Hi, Reader.

A few weeks ago, Peter Caputa, CEO of Databox, invited me to lead a breakout session on a gathering of well-known B2B podcasters where we reviewed preliminary results from a survey his team conducted on 100+ business podcasters.

The study covered podcast format, frequency, structure, effective promotion tactics, and more.

Aside of the insights gleaned from the research, there was also a semi-contentious back-and-forth between James and Mario that you might enjoy...

Preliminary insights from the Databox study

Not surprisingly, the majority of podcasters in the sample host an interview-style podcast. There are major benefits of this style, like lead generation and network growth.

However, if your goal is to establish credibility and expertise, interview style shows may not be the right configuration. Instead, you may consider a monologue or a co-hosted commentary style show.

Interestingly, the study also explored promotion tactics that were effective at generating plays or downloads, like:

• Sharing clips on social media
• Repurposing content into short videos or animations
• Leveraging guest networks
• Promoting via an email newsletter

The study also illuminated tactics that do not do a very good job at generating plays or downloads:

• Sponsoring other podcasts
• Hosting live Q&A sessions
• Running targeted ads
• Joining a podcast network

Tip of the Week: Add a Monologue Episode

If you're a podcaster reading this, there's about a 70% chance that you run an interview-based show.

The challenge? You have to build rapport with a new guest every episode. Your listeners have to build familiarity with that new voice, too.

Shake things up with a monologue episode in-between interviews.

This way, listeners can hear from a voice their familiar with (yours), about a topic you choose. Why can't you be the expert for a day?

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I hope you enjoyed this edition of Podcasting in Professional Services. Thank you so much for reading. If you have any questions or feedback, please reply to this email.

Cheers,
- John

PS—Need support growing your show? Book some time with me to learn more about my podcast strategy, production, and marketing services.