Category: Strategy

For most B2B podcasts, LinkedIn matters more than Apple Podcasts, Spotify, or YouTube. Not because it drives the most downloads, but because it reaches the right people at the right moment.

Decision makers rarely browse podcast platforms looking for new shows. They discover podcasts passively; through feeds, comments, and conversations they already trust.

LinkedIn is where that discovery actually happens.

Reframe what distribution really means

Distribution is not about pushing links. It is about creating repeated exposure to your thinking.

A LinkedIn first approach accepts a simple truth; most people will never listen to every episode, and that is fine. What matters is that they repeatedly encounter your ideas in different formats.

The podcast becomes the source material; LinkedIn becomes the delivery layer.

This shift alone changes how you promote episodes.

Start with insight, not announcements

The most common mistake is posting “New episode is live” with a link.

That post is for you, not the reader.

Instead, each episode should produce at least three standalone insights that make sense even if someone never clicks through.

Examples include;

• A contrarian point a guest made
• A pattern you noticed across conversations
• A mistake you see repeatedly in your market

Write the post as if the podcast does not exist. Then, if relevant, reference the episode at the end.

This removes friction and increases reach; people engage with ideas, not promotions.

Use native formats to earn reach

LinkedIn rewards content that keeps users on the platform.

This is not a conspiracy; it is a commercial reality.

For podcasts, that means;

• Native video clips rather than external links
• Text posts that stand alone without needing audio
• Subtitled clips optimised for silent scrolling

Short clips work best when they capture thinking rather than soundbites. A calm, considered explanation usually outperforms hype or jokes in B2B contexts.

Aim for clarity over charisma.

Spread distribution across the week

Do not collapse all promotion into one day.

A single episode can comfortably support;

• One insight post on launch day
• One clip midweek
• One reflective or follow up post the following week

Each post should explore a different angle from the same conversation. This avoids repetition while reinforcing the core idea.

Think of it as drip feeding the market rather than broadcasting.

Use comments as a distribution lever

Most people underuse the comments section.

If someone engages with a post, reply with substance. Expand the idea. Ask a question. Add nuance.

This does two things; it extends the life of the post, and it moves the podcast into conversation rather than content.

In B2B, credibility is built in dialogue, not monologue.

Occasionally, referencing the episode in a thoughtful reply is more effective than linking it in the original post.

Track the right signals

Podcast success on LinkedIn is not measured by downloads.

Better indicators include;

• People referencing the podcast in messages or calls
• Guests sharing clips with their own commentary
• Comments that suggest behaviour change or reflection
• Warmer inbound conversations

These signals are qualitative but consistent. Over time, patterns emerge.

If sales conversations start faster and require less context setting, the distribution is working.

Accept that not everyone will listen

This is important.

Many people who benefit from your podcast will never press play. They will absorb your thinking through clips, posts, and summaries.

That does not mean the podcast failed. It means it did its job.

The audio is the depth layer. LinkedIn is the surface layer.

When someone finally listens to a full episode, they are already primed.

Podcasts are easy to romanticise. They look calm, credible, and human. A couple of microphones, interesting guests, thoughtful conversation. From the outside, it appears low effort and high impact.

For most operators, that assumption is wrong.

A podcast can be one of the most effective long term assets a business builds; or a slow moving distraction that quietly drains energy. The difference is not production quality or download numbers. It is intent.

Before you record anything, you should answer a harder question; is a podcast the right tool for how you actually operate?

First question; what job would the podcast do?

Do not start with audience size or content ideas. Start with function.

A podcast usually does one of four jobs well;

• Relationship building with peers, candidates, or potential partners
• Authority building around a narrow area of expertise
• Education for a market that misunderstands what you do
• Trust acceleration for long sales cycles

If you cannot clearly point to one primary job, the podcast will drift. It will feel pleasant but directionless.

Busy operators rarely fail due to lack of effort; they fail because they add activities without removing anything else.

A podcast should replace something, not sit on top of everything.

Second question; do you already have access to conversations worth sharing?

The best podcasts are not created; they are surfaced.

If your calendar already includes;

• Client conversations that surface recurring questions
• Peer discussions where insight is exchanged freely
• Candidate or market conversations full of pattern recognition

You are a strong candidate for a podcast.

If not, the podcast will feel forced. You will be hunting for guests and topics rather than capturing what is already happening.

A simple test; could you outline five strong episode topics based purely on conversations you have had in the last month?

If the answer is no, the timing may be wrong.

Third question; are you comfortable with delayed returns?

Podcasts are compounding assets, not campaign tactics.

They rarely create immediate spikes in leads or inbound. What they do create is familiarity. When someone eventually needs what you offer, you feel known.

This is uncomfortable for operators used to measurable short term feedback.

If you need quick validation or weekly performance metrics, a podcast will frustrate you. It works best when treated like brand infrastructure rather than marketing output.

That does not mean it cannot be measured; it just needs different indicators. References in sales calls, warmer introductions, better quality conversations.

Fourth question; can you sustain consistency without relying on motivation?

Most podcasts do not fail because they were a bad idea. They fail because they relied on enthusiasm.

If you only record when you feel inspired or have spare time, the show will stall.

Consistency comes from systems, not energy.

Ask yourself;

• Could I realistically commit to one episode every two or four weeks for six months?
• Can I batch recording without harming my core work?
• Would I still record if downloads stayed low for the first ten episodes?

If the honest answer is no, that is not a personal failing. It is a signal to delay or simplify the idea.

Fifth question; does your business benefit from your voice?

Not every business needs a front person.

Podcasts work best when trust is tied to judgement. If buyers choose you because of how you think, explain, and challenge ideas, a podcast amplifies that.

If buyers choose you primarily on speed, price, or convenience, a podcast may not move the needle.

This is why podcasts work so well for consultants, recruiters, advisors, and agency leads. The product is not just the service; it is the thinking behind it.

The alternative to starting one

Deciding not to start a podcast is often the correct decision.

In some cases, appearing as a guest, running private roundtables, or producing short written insight will deliver more value with less overhead.

A podcast should be chosen deliberately, not aspirationally.

Themes, arcs, and narrative flow

Most podcasts are planned episode by episode. That is usually why they stall. Each episode might be fine on its own, but together they do not build momentum, memory, or trust.

A season based approach fixes this. When episodes are designed to connect, reinforce, and progress, the podcast stops being content and starts becoming an asset.

Start with a single strategic theme

Every season should answer one core question for the listener.

Not a topic; a problem.

For example;

• “How do senior hires actually choose recruiters”
• “What founders misunderstand about marketing attribution”
• “Why most consulting engagements fail before delivery starts”

This theme becomes the lens through which every episode is filtered. If an idea does not serve the theme, it does not make the cut.

This constraint is useful. It forces clarity and stops the show drifting into general chat.

A good test is this; if someone listened to the entire season, what would they understand that they did not before?

Break the theme into a narrative arc

Once the theme is clear, map the season like a story.

Strong seasons usually follow a simple arc;

1. Context and framing
2. Tension or misunderstanding
3. Insight and reframing
4. Practical application
5. Consequences and outcomes

You are not telling a fictional story, but you are guiding the listener through a journey. Each episode should feel like a logical next step, not a reset.

For example, a ten episode season might look like this;

• Episode 1; why this problem exists
• Episode 2; how the market currently talks about it
• Episode 3; where that thinking breaks down
• Episode 4; what high performers do differently
• Episode 5; expert perspective that challenges assumptions
• Episode 6; real world examples
• Episode 7; common mistakes when trying to apply this
• Episode 8; systems or frameworks that work
• Episode 9; results and long term impact
• Episode 10; synthesis and future outlook

This structure keeps listeners moving forward rather than dipping in and out.

Design episodes to reference each other

Compounding value comes from connection.

A season works best when episodes subtly reference previous conversations. This reinforces learning and rewards consistent listeners.

Simple techniques include;

• Brief callbacks; “this links back to what we discussed in episode three”
• Reusing language or frameworks introduced earlier
• Asking guests to react to ideas raised in previous episodes

This creates a sense of continuity and depth. The podcast feels intentional rather than improvised.

It also makes the back catalogue more valuable; new listeners are encouraged to start earlier rather than skipping around.

Balance guest episodes with solo insight

Guest only seasons often lose narrative control. Solo only seasons can feel heavy.

The strongest seasons mix both.

Use solo episodes to frame ideas, introduce language, and summarise learning. Use guest episodes to stress test those ideas in the real world.

This keeps you positioned as the guide rather than just the host.

It also makes guest outreach easier; you are inviting people into an existing conversation rather than asking them to carry the episode.

Plan the season before you record anything

Do not record episode one until the full season outline exists.

You do not need scripts, but you do need intent.

Knowing where the season ends affects how you open it. Knowing future topics helps you ask better questions early on. It also allows you to batch recording and production, which is essential for consistency.

Think of the season as a single long form asset, released in chapters.

Let the season feed other channels

A well planned season should produce more than audio.

Each episode can generate;

• Short clips that reference the wider season
• Written insight articles expanding on key ideas
• Talking points for sales conversations
• Follow up emails or LinkedIn posts that deepen the narrative

Because the season has a single theme, everything reinforces everything else. This is where compounding actually happens.