Why this works
Most B2B content is one-shot: a blog post that ages out, a webinar nobody re-watches. A podcast is the rare format that compounds. Each episode pulls in a new audience, references the back catalog, and gets cited by AI answer engines on multiple queries. The same hour of conversation feeds a year of derivative content.
Who you'll feature
An internal expert as host. Sharp, opinionated, recognizable.
Rotating guests. Customers, partners, analysts, and category voices.
An optional co-host when the format benefits from disagreement.
How to capture it
Run every episode in Remote recording for clean output.
Three host prompts every episode answers:
Who is this for, and what's their problem?
What does the guest believe that the rest of the category gets wrong?
What should listeners do differently this quarter?
Use AI Writer to convert each episode into title, description, blog post, and per-clip captions.
Cross-link to your AEO/GEO content strategy so episodes feed AI surfacing.
Reuse it (the 1:10 framing)
One episode becomes:
A full video episode.
An audio feed entry.
A 60-second LinkedIn cut.
Three quote graphics.
A blog post for AEO surfacing.
A guest-side reshareable clip.
A sales-enablement clip per top objection covered.
A QBR appendix for relevant accounts.
A monthly compilation cut.
A pinned show playlist on your Channel feed.
Bundle each season into a Collection in Ready to Share for sales, partners, and PR.
Common mistake
Building the show like another marketing channel. Audiences subscribe to a host, not a brand. Pick a real person on your team with a defensible take, give them latitude, and the show earns trust no campaign cycle could buy.