Blog

In a word, yes! It’s a misconception that video podcasts are only suitable for B2C companies. It’s not simply about achieving views or massive reach but rather familiarising your network/connections with who you are and what value you offer. You’ll surprise yourself with how much you actually know and if communicated properly will result in growing a niche audience and having meaningful interactions with potential customers.

1) Cost to entry is relatively low.

All you need is a DLSR camera (ideally two or even three so you can record a conversation with another team member and cover a variety of angles), two LED lights, a good quality microphone and ideally an in-house editor. If you don’t have an editor, you can always farm it out to a trusted partner. Some basic design for thumbnails with catchy typographic titles will also help draw attention to your videos.

2) Personal branding is still a hot one!

Introducing yourself to a wider audience is the first step towards becoming, dare I say it, a LinkedIn influencer. And if you don’t like that tag then simply think of it as a way to communicate and share ideas. No, not everyone will be drawn to you but the ones that enjoy your content will become loyal followers over time.

3) ‘Live’ Brainstorming & Feedback

Being able to explore new topics on camera will not only provide value but help you to consider new strategies, trends and hot topics internally. Yes of course this can be achieved in meetings but knowing that you’re putting ideas out to a public audience will help you hone-in on what’s genuinely useful to your clients. Don’t forget to keep an eye on the comments section for feedback, and from time-to-time send videos to trusted people within your network to get some more industry-specific feedback.

4) LinkedIn is ripe for B2B podcasts.

No doubt you already have a significant number of connections. Once you have your podcast up and running, they’ll be waiting with baited breath for what you have to say. And if you don’t have lots of connections, think carefully about who should be listening and start connecting!

5) Long-form content is popular!

Up to 1 hour of content is acceptable for YouTube audiences these days. Think how much information you can provide in that time frame. In this case you may only need to record a session once every 2-3 weeks. The volume of content you can produce from a single recording will be enough to keep your audience satisfied in the meantime.

6) Collaborations

Invite other B2B companies or experts within your field to join you in a recording. Offering your platform to other voices will open up business partnerships and grow your audience much quicker. Shouting about other trusted businesses is always a good tactic and will further endear you to your community.

7) Use audio for other platforms

Once you have your video recorded, you will have two forms of your podcast; video for your YouTube channel, plus an audio recording. Spotify or SoundCloud are some of the best platforms out there but are obviously plenty of others to choose from.

8) Don’t forget about short-form

Whatever content you are putting out, particularly if you‘re trying to grow a YouTube channel, make sure you edit your content into ‘Shorts. This will help you to identify the best bits; add subtitles and create nice focussed, short videos. Thing of these as teasers towards your longer form content.

9) Gather a tribe of subscribers

B2B content creators often forget to ask for viewers to subscribe to their channel. You have to be direct on this point, don’t feel like you’re being too salesy. If you don’t ask, you don’t get! Even the most successful channels don’t have a high proportion of subscribers which sounds strange I know but the percentage uptake is around 50%. Either ask viewers to subscribe directly at the end of your video or add a call-to-action at the end of your post. Subscribers form the core group of your B2B following.

Inspiration:

Here are a couple of B2B-focussed organisations who are starting out in their video podcast journeys. Check them out and subscribe if you like their content:

ITPR:
https://www.youtube.com/@ITPRGroup

Napier PR:
https://www.youtube.com/@NapierPR

For more information about how to setup, film or simply edit your podcasts, contact us directly: info@blackcliffmedia.com