How to Make an Amazing B2B Podcast and Build an Audience of Engaged Listeners

Wednesday 2:30pm-3:15pm

How to Make an Amazing B2B Podcast and Build an Audience of Engaged Listeners

Steve Pratt | Co-Founder | Pacific Content
Matt Sutton | Global Brand Manager | Facebook & Instagram

If your B2B content strategy doesn’t include a podcast, you might want to reconsider. Podcasts are white-hot: over 50% of Americans have listened to a podcast and over 90 million listen monthly.

Leading brands like Facebook, Dell Technologies, Red Hat, and Zendesk are finding major success in creating B2B podcasts. Why? Unprecedented levels of engagement, with top podcasts getting average completion rates of 85-98% for 30-minute shows, and loyal, trusting relationships between listeners and the company producing the show. Who wouldn’t want to have an audience voluntarily choosing to spend 30 minutes with their brand, in their ears on a regular basis?

In this session, you’ll learn the best practices for how to make a successful B2B podcast from Steve Pratt of Pacific Content, whose branded podcasts have won Webby, Digiday Content Marketing, and Shorty Awards. You’ll also go inside what one industry leader called the “best podcast marketing strategy I’ve ever seen” with the guy who created it, Facebook’s Matt Sutton.

At the end of this session you will be able to:

  • Create a podcast concept that aligns with your business goals and that your target audience voluntarily wants to listen to

  • Produce a creatively brave podcast that is differentiated in the market

  • Create a world-class podcast marketing strategy, both for existing podcast listeners and for people who have never listened to a podcast

  • Increase the relevance and effectiveness of your paid social with targeting based on guests, communities, and content themes

  • Use Instagram posts and stories to promote audio and other episodic content marketing strategies