2B podcast can be an effective way to build brand awareness, establish credibility, and connect with your customers. Additionally, it can help you strike up meaningful relationships with other brands and professionals in the industry.

To recap, here are four simple steps to start a B2B podcast:

  1. Plan your podcast.
  2. Record your episodes.
  3. Publish your podcast.
  4. Market and promote your show.

The easiest way to maintain full control over your content is to create your own podcast website. Podcastpage.io is a beginner-friendly website builder that comes with a customizable audio player, stunning templates, automatic episode imports, and more. Start now for free!

Get a website for your podcast today
Podcastpage makes it easy to grow your show with our next-gen website builder Start 14-day free trial
background image

Build your podcast website today

Get a complete website for your podcast in just a few clicks.
No coding required.