Essential Considerations for High-Quality B2B Podcast Production
As B2B podcast producers, we have countless conversations around podcast audio quality — and that doesn’t surprise us one bit.
These days, we see a lot of brands rolling out podcasts with subpar sound, or making plans to DIY their own corporate show, and here’s the thing…
We can’t say we blame them.
With the abundance of cheap, easy-to-use recording tools on the market, and the rising popularity of mediums like TikTok, DIY might seem like the ideal route.
But before you grab that willing guest and a $200 microphone, there are a few key points you and your team need to consider. We walk you through them below.
Doesn’t Value Matter More?
A lot of folks like to make the case that if you work hard to deliver content that’s rich in value, sound shouldn’t be that big of a deal.
While this may be true when it comes to your latest TikTok, or off-the-cuff Instagram post, things are different in the world of B2B podcasting — especially when it comes to branded audio.
Remember, when you step into the podcast ring, you’re going to bat with more than 2 million other shows.
Will all of those podcasts be in your niche? Absolutely not, so they’re not what we’d call direct competitors, but they have set the standard you need to live up to.
Podcasts have been around for nearly 20 years, and plenty of big names have been rocking this space and honing their craft for well over a decade.
Your listeners expect your series to rival the shows they already follow, and no matter your niche, the bar is high when it comes to sound.
If your podcast audio quality stinks, there are plenty of other options, and your audience will move on to something better in no time.
Value alone simply can’t save you. You need to back it up with the podcast audio quality all podcast listeners have come to expect.
Aren’t Podcasts Meant to Be Casual?
We talk a lot about the fact that podcasts are informal and human, and how those are great qualities in hit branded shows.
That said, there is a difference between casual and messy.
Here is the truth…
- You can (and should) have an organic conversation
- You can (and should) let your guests be themselves
- You can (and should) foster a friendly, community vibe
But again, if you miss the mark when it comes to podcast audio quality, they won’t stick around long enough to appreciate any of the above.
Remember, you’re broadcasting directly into the ears of the folks who love your podcast.
You don’t have pictures, subtitles, or video to fall back on, and even the smallest hiccups can chase your audience away, and into the arms of a better-made show.
Won’t This Cost a Lot?
When it comes to this question, the short answer is yes. (Sort of.)
“A lot” really depends on your perception of value.
Like any great piece of content marketing, an exceptional corporate podcast comes with a big front-end investment — and your goal is not to make immediate sales.
Here are a few things you can expect instead…
- Increased brand awareness
- Across-the-board engagement
- A more devoted following
- A stronger brand identity
- Increased website traffic
- And a brand affinity boost
So, the question is not “will this cost a lot?”
Instead, you should be asking yourself how much these things mean to you.
Yes, you can invest countless hours of your team’s time into creating a series off the side of your desk, and that might save you money this week or this month…
But without solid podcast audio quality, you’re unlikely to see B2B podcasting success, or enjoy any of the long-term benefits you should expect from your show.
Even worse — a half-baked series that doesn’t sound polished has the power to hurt your engagement, traffic, identity, and reputation over time.
What Do I Need for Perfect Sound?
There are a few easy-to-use tools we might recommend if you’re ready to dive into B2B podcast production, but here’s the thing…
If you’ve scaled to the point that you’re poised to launch your own branded show, you should be working with a B2B podcast agency.
You need experienced storytellers, content marketers, and of course sound editors to deliver an enjoyable, high-performing branded podcast that packs the big-picture benefits you want.
A seasoned audio expert is a must for those make-or-break choices around music, volume, pacing, and clarity — and so your team members can focus on what they do well.
5 Key Takeaways on B2B Podcast Quality:
- Quality Matters: In B2B podcasting, high-quality audio is essential. Poor sound can drive your audience away, no matter how valuable your content is.
- Casual, Not Messy: While podcasts should be informal and human, maintaining high podcast audio quality is crucial to retain your audience.
- Investment is Key: A successful B2B podcast requires a significant upfront investment, but the long-term benefits like brand awareness and engagement make it worthwhile.
- Professional Help: Working with a B2B podcast agency ensures that your podcast is professionally produced, delivering the quality your audience expects.
- Multiple Benefits: Investing in B2B podcast production can lead to increased brand awareness, engagement, a devoted following, a stronger brand identity, and improved website traffic.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
