Latest / Straight To Voicemail / What does a successful B2B podcast actually look like? | Carly Baker, HubSpot
Transcript
- Adam (00:10): Every single time I speak to a prospect or a new Share Your Genius client, one of the questions I ask them is, what does success look like for you for this podcast? Fast forward six months or 12 months from now and what would define success? And it's interesting that oftentimes people don't know what they want success to be for their podcast. So to get to the bottom of it and help people better understand what they should be thinking about in terms of return on investment for their B2B podcast. I went to one of the best sources available in the industry. Carly Baker is the head of media partnerships at the HubSpot Media Network. In short, she has a massive job. She is the person running the partnership program for HubSpot's Media Network, a network that produces so much exceptional content, specifically in the podcast space. Carly is genius, a wizard, an expert, and so many other wonderful adjectives. So when I reached out to her, I asked her one simple question. What does a successful B2B podcast look like? Carly (01:27): Hi, Adam. Sorry, I missed your call. I know you are looking for an answer to one of the biggest questions in podcasting of all, which is How do we define success for a B2B podcast? There's a lot of ways that we can define success for a B2B podcast. And here at HubSpot, when we think about sort of the results that we want to see from our shows, we kind of think about it in three buckets. The first is just that like having a show and having all the derivative content from your show is a great vehicle for thought leadership. So we're able to build a narrative and build a brand around both our like employee subject matter experts or talent that we work with, and we create content to sort of distribute our own POVs as a business, and build up around the creator of the talent. Thought leadership, of course, goes hand in hand just with sort of brand visibility and brand credibility in the market. We know that having sort of derivative media coming from brands is really important, and especially if those episodes that you're producing are driving value, it's really great for your brand to the one that's sort of presenting that and is helping the audience members. So those two kind of go hand in hand, but definitely a role and work We really think about our shows from a blended approach, not only from, of course, those like top of funnel important activities and thought leadership, but also on the results that it's going to drive for us as a business. and when we're thinking about how we're building a show, the editorial, the types of guests that we're coming on, what creative looks like, like we're really thinking about, the type of people that we want to convert at the end and sort of reverse engineering everything from the start.