The ultimate guide to producing a podcast for your B2B brand

How to setup a podcast for your brand in 2019

What's in this guide?

This guide will help you produce a podcast for your B2B business the right way.

More than ever, brands are turning to podcasts to build their content strategy, build brand, build community. And I am passionate about helping brands do it right.

So this guide is designed to help you do just that: make a podcast for your brand the right way.

Firstly, we’ll look at why (or even if) your brand should have a podcast, and how it might benefit your business. And then we’ll get into actually producing a podcast. Finally, we'll cover promotion and learn how to grow your podcast audience.

This guide will help you choose the right podcast agency, producer, or consultant for your project, and how to set a realistic budget. We’ll talk through things like how long it takes to produce an episode, how long your episode should be, and what equipment you need and how to use it (if you need it at all).

So grab a cup of tea and a crumpet (or your beverage/snack combination of choice) and we’ll get into it!

Who is it for?

This guide is for anyone who has thought running their own podcast, but didn’t know where to start.

  • Are you a marketer wanting to add audio to your content strategy?
  • Are you a business owner wanting to grow your brand through a powerful medium?
  • Are you looking to improve your existing podcast quickly and easily?

Then this guide will give you all the information you need to create the perfect podcast, within budget, and on time.

Why we made it

If you’ve never launched a podcast before, it can be a bit overwhelming. We regularly speak to people who’ve been put off by the vast amount of information out there, and we’d like to put those worries to bed.

This guide gives you a game-plan so you can head into conversations with producers and editors knowing what you’re talking about, with a clear idea of what you need.

Who are Lower Street?

My name is Harry Morton, Founder of Lower Street. Lower Street is a podcast consultancy and production company. We work with B2B brands to launch, produce, and promote amazing podcasts.

We're a small, fully remote team of seven (and growing!) podcast obsessives.

We've worked on a huge range of shows covering everything from cryptocurrency to climate change; ecommerce to dentistry; and have learned tons about creating podcasts that people love to listen to and that meet real business objectives.

So this guide is a collection of what we've learned and used to create successful podcasts. We hope you find it helpful.

If you have comments or questions about this guide, let us know! You can reach me on Twitter @podcastharry.

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