B2B Podcasting Insights - B2B sales & audience engagement strategies for founders and brands

That's Spotify's page for my podcast. And that's my company's website, sitting underneath it.Not Spotify's page for the show, either. One episode. A single episode of mine, on somebody else's platform, ranking above the website I actually pay for.I run a podcast agency. This is my own show. And in more than 45 episodes of telling founders to go and look at their own numbers, I had never once typed my own show name into a search bar.It took 45 seconds.I'm Neal Veglio, and in this episode of B2B Podcasting Insights I walk down the whole results page top to bottom — what Google has already answered before anyone can click anything, who's bidding against your show's name, and why the thing representing your podcast to complete strangers is almost certainly a page you've never opened.I'm also going to be honest about which bits of this I actually understand, and that matters more than it sounds like it does. There's a point in here where I stop, because I can feel myself about to become a man with opinions about Google — and the reason most podcast advice is useless is that nobody will say the words "I don't know that."What I can talk about is the podcast bit. So there are five things you can go and fix today, none of which require an SEO expert, and one of which takes 45 seconds.Plus a Founder FAQ from Struan in Glasgow whose guest wants to hear the edit before it goes out, and a quick tip about the one-click button in your editing software that's quietly turning your guests into robots.Useful linksPodknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsNikki Pilkington — SEO (mentioned in this episode) https://seofuckingwhatpodcast.co.uk/Leave me a voicemail question https://podknows.co.uk/voicemailOr email me directly: [email protected] summary00:00 Spotify is outranking my own website00:37 45 episodes of "go and check your numbers" — and I never had00:57 Conversion needs supply: episodes don't bring strangers in01:57 Result one: Google answered before anyone can click02:26 Credited like a photographer on a stock image02:46 Result two: who's bidding against your show's name03:10 Result three: the first thing a human can actually click03:59 Results four and five: Spotify's episode above my company site04:11 Don't get cross with Spotify — this is an ownership problem04:45 The dates: stamped June versus published every Friday05:04 Where I stop, and why "I don't know" matters05:59 What producing an SEO podcast taught me06:22 My theory: freshness is doing something06:53 What's Nikki's department and what's mine 07:23 Five things you can actually fix09:03 These results won't change on their own10:00 Founder FAQ: a guest wants to hear the edit first12:21 Quick tip: stop deleting every breath 14:44 How to send me a question

If you've got a B2B podcast and you're 30, 40, 60 episodes in without much to show for it, the problem probably isn't your microphone, your cadence or your cover art.It's that nobody ever wrote the sentence.Most branded podcasts get built like a content marketing task with tickable boxes. Format, length, weekly or fortnightly, video or not video. All of those are construction details, and construction details are only right or wrong in accordance with a wider plan.I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm walking you through the one winning sentence — the single line that everything else in your podcast should be downstream of, and the reason most B2B shows quietly never get anywhere.We cover why a mission statement is worse than useless for your buyers, the three-part test that tells you whether your sentence actually works, why "build brand awareness" is a horoscope prediction rather than a job, and why your sales team should be hearing every episode before your feed does.There's also the bit nobody expects: you don't need to relaunch, and you don't need to bin the back catalogue.Useful linksPodknows Website https://podknows.co.ukIdeal Client One-Pager (free download) https://podknows.co.uk/ideal-clientB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsLeave me a voicemail question https://podknows.co.uk/voicemailOr email me directly: [email protected] summary01:04 Cadence, length and format are only construction details02:58 The one winning sentence framework03:29 What it sounds like in the real world03:51 The podcast test: can your team say it back?04:12 Could your podcast ever be proven a failure?05:02 Name one real buyer06:19 Where your next episodes actually come from09:11 Why cadence stops being the issue10:35 Your sales team should hear it before the feed does11:27 You don't need to relaunch12:29 How you'll know it's working14:02 Founder FAQ: the fear of niching down17:37 Quick tip: the worst speaker you own

If you're publishing your B2B podcast like clockwork and still wondering why it isn't moving anything, the problem probably isn't your consistency.Publishing weekly feels responsible. It looks good internally. It gives the team something to point at. But you can be extremely consistent at doing the wrong thing.I'm Neal Veglio, Founder and Director of the UK based podcast agency Podknows Podcasting and in this episode of B2B Podcasting Insights I'm breaking down why "consistency is key" has become one of the most over-sold ideas in B2B podcasting — and why ramping up your output is usually the opposite of what a struggling show needs.We look at why a shop that can't sell its products doesn't fix things by extending its opening hours, why the podcasting industry keeps selling production fixes for what are really strategy problems, what Dan Carlin's Hardcore History reveals about publishing on your own terms, and why intent — not frequency — has always been the deciding variable.There's also a set of questions you can run on your own show to find out whether it's doing a real commercial job or just quietly building a bigger back catalogue that still doesn't sell.Useful links Podknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticTimestamped summary00:00 The document every client already has (content pillars = the illusion of strategy)01:50 Welcome to B2B Podcasting Insights02:04 The common problem: your show isn't converting02:40 The shop that just extends its opening hours03:14 Why action feels better than uncertainty03:38 Production fixes for strategy problems (and why they're easier to sell)04:49 "Consistency is key" — and why it's the wrong answer05:07 You can be consistent at doing the wrong thing05:56 Why I've never seen a client get results from publishing more07:10 Permission to publish less07:19 What Dan Carlin's Hardcore History teaches B2B founders09:04 Frequency vs intent: the real deciding variable09:49 Question 1: what's the podcast's commercial job?10:23 Question 2: is what you're publishing doing that job?11:11 Once the job's confirmed, frequency answers itself11:59 Founder FAQ: Natasha's guests won't share their episodes16:52 Quick tip: your episode title is not a book titleMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/

If you've published a B2B podcast episode you were genuinely proud of, then watched it land to four downloads and two likes you suspect might be bots, this one's for you.I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why your best episode probably got almost zero shares, what that does and doesn't mean, and why publishing is not the finishing line in your content story.I open with a confession: I watched my own argument, made weeks earlier on this very show, get repackaged by someone else and rack up hundreds of reshares and thousands of comments while my original barely moved. I wasn't angry. I was weirdly pleased, because it proved the idea worked, just not inside my own distribution system.We look at the difference between content that gets shared (comfortable, affirming, validating) and content that gets saved, WhatsApped and referred (uncomfortable, specific, commercially valuable), why a referral from the right person beats 47 likes every time, and how to tell a distribution gap apart from a content failure so you don't go and fix the wrong thing.There's also this week's Founder FAQ on seasons vs. publishing continuously, and a deceptively simple quick tip on episode length and completion rate.Useful links Podknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsTimestamped summary00:00 The idea that wandered off and got famous somewhere else03:52 Welcome — what this episode is really about04:24 You nailed the episode, then the stats didn't move06:44 What actually gets shared in B2B (and why it's useless for pipeline)08:20 Shares vs. referrals: which one is actually worth money 11:11 My Diary of a CEO episode, and watching the idea get repurposed12:55 Distribution gap vs. content failure (magic beans and the uneaten cake)16:36 The only question worth asking: does the right person know it exists?17:12 Founder FAQ: seasons vs. publishing continuously22:20 Quick tip: stop padding episodes — completion rate is the signal23:54 The Podknows Growth Diagnostic and audits24:55 It's probably working offline

There's a very specific kind of irony happening across B2B podcasting right now. Someone posts on LinkedIn about the urgent need to differentiate from competitors — gets hundreds of nodding comments, a few congratulatory pats on the shoulder — and then releases a podcast episode that sounds verrrrrry familiar.Hi, I'm Neal Veglio, founder of Podknows Podcasting and host of B2B Podcasting Insights. And in this episode, I'm breaking down why copying the Diary of a CEO container is actively working against your buyers' trust — and what the one thing is that actually differentiates a B2B podcast. Spoiler: it's not your lighting rig.Also in this episode:Founder FAQ: Dominic from Norwich wants to know why his podcast guests never share the episode after recording — and what he can do about itQuick Tip: The simple title strategy that will make every episode you publish sharper, more specific, and more honest than anything you planned in advanceIf your show is built around looking successful rather than being useful, this one's going to sting slightly. In a productive way.👉 Book your diagnostic session: podknows.co.uk/diagnosticMentioned in this episode:Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch BookLearn More About Podknows PodcastingWe're at https://podknows.co.uk/