Podcasts for User Generated Content (UGC) Marketing in B2B

Everyone talks about their domain knowledge

Peer discussions around specific areas of expertise help us learn from each other’s experiences

Now amplify that with the internet and you have a niche podcast

Podcasts are a great way to build distribution and use as a content pillar with the inputs of other thought leaders in your domain

Specialized Podcast Platforms:

• Apple Podcasts
• Spotify
• Google Podcasts
• Stitcher
• SoundCloud

You can refer to this table we made to figure out which platform is best for you 

We’ve used YouTube for The ABM Voice because its a video podcast and is the best platform for the same. You can also find us on Spotify & Apple; along with our substack.

What you should have sorted out before launching your podcast:

• Content Plan: Develop a proper plan that outlines topics, formats and a publishing schedule.
• Podcast Theme: Find a theme for your podcast that suits your brand identity. The podcast should undeniably be an extension of your brand values.
• Quality Equipment: Audio is top priority in podcasts. Invest in good equipment like professional microphones, headphones and a recording software
• Branding & Design: Create compelling branding and design elements, including a podcast name, logo, and cover art that align with your brand identity.
• Hosting Platform: Choose a podcast hosting platform that offers insightful analytics and distribution. Even if your podcasts are video based, hosting them as pure audio is worth the neglibile effort required to upload

Once you have the above in place, think nothing but LAUNCH

Your work of course doesn’t stop here.

You have to garner momentum, build Word Of Mouth and use all organic and inorganic channels to maintain momentum 

How? 

• Along with your primary platform, make sure you list on other channels aswell. 
• Promote your podcast across your other channels to enhance reach
• Engage with your audience through comments without fail. You aren’t preaching, so interact.
• Actively seek out guests who will have lookalike audience as yours, and can give value to your existing one.
• Analyze metrics and make necessary adjustments to format like: length of podcast, pivoting on topics etc

If your podcast is successful, you’ll be able to use the channel to add even more value to your brand

• You can repurpose the content from your podcast into blogs, video bits, transcript excerpts as posts and so much more
• Host one time events off your podcast like live events, fireside chats and virtual meetups; engaging your audience to build a community
• Collaborate with other podcasts in your same or similar industry to increase overall reach of your brand
• You can even bring in other podcast hosts to increase the scope of topics discussed through your podcasts

If you can cross all these off your checklist, you have a solid chance to absolutely ace the podcast game.

Above all, forget the naysayers who try to demotivate you from sharing your wisdom.

PS: Also use other distribution channels to promote your podcast, like how I plugged-in our podcast in this newsletter