Content Strategy
Podcast Strategy: The New Networking
By InoConnect Strategy Team •
The Audience is Irrelevant
Most B2B podcasts fail because they chase download numbers. “I only have 50 listeners.”
Wrong Metric.
The purpose of a B2B podcast is NOT audience growth. It is networking.
Content-Based Networking (CBN)
Imagine cold calling a CEO. “Can I have 30 mins to pitch you?” Response: No.
Now imagine emailing: “I host a podcast on Industry Trends. We’d love to feature your expertise for 30 mins.” Response: Yes.
The Strategy
- Identify your Top 50 Dream Clients (high-value prospects).
- Invite their decision-makers to be guests.
- Build a relationship during the interview.
- Ask “How can I help you?” after the mic is off.
You just got a sales meeting with a VIP, gave them value (content), and stroked their ego. That is the ROI of a podcast. Downloads are just a bonus.