Writing effective show notes for your B2B podcast is more than just a summary – it is a strategic opportunity to boost SEO, attract new listeners, and drive sales as well as traffic to your website.
When done correctly, show notes can turn each podcast episode into a content asset that builds brand authority and increases exposure.
It is also helpful in creating the maximum return on investment for your podcast.
Here, the B2B podcasting experts at LRB share their top tips for making the most of show notes.
SEO-friendly meta title
Your podcast episode title should be clear, keyword-optimised, and specific to the industry and topic you are trying to rank for.
Make sure that you avoid clever wordplay that might confuse search engines – and be as concise as possible.
Use phrases your target audience is already searching for and ensure that they are between 30 and 60 characters in total.
There are many tools you can use like Google Keyword Planner or Ahrefs to find relevant terms and incorporate them naturally in your content.
Writing a ranking meta description
The meta description is what appears under your page title in search results on Google and Bing.
Make it engaging and between 150 to 160 characters – and make sure that you include your target keywords.
This encourages clicks and signals relevance to search engines. It should be on a topic that your business is already established in, to help Google and Bing push your content higher up the results page.
Read more about SEO for podcasting here.
Clear yet detailed summary
The main body of your show notes on your website should begin with a summary paragraph that explains what the episode covers and the target audience.
Follow this with bullet points, time-stamped highlights, short clips, and images to help readers quickly find key topics and relevant copy.
This structure improves user experience (known as UX), which is a key factor for SEO ranking.
Internal and external linking
A common, yet often overlooked SEO tactic, is utilising internal and external linking to relevant pages.
You should always link to your own blog posts, landing pages, or related episodes – as well as credible external sources mentioned in the episode, or maybe to a client’s page for the viewer to find out more about them.
This not only helps SEO but also gives listeners additional value and keeps them on your site longer – or boost the relationship with the client.
Have a full transcript available
A full transcript can dramatically improve the SEO of your podcast page as it allows search engines to index all the spoken content from your episode.
This creates a larger pool of keywords for the search engine to pick up on.
For longer transcripts, use anchor links to keep the page scannable and help the user jump to the most relevant content.
Strong call-to-action (CTA)
End your show notes with a clear next step for the listener or viewer. This turns passive listeners into active leads.
This is also important to work alongside a strong call to action in the rest of your marketing strategies. Ensure they all align before publishing.
Speak to your B2B podcasting experts
If you would like to learn more about B2B podcasting, or for guidance on how to get started – then speak to us!
At LRB, our clients have experienced the impact of our knowledge within the industry, as well as our expertise in creating successful podcast series for a range of industries.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.