Ep. 95: How to Launch and Grow a Revenue-Generating B2B Podcast - Interview w/ Harry Morton

How to Launch and Grow a Revenue-Generating B2B Podcast

There are about 4 million podcasts out there, but just a fraction of them have a large number of listeners. What does it take to grow a B2B podcast successfully and sustainably? What should you focus on and how should you promote your podcast?

In our recent episode, we have an informative conversation with Harry Morton (Founder, Lower Street) about the lessons that he’s learned from launching and growing more than 50 revenue-generating B2B podcasts. During our discussion, Harry elaborates on why he thinks many podcasts have few (or no) listeners, what mistakes to avoid, and why having a strategy is important for your podcast. Harry also lets us in on his secrets to attracting your ideal audience, how to keep them engaged, and how to ultimately grow your revenue and impact.

https://youtu.be/V_9RkT35x2s

Topics discussed in this episode:

• Harry explains why many podcasts don’t have a large number of listeners [1:51] | [3:50]
• Some of the mistakes that people make when it comes to running B2B podcasts, and how they can be addressed [4:29]
• Harry elaborates on how to gain a better understanding of the ideal listener [8:49]
• Harry’s thoughts on promoting podcasts through paid ads [21:00]
• Some specific metrics that marketers should pay attention to when it comes to B2B podcasts [23:34]
• Harry’s thoughts on how podcasts can better differentiate themselves from their competitors [27:36]

Companies & links mentioned in this episode:

• Harry Morton on LinkedIn
• Lower Street Media
• SparkToro
• Voxalyze
• Riverside
• Squadcast

Transcript

SPEAKER

Christian Klepp, Harry Morton

Christian Klepp 00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Welcome to this episode of the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today I’m joined by someone on a mission to make award winning podcasts with B2B brands. So coming to us from London, England, Mr. Harry Morton, welcome to the show, sir.

Harry Morton 00:44

Thanks so much for having me.

Christian Klepp 00:47

Great to be connected, Harry. And I understand that you guys are just going through this ridiculous heatwave at the moment. So here’s me sending you a bit of cold air from Toronto.

Harry Morton 00:57

Thanks very much. Welcome. Very welcome.

Christian Klepp 01:00

All right. Well, let’s get this conversation started. Because man, this is a topic that is relevant to me, it’s relevant to B2B marketers. It’s relevant to anybody that is thinking of running a podcast or is already running one. Show. Cool. So you know, you’re quite the expert when it comes to this topic. But for this conversation, let’s zero in on some of the things that you’ve learned. And there are probably a lot of things but like, that you’ve learned from launching and growing, revenue generating B2B podcast. So you mentioned something in a previous conversation, I think it’s worth repeating. Okay, let me see if I can get this right. There are 4 million podcasts out there. Right, but just a fraction of them actually have a large number of listeners or any listeners at all. So why do you think that is?

Harry Morton 01:51

Yeah, I think a podcast is easy to make. But a podcast is it’s actually really hard to make. Well, I think. So. I think that lots of people get excited to create podcasts, they produce one and they quickly find that actually finding listeners is really difficult. So I think of that, of those 4 million podcasts that are out there, I think a lot of those one...