A Guide to B2B Podcasting

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan talks about the paralysis and/or wrong approaches some companies have when contemplating a podcast strategy and plan. He explains the process he goes through with each customer at Content Allies to set up every podcast for success. The process includes: A questionnaire which helps the team to better understand: The client The business The target clients for the business The target audience for the podcast The major players and influencers in this space A kickoff call, which adds depth to the questionnaire and the research that is done offline A launch schedule Jake also knows that corporate approval often needs PowerPoints, so an additional step in the process can be added of a personalized deck which the client can take to the decision makers for approval. The deck covers: The plan of action The go-to-market strategy KPIs Name, brand, and graphics for the podcast Jake ends the episode by stressing the importance of “done” being better than “perfect” and why the rawness of the podcast medium doesn't need perfection. Have a topic you want to see us cover on the podcast? Write to our host at: jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation atContentAllies.com

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan goes through a step-by-step process for those who want to produce an enterprise-level podcast using the best practices in the industry. If you want a copy of that checklist you can email him at the email address below. Key elements of that checklist include: The importance of a kickoff call which allows host and guest to briefly talk through what will be covered in the podcast and hence come to the episode better prepared The importance of sound quality and the need to mail a quality microphone to the guest if necessary How to coordinate with your internal marketing and communications teams at different steps of the process What tools and strategies are at your disposal for publishing and promoting your podcast once it is ready to go live One of the fears that many have when first tasked with podcast responsibilities is lack of experience. Most people have never had to deal with that before. This episode goes a long way to alleviating that fear by providing useful information to help even the most inexperienced get a podcast episode completed from start to finish. Have a topic you want to see us cover on the podcast? Write to our host at: jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, David “Ledge” Ledgerwood and Jake Jorgovan discuss the various ways that podcast interviews can lead to revenue. Ledge and Jake discuss how podcast interviews can lead to: Partnerships Referral relationships New customers But all of these possibilities begin with truly adding value. While one of the more obvious ways you will add value is through all the social sharing of the podcast interview, you can also reach out to collaborate further on content for them or perhaps make a useful introduction. Ledge also addresses the “hard sell” fear that many might have about a more direct approach, noting that it's okay to be honest about the fact of what you do for a living, and that you're not just pitching to pitch, but because you think there might be a win/win situation. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan shares some basic strategies to help your podcast reach the ears of more listeners. While there isn't a magic strategy to get you thousands of downloads overnight, there are some basics that every podcast should cover, including: Directory and platform syndication (be on every platform possible, including video on YouTube) Podcast SEO (keywords in episode title, podcast description, and show notes) Content promotion tools (how to become “recommended content” on Buffer) Jake shares several other helpful strategies, including the most powerful one you can use to get traction and new audiences more easily. He also shares strategies for those with not a lot of budget but a lot of time, and those with a lot of budget and not a lot of time. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, host Jake Jorgovan discusses the most popular podcasting formats and what you should consider when creating a B2B podcast. Jake goes into depth on the two most popular podcast formats: the highly-produced, highly-scripted mass appeal type (think This American Life) and the interview-based networking type (think The Tim Ferriss Show). He also gives helpful insights into other variants that could be perfect for you and your business, including: Education - use your podcast for customer success and/or as added resources for your sales team Subject Matter Experts - use an external host to interview your internal team to allow people to shine in their areas of expertise while informing their fellow team members Consulting - a podcast in which you “do your work” with a guest and allow people to see how you work (and possibly hire you) There's also helpful “don't do this” advice sprinkled throughout the episode. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan gives a list of important assets and resources you should have on hand to successfully launch, build, and maintain your B2B podcast. These include: Stems - these are files that help keep your show sound consistent and allow for continuity as different people and teams take care of your podcast over time. Show note specs - you want a format that is consistent from episode to episode, and this includes style, tone, length, etc. Thumbnail designs - have templates in place to make creating individual episode and article thumbnails simple. Website placement - key questions to ask are, Where does the embedded player go? Are there links to different podcast platforms? Will you be adding articles in addition to show notes? Jake offers many more items which for many will come as afterthoughts―or worse, “I never would have thought of that.” The best B2B podcasts sound and look professional across every channel and medium. That can only be achieved by creating podcast brand guidelines that are consistent and standardized across the entire organization. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan shares the checklist that all large enterprises should keep in mind when creating and distributing podcasts of any kind. We are in a golden era for podcasting, similar to where blogging was 10-15 years ago. Back then, marketing and communication departments had to figure out how to speak this new language of marketing. Podcasting is the new marketing, and the process of creating and distributing those podcasts needs to be learned and standardized, particularly at Fortune 500 companies and other large enterprises. Jake covers an entire playbook of considerations for those who are looking to create clear, understandable processes for how podcasts get created and let out into the wild beyond the company walls, including: Look, sound, and feel of the episodes Types of podcasts your enterprise is creating. He sees many types in his work with large enterprises at Content Allies: Training Culture Solo information sharing Panel discussions General internal External podcasts focused on thought leadership Hosting - where your episodes live KPIs - how you are reviewing listenership and engagement Legal - what kind of forms to have your guests sign He touches on another half dozen considerations that most enterprises never think of. And why not? In part because they aren't specialists in podcasting, but more importantly, as noted above, it's a new era and many marketing and communication departments are still learning. (Thankfully Jake enjoys sharing information about it all on this podcast!) Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan gives you the basics behind using your podcast microphone. While a lot of people may think that “radio voice” is something you're either born with or you're not, the truth is that your microphone and how you use it can make you sound like you've got that right kind of voice. Jake offers three specific techniques to get the best sound out of the equipment you are using, one of which is how close you are to the mic. He demonstrates in real-time the advantages of being close to the microphone and the disadvantages of being far away. If you want to have that smooth radio voice in your podcast interviews, listen to this value-packed episode. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this episode of A Guide to B2B Podcasting, Jake Jorgovan shares some of the guiding principles that have helped him successfully interview hundreds of guests. With the proliferation of interview-form podcasts, people may get the impression that all you need to pull off a podcast is some research on your guest and a list of good questions. And while it's true that research and solid questions are at the core of all interviews, you're going to have to bring more to the table than that if you want to have truly engaging and thoughtful conversations. In addition to offering examples of good questions that every podcast host should consider having in their locker, Jake offers important starting points for the beginning and end of every interview. He also uses lessons he learned from journalism school to help make questions more insightful and engaging, rather than just the next one on your list. Following your curiosity, he says, consistently leads to better interviews. Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com

In this first episode of A Guide to B2B Podcasting, Jake Jorgovan, Founder of Content Allies, gives us a preview of what we can expect from future podcast episodes. Jake firmly believes that “podcasting is the new blogging.” He recalls the long learning curve that many businesses faced when that medium first became popular as a customer acquisition tool. This podcast will provide a knowledge base for this ever-changing, ever-growing medium. It will cover: B2B Best practices - How do I conduct an interview? What is the best format? What are the best strategies? Enterprise Podcast Strategy - Large enterprises face unique challenges with podcasting as a medium. In this show we dive into how enterprise should be approaching podcasting. Tools and training - What's the best mic to use? What podcast recording software should I use? Updates to podcast technology and reach - Where should my podcasts be syndicated? Jake has had to learn many of these lessons in servicing Content Allies clients, which range in size from startups to Fortune 500 companies. On the enterprise side, Jake has helped clients with every aspect of podcasting, from strategy to consulting to recording to release. With startups and mid-market businesses, he's helped set up interviews with relevant players in an industry, unlocking podcasting as the little-known networking-based tool for building relationships and acquiring customers. With such a range of clients, not every episode will be relevant to you―and that's okay. Simply pick the ones that are most important to you and listen away! Have a topic you want to see us cover on the podcast? Write to our host at jake@contentallies.com This episode is brought to you by Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com