4 Reasons Why Most B2B Podcasts Suck (plus a bonus reason) - With Scott Clary
Take note of how many B2B podcasts you listen to—our bet is that it’s not that many.
The mistake so many B2B podcasts make is that they treat their podcast like a B2C podcast that’s designed for entertainment. Being entertaining is great, but it’s not B2B.
You goal as a B2B podcast is to present something of value to your audience. For you to do that, you need to KNOW your audience. SPECIFICALLY.
In this new episode of B2B Podcasting, host Kap Chatfield sits down with guest and CEO of OnMi, Scott Clary. Together they discuss the typical mistakes most B2B podcasts make—and how you can set yourself apart from the pack by avoiding these common pitfalls.
B2B show creators, tune in—you might be committing some of these B2B podcast cardinal sins.
B2B podcasts need to understand what they need to deliver and keep it short and contained.
Targeting your audience with specificity makes your podcast more successful.
The first 15 seconds of your podcast is crucial—state why the audience should stick around.
The best podcasts have great conversationalists as their hosts.
00:00-10:38 | Why treating your B2B podcast like an entertainment podcast doesn’t work.
10:39-17:08 | Focusing your efforts on a highly specified audience increases your retention.
17:09-25:29 | The benefits of being a conversationalist and having a clear CTA.
25:30-31:52 | The importance of a good CTA and understanding where your podcast fits.
“The trouble that B2B podcasts find themselves in, is that they try to act like an entertainment podcast and they don’t get to the tactical things immediately.” - Scott Clary, CEO at OnMi | Host of the Success Story Podcast
“If you really want to be effective with B2B podcasting, create a podcast that is 12 to 15 minutes and is hyper-focused on creating content that is only relevant for a CRO, CMO of a CPG organization or any industry organization.” - Scott Clary, CEO at OnMi | Host of the Success Story Podcast
“Think about the best practices from YouTube creators, what do they do? In the first 15 seconds, they explain explicitly what that person is going to take away from that 10 minute YouTube Video.” - Scott Clary, CEO at OnMi | Host of the Success Story Podcast
“The best podcasters are the best conversationalists.” - Scott Clary, CEO at OnMi | Host of the Success Story Podcast
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Article we discuss in the podcast:
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