From Bland to Brand-Boosting: Creating a B2B Podcast That Actually Works

Here’s a podcast you’ve probably heard before: A CEO interviews their clients about financial security in long, unedited episodes. This is the podcast Early Warning could have made. Instead, they took a creative risk with Nickel & Crime—a true crime podcast addressing financial fraud while captivating listeners with storytelling and scripted recreations.

Harry Morton will use your audience interactivity to build out a “boring” podcast concept, helping to highlight the pitfalls of traditional B2B content. Then, using the Nickel & Crime case study, he’ll demonstrate how creativity and storytelling can boost audience engagement and make your B2B podcast stand out in a crowded market.

In this session, you’ll learn how to:

• Develop a standout podcast concept. Create a premise that goes beyond the typical “experts talking about topics.” Explore how to develop a B2B podcast that grabs attention, sparks curiosity, and stands out from the crowd. You’ll walk away with practical tips on how to craft a creative, compelling concept that will make listeners hit play.
• Get people to actually listen. Many B2B Marketers have launched a podcast by now, but most haven’t gotten many listens. Find out how to engage your audience, generate business results, and prove that with creativity, podcasting doesn’t have to be complicated to be effective.
• Keep listener attention. Discover the production techniques that can make your podcast sound exceptional and keep listeners coming back for more. Learn how sound design, immersive scripting, and storytelling in Nickel & Crime hold listener attention and elevate the listening experience—ensuring listeners keep coming back, episode after episode.