In the final article analysing our CEOs talk at the 2024 B2B Marketing Expo, we look at what Luke had to say on the importance of consistency in podcasting.
Launching a B2B podcast can feel overwhelming – production costs, content planning, technical logistics – it’s a lot to deal with.
But if there is one thing that LRB can help with, is showing that you don’t need a fancy studio or a six-figure budget to create a show that drives real business results.
You can start one today!
You don’t need a studio, you need a system
Many companies assume podcasting requires a full production team and expensive studio setups. The reality? Tools like Riverside have completely changed the game.
Think of it as a virtual studio – you invite guests, record high-quality audio and video, and even generate shareable clips with built-in AI tools.
This means no more bloated invoices from third-party production companies. You can keep things lean without sacrificing quality.
By reducing the barriers in place that stop you launching a podcast, it helps create a level of consistency in publishing schedule and quality.
Always audio first
Yes, video is powerful. But in the B2B space, audio quality makes or breaks the experience. A bad mic and echoey guest audio can lose a listener in seconds. The good news? Great mics are affordable and easy to use.
Prioritise getting a quality microphone and making sure your guests do the same. Clean, clear audio builds trust, and keeps people listening.
Start now
The first episode is always the toughest. But you don’t need external guests or complex scripts to begin.
Start by capturing internal conversations. Get two team members to chat about industry trends, customer pain points, or a behind-the-scenes look at your business.
Don’t overthink it. The format will evolve. The most important thing is just to start.
From there, you and your podcasting partner can help improve and grow your podcast – both in quality and in the number of viewers/listeners.
Create demand
A strong podcast will naturally attract interest. People want to be featured if the show looks polished and sounds professional.
Set up a simple booking system (Google Forms works perfectly to start) where potential guests can apply. This flips the dynamic of your podcast – you’re curating guests, not chasing them.
Pro tip: Always have a guest backlog. Cancellations happen.
Distribution is key
Creating a podcast is only half the equation. What happens after it goes live matters just as much.
You need a three-week distribution plan for every episode. Here’s a simple framework:
- Week 1: Post the full episode and an intro clip
- Week 2: Share a quote graphic or a second clip, write a short LinkedIn article
- Week 3: Reshare a highlight and launch an email campaign tied to a key insight from the episode
Repetition builds recall. You’re not spamming – you’re reinforcing. Distribution AND CONSISTENCY is key.
Keep it short
Most B2B listeners aren’t tuning in during downtime, they’re squeezing podcasts into their commute or lunch break.
Aim for 30-minutes – it’s long enough to deliver value but short enough to fit into daily routines.
Make every episode clickable
Each episode is its own mini-show. Give it the same attention you’d give to a blog or campaign asset: engaging titles, clean artwork, sharp visuals.
Tools like Buzzsprout make uploading to every major platform easy, and consistency breeds credibility.
Brand it and build It
Treat your podcast like a product. Give it a name, brand it with intention, and position it as a content hub – not just a side project.
You can even give it its own social accounts to build momentum and audience engagement outside your company’s main brand.
Then, cross-post selectively to your company page to keep both audiences warm.