Dots Oyebolu welcomes Ryan Sullivan, Founder and Owner of Podcast Principles, on this episode.
Ryan shares his expertise in helping B2B brands leverage podcasts to build audience-focused marketing strategies. He discusses how companies can move beyond short-term KPIs and embrace podcasts as a long-term vehicle for content demand generation. Ryan also highlights the importance of creative freedom, consistency and developing content that reflects culture over corporate trends.
Key Takeaways:
(04:11) The core value of podcasting remains the same, offering depth and connection beyond surface-level marketing.
(05:06) We now live in an era where people may follow your content without ever buying from you.
(11:15) Creating demand for your content is more important than tying every effort directly to sales.
(18:28) A small audience today is what builds the momentum for a larger audience tomorrow.
(23:29) Creative ideas aren’t born in systems or processes but moments of inspiration.
(34:29) B2B podcasts need to tap into culture, not just traditional industry formats.
(40:02) Great podcast clips require craftsmanship, not automation or shortcuts.
(42:54) Organic social media is still the most effective way to build awareness and drive engagement.
Resources Mentioned:
https://www.linkedin.com/in/sullybop/
Podcast Principles | LinkedIn
https://www.linkedin.com/company/podcast-principles/
Podcast Principles | Website
https://www.podcastprinciples.com/
Insightful Links:
https://jake-jorgovan.com/blog/the-definitive-guide-to-b2b-podcasting
https://www.lemonpie.fm/resource/klue
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