B2B podcasting is simply the act of a business creating a podcast with a view for its listeners and subscribers to also work within a business. Business A may start a podcast because it wants to help a specific type of person within Businesses B to Z.

For example, Ebsta started the Sales Ops Demystified podcast to help educate sales operations professionals in other businesses.

In essence, the podcast and B2B podcasting processes are very similar. You are simply looking to create valuable audio content for a specific type of person with the goal of improving their life. If you do this... you will succeed.

B2B podcasts often have a smaller, more niche focus than normal podcasts.

There are multiple benefits to starting a B2B podcast, here are a few:

1. You will build great relationships with guests
2. You will build an intimate relationship with your listeners
3. You will become famous in your niche
4. It will create you a shed load of hyper targeted content in a very cost effective way

This blog post: B2B Podcasting: Does It Deserve Marketing Budget? Dives into this topic in much more detail along with this post...

We will be publishing a full series of blog posts on this... but for now: you need to first choose a specific niche. Once chosen, you then need to research existing podcasts in said niche and work out how you can create something better, funnier, more informative or just simply different.

Your niche doesn't need another "same old" B2B podcast ;)

We have spent years honing our podcast promotion process, we like to call it the 7 Pillars of Podcast Promotion:

👉 Pillar 1: Video/Audio/Written SEO
👉 Pillar 2: Content Syndication
👉 Pillar 3: Guest Sharing
👉 Pillar 4: Partnerships/Communities
👉 Pillar 5: Paid Platforms
👉 Pillar 6: Paid Podcasts
👉 Pillar 7: Cold Email