B2B Podcasting: Strive for progress, not perfection with Neal Stewart

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Episode Summary

Starting your own podcast is a big deal, and it takes thorough strategic planning and preparation to get it right. But you shouldn’t strive for perfection; instead, strive for progress and to create value for your audience.

In this episode of the Recorded Content podcast, we’re switching things up a bit to celebrate our 100th episode. Our host Justin Brown is interviewed by our guest Neal Stewart, the Director of Marketing at Holland. Since Neal is about to launch his own podcast, he has a ton of questions for Justin. So make sure you join us for this exciting Q&A session on B2B podcasting and getting started with podcasting.

Featured Guest

Key Insights

Episode Highlights

Set Your Guests Up for Success 

“Inherently, I would say, even before interrupting them, this was your fault. You didn’t set expectations well with the question and what your expectation was, and this person feels like they’re just trying to help. But as the interviewer, it would really help you to try and jump in at some point if possible. Recognize your mistake in the question that you asked and that this person is only trying to help you and then try to find a way in which you could maybe ask a question and redirect the conversation.”

Make Your Job Easier 

“One of the things that I’ve really tried to learn how to prepare for a podcast is to try and make these things easier on myself, and so I’ve rolled out different styles of episodes that might be a little bit easier in nature for me to pull off.”

Tackle a Specific Problem in Each Podcast Episode

“You’re not just setting out to have an interview with someone who has the right background, but you really need to set out to have some topic, some theme, some premise, some problem that you’re tackling with that.”

Make Room for Improvisation

“I think 75% of my questions are scripted, and I think that is because I come in with a topic. I think if and when I used to have much more of a broad show, I would be trying to spend the episode trying to figure out what direction I want to go. […] And now, with having a very detailed premise and a problem that I want to tackle, I really do feel like it’s kind of that journalistic approach. I do have my questions that I’m pretty interested in getting answers to — that I hope will have pretty detailed answers to — and I do stick to my script a lot or my scripted questions, I guess. Now, where I’ve really evolved over the years has been my ability to expand on what my guests said or how they answered.”

Bring Positive Energy to Your Podcast

“My biggest recommendation for anyone bringing in an episode, ‘Put a big old fat smile on your face.’ Get to the point where you’re almost laughing at yourself, and it’s just going to come off with very positive, warm energy for your audience. That is, above memorizing it or having an amazing ad read, my biggest recommendation for people. Come out of the gates for the audience as someone that they’re excited to hear from.”

Make Sure You Understand Your Metrics

“We could do a whole podcast on KPIs for podcasting, but at a high level, I would say make sure you understand what podcast downloads are and what good qualifies as, and then really understand what you are trying to get out of this. Is this a push for you to just have an audio app, an audio show that people are going to listen to in Apple Podcasts or Spotify, or is your podcast really an extension of what you’re doing from a content standpoint? And that’s typically where our customers lean.”