Shows
Leaders of B2B Podcast - Interviews on Business Leadership, B2B Sales, B2B Marketing and Revenue GrowthDriving ROI Through B2B Podcasts with Jake Jorgovan and TJ Bonaventura of Content AlliesIn this special episode, we’re joined by Jake Jorgovan, Founder of Content Allies, and TJ Bonaventura, Client Strategist of Content Allies, to discuss the podcast's evolution as it transitions from host David (Ledge) Ledgerwood to Jake and TJ. Jake and TJ talk about how they plan to carry forward the show’s legacy and reflect on lessons from their extensive experience in podcasting and B2B marketing. They discuss creating ROI for clients, building strong teams and aligning marketing with sales while introducing new formats and actionable insights for listeners....
2024-12-0233 min
A Guide to B2B PodcastingBehind the Scenes of a Thriving B2B PodcastOn this episode, we dive into an incredible story of success in the B2B Podcasting world. Peter Murphy Lewis, Vice President of Marketing at Experience Care*, shares the transformative role podcasting has played in his company’s marketing strategy. Over two years into their journey, Peter explains how a focused approach to guest selection and leveraging backlinks has dramatically increased their online presence, attracting over 40,000 monthly hits and establishing a robust brand image.
Peter emphasizes the importance of creating a quality podcast that not only speaks to industry leaders but also serves as a...
2023-11-0212 min
A Guide to B2B PodcastingGuest Scheduling 101On this episode, we talk to Noah Tetzner, Head of Guest Scheduling, and Mutale Malama, Senior Public Relations Lead, both at Content Allies, about the critical components involved in successfully scheduling guests for a B2B podcast.
The discussion kicks off with the concept of “friendly interviews.” These are interviews with individuals from one’s existing network or industry contacts. These friendly interviews help create early content for the podcast and build proof of concept. This can be crucial when reaching out to other potential guests.
Mutale provides insights into c...
2023-09-2017 min
A Guide to B2B PodcastingSo, You Want To Launch a Podcast? Here’s What You Need To KnowOn this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast.
One of the biggest roadblocks to a successful launch is getting bogged down with the details of the show. When people decide to pull the trigger on producing a show, they can obsess over coming up with just the right name and branded artwork, to the point where they can’t make a decision.
Meanwhile, they’re not scheduling interviews for the show, which is the most impo...
2023-09-0616 min
A Guide to B2B PodcastingChoosing a Name for Your B2B PodcastOn this episode, we talk with Dots Oyebolu, Client Strategist and Marketing Director at Content Allies, about the best practices in choosing a name for a new B2B podcast.
In B2B podcasting, the name of a show can directly impact your ability to connect with your target audience. Account-based marketing (ABM) podcasts focus on directly engaging with potential customers to drive revenue, and the name should reflect the overarching purpose of your show.
Thought leadership podcasts cater to enterprises seeking to establish themselves as industry leaders, while...
2023-08-1624 min
A Guide to B2B PodcastingBoosting Podcast Visibility with Alexis Hue, Co-Founder and Managing Director at VoxalyzeOn this episode, Jake Jorgovan welcomes Alexis Hue, Co-Founder and Managing Director at Voxalyze, a company that uses the first podcast visibility optimization (PVO) solution to power search engine optimization for podcasts on platforms like Apple Podcasts and Spotify.
Jake and Alexis start by talking about PVO, taking a high-level overview of the need to not just create great content but also make it visible so people can find it and consume it. This leads to a dive into metadata and how using it properly can increase your visibility.
Alexis covers in detail many of...
2023-02-2423 min
A Guide to B2B PodcastingHow To Hire a B2B Podcast HostOn this episode, Jake Jorgorvan shares his thoughts on finding the perfect podcast host for your B2B podcast.
He talks about the risks involved in having a single host for your podcast; unless, of course, it is the founder or CEO. When you only have one host, there is always the risk that person may leave the company, leaving your podcast floundering without a presenter.
People listen to B2B podcasts for the content and not necessarily to bond with the host. Having rotating hosts will keep your show flowing.
Most companies...
2023-02-2022 min
A Guide to B2B PodcastingCreating B2B SEO Content From PodcastsOn this episode, Jake Jorgovan shares his thoughts on proven strategies for getting the most out of the SEO content you create from each episode of your B2B podcast.
He explains how the SEO content you create from a podcast is different from Podcast SEO, which is also known as PVO, or podcast visibility optimization. PVO is how your podcast ranks in the podcasting directories. The SEO content you create from your podcast is used to move your podcast up the Google search results for topics you address on your podcast.
Jake goes over...
2023-01-3020 min
A Guide to B2B PodcastingTop Podcast KPIs To TrackOn this episode, Jake Jorgovan shares his thoughts on the most important key performance indicators (KPIs) when it comes to measuring the success of your B2B podcast.
Jake breaks podcasts down into two categories for the sake of this topic. The first category is a podcast for a small or medium-sized business (SMB), which is any company in start-up mode, including Series A, B and C.
The important KPIs for this category are revenue, nurturing potential customers through long, large deals, and establishing yourself and your show as a thought leader in your industry.
2022-12-1420 min
A Guide to B2B PodcastingPodcast SEO 101When you start a B2B podcast, you hope that it will become a voice in your industry, that it will position your company and your host as thought leaders in the field.
You can take proactive steps and follow proven strategies to ensure success. Through search engine optimization (SEO) and podcast visibility optimization (PVO) you can increase your show’s visibility and its rankings in the podcast directories.
Podcast SEO is still in its infancy — think of web SEO from the early to mid-2000s. If you were a pa...
2022-11-0821 min
A Guide to B2B PodcastingPodcast Websites - Should You Create a Website for Your B2B Podcast?On this episode, Jake Jorgovan shares the two different strategic approaches for creating a home web presence for your podcast. He also shares a third advanced strategy that lets you have the best of both worlds.
The first option is a standalone website for your B2B podcast. This is a great option for smaller businesses, new businesses or any company that doesn’t have a big web presence on its main company page.
There are several advantages to creating your own podcast website, including the opportunity to create yo...
2022-10-2516 min
A Guide to B2B PodcastingPodcast Strategy Basics: Choosing Your B2B Podcast Publishing FrequencyOn this episode, host Jake Jorgovan discusses what and how you should consider the publishing frequency for your B2B podcasts.
Jake recommends publishing each episode with a business objective in mind. B2B listeners are cut from a different cloth than B2C listeners, and as such consume content differently. They are looking for targeted content that addresses specific topics and serves specific purposes.
With these business objectives in mind, your publishing frequencies will vary. Publishing twice per month is the most common we see with B2B companies and large enterprises, and Jake...
2022-10-1718 min
A Guide to B2B PodcastingHow To Grow Your B2B Podcast Through Trade Publication SyndicationOn this episode, host Jake Jorgovan shares a proven promotional model to grow your B2B podcast.
As the CEO of a B2B podcast agency, Jake often comes across businesses using B2C methods to grow their podcasts. One way is by pouring thousands of dollars into Spotify, Facebook and Google ads. These platforms offer great benefits, but they’re not designed to drive value for B2B companies.
Jake proposes trade publication syndication. This promotion model involves partnering with the leading trade publications in your industry to co-present and promote your podcast to th...
2022-10-1020 min
Leaders of B2B Podcast - Interviews on Business Leadership, B2B Sales, B2B Marketing and Revenue GrowthMaximizing Podcasting for Building Solid Revenue and Growth with David Ledgerwood at Add1ZeroDavid “Ledge” Ledgerwood, Managing Partner at Add1Zero LLC, talks about how impactful podcasting can be as a B2B marketing channel. His key takeaways include:Podcasts are great for lead generation because they bring value to the right customer base in your audience.Podcasting establishes you as a thought leader and an authority in your industry.Podcast guests and the audiences they attract are more likely to be your next customers.Podcasts generate a lot of content that can be extracted and repurposed.B2B podcasting isn’t about growing followers but generating the right...
2022-09-1834 min
A Guide to B2B PodcastingHow Content Allies Creates Your Podcast Strategy & PlanIn this episode of A Guide to B2B Podcasting, host Jake Jorgovan talks about the paralysis and/or wrong approaches some companies have when contemplating a podcast strategy and plan. He explains the process he goes through with each customer at Content Allies to set up every podcast for success. The process includes:
A questionnaire which helps the team to better understand:
The client
The business
The target clients for the business
The target audience for the podcast
The major players and influencers in this space
A kickoff call, which adds depth to the questionnaire and the...
2021-08-3109 min
A Guide to B2B PodcastingA Step-by-Step Guide for an Enterprise Podcast EpisodeIn this episode of A Guide to B2B Podcasting, host Jake Jorgovan goes through a step-by-step process for those who want to produce an enterprise-level podcast using the best practices in the industry. If you want a copy of that checklist you can email him at the email address below.
Key elements of that checklist include:
The importance of a kickoff call which allows host and guest to briefly talk through what will be covered in the podcast and hence come to the episode better prepared
The importance of sound quality and the need to...
2021-08-2617 min
A Guide to B2B PodcastingHow to Convert Podcast Interviews into RevenueIn this episode of A Guide to B2B Podcasting, David “Ledge” Ledgerwood and Jake Jorgovan discuss the various ways that podcast interviews can lead to revenue.
Ledge and Jake discuss how podcast interviews can lead to:
Partnerships
Referral relationships
New customers
But all of these possibilities begin with truly adding value. While one of the more obvious ways you will add value is through all the social sharing of the podcast interview, you can also reach out to collaborate further on content for them or perhaps make a useful introduction.
Le...
2021-08-1827 min
A Guide to B2B PodcastingHow to Promote Your B2B PodcastIn this episode of A Guide to B2B Podcasting, Jake Jorgovan shares some basic strategies to help your podcast reach the ears of more listeners.
While there isn’t a magic strategy to get you thousands of downloads overnight, there are some basics that every podcast should cover, including:
Directory and platform syndication (be on every platform possible, including video on YouTube)
Podcast SEO (keywords in episode title, podcast description, and show notes)
Content promotion tools (how to become “recommended content” on Buffer)
Jake shares several other helpful strategies, including the most powerful one you ca...
2021-08-1714 min
A Guide to B2B PodcastingPodcast Strategy Basics: Choosing Your FormatIn this episode of A Guide to B2B Podcasting, host Jake Jorgovan discusses the most popular podcasting formats and what you should consider when creating a B2B podcast.
Jake goes into depth on the two most popular podcast formats: the highly-produced, highly-scripted mass appeal type (think This American Life) and the interview-based networking type (think The Tim Ferriss Show). He also gives helpful insights into other variants that could be perfect for you and your business, including:
Education - use your podcast for customer success and/or as added resources for your sales team
...
2021-08-1729 min
A Guide to B2B PodcastingHow to Create Podcast Brand GuidelinesIn this episode of A Guide to B2B Podcasting, Jake Jorgovan gives a list of important assets and resources you should have on hand to successfully launch, build, and maintain your B2B podcast. These include:
Stems - these are files that help keep your show sound consistent and allow for continuity as different people and teams take care of your podcast over time.
Show note specs - you want a format that is consistent from episode to episode, and this includes style, tone, length, etc.
Thumbnail designs - have templates in place to make...
2021-08-1211 min
A Guide to B2B PodcastingYour Enterprise Podcast PlaybookIn this episode of A Guide to B2B Podcasting, Jake Jorgovan shares the checklist that all large enterprises should keep in mind when creating and distributing podcasts of any kind.
We are in a golden era for podcasting, similar to where blogging was 10-15 years ago. Back then, marketing and communication departments had to figure out how to speak this new language of marketing. Podcasting is the new marketing, and the process of creating and distributing those podcasts needs to be learned and standardized, particularly at Fortune 500 companies and other large enterprises.
Jake covers...
2021-08-1013 min
A Guide to B2B PodcastingHow to Use a Podcast MicrophoneIn this episode of A Guide to B2B Podcasting, Jake Jorgovan gives you the basics behind using your podcast microphone.
While a lot of people may think that “radio voice” is something you’re either born with or you’re not, the truth is that your microphone and how you use it can make you sound like you’ve got that right kind of voice.
Jake offers three specific techniques to get the best sound out of the equipment you are using, one of which is how close you are to the mic. He demonstrat...
2021-08-0207 min
A Guide to B2B PodcastingHow to Conduct Great Podcast InterviewsIn this episode of A Guide to B2B Podcasting, Jake Jorgovan shares some of the guiding principles that have helped him successfully interview hundreds of guests.
With the proliferation of interview-form podcasts, people may get the impression that all you need to pull off a podcast is some research on your guest and a list of good questions. And while it’s true that research and solid questions are at the core of all interviews, you’re going to have to bring more to the table than that if you want to have truly engaging and thoug...
2021-08-0215 min
A Guide to B2B PodcastingA New Podcast Focused on Podcasting Best PracticesIn this first episode of A Guide to B2B Podcasting, Jake Jorgovan, Founder of Content Allies, gives us a preview of what we can expect from future podcast episodes.
Jake firmly believes that “podcasting is the new blogging.” He recalls the long learning curve that many businesses faced when that medium first became popular as a customer acquisition tool.
This podcast will provide a knowledge base for this ever-changing, ever-growing medium. It will cover:
B2B Best practices - How do I conduct an interview? What is the best format? What are the best...
2021-07-3007 min