Episode Summary
A lot of B2B podcasts start with an interview-based format. And once you get comfortable with interviews, you can experiment with different formats to share stories and connect with your audience. But, even if you know your format, you still need to decide what you will discuss in an episode. In this episode of Recorded Content, our host Tristan Pelligrino shares where you can get inspiration and how you can develop a long list of interesting topics for your company’s show.
Guest Profile
Name: Tristan Pelligrino
What he does: He’s the Co-Founder of Motion
Company: Motion
Noteworthy: Tristan is the co-host of the Recorded Content podcast
Key Insights
- Who are you creating it for: This is the first question to answer when creating a podcast. From there it will be much easier to develop topics. When you have this mindset in place, your marketing team creates every podcast episode with a very clear objective, which is to meet the needs of your target audience.
- You don’t have to reinvent the wheel: Instead, look at what you already have to find inspiration for new episodes. It can be a blog post, an old episode which was very popular, etc. And if you want to take this even further, you can always invite the original author as a guest to talk more about the post and pull in more specific examples. Also, you can collaborate with an internal subject matter expert to provide an additional layer.
- Seek inspiration from your team: For instance, sales and customer success teams can help you develop new topics by providing the most common questions from potential and existing customers. After all, who better to discuss the product and its benefits than these two teams, especially when the industry is in flux or customers need reliable information and advice from experts. These episodes demonstrate your company’s expertise and establish your company as a thought leader. Your audience will appreciate the level of transparency and it will give your product team a platform to share their work with the world.
Episode Highlights
Things to consider when identifying topics for your podcast
You need to focus on your ideal customer. If you want your company’s show to have an impact on your business, you need to build the episode topics around the needs of your customers. Another thing to consider is having a guide for your podcast. Your company’s podcast can be used to explore the issues and resolutions your customers face. That’s why it’s important to have someone who can guide the conversation and go on this journey with your listeners.
Where can you find inspiration for topics
- High-performing blog posts: Is there a post that drives a lot of signups or conversions? Maybe it’s time to give this post a little bit of life in an audio or video format.
- Episodes with strong download numbers: Create an episode where you pull in previous quotes from these impactful episodes and provide a new perspective.
- Topics from old episodes that can be explored in more depth: It is an excellent opportunity to go back and do a follow-up episode with some new insights.
- Podcast appearances: If you had a great appearance on another show, you can create an episode that includes segments from that interview.
- Key changes in the industry: Your customers will always be looking for new perspectives when it comes to change, so you can give them what they want and be one of the first to provide valuable commentary on a specific change in your industry.
- Product releases: There’s a reason your company’s product evolves. Your customers face new challenges and your product continues to help them in different ways. So with a podcast episode, you can showcase perspectives from your product team. You can identify new obstacles faced by customers and then discuss how your product overcomes them.
- Challenges faced by your sales team: Your sales team interacts with customers every day. They know the challenges and objections customers have when considering your product. These challenges make for great podcast episode topics.
- Insights from your customer success team: Your customer success team gets a lot of questions. So maybe it would help to answer some of those questions in audio and video format using your company’s show. By bringing on customer success representatives, you involve your internal team and provide more education to your customers.
- LinkedIn posts: A valuable LinkedIn post is a great way to spark a topic for a podcast episode. You can build a story around the post and capture feedback from your company’s leadership or other team members during an episode of your podcast.
