Coming up with fresh, engaging topics is a common hurdle for every B2B podcaster. You know you have valuable insights to share, but staring at a blank content calendar can be intimidating. The key isn't just finding a topic; it's finding the right format to deliver your expertise and connect with your professional audience. Many creators wonder what to talk about in a podcast to consistently capture attention without sounding repetitive or overly promotional. The most successful shows prioritize immense listener value, saving direct mentions of their own services for intros, outros, or ad slots.
This guide provides twelve actionable frameworks that move beyond generic advice. We offer specific, strategic ideas tailored for B2B technology firms, professional services companies, and enterprises aiming to establish thought leadership. Instead of just listing subjects, we'll explore distinct formats, from deep-dive case studies and expert interviews to lively panel discussions and rapid-fire commentary. Each structure gives you a repeatable template to consistently create compelling content. You will learn how to structure episodes that build authority, drive meaningful engagement, and support your brand's growth objectives, turning your podcast into a strategic asset.
1. Interview Formats: The Power of One-on-One Conversations
When brainstorming what to talk about in a podcast, the interview format is a proven foundation for creating valuable B2B content. It positions your brand as a connector and thought leader by bringing authoritative voices directly to your audience. This format thrives on a structured yet natural conversation, allowing you to deconstruct a guest's expertise, experiences, and unique insights.
Shows like The Tim Ferriss Show and Acquired demonstrate how deep one-on-one conversations can reveal the frameworks behind professional success and business strategy. For B2B marketers, this format is ideal for building relationships with industry leaders and delivering high-value, tactical advice to listeners. The key is to transform a simple Q&A into a compelling narrative that educates and inspires.
Actionable Tips for Implementation:
- Go Beyond the Bio: Conduct deep pre-interview research on your guest. Look for unique angles in their past talks, articles, or LinkedIn posts that can spark a fresh conversation. Prepare a list of thoughtful, open-ended questions that invite stories, not just yes/no answers.
- Build Pre-Interview Rapport: Spend 5-10 minutes chatting with your guest before you hit record. This simple step helps them relax, clarifies the episode's flow, and fosters a more authentic, conversational dynamic.
- Embrace Organic Tangents: Prepare a structured outline, but don't be afraid to deviate. The best insights often come from active listening and asking insightful follow-up questions that explore an unexpected point your guest makes.
Mastering this format requires practice. To refine your technique, explore detailed guides on how to conduct a powerful podcast interview.
2. Solo Commentary: Sharing Personal Insights and Hot Takes
When deciding what to talk about in a podcast, the solo commentary format offers a direct line to your audience, establishing you as a go-to expert. This format allows a single host to analyze trends, break down complex topics, or offer opinionated "hot takes" on industry news. It is an excellent way to build a strong personal brand and a direct, intimate connection with your listeners.
Shows like Ben Thompson's Stratechery demonstrate how a sharp, solo perspective can become an indispensable resource for a professional audience. For B2B brands, this format is perfect for showcasing deep subject matter expertise without relying on guests. It allows you to control the narrative completely, ensuring every minute of the episode delivers value aligned with your strategic goals.
Actionable Tips for Implementation:
- Structure Your Narrative: A solo show isn't a ramble. Create a detailed script or a bullet-point outline with a clear beginning (the hook), middle (the core points with supporting data/anecdotes), and end (a summary and call-to-action) to guide the listener.
- Vary Your Vocal Delivery: Modulate your tone, pace, and volume to keep the audio engaging. Use strategic pauses to emphasize key points. Without a co-host to add conversational dynamics, your voice is the primary tool for maintaining listener interest.
- Incorporate Audience Input: Ask listeners for questions or topics on social media and address them in your episodes. This creates a feedback loop that makes the solo format feel more interactive and ensures your content directly addresses audience pain points.
Crafting a compelling solo episode requires careful planning. To learn how to structure your thoughts effectively, explore expert advice on how to make a podcast script.
3. Storytelling Episodes: Narrative-Driven Content and Personal Tales
When deciding what to talk about in a podcast, leveraging narrative is one of the most powerful ways to capture and retain listener attention. Storytelling episodes transform abstract concepts into memorable, human-centric experiences. This format uses sound design, music, and multiple perspectives to build an immersive audio journey, moving beyond simple discussion to create a powerful emotional connection.
Shows like Serial and S-Town prove that a well-told story is magnetic. For B2B brands, this format is perfect for transforming a complex customer success story or a company’s origin into a compelling narrative. While narrative-driven B2B case studies offer a strong foundation, you can also delve deeper into brand storytelling to craft even more compelling episodes. The goal is to hook the audience from the first minute and guide them through a structured plot.
Actionable Tips for Implementation:
- Create a Powerful Hook: Script the first 60 seconds of your episode meticulously. Start with a compelling question, a surprising statistic, or an emotional moment to ensure your audience is immediately invested in the outcome.
- Build a Narrative Arc: Structure your episode with a clear beginning (setting the scene), middle (introducing conflict and rising action), and end (the climax and resolution). This gives your story a satisfying trajectory.
- Invest in Sound Design: Use music and sound effects to enhance the emotional tone and create a sense of place. Quality audio production is non-negotiable for making a narrative episode feel professional and immersive. Even simple background music can transform the listener's experience.
This format requires more pre-production than a standard interview, but the payoff in listener engagement is significant. To get started, explore how to apply these techniques in a B2B context and learn more about brand storytelling.
4. Panel Discussions: Multiple Perspectives on Complex Topics
If you're wondering what to talk about in a podcast that requires deep, multifaceted exploration, the panel discussion format is an excellent choice. By bringing together 3-5 experts, you can orchestrate a dynamic conversation that uncovers contrasting viewpoints, areas of consensus, and nuanced insights on complex B2B topics. This format positions your brand as a central hub for industry-leading dialogue and thought leadership.
Shows like Marketplace Tech and The Indicator use this format effectively to break down intricate subjects by presenting expert commentary from multiple angles. For a B2B audience, a well-moderated panel can illuminate the complexities of market trends, technological disruption, or regulatory changes in a single, high-value episode. The key is to facilitate a structured debate rather than a chaotic free-for-all.
Actionable Tips for Implementation:
- Act as a Strong Moderator: Your primary role is to guide the conversation, ensure all voices are heard, and prevent any single guest from dominating. Prepare transition questions to smoothly move from one topic to the next and actively steer the discussion back on track if it veers off course.
- Brief Guests in Advance: Provide all participants with the core topics, a brief bio of the other panelists, and the overall goal for the episode. This preparation helps create a more cohesive and respectful dialogue from the start.
- Use Open-Ended Provocations: Frame questions designed to spark debate, not just simple answers. Instead of "Is AI important?" ask, "What is the single biggest misconception leadership teams have about implementing AI today?"
The panel format is a powerful tool for generating rich, diverse content. To see how this works in practice, explore examples of podcasts using multiple perspectives to drive their narrative.
5. Educational Deep-Dives: Teaching Complex Topics Accessibly
When considering what to talk about in a podcast, dedicating episodes to explaining complex industry topics can establish your brand as a primary educational resource. This format involves breaking down intricate subjects, from machine learning applications in logistics to the nuances of new data privacy laws, into digestible and engaging segments. It positions your show as an essential tool for professionals looking to stay ahead.
Shows like Radiolab and Ologies master this by transforming dense information into compelling narratives. For B2B brands, this approach builds authority and trust by delivering genuine value, free from sales pitches. Listeners learn something tangible, making them more likely to subscribe and view your company as an expert in its field. The goal is to be the go-to source for clear, reliable industry knowledge.
Actionable Tips for Implementation:
- Frame the "Why": Start by explaining why the topic is critical for your audience right now. Connect a complex concept like "zero-trust architecture" directly to their daily challenges with cybersecurity, making the abstract feel urgent and relevant.
- Use Relatable Analogies: Simplify abstract ideas. Explain a complex SaaS integration by comparing it to building with LEGOs, where each block (API) has a specific function and connects in a standardized way. This makes technical topics accessible to a broader audience.
- Structure for Clarity: Break the topic into three to five core pillars or key takeaways. Introduce the structure at the beginning and summarize it at the end to reinforce learning and make the information easier to recall and apply.
Crafting these episodes requires careful planning. To build a solid foundation, explore guides on creating a winning outline for podcast episodes that will keep your listeners engaged.
6. News and Current Events Commentary: Analyzing What's Happening Now
When considering what to talk about in a podcast, tying your content to timely industry news positions your brand as a relevant, authoritative voice. This format involves analyzing breaking news, recent legislation, or emerging trends, providing your unique perspective and translating its impact for your B2B audience. It moves beyond simple reporting to offer critical context and strategic foresight.
Shows like The Daily and Today, Explained prove that audiences crave depth and analysis, not just headlines. For B2B brands, this format is a powerful way to demonstrate market awareness and guide listeners through a complex, fast-changing landscape. Instead of just stating what happened, you explain why it matters to their roles, companies, and long-term strategies.
Actionable Tips for Implementation:
- Develop a Unique Angle: Don’t just repeat the news. Filter events through your company's unique expertise. If a new AI regulation is announced, analyze its specific impact on SaaS marketing teams or cybersecurity protocols. This provides value that can't be found elsewhere.
- Establish a Rapid-Response Workflow: News-based episodes are time-sensitive. Create a streamlined process for quick research, scripting, recording, and publishing to ensure your commentary is delivered while the topic is still top of mind.
- Provide Historical Context: Connect current events to past trends or pivotal moments. Explaining how a recent development fits into a larger industry narrative adds depth and solidifies your role as a trusted analyst rather than just a reporter.
7. Debate and Argument Episodes: Exploring Opposing Viewpoints
When considering what to talk about in a podcast, structuring an episode around a debate can generate immense engagement. This format brings together two or more experts with opposing viewpoints to discuss a contentious industry topic, positioning your brand as a platform for nuanced, high-level discourse. It moves beyond simple interviews to show your audience the complex realities behind key business decisions and trends.
Shows like Intelligence Squared and Kara Swisher’s debate episodes on Recode Decode prove that respectful disagreement is incredibly compelling. For B2B brands, this format demonstrates confidence and a commitment to intellectual honesty, attracting a sophisticated audience that appreciates deep analysis over one-sided narratives. The goal is not to declare a winner but to illuminate the issue from all angles, empowering listeners to form their own informed opinions.
Actionable Tips for Implementation:
- Establish Clear Ground Rules: Before recording, brief all participants on the format, timing, and rules of engagement. Emphasize that the goal is a productive, respectful conversation, not a personal attack. This sets a professional tone.
- Select Respectful Adversaries: Choose guests who are principled in their views but are also skilled communicators capable of engaging with opposing ideas charitably. Avoid participants known for inflammatory or bad-faith arguments.
- Moderate for Clarity, Not Conflict: As the host, your role is to guide the conversation, ask clarifying questions, and ensure each side has a fair opportunity to speak. Your job is to expose the core of the disagreement and find any potential common ground, not to fuel arguments.
8. Q&A and Listener Engagement: Responding to Audience Questions
When searching for what to talk about in a podcast, turning to your audience is a powerful strategy. A Q&A episode format builds a direct bridge between you and your listeners, transforming passive consumption into active participation. By dedicating entire episodes or segments to answering questions submitted via social media, email, or community platforms, you generate highly relevant content straight from your target audience's most pressing concerns.
This format demonstrates that you are listening and value your community's input, fostering loyalty and engagement. Shows like Stuff You Should Know and advice-column-style podcasts have perfected this model, proving that audience curiosity is an endless well of content ideas. For B2B brands, this is a direct line into your ideal customer’s pain points, allowing you to address specific challenges and showcase your expertise in a genuine, service-oriented way.
Actionable Tips for Implementation:
- Establish a Clear Submission Channel: Create a dedicated email address, a simple form on your website, or use a specific hashtag on social media (e.g., #AskYourBrand) to streamline question collection. Promote this channel consistently in your intros, outros, and show notes.
- Curate for Impact and Variety: Select a mix of questions. Choose some that address common industry challenges, some that touch on unique or nuanced topics, and some that allow you to debunk common myths. This keeps the episode dynamic and valuable for a wide audience.
- Acknowledge the Contributor: Give listeners a shout-out by mentioning their name or social media handle (with their permission). This simple act of recognition encourages more listeners to participate and builds a stronger sense of community.
9. Top 10 Lists and Rankings: Entertaining Comparison Content
When you're deciding what to talk about in a podcast, the listicle format offers a powerful way to organize complex information into a digestible and highly engaging package. By ranking or listing items like "Top 5 MarTech Tools for SMBs" or "10 Biggest SaaS Failures," you create structured content that is easy for listeners to follow and immediately provides a clear value proposition. This format is inherently shareable and sparks debate.
Shows like The Ringer's various pop culture rankings demonstrate how this format can fuel conversation and create evergreen content. For B2B audiences, a well-researched ranking episode can serve as a valuable buyer's guide or strategic roadmap, positioning your brand as a discerning and knowledgeable authority. It transforms subjective opinions into a structured framework that guides your audience's thinking and decision-making.
Actionable Tips for Implementation:
- Establish Clear Criteria: Before you start, explicitly define the criteria for your rankings. Are you judging based on ROI, user experience, innovation, or market impact? State this upfront to give your list credibility and structure your arguments.
- Mix in Contrarian Picks: Include the expected industry leaders but also add one or two surprising or lesser-known entries. This demonstrates deep expertise beyond a standard Google search and makes your list more interesting and debatable.
- Justify Every Placement: The value isn't just in the list itself, but in the reasoning behind it. Dedicate time to explaining why each item earned its spot, using data, anecdotes, or specific use cases to support your claims and provide real insight.
10. Rapid-Fire Format: Quick Hits and Lightning Rounds
When trying to figure out what to talk about in a podcast, the rapid-fire format offers a high-energy alternative to long-form deep dives. It caters to modern attention spans by covering multiple topics in quick, digestible segments. This approach keeps the momentum high and delivers a broad range of insights in a single episode, making every minute count for the busy B2B professional.
Shows like Marketplace demonstrate this format’s power by delivering quick economic updates that are both informative and engaging. For B2B brands, a lightning round format can be used to debunk industry myths, react to recent news, or share a collection of quick tips. The goal is to deliver concentrated value, positioning your podcast as an efficient and dynamic source of information.
Actionable Tips for Implementation:
- Structure with Clear Transitions: Use audio cues like a short musical sting or a sound effect to signal the shift from one segment to the next. This helps orient the listener and keeps the fast-paced episode feeling organized and professional.
- Keep Segments Concise: Limit each topic or question to a short, predetermined time frame, ideally under eight minutes. This discipline forces you to be direct and prevents any single point from dragging down the pace of the episode.
- Create Social Media Clips: The segmented nature of this format is perfect for social media marketing. Isolate the strongest 2-3 minute segments to create compelling video clips or audiograms that can drive tune-in for the full episode.
To make this format work, tight scripting is essential. Explore different podcast script templates to find a structure that helps you maintain a brisk and consistent pace.
11. Case Study Analysis: Deep Examination of Specific Examples
When considering what to talk about in a podcast, the case study format offers a powerful way to deliver tangible value. Instead of discussing abstract theories, you deconstruct real-world business successes and failures. This format allows you to explore the strategy, execution, and outcomes of a specific company, campaign, or project, providing your audience with a repeatable framework for success.
Shows like Acquired and How I Built This excel at this, turning business histories into compelling narratives filled with actionable lessons. For a B2B audience, analyzing a well-known industry event or a competitor’s winning strategy provides immense value. It moves beyond simple commentary and equips listeners with strategic insights they can apply directly to their own challenges, establishing your podcast as an indispensable resource.
Actionable Tips for Implementation:
- Structure the Narrative: Frame each episode using a clear "Challenge, Approach, Results" structure. Begin by outlining the problem the company faced, detail the specific actions they took, and conclude with the measurable outcomes. This model makes complex situations easy to follow.
- Extract Core Learnings: Don't just recount events. At the end of each analysis, explicitly state 2-3 core, actionable learnings your listeners can implement. For example, "The key takeaway here is to always A/B test your landing page copy before scaling ad spend."
- Interview Key Players: Whenever possible, secure an interview with someone directly involved in the case study. This adds an unparalleled layer of authenticity and provides behind-the-scenes insights that can't be found by simply reading public reports.
To make this format even more effective, learn how to craft a compelling story by reviewing guides on how to write a podcast script.
12. Wellness and Personal Development: Actionable Self-Improvement Content
Exploring wellness and personal development is a powerful way to connect with the human side of your professional audience. This format moves beyond technical skills to address topics like mental resilience, productivity, and leadership empathy, providing listeners with tools to improve both their work and personal lives. It's a strategic approach to demonstrate that your brand cares about the whole person, not just their job title.
Shows like Unlocking Us with Brené Brown and On Purpose with Jay Shetty prove that discussions on vulnerability and mindfulness have a massive audience, including B2B professionals. For a business, this format builds deep audience loyalty by offering actionable self-improvement content that fosters personal growth and well-being, creating a more holistic brand relationship.
Actionable Tips for Implementation:
- Balance Expertise with Experience: Pair expert interviews with your own authentic reflections. Sharing a personal struggle with burnout or a success in implementing a new productivity habit makes the advice more relatable and trustworthy.
- Provide Implementable Tools: Go beyond high-level theory. Offer listeners specific, concrete actions they can take immediately, such as a 5-minute mindfulness exercise to do before a big meeting or a template for having difficult conversations with team members.
- Normalize Setbacks: Frame personal development as a journey with ups and downs. Discussing challenges and failures normalizes the struggle and makes your content feel more authentic and encouraging, building trust with your audience.
Comparison of 12 Podcast Episode Types
From Idea to Episode: Making Your Content Happen
Navigating the landscape of B2B podcasting can feel daunting, but the challenge is not a lack of options, it's choosing the right one. This guide has armed you with a dozen distinct formats, from in-depth Case Study Analyses to engaging Panel Discussions and timely News Commentaries. The core lesson is clear: knowing what to talk about in a podcast is about aligning your unique expertise with a format that genuinely serves your target audience. Your goal isn't just to speak, it's to create a can't-miss resource that establishes your brand as an indispensable authority.
The true power of a B2B podcast lies in its ability to build trust and connection at scale. A powerful Storytelling Episode can humanize your brand far more effectively than a sales deck, while an Educational Deep-Dive can demonstrate your company's expertise without a hard sell. Remember to focus on delivering value first. As our founder, Tom Hunt, often emphasizes, a successful B2B podcast prioritizes the audience's needs over the company's promotional messages. Your brand's value will shine through the quality and relevance of your content, not through direct mentions of your services.
Your Actionable Next Steps
Transforming these ideas from a list into a polished episode requires a strategic approach. Here’s how to get started:
- Select Your Anchor Format: Choose one or two formats from this list that best fit your brand's voice and your team's strengths. Are you a natural interviewer, a compelling solo storyteller, or a great facilitator for debates? Start there.
- Map Out Your First Three Episodes: Don't just plan one episode. Outline a three-episode arc to establish consistency and build momentum. This forces you to think programmatically about your content, ensuring you have enough material to sustain the show.
- Define Your Production Workflow: Decide who is responsible for scripting, scheduling guests, recording, editing, and promotion. A clear workflow is critical for maintaining a consistent publishing schedule. To streamline the production process and enhance your content, consider leveraging the power of AI. Explore the best AI tools designed specifically for podcasters that can assist with editing, SEO, and promotion, ensuring your ideas come to life efficiently.
- Commit to a Multi-Channel Promotion Strategy: Your episode isn't finished when you hit "publish." Leverage your content across different platforms. Turn key insights into social media snippets with a B2B social media agency or summarize episode takeaways in a targeted B2B newsletter to maximize reach and engagement.
Ultimately, the most successful podcasts are born from a commitment to consistency and a relentless focus on the listener. Don't be afraid to experiment, gather feedback, and refine your approach. The journey from a simple idea to a top-ranking show in your niche begins with a single, well-executed episode. You now have the blueprint; it’s time to start building.
Ready to turn your industry expertise into a must-listen B2B podcast but don't have the bandwidth for production? At Fame, we handle the entire process, from strategy and guest outreach to editing and promotion, so you can focus solely on sharing your insights. Learn how Fame can launch and grow your show to build authority and drive revenue.
