Creating a B2B podcast is not as simple as sitting down and recording a conversation. It actually requires a lot of consideration, content planning, networking, and regular reviews and adjustments.
Think of a successful podcast that you’ve heard of or previously listened to. In almost all cases, regardless of the niche industry or podcast type, if you compare their first episode to their most recent releases, there would be dramatic differences.
These changes occur because of how flexible podcast creators are. You must constantly evolve and improve elements of your show to keep your audience engaged. In this list, we’ve uncovered some of the most common mistakes that new and seasoned podcasters make and how you can overcome them.
However, if any of these challenges are getting in the way, it may be time to partner with a B2B podcast agency that understands what it takes to create a show that drives results. From guest outreach and production to content strategy and promotion, the right team will manage the entire process, so your internal resources can stay focused on high-priority initiatives. Done well, your podcast won’t just build authority, it will support your broader marketing and demand generation goals.
1. Unrelated Podcast Names
One of the most common mistakes that podcasters make is choosing weak titles that are named after their company or expertise. The name of your show is one of the most important choices you’ll make, it needs to be relevant and catchy. Plus, once you launch the show, you have to stick with it.
When you’re brainstorming your title, you should base it on your strategy.
All B2B podcasts are trying to accomplish one of these five goals:
1. Grow an audience
2. Build relationships with potential customers
3. Build relationships with industry influencers
5. To communicate internal-organizational information
If you’re podcast goal relates to #1-3, then you shouldn’t name your podcast after yourself/company. Listeners don’t want to hear all about your company, it won’t lead to strong connections, engagement, or attract guest speakers.
Instead of a title and content that comes off as an infomercial, B2B podcast listeners are interested in podcasts that give them valuable insights, improves their job performance, and transforms them into an industry expert.
2. Insufficient Niche Research
One of the keys to a successful podcast is researching. You should conduct niche research before anything else. It will help set the tone and vibe of your show. Plus, it can contribute to further engagement and establish authority in your field.
Common mistakes to avoid: Choosing a niche that is too broad or doesn’t align with your industry expertise and business goals.
So, when it comes down to deciding which niche best aligns with your brand, you should consider the relevance and appeal of your content from the perspective of your target audience.
Here’s how:
Conduct thorough market research to identify gaps with existing B2B podcasts
Learn about the interests and challenges of your target audience and find ways that your podcast can meet their needs
3. Misunderstanding your Audience
Understanding your audience is an ongoing process that requires time, energy, and flexibility. Think of it in these terms—as people grow, their interests and goals shift. You need to pay attention to your listener demographics and the engagement metrics.
Once you have a clear grasp of what your audience cares about and what they seek from your content, you can tailor your discussions to meet these needs. If you fail to create valuable and meaningful content, you’ll face low or declining rates of engagement.
The main way you can address this issue is by completing an in-depth analysis of your audience.
Here are a few ways that you can achieve this:
Surveys
Listener feedback
Engagement metrics (which identify demographics, professional roles, and industry challenges)
4. Disregarding Listener Feedback
Listener feedback offers you the chance to hear directly from your audience, foster deeper connections, and encourage loyalty and long-term engagement. After all, it’s an opportunity to learn about their opinions, giving you a sense of what you’re doing well and what you can improve on.
If you’re overlooking these comments, then your content will fail to meet your audience’s needs and preferences. Plus, when you fail to evolve your show, it diminishes your listener engagement and satisfaction.
To avoid making this mistake, read your comments and review/compare the number of likes/views and other analytics. You’ll also want to encourage your audience to share their thoughts, you can do this on your social media platforms or directly on your podcast (in the intro or outro). Plus, when you do receive this feedback, show that you care and value them! Not only should you like the comment or respond to their input, you should also implement their suggestions (where applicable).
5. Ignoring Analytics and Performance Metrics
Similar to reviewing listener feedback, you must examine analytics and performance metrics. These statistics will help you better understand how you can tailor and develop your show to meet your audience’s preferences.
If you ignore these metrics, there will be missed opportunities and you’re more prone to making uninformed decisions. Mainly, you should track your key performance indicators (KPIs), which includes things like listener numbers, episode downloads, engagement rates (likes and comments), and listener demographics.
After collecting the data, compare the rates for each episode. This should help you indicate what your audience likes and dislikes. For example, if each solo episode gets way less interaction than your guest discussions, you should consider reaching out to more prospective guests and filming content with them.
One more thing—make sure you regularly review these metrics and continuously find ways to improve your show based on your audience’s evolving needs.
6. Only Having One Show Host
Many podcasters limit their show to only having one host. When you’re choosing your format, make sure you acknowledge all the benefits of having multiple hosts:
Additional perspectives
Differing backgrounds and expertise
More content sharing
Targets a wider range of listeners
More interview opportunities
Capacity to create more content
Don’t overlook these advantages, having multiple show hosts will increase your content output and your exposure!
7. Lack of Guest Diversity and Expertise
It’s smart to host a diverse range of guests who have varying backgrounds and stories. This ensures each episode is rich with fresh perspectives and knowledge that appeals to a wider audience.
To avoid the common mistake of having a homogenous group of guests, you should actively seek out guests from different industries and areas of expertise. This will broaden your podcast’s appeal and expand your reach to listeners with a variety of interests.
A general rule of thumb—ensure each guest brings something unique to the table, whether it’s niche expertise or a remarkable perspective on prevalent issues.
8. Not Uncovering Guests’ Unique Points of View
The purpose of hosting guests on your show is to give them the opportunity to share their unique perspective, expertise, or stories. It’s your goal to facilitate this discussion and give them the platform to showcase their valuable insights. Take the perspective of your audience, make sure each guest is sharing novel information that hasn’t yet been shared on your show.
It’s your job to go the extra mile and determine your guest’s unique point of view.
Here’s a few ways you can acquaint yourself with your guest and get to know them better:
Conducting research - deep dive into your guest’s online persona
Hosting a pre-interview - learn about your guest on a personal level and determine what you’ll talk about
POV discovery - ask intentional questions that will draw out their expertise in the industry
What should everyone in your industry start doing?
What should everyone in your industry stop doing?
What’s a commonly held belief in your industry that you passionately disagree with?
9. Incorrect Format and Length
The average podcast length is 20-40 minutes long. This seems to be the sweet-spot where listeners are most engaged with the content. However, there is no one-size-fits-all solution, instead you need to determine what length is most appealing to your particular audience.
Essentially, you need to consider two things: the complexity of your topic/content and your audience’s listening habits. Will you deep dive into technical subjects or offer summarized news segments?
At first, you won’t fully understand what podcast-length your audience prefers. So, as you try out different formats, you need to closely monitor your engagement and feedback. Be flexible with your approach and offer content that is best suited and appreciated by your listeners.
10. Low-Quality Audio
A podcast’s audio can be the determining factor between a high versus low quality show. Take into account the perspective of your audience and consider how you can elevate the listening experience and make it flawless.
Common issues include background noise, uneven sound levels, and low-quality recording equipment. These flaws/weaknesses can be resolved by upgrading equipment and adopting a more precise editing process.
Here are a few specific examples of things you should consider:
Invest in a high-quality microphone and sound editing software
Record in a quiet or soundproof environment
Always test your equipment before filming
11. Inconsistent Publishing Schedule
Consistency is key with podcasting. By creating and sticking to a clear uploading schedule, you’ll gain the trust and regular support of your audience. After all, predetermined uploading dates will help listeners fit new episodes into their routine.
To avoid a lack of structure, make sure that you establish regular posting dates with your audience—and stick to them! Choose a date/time that works best for you.
For example, most creators post new content weekly, bi-weekly, or monthly.
Hot Tip: Always work in advance. Plan all your content, secure guests, film, and edit everything 1-2 weeks before the uploading date. This way, if anything goes sideways, you’ll have the time to turn things around.
12. Overlooking SEO and Search Visibility
SEO (Search Engine Optimization) is not something that should be overlooked by podcasters; yet it often is. By improving your SEO, you’ll extend your reach and increase the visibility of your show.To gain more visibility from search traffic, you need to include relevant keywords in your episode titles, descriptions, and transcripts. From that point, when people search those keywords, you're increasing the likelihood that your content will appear.
Hot Tip: To maximize your SEO, you should also create a blog or website for your podcast where you can post episode transcripts and upload related content.
13. No Solid Call to Action and Landing Pages
Podcast creators should have a clear call to action (CTA) that encourages their listeners to become their customers. If you fail to make these suggestions in your episodes, you are missing out on the chance to increase your conversion and engagement.
To make effective CTAs and dedicated landing pages, you need to be compelling when you guide your listeners on what to do next. For example, try nudging them towards visiting your website, signing up for a newsletter, or following you on social media.
Your landing pages should provide additional information and value that relates to the episode’s content. It will enhance the user experience and will increase the likelihood of converting listeners into customers.
14. Improper Integration with the B2B Sales Funnel
By successfully integrating your podcast into your B2B sales funnel, your sales lead and conversion rates will bolster. Here’s a way you can integrate this into your next episode: try educating your listeners and aligning your content with the different stages of the buyer’s journey.
So, for example, in your episodes you can discuss common questions or concerns with your product. This transparency will ease your audience into trusting you and in turn considering your product.
Another strategy you should consider: providing resources and links that guide your listeners to relevant content or landing pages that will help them move along the decision/buying process.
As a result of strengthening your B2B sales funnel, you will not only increase your conversion and engagement, but you will also simplify and enhance the listener and purchasing experience.
This transforms your podcast into a tool that will help grow your business.
Chances are, if you’re just starting out as a podcaster, you're unknowingly making some of these mistakes. Successful podcasts don’t spark overnight, they require a lot of time and experience to get everything right.
Hopefully this list gives you more information and resources that will strengthen your content, extend your reach, and lead you to higher rates of engagement, conversion, and overall success.
Let us know what your biggest mistakes were when you first started out, and how did you overcome these challenges?
Written by Emily Nyikos
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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.
