Podcasts have become a new generation's voice. Entrepreneurs are increasingly listening to podcasts as a way to learn and relax, thus, business-to-business podcasts have evolved into one-of-a-kind platforms for connecting with other companies and owners in the same industry.
How to run podcast in B2B life science?
1. Be specific
The first rule of podcasting is to have a specific focus or concept and understand that B2B audience listen to podcasts while handling multiple other tasks. So make a podcast that features your strengths and expertise rather than trying to be more general, this is far more effective and powerful. There are various possibilities for a podcast series in the pharmaceutical industry. Pharmaceutical or biotech news, product or industry-specific new trends, technological advances to aid manufacturing or drug discovery, for example, the impact of COVID-19. After you've decided on a topic, think of a easy-to-remember name for your podcast. Listeners will be more likely to find your podcast if it has a memorable and engaging name, which will encourage them to subscribe and make it easier to recommend to friends and colleagues.
2. Interesting content
Content is king, so make your podcast content interesting to audience. Interviews are the most common type of podcast because they allow you to tell story, share knowledge and expertise, promote interaction, and hear different perspectives and opinions. Interviews are beneficial to the pharmaceutical industry because they allow professionals to dive deeply into scientific topics interactively. Keep your podcast brief. Schedule your podcasts to last no more than 20-30 minutes to make listeners not overwhelmed with information. Then, keep track of how much value you're providing per minute.
3. Not a sale pitch
Podcasts should not be used to promote a new product or service. Instead of a direct call - to - action, use podcasts as a discussion platform. Consumers listen to podcasts because they are enthusiastic about it or want to know and understand more about it. If you use podcast to make a sale of product or service, it will encourage them to tune out rather than tune in!
Adverts were uncommon in the early days of podcasting, but now it is common to have one, if not two, ad breaks per podcast. If you produce your own podcast series, sponsorship allows you to make money from the show, but only if the information attract the audiences. Try to collect sponsorship from partners who have a connection to your core topic or brand. This would help to ensure advertisements are relevant and appealing to the audience and avoid the skip button.
Source: 1. orientation.agency.com, 2. forbes.com