Which Podcast Format Is Right for Your B2B Podcast?
Struggling to pick a podcast format? Learn which style fits your B2B goals and brand voice.
May 20, 2025
Choosing the right podcast format is a crucial decision that shapes your B2B podcast's identity, affects how your audience engages, and aligns with what you're trying to achieve as a business. It's not just about picking something that sounds good; it's about setting the stage for success.
Think of your format as the foundation of your show, influencing everything from your content strategy to how listeners perceive your brand. Get it right, and you'll build a loyal following and achieve your business goals. Get it wrong, and you risk getting lost in the noise.
And speaking of making the best choice, here at Cue, we're passionate about helping businesses like yours harness the power of podcasting. We understand that choosing a format is just the beginning. That's why we offer a range of services to support you every step of the way, from initial concept and planning to production, launch, and growth. If you're feeling overwhelmed by the options or simply want to ensure you're on the right track, don't hesitate to get in touch for a chat.
Now, let's dive into why your podcast format really matters.
Why Does Your Podcast Format Matter?
Think of your podcast format as the blueprint of your show. It's not just what you talk about, but how you present it. A well-chosen format is the backbone of your podcast, influencing everything from content creation to audience perception. It's the framework that holds your ideas together and delivers them in a way that resonates with your listeners.
A compelling podcast format can:
Keep listeners hooked: In the crowded world of podcasts, capturing and retaining attention is crucial. A compelling format acts as a thread that weaves through each episode, providing a familiar structure that listeners appreciate and anticipate. This consistency encourages them to return for more, building a loyal audience.
Establish your brand: Your format is an extension of your brand's personality and values. Is your brand authoritative and insightful? A format centered on expert interviews might be ideal. Is it collaborative and dynamic? A co-hosted format could be a better fit. The format you choose communicates a message about your brand even before a word is spoken.
Achieve your goals: Whether your objective is to position your company as a thought leader, generate leads, educate your audience, or create a community, the right format serves as a vehicle to get you there. It structures your content in a way that naturally supports your aims, making your podcast a powerful tool in your B2B strategy.
In essence, your podcast format is more than just a stylistic choice; it's a strategic decision that underpins the success of your podcast. So, let's dive into the popular B2B podcast formats and explore how each can serve your specific needs.
Popular B2B Podcast Formats
5. Interview Format
The interview format is a cornerstone of podcasting, and for good reason. It features a host engaging in conversation with different guests, each offering unique perspectives and expertise on industry-relevant topics. This format thrives on the dynamic exchange between the host and guest, bringing diverse viewpoints to the forefront.
Pros:
Provides varied insights and expertise: One of the big plusses of the interview format is how it lets you tap into a range of knowledge. By bringing in guests with specialised skills and experience, you can offer your audience a really rich set of insights they might not find anywhere else. This helps position your podcast as a go-to resource for learning and staying bang up-to-date on what's happening in the industry.
Guests can help expand your audience: Guests often have their own networks and followers. When they share the episodes they're featured in, it can introduce your podcast to a whole new audience. This sort of cross-promotion can really broaden your reach and attract listeners who are particularly interested in what the guest knows about.
Minimal scripting required; conversations can flow naturally: Compared to other formats that need a lot of scripting, the interview format allows for more spontaneity. Whilst you'll still need to do some prep, the best bit is the natural flow of conversation. This can lead to more engaging and authentic discussions, with the host and guest bouncing off each other's ideas in real-time.
Cons:
Scheduling and coordinating with guests can be time-consuming: One of the main challenges of the interview format is the logistics. Finding the right guests, getting their diaries to align, and just managing communication can take up a lot of time and require strong organisation. This is especially true if you're aiming to get high-profile guests with packed schedules.
Requires consistent effort to find and prepare for new interviews: The quality of an interview-based podcast really hinges on the quality of the guests and the depth of the conversations. So, you've got to put in the work to constantly find relevant experts, prepare thoughtful questions, and guide the discussion in a way that's both informative and engaging.
Best For: Establishing thought leadership and building industry relationships. The interview format is particularly effective for B2B podcasts that seek to position themselves as authorities in their field. By featuring respected guests and facilitating meaningful discussions, you can build credibility and foster connections with key players in your industry.
The Marketing Book Podcast is a solid example of how to nail the interview format. Hosted by Douglas Burdett, each episode features in-depth conversations with authors of marketing and sales books. No fluff, just straight into the good stuff. It’s all about unpacking key takeaways and translating them into real-world B2B strategies. The beauty of this format? You get deep dives into specific topics, packed with expert insights and genuinely practical advice you can put to work.
4. Conversational (Co-Hosted) Format
The conversational format, often called the co-hosted format, features two or more hosts having a dialogue about specific topics. This format mirrors the natural flow of a chat between colleagues or friends, creating a sense of intimacy and connection with the audience. The dynamic back-and-forth between hosts can bring energy and different viewpoints to the podcast.
Pros:
Encourages natural, relatable discussions: The beauty of the conversational format is its ability to create a relaxed and authentic vibe. The interaction between hosts can feel genuine and spontaneous, making listeners feel like they're part of an insider's chat. This can help create a strong sense of connection and engagement.
Shared hosting responsibilities can ease the workload:Producing a podcast can be a demanding undertaking. The co-hosted format shares the workload, with each host chipping in with content planning, recording, and promotion. This shared responsibility can prevent burnout and ensure a more sustainable production schedule.
Cons:
Requires strong chemistry between hosts: The success of a conversational podcast heavily relies on the rapport between the hosts. If there's a lack of chemistry or if the hosts' personalities clash, it can be off-putting to listeners. It's crucial to choose co-hosts who complement each other and can engage in lively, respectful discussions.
May lack the depth that guest interviews provide: Whilst the conversational format excels at creating engaging discussions, it might not offer the same level of in-depth expertise as guest interviews. Depending on the hosts' knowledge and experience, the content might lean more towards opinions and observations rather than specialised insights.
Best For: Showcasing company culture and fostering a personable brand image. This format is ideal for B2B podcasts that want to highlight their company's values, team dynamics, and personality. It can be a powerful tool for humanising the brand and building a more relatable connection with the audience.
REWORK is a great example of a co-hosted podcast done well. Wailin Wong and Shaun Hildner bring distinct perspectives and a natural chemistry that gives the show its rhythm. Instead of relying on a single voice, they bounce ideas off each other, challenge assumptions, and dig deeper into topics like entrepreneurship, remote work, and company culture. It makes for smarter, more human conversations, like being a fly on the wall for a thoughtful debate between two people who've actually done the graft.
3. Narrative (Storytelling) Format
The narrative format, also known as the storytelling format, goes beyond your typical podcast chat by presenting content through structured storytelling. This often brings in elements of scripting, sound design, and even interviews to craft a compelling and immersive listening experience.
Pros:
Highly engaging; taps into the human affinity for stories: Storytelling is a fundamental part of how we communicate. The narrative format uses this, captivating listeners by drawing them into a compelling sequence of events. This can lead to increased engagement and a stronger emotional connection with the content.
Can effectively convey complex information in an accessible manner: Complex B2B topics can be simplified and made easier to understand through the narrative format. By framing information within a story, you can provide context, illustrate key concepts, and make the content more memorable for your audience.
Cons:
Time-intensive production and scripting: Creating a narrative podcast requires a significant investment of time and effort. Scripting, recording, editing, and incorporating sound design elements can be a lengthy process. This format demands meticulous planning and execution.
Requires skilled storytelling and editing capabilities: How effective a narrative podcast is hinges on the storyteller's ability to craft a compelling narrative and the editor's skill in bringing that story to life through sound. This format might require specialised skills or getting a production team involved.
Best For: Deepening brand connection and conveying detailed case studies or company histories. The narrative format is particularly well-suited for B2B podcasts that want to tell their brand's story, share customer success stories, or delve into complex industry trends. It allows for a more immersive and impactful way to communicate information.
Masters of Scale nails the narrative format by centering each episode around a core theory, then using storytelling to explore and prove it. Rather than a straightforward interview or discussion, Reid Hoffman weaves guest insights into a larger story arc complete with sound design, music, and editorial commentary. It’s structured, purposeful, and immersive, guiding listeners through a story with a clear beginning, middle, and takeaway. That’s what makes it more than just business chat, it’s business storytelling at its best.
2. Solo Format
The solo format features a single host who delivers insights, opinions, or expertise on specific topics. This format puts the host firmly in the spotlight, making them the central voice of the podcast. It's a direct and efficient way to share information and establish the host as a thought leader.
Pros:
Full control over content and scheduling: The solo format offers complete control. The host has full autonomy over what they talk about, how the episodes are structured, and when they record. This flexibility can be a real advantage for those with tight schedules or specific content goals.
Positions the host as a subject matter expert: By consistently delivering valuable insights, the solo host can establish themselves as a knowledgeable and authoritative figure in their industry. This can boost their personal brand and add to the credibility of the company or organisation they represent.
Cons:
May be challenging to maintain listener engagement without interaction: One of the main challenges of the solo format is keeping listeners engaged. Without the dynamic back-and-forth of multiple voices, it can be tricky to hold attention. The host needs to be a captivating speaker with the ability to convey enthusiasm and connect with the audience.
Requires a confident and articulate host: The solo format puts all the responsibility on the host's communication skills. They need to be articulate, engaging, and able to deliver content clearly and compellingly. Confidence and charisma are essential for keeping listeners interested and coming back for more.
Best For: Thought leadership and sharing specialised knowledge. The solo format is ideal for B2B podcasts that aim to position the host as a leading expert in their field. It's a powerful way to share in-depth knowledge, offer unique perspectives, and establish credibility.
The GaryVee Audio Experience is a prime example of a solo B2B podcast. Hosted mainly by Gary Vaynerchuk, it lets him share candid advice, motivational talks, and business insights with complete control over content and tone. This freedom lets Vaynerchuk speak passionately and directly, building a strong personal connection with listeners. The solo format also supports a fast, flexible production schedule. And with no guests to coordinate, episodes drop frequently with timely, focused insights. It’s spot on for entrepreneurs and experts who want to establish themselves as thought leaders through direct, actionable advice.
1. Panel or Roundtable Format
The panel or roundtable format brings together multiple guests or experts to chew the fat about a specific topic, all held together by a host. This format is designed to spark dynamic chats, explore different viewpoints, and delve into complex issues from loads of angles.
Pros:
Offers diverse viewpoints and in-depth discussions: The real strength of the panel format lies in its ability to showcase a range of perspectives. By bringing together individuals with different backgrounds and expertise, you can facilitate rich and nuanced discussions that offer listeners a proper understanding of the topic.
Encourages dynamic conversations and debates: The interaction between panellists can spark lively debates, challenge assumptions, and uncover new insights. This dynamic exchange can be really engaging for listeners, making the podcast feel vibrant and informative.
Cons:
Can be challenging to manage multiple speakers and ensure balanced participation: Moderating a panel discussion requires strong facilitation skills. The host needs to make sure all panellists have a chance to chip in, manage speaking time, and keep the conversation focused. Balancing participation and stopping any one voice from dominating can be a bit of a challenge.
Requires careful moderation to stay on topic: With multiple speakers, it's easy for the conversation to wander off track. The moderator plays a crucial role in keeping the discussion relevant, guiding it back to the main topic when needed, and ensuring that the podcast remains focused and productive.
Best For: Exploring multifaceted issues and inspiring community engagement. The panel format is well-suited for B2B podcasts that want to tackle complex industry challenges, explore different solutions, and create a sense of community among listeners. It's an effective way to promote a dialogue and encourage thought leadership.
Marketing Over Coffee is a textbook example of how to do a full-time panel podcast right in the B2B space. Hosts John J. Wall and Christopher S. Penn, along with regular contributors, keep the conversation flowing naturally every episode. No guest interviews needed. Their chemistry creates a casual yet sharp environment that makes tricky topics like SEO, analytics, and marketing automation feel accessible. Having consistent voices and diverse viewpoints builds listener loyalty and gives the podcast a real sense of community. Like you’re eavesdropping on a chat between your industry mates in-the-know. This format works because it blends education with engaging, real-world conversations.
Beyond the Core Formats
Whilst these five formats cover a broad range of podcasting styles, it's important to remember that they're not set in stone. Loads of successful podcasts bring together bits and pieces from different formats to create a unique and engaging listening experience.
Hybrid Formats: Don't be afraid to have a go with hybrid formats. For example, you could have a podcast that's mainly interview-based but throw in the occasional solo episode or roundtable discussion. Or you might create a narrative podcast that nicks elements from the conversational format.
Segmented Formats: Another approach is to segment your podcast, using different formats for different sections. You could kick off with a solo host giving a quick overview, then switch to an interview with an expert, and wrap up with a panel discussion on a related topic.
The main thing is to be creative and adaptable, shaping your format to best serve your content and your audience.
Selecting the Right Format for Your B2B Podcast: A Deeper Dive
Choosing the perfect podcast format for your B2B podcast is a strategic process that needs careful thought about a few key things. It's not just about picking the format you fancy; it's about making sure your choice lines up with your overall business aims and what your target audience prefers.
Here's a more in-depth look at the things you should mull over:
Audience Preferences: Understanding Your Listeners
Demographics and Psychographics: Start by properly getting to grips with your target audience. Think about their demographics (age, industry, job title) and psychographics (interests, values, challenges). This'll give you insights into what they expect and what they like.
Content Consumption Habits: How do your listeners get their information? Are they busy professionals who like short, actionable insights, or are they happy to spend time on longer, more in-depth discussions? Understanding how they consume content will help you decide on the ideal length and style of your podcast.
Preferred Learning Styles: People learn in different ways. Some prefer auditory learning (listening to chats), while others are more visual or kinesthetic. Whilst podcasts are mainly auditory, you can still think about how your format might cater to different learning styles. For example, a narrative format can paint vivid pictures in the mind, while a panel discussion can offer different viewpoints.
Feedback and Engagement: Don't be shy about asking your audience for feedback. Run surveys, polls, or Q&A sessions to gather insights into what they like. Keep an eye on listener engagement metrics (downloads, reviews, comments) to see which formats and episodes hit the mark.
Competitor Analysis: Have a look at the podcasts in your industry. What formats are they using? What seems to be working well, and what could be improved? This can give you valuable insights and help you make your own podcast stand out.
Content Goals: Aligning Your Podcast with Your Objectives
Brand Awareness: If your main aim is to boost brand visibility, a format that features a range of voices and perspectives (like interviews or panel discussions) can help you reach a wider audience.
Lead Generation: For lead generation, think about formats that let you show off your expertise and build trust with potential customers. Solo episodes or interviews with industry leaders can position you as a valuable resource.
Customer Education: If you want to teach your customers about your products or services, a narrative format or a series of solo episodes can work well. You can break down complex information into easy-to-digest chunks and offer practical tips and advice.
Thought Leadership: To establish yourself as a thought leader, focus on formats that allow you to share your unique insights and perspectives. Solo episodes, interviews with other thought leaders, or panel discussions on industry trends can be powerful tools.
Community Building: If you want to build a sense of community among your listeners, think about formats that encourage interaction and engagement. Conversational formats or Q&A sessions can create a more intimate and connected listening experience.
Resource Availability: Assessing Your Capabilities
Time Commitment: Different podcast formats need different amounts of time. Narrative formats, for example, usually take more time than conversational formats. Think about how much time you and your team can realistically put into podcast production.
Budget: Podcast production costs can vary depending on the format and how high-quality you want it to be. Things like equipment, editing software, and whether you need outside help (e.g., sound engineers, editors) can all affect your budget.
Team Expertise: Have a think about the skills and expertise of your team. Do you have someone who's good at hosting interviews? Do you have a writer who can craft compelling stories? Do you have someone with audio editing skills? If you're lacking certain skills, you might need to invest in training or bring in outside help.
Equipment and Software: Make sure you have the kit and software you need to produce your podcast. This might include microphones, headphones, recording software, and editing software. The exact needs will depend on the format you go for.
Host Capabilities: Leveraging Your Strengths
Hosting Skills: Think about the hosting skills of the people involved in your podcast. Are they comfortable speaking into a mic? Can they keep an audience engaged? Are they good at interviewing or moderating?
Personality and Style: The host's personality and style will have a big impact on the tone and feel of your podcast. Choose hosts whose personalities fit with your brand and connect with your target audience.
Subject Matter Expertise: Make sure your hosts properly understand the topics you'll be covering. This will help them ask insightful questions, offer valuable commentary, and build credibility with your listeners.
Consistency: Building Trust and Loyalty
Format Consistency: Once you've picked a format, stick with it. Consistency in format helps set expectations and builds trust with your listeners. They'll know what to expect from each episode, which can encourage them to subscribe and become regular listeners.
Release Schedule Consistency: As well as format consistency, stick to a consistent release schedule. Whether you release episodes weekly, fortnightly, or monthly, try to stick to your schedule as much as possible. This shows professionalism and reliability, which helps strengthen your relationship with your audience.
Need Help Choosing the Right Format? Cue Can Help
Choosing the right format is just the first step. The real magic happens when you bring that format to life. At Cue Podcasts, we do more than simply help you choose a format that fits your goals. We partner with you to produce, shape, and scale your podcast, making sure it cuts through the noise in today's crowded B2B space.
Whether you're drawn to thought-provoking interviews, brand-building storytelling, or a dynamic panel series, our team of podcasting pros will help you craft a show that connects with your audience, fits with your brand voice, and delivers proper business results.
From the initial concept to the final edit, we handle everything scripting, recording, editing, distribution, and even audience growth. This lets you focus on the bigger picture.
Let’s talk about your podcast. Book a free consultation with Cue and turn your concept into a compelling branded podcast that makes a real impact.
Wrapping Up: Which Podcast Format Is Right for Your B2B Podcast?
Choosing the right podcast format is key for creating a show that truly connects with your audience and supports your business goals. The format you pick shapes the tone, style, and structure of your podcast, making it easier to deliver content that resonates and keeps listeners coming back for more. Whether you prefer interviews, chats, storytelling, solo episodes, or panel discussions, the main thing is to find a podcast format that fits your brand and what you're trying to achieve.
At Cue, we get that nailing your podcast format can be a bit tricky. That’s why our platform makes it straightforward to create, manage, and grow your B2B podcast with tools designed to support your unique format and style.
Ready to kick off your podcast journey or take your show to the next level? Give Cue a go today and see how easy it is to bring your ideas to life with the perfect podcast format.
