I ran a video agency for over a decade. But when I decided to start a podcast for the first time, I didn’t know where to begin.

And if you’re a marketer on a small, scrappy team, you might be in the same position. Podcasting probably isn’t a part of your core set of skills. Instead, I’m guessing you come from a background in content marketing, paid advertising, demand generation, or a handful of other disciplines. And if you’re tasked to start a podcast, it’s unfamiliar territory.

Podcasting is a great way to build a relationship with your ideal customers. At Motion, we view a company’s podcast as a “conversation flywheel.” And for many of the tech companies we work with, it fuels their company’s entire content marketing strategy.

But not all companies are able to produce a podcast consistently. For a few key reasons, B2B organizations fail after the distribution of the first few episodes (a majority of podcasts don’t make it to the 7th episode). And they end up suffering from a term called “podfade.”

What causes podfade and how can you prevent it from happening to your company?

Hosting a podcast is a great way to spread your company’s message and bring in new customers, but guesting on someone else’s podcast can offer a much wider audience.

By being a guest on another show, you’re in the spotlight. You can get more airtime and focus on talking about your business, while reaching an audience you may not normally have access to.

A lot of marketers are starting podcasts and that’s great. It creates a content marketing flywheel for your company’s brand and you get to make deeper personal connections.

But most marketers don’t focus on the conversation. Instead, the hosts of branded podcasts treat a podcast recording session as a transaction. As a result, episodes start to feel calculated. It’s almost as if the host turned a natural conversation into something Siri would yell out of your iPhone speaker.

If you want to have an interesting conversation and create podcast episodes your customers love, it’s important to focus on the questions you ask during an interview.

In this article, we’ll cover the importance of research and how to craft better podcast questions for your company’s show.

Blogs and podcasts are both powerful marketing tools for B2B SaaS companies. And while company blogs have been around for a long time, podcasting has quickly become one of the most popular ways for people to consume content. There’s something for everyone, whether you’re looking for education, entertainment, or simply an escape from reality.