Should I start a podcast as part of a B2B content strategy?

Podcasting offers a different content medium to blogs, articles and videos but is starting a podcast right for your B2B business? What are the pros and cons of podcasting for business?

Centre of image is sturdy looking microphone used for podcasting. In the background is an open lap top and on the screen you can see the sound waves of what is being recorded. In the foreground you can see the arms of two people who are in conversation.
Photo by CoWomen on Unsplash

I recently chatted to fellow communications experts Ayo Abbas of Abbas Marketing and Emma Drake of Henbe Communications on a LinkedIn Live about podcasting as a form of B2B content.

Both Ayo and Emma launched their own podcasts just over a year ago and have a lot to say about why you should – and shouldn’t – use audio content.

I’m in the process of starting my own business podcast but I also help clients with their podcasts.

Here’s some of the key points from the discussion and if you want to watch the full chat which includes additional podcast-related questions from the audience, you can find the video here.

I’ll also put links to Ayo and Emma’s podcasts at the end so you can check them out.

Why shouldn’t you start a podcast?

Emma: In Apple podcasts, the number of live podcasts, compared to the number of podcasts registered is dropping which means that lots of people started [a podcast] and then trailed off.

I think it’s when they realised it’s a lot of work. It’s like any marketing channel, technique or approach, you’ve got to be really committed if you want to start a podcast.

You’ve got to show up and it’s got to be relevant and timely. Just because everybody else is doing one, is not a reason to podcast.

Have a really good think about whether it’s something that your audience wants, needs, and what you can give them in terms of quality content.

Me: There is an equipment investment. You need microphones, headphones, somewhere to host it etc., if you don’t go in with your eyes open, it can be a bit of a shock to the system.

If you don’t listen to podcasts, it’s probably not the channel to be doing

Ayo Abbas

Emma: I wouldn’t let tech block you from starting but you do need to think about tech. You can start podcast on your iPhone with a set of headphones. But if you want to show up and commit, as Stacey says, there are some things to think about in terms of investing some money and time.

Ayo: If you don’t listen to podcasts yourself, it’s probably not the channel to be doing. There’s a lot of people who do one because ‘someone says I should’.

Why should you start a podcast?

Ayo: I get to meet amazing people and I think it’s a great way of connecting with people. It’s helped me a lot in the industry, raised my profile but also it’s brought me work.

I’ve had work with my guests, I’ve had work with people who listen to me. It means that people get to know, like and trust me and it’s helped me secure speaking opportunities.

Me: The number of podcasts out there is far lower than the number of YouTube channels and the other usual channels for content so there’s an opportunity to do something different.

Podcasts feel like you’re having a conversation with one person, it’s like the host is talking to you directly and you feel like you get to know them because you can hear their voice.

It is content you can consume anywhere unlike other content. You don’t have to set aside time, I listen to podcasts when I’m walking or doing the housework – it’s convenient.

And you can generate a lot of other content from a podcast. You can turn it into written content and social media posts.

My goal was to get this content out of my head and reach a new audience and the podcast has done both of those things for me.

Emma Drake

Emma: I chose audio because I find it much easier to talk. I had all this content in my head, and all this knowledge and experience and sitting down and writing for my business just didn’t come naturally.

Whereas the podcast has just been like opening the store to this content machine.

I’ve started to change how I’m doing them, and being more current with them rather than before, when I was doing a lot of batching, recording a few at a time. But I like responding to what’s going on and you can be quite timely.

My goal was to get this content out of my head and reach a new audience. The podcast has done both of those things for me.

Concrete walkway with grey, iron fence either side. In the middle is a bench on which a man sits. He's wearing headphones, a light brown coat and black jeans. He is resting a laptop on one knee which is slightly raised.
Photo by Jefferson Santos on Unsplash

What lessons have you learned about about podcasting?

Ayo: That it’s more work than I originally envisaged. It does tend to be one long day to do an interview – mine are 30 minute interview episodes – to set it up and do all the assets around it.

Also don’t expect feedback. Lots of people listen, but you don’t always get that feedback. It’s really weird because people come up and quote the podcast to me but you don’t always get reviews.

If you need that feedback, it’s probably not the channel to do.

Emma: If you want to start a podcast, I wouldn’t hold back, just get on and do it.

The reason I say that is because I did it myself. It’s such a different medium, if you’re not used to hearing yourself talk.

And I found it a real barrier, and I let it put me off. I started the podcast in the July, but I didn’t actually launch it till November.

I would just start talking into a microphone or listening to your voice because it sounds completely different through your headphones.

This LinkedIn Live chat was the first in our new series: It’s a B2B comms thing. Follow us on LinkedIn to hear about the next one.

Podcast links:

🎧 Marketing in Times of Recovery with Ayo Abbas

🎧 Communication Strategy That Works with Emma Drake

For more B2B content tips and ideas check out my latest posts:


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