16 Fresh & Engaging Ideas for a B2B Podcast (With Examples)

Running out of episode topics for your branded podcast? Here are 16 ideas for a B2B podcast to keep your content fresh and engaging, with examples.
June 5, 2024

Whether you're a novice in the podcasting world or a seasoned professional, brainstorming fresh ideas for branded podcasts can be a tough task. That’s why we've compiled a list of 16 unique ideas for a B2B podcast to inspire you.

Remember, not every idea will perfectly fit your style, genre, or format. Consider your audience, their interests, and the content that will hold their attention.

Some of the suggestions in this article may work as segments in a show rather than as complete podcast ideas. Also, feel free to put your unique spin on any of these concepts to carve your niche and differentiate your show from the crowd.

16 Fresh & Engaging Ideas for a B2B Podcast

Without further ado, let’s get into it.

1. Industry Deep Dives

Industry deep dives can elevate your brand from being just another player in the market to an authoritative voice in your industry. It can also help you build a reputation as a thought leader as you’ll share the ins and outs of your industry along with details, trends, and intricacies that aren't common knowledge.

By showing off your industry knowledge, you’ll be able to increase your authority, add credibility points to your belt, and gain the trust of a growing audience that relies on you for information about specific topics - that sounds like a win-win situation to us.

Example: The Indicator from Planet Money

The Indicator podcast artwork.

This daily podcast from Planet Money is ten minutes of focused exploration of business and the economy, with episodes on specific topics that explore current events, like why residuals are taking center stage in actors' strike. It's a great example of using podcast episodes to give listeners a deeper understanding of a specific topic within a short period of time - an informative, short, and to-the-point deep dive.

2. Success Stories & Case Studies

Success stories and case studies are a great way to provide your listeners with real-world examples of how your business or industry operates. Sharing these stories inspires your audience and showcases your business's effectiveness and the strategies that have led to success.

Detailing case studies adds a layer of authenticity to your content. It demonstrates the real impact of your work and affirms your authority in your industry. The real-life successes and the journey leading to them make for captivating content, attracting more listeners, and strengthening your brand's credibility.

Example: How I Built This with Guy Raz

How I Built This podcast artwork.

How I Built This shares the stories behind some of the world's best-known companies and their innovators, entrepreneurs, and idealists. It explores their journeys and uncovers trials and tribulations. It provides relatable content that's both inspirational and educational. Each episode serves as a case study, filled with valuable takeaways for listeners.

3. Interviews with Industry Leaders

Having leaders share their insights and experiences brings diverse viewpoints and deep knowledge, enriching the content for your audience. It offers them a rare opportunity to learn from the best in the field, potentially drawing a larger listenership and strengthening your business image.

Featuring prominent industry figures can enhance your podcast's credibility, establish your brand as an industry expert, and attract new listeners who are followers of your guests. It's a strategic approach that can accelerate your podcast's growth and influence.

Example: The Tim Ferriss Show

The Tim Ferriss Show podcast artwork.

Tim Ferriss is renowned for interviewing world-class individuals and extracting their tactics, tools, and routines that listeners can use. This includes favourite books, morning routines, exercise habits, and time-management tricks. It's a great example of the value of interviewing industry leaders in various fields.

4. Round Table Discussions

These discussions can offer an interactive, dynamic format that can breathe life into your podcast. Instead of the usual one-on-one interviews or solo talks, having a group of experts discussing a topic can bring many different perspectives. This approach can create a more engaging and diverse dialogue, making listening incredibly interesting.

These discussions can be particularly beneficial when dealing with complex or controversial topics, as different viewpoints can help your audience understand the issues better. These kinds of conversations can make your podcast content stronger and more enjoyable.

For insight into scripting a round table podcast discussion, check out the below article:

5 Podcast Script Templates for Planning Your Episodes

5. Skill Building & How-To Guides

Whether it's learning a new hobby, understanding complex concepts, or mastering business strategies, informative and practical guides work exceptionally well with audiences seeking to enhance their skills or knowledge.

This type of content is a great way to show off your business' strengths. What is your business doing exceptionally well? Can you share your knowledge and wisdom with your listeners? A podcast can increase listener loyalty and position the brand as a valuable source of expertise.

Example: Smart Passive Income

Smart Passive Income podcast artwork.

Podcast host Pat Flynn from The Smart Passive Income Blog uses various ideas from this list, including how-to style podcasts with industry experts on specific topics, like How to Build a Thriving Community Online with Heather Angel. Pat has learned a lot on his business journey as a business owner. He strives to share his knowledge and inspire his listeners to act, showing credibility and gaining listener loyalty.

6. Reviews of Business Tools & Software

Exploring and reviewing relevant tools and software on your podcast can showcase your business' expertise and industry knowledge, and demonstrates your commitment to keeping up with the latest trends and advancements. Your audience will appreciate the information and may turn to you first when they need to understand the benefits and drawbacks of new tools in the market.

But there's another angle. For example, if you are a SaaS company, your podcast can become a platform for highlighting your products. Discuss how customers can maximise the use of your tools to achieve their goals. This approach adds a personalised touch, showcasing your commitment to customer success while subtly promoting your offerings. This blend of service and promotion can increase customer loyalty and build stronger connections with your listeners.

7. Invite Listener Questions

Encouraging listeners to ask questions is a great way to boost engagement and make your audience feel valued. It also provides content directly relevant to your listeners' needs and interests. Plus, these types of episodes can give insight into what your audience is curious about, helping you tailor your content to meet their needs better.

Example: The GaryVee Audio Experience

The GaryVee Audio Experience podcast artwork.

In The GaryVee Audio Experience podcast, Gary Vaynerchuk often invites listener questions on everything from marketing and entrepreneurship to personal development. This approach creates a two-way dialogue with his audience and provides content that directly addresses their needs.

8. Debunk Industry Myths

Misinformation is rampant, and that extends to every industry. Your podcast can become a beacon of clarity by addressing and debunking these myths. By providing accurate information, evidence, and perhaps solutions to these misconceptions, you correct the narrative and build your business credibility.

This proactive approach to dispelling rumours and misconceptions shows your commitment to truth. It also increases listener loyalty, as your audience knows they can trust you to deliver accurate and reliable information.

Example: The Pleasure Is Ours by Trojan & iHeartMedia

The Pleasure Is Ours podcast artwork.

The Pleasure Is Ours is a lighthearted podcast that debunks common misconceptions and outdated advice about sex and relationships. The podcast's witty, engaging, and informative content resonates with its target audience, outlining Trojan's commitment to fostering a more informed and open conversation about sex and relationships.

9. Dissect Business Failures

Sharing your business failures might sound counterintuitive, but it adds a human touch to your brand. Talking about projects that didn't go as planned, lessons learned, and how you triumphed over these challenges can create a deep connection with your audience. 

People appreciate honesty and vulnerability, so discussing these experiences can give way to empathy and loyalty. Your listeners may also find comfort and motivation in knowing that even successful businesses face setbacks, making your brand more relatable and inspirational.

10. Tell Stories

Storytelling can add a captivating layer to your podcast. Whether it’s fiction, non-fiction, or biographical, stories connect with people on a personal level. This approach allows you to introduce various perspectives by narrating through different characters or inviting guests to play roles.

It's also an opportunity to reflect your brand values subtly, as stories can illustrate your brand's vision or culture without seeming like a sales pitch. Consider which genre resonates most with your brand and interests, and let your imagination run wild.

Example: Life After/The Message by General Electric

Life After / The Message podcast artwork.

The Message is a sci-fi podcast produced by General Electric (GE), chronicling a group of cryptographers decoding a mysterious alien message. The podcast skillfully integrates GE's technology expertise into a suspenseful storyline, letting GE highlight its brand values and knowledge subtly. This is a great example of how branded podcasts can utilise storytelling to create memorable experiences and position the brand as an innovative industry leader.

11. Chat With Your Employees

Having your employees on your podcast is a brilliant way to show the people behind your brand. Each employee carries unique expertise they can share with your listeners. You can bring your marketing manager to discuss marketing strategies, or a product manager to discuss product features.

Featuring employees gives an inside view of your company's culture and their personal experiences, which can help humanise your brand and build deeper connections with your audience.

12. Feature Your Customers & Their Stories

Featuring customers on your podcast allows you to showcase how your product or service has added value to their lives. You can share their journey, challenges, triumphs, and how your product played a role in their success. This humanises your brand and builds trust with potential customers by showcasing real-life examples of your product's impact.

Example: #LIPSTORIES by Sephora Collection

#Lipstories podcast artwork.

#LIPSTORIES, a Sephora podcast, shares the personal stories of inspiring women. Each episode connects the emotions and memories of different lipsticks from the Sephora Collection to their journeys. This clever approach subtly showcases Sephora's products and creates a powerful emotional connection with the audience. It leaves a lasting impression and strengthens the association between the Sephora brand and empowering narratives.

13. Behind-the-Scenes Content

Delving into behind-the-scenes content on your podcast is a fun and engaging way to connect with your audience. First, it’s a great way to share your business process, like launching a new product or developing a new strategy. But it’s also a great way to invite your listeners into your world, letting them feel like they’re part of your team. 

You can even take it up a notch by asking for their input on certain decisions, such as naming a product or the features they'd like to see. This piques their interest and gives them a sense of ownership and involvement in your business.

Example: StartUp by Gimlet Media

StartUp podcast artwork.

The StartUp podcast by Gimlet Media follows the company's birth - offering an authentic behind-the-scenes look into what it's really like to launch a startup. The content showcases the realities of getting a company off the ground, which resonates deeply with entrepreneurs in the audience.

14. Predict the Future of Industries

Podcasts or podcast episodes that delve into predicting the future of your industry can be quite an exciting ride. This type of content allows you to flex your knowledge, showing your audience that you're not just a participant in your industry but a thought leader who's always looking ahead.

You could invite experts on your show to discuss future trends, innovations, and the possible direction your industry is heading. This type of forward-thinking content can bolster your credibility and keep your audience informed about the future landscape of your industry.

Example: The Futurist's Podcast

The Futurist's podcast artwork.

The Futurist's Podcast by Luke Robert Mason covers a wide range of topics, from AI to quantum computing, all with a lens towards the future. Hosting expert guests and exploring future trends demonstrates a great example of forecasting the future in various industries.

15. Detail Product Journeys (From Concept to Market)

This isn’t just about sharing the technicalities of product development, but also about humanising your brand. It's about sharing the triumphs, the roadblocks, and the small victories along the way.

As your listeners become more invested in the journey, they feel a deeper connection with your brand and products. This emotional engagement can lead to stronger customer loyalty and even spur them to advocate for your product.

16. Explore Product-Related Themes

Harness the power of content that indirectly promotes your product by exploring broader themes and topics. Instead of focusing on the features of your product, dive deep into the issues, subjects, and overarching narratives that your product addresses or influences. 

This approach keeps your business top of mind without directly marketing your product. It offers the audience a bigger picture that connects them with your product's values, purpose, or experiences. 

Example: 2 Minutes of Zen by Zendium

2 Minutes of Zen podcast artwork.

2 Minutes of Zen brilliantly encapsulates this approach. While Zendium is a dental care brand, their podcast doesn't directly discuss dental care. Instead, it focuses on the two minutes when people brush their teeth. Each episode offers a soothing, two-minute mindfulness exercise, linking the act of brushing teeth to mental well-being. This innovative approach keeps their products relevant while reinforcing the brand's commitment to promoting overall health and wellness.

Final Thoughts: Ideas for a B2B Podcast

Podcasting is a dynamic medium that offers infinite possibilities for content. From deep industry insights to engaging storytelling, from your employees' passion to your customers' journeys, there's a world of ideas to explore.

Whatever your approach, remember that authenticity, relevance, and a desire to provide value should always be your guiding principles. Your audience is there to listen and learn, so use this opportunity to connect, inspire, and position your brand as a leader in your field. The most successful podcasts provide a unique perspective, resonate deeply with listeners, and ultimately add something meaningful to their lives.

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