When you launch a podcast, the temptation is often to rush through it to get it live as soon as possible – however, there are many things to consider before the launch date.
Instead of diving straight in, hitting record, talking about your industry, and then publishing itself without any promotion or wider influence from your team – you must think how the ‘theme’ of the podcast series should be presented.
While that enthusiasm is valuable, the most successful podcasts share this crucial ingredient. It is how you build trust and authenticity with your audience (and hopefully, your client base).
At LRB, our work with Bristol-based B2B brands has shown time and again that a well-defined theme makes all the difference.
Why does a theme matter?
A theme gives your podcast its backbone – the constant that the audience can relate to, recognise, and associate with.
It is what ties each episode in the series together, as well as making the episodes feel cohesive rather than a collection of disconnected conversations thrown together under the same branding.
For your audience, it provides clarity, as they know what they’re signing up for when they view or listen to the final product.
And for your business, it creates a strategic focus – aligning your podcast content with your brand’s expertise within your chosen industry.
Without a strong theme, a podcast risks becoming vague or inconsistent, which can dilute the impact of your message.
There are millions of podcasts around the world – so it is important to stand out, have a clear call-to-action, and resonate with your audience.
What does your audience want?
The first step in theming a podcast is understanding who you’re talking to and what they need from you.
Are you targeting decision-makers in a specific industry? Small business owners? Or maybe the wider professional audience? Then you need to set out how you will talk about and display their challenges, interests, and aspirations. All of these should guide your theme.
The theme should be the key focus throughout, and remain relevant and audience-driven. This makes it easier to develop content over time, that consistently delivers value.
Align with your wider brand
Your podcast theme should reflect your brand identity and wider messaging – as well as aligning with the broader marketing strategy.
This doesn’t mean every episode is a sales pitch – never do this.
Instead, the theme should reinforce your expertise within your industry.
The key is to ensure your podcast feels authentic to your business while also being compelling to your audience. Sales will come from the results of a ‘genuine’ podcast series.
Is the structure repeatable?
Consistency is key – for podcasting and business as a whole.
Therefore, a strong theme becomes much easier to manage when supported by a framework that can guide every episode.
This could range from recurring segments, consistent questions for guests, the format, and how you interact with guests and the audience.
High quality production
A theme can be brought to life by a professional podcast production and videography partner.
At LRB, we have repeatedly done this for many of our clients.
The result is a polished series that is professional and delivers on the goals of the business leader and their company.
Evolution
Finally, remember that while consistency is key, themes – just like industries – can and will evolve.
Over time, your podcast may expand its focus, respond to new industry trends, or refine its voice – or even start a sister podcast to work on a different type of challenge or opportunity.
All podcasts must evolve deliberately, and not just drift aimlessly from episode to episode.
Constantly review your theme against audience and guest feedback
B2B podcasting and videography
If you are looking to get involved in the world of podcasting and videography, then finding the right business can help immensely.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.