Building a Profitable B2B Podcast - Teacher: Ryan R. Sullivan

Hello, useful content creators today on useful content. We talk about how to build a profitable B2B podcast. we talk with someone who has helped hundreds of founders, entrepreneurs, and creators from around the world launch and grow their business. Podcast. we get into why many B2B podcasts fail. Why creating a podcast might be better than recording short form videos with your phone. What is account based podcasting and how you can use it to attract your ideal clients, and finally, we look at why founders should always be involved in the creation of their company's podcast. Enjoy the conversation and let's make useful content. HEllo and welcome to the Useful Content Podcast. And today we have a brand new teacher in our Useful Content Classroom. Ryan Sullivan. Hi Ryan. uh, be here. We've been connected for, I don't know, probably years at this point. So it's, I'm, I'm excited, man. Let's do it. Yeah, it's great to have you on man. It's great to have you on. I, I've been following the content and there are a few things I want to ask you about the content that you're releasing in general, before we get into what we came to talk about today, which is like podcasting for business and how to make profitable content at scale. Uh, but I'll, I'll, I'll get to that just now, but before we do that, could you please tell the people what you do and how you help your clients make useful content? Sure. So we help B2B mostly service companies, um, create podcasts that are profitable or, you know, in another way of saying it is just have the podcast do what they want it to do. Yeah.  is 90 percent of company podcasts fail. You can quote me on that if you want, but just go and search them up. of them don't exist now. And if they were effective. Then they would keep doing it.  So that is the problem that we have solved slash and are solving, um, in many different ways.  when you say the podcast feel, what exactly does that mean? Sure. Yeah. So a podcast it's that that's where it becomes a gray area, right? But my definition of a podcast failing for a company is that it's just not doing what they want it to do. in that case is, Oh, well, we, we launched this podcast. reality, they probably didn't really launch it. They just kind of like put it out there, right? And then Yeah, but we don't have a we don't have a hundred a thousand downloads an episode Well, then I would say Okay. Well Is that the goal that you what goals did you set when you came in? They're like, well, we don't really know So it's you go down this rabbit hole of realizing that there really weren't any goals to begin with Yeah.  another company do it and then they did it so When we talk about failure in podcasting for a company podcast, it's just whatever expectations you had, it's not meeting those. But in reality, you probably don't know why you had those expectations to begin with. Yeah. So when I hear podcast feeling, and I agree with you that if you don't set a goal, then you don't know where you're going towards and it probably is just going to eventually peter out. But is it possible? that if you have, if you do set goals and you have a podcast from a strategic perspective, that it comes to a natural end, a natural lifetime based on the strategic purpose of the podcast. And then would you say that that podcast was successful? Yes, so I'm not the arbiter of like, truth is what I always say. So, not here to tell you what to do with it. I'm just the facilitator, right? So I'm just the guide. So yeah, I mean, a company podcast, I mean, let's look at podcast SEO real quick. Let's do a double click on that. When...