17 Reasons Every B2B Executive Needs a Thought Leadership Strategy

If you’re a B2B executive, you understand how important it is to establish yourself and your business as desirable to work with: this is where a thought leadership strategy can become an important tool. 

Developing a thought leadership strategy is the key component of building brand recognition and long term connections with your audience. Thought leadership is all about cementing yourself and your business as an expert in your field, all the while becoming a trusted source, since you are the one informing others and becoming a touch point for the discussion on specific topics relevant to your audience. 

Dedicating the time and effort to develop and implement an effective strategy can be what puts you ahead of other businesses. It is all too common for executives to leave thought leadership to their marketing team instead of getting involved themselves, which leads to under-resourced and ineffective outreach when it comes to the final content. 

This is why it is critical that you work together to properly dedicate time and resources to thought leadership because it can truly make the difference in the level of engagement your business receives from others. 

An effective thought leadership strategy is what will set you apart from others, and this is why: 

1. It Optimizes your Earning Potential 

Having and maintaining a positive and acclaimed reputation is not only a direct result of thought leadership, but it is also a reason that working with your business becomes so appealing to others. When you are in high demand, you have the opportunity to optimize on how much you are earning for the provision of your services. 

Being deemed an expert in your field means that people are likely more willing to pay for your service, even at a higher cost, because they believe that due to your expertise, you will provide them with the best result. When people are consistently being served thought leadership content from you it reinforces that your business is staying relevant, which allows you to maintain an expert status and keep your earning potential high. 

2. It Builds Brand Awareness and Recognition 

No matter who you are or what you do, in the current technological climate, it is inevitable that you are a content consumer, and because of this, choosing to produce and provide thought leadership content is a decision that will see massive long term impacts when it comes to the general recognition of your brand identity. 

Creating content that is not exclusively marketing allows you to reach a wider audience because you are simply providing information instead of explicitly trying to sell your service. This way you can build up a brand identity that is not solely rooted in financial profit. 

Statistically, reaching the most people possible will help you down the road, as only 5% of potential buyers are currently in the market for what your business is providing, meaning 95% of potential buyers can be converted into clients, simply because they have come to trust and recognise your brand through your thought leadership content. 

3. It Strengthens Your Reputation and Legitimacy 

As an executive, I am sure you understand how crucial establishing trust and authority in your business is to attract and acquire new clients, and a good thought leadership strategy can help you to do this. By providing information and guiding others with your content you are proving to your audience how knowledgeable you are in your field. When the consumer knows that they can trust your information, they start believing that they can trust you too, and this can make the difference in who they think of when they are looking for someone to work with in the future. 

4. It Works Not Only as an Offensive Strategy, but a Defensive One Too 

While a thought leadership strategy can be important for bringing in new clients, it is equally as fundamental in maintaining your current client base and staying afloat in an oversaturated market. 

Knowing how you want to present yourself and your business within your thought leadership content is step one when it comes to creating a strategy. Every time you produce informative content, you are tied directly to it, so this content is a perfect place to reaffirm to past and current clients why it is that they should continue to work with you. Reminding your audience of your company’s purpose and values can stop them from being drawn in by the marketing competitors; after all, 70% of C-level executives said that they have occasionally reconsidered working with their current supplier because of another supplier’s thought leadership content. 

5. It Outlasts Self-Promotion 

Explicitly promoting yourself is a great way to garner immediate visibility for your business and B2B brand. On a sustainability front however, thought leadership is a long term opportunity to reach and connect with your audience, making you more memorable. 

Planning out which specific media outlets you will use to spread thought leadership content is another essential component of a thought leadership strategy, and targeting your audience through the specific media platforms that they are most likely to go to for advice and information about your specific field means that they will continuously be exposed to your content. Your audience’s consistent exposure to your expert information means long term intrinsic promotion that goes beyond traditional marketing. 

Podcasts can be a great medium for thought leadership content. They can also act as a valuable starting point for creating even more content across channels like blog articles, social media posts, video snippets, newsletters, and more. This means you’re not only spreading your ideas further, but also amplifying your brand, building a stronger sense of trust and authority around your business.

Partnering with a B2B podcast agency helps you launch your own show with the right strategy. This allows you to connect with ideal customers, build credibility with your audience, and turn each episode into a steady stream of repurposed content, all without putting extra strain on your team.

6. It Showcases You as a Future-Focused Problem Solver 

Similarly, thought leadership content can help you to establish yourself as being both up to date with modern day advancements and trends, and a problem solver. These two qualities are extremely desirable to have as part of your B2B brand identity, so displaying and validating them by sharing your experience so that others can learn keeps you relevant. When people are talking about you and believe you to be a prominent, leading figure in your field of expertise, you are only further increasing your credibility as an executive. 

7. It Encourages Personal Growth 

Developing a thought leadership strategy will not only help you amass greater clientele, it will also grant you the opportunity to grow as a leader. In researching the forms of content your audience is most likely to engage with, whether that be videos, articles, white papers, social media or any of the many other types which your consumers find most appealing, you will have the opportunity to delve into different mediums. As an executive, this allows you to further broaden your understanding of your audience, and what makes something truly valuable to them. 

Understanding your audience is the first step towards creating value-based thought leadership content. Once you are making content that people want to see, you are increasing your authority even more. 

8. It Acts as an Example of the Quality of Your Work 

While traditional marketing is critically important when it comes to promoting your business, 73% of business decision makers said that they believe thought leadership content to be a better indicator of the capabilities of a business. If you consider this statistic, it is clear to see that thought leadership content acts as an integral touchpoint between your business and others, and the quality of your work is used as a sample that others will analyse when considering how you might perform should they hire you in the future. 

Creating a strategy to produce quality thought leadership content is so important here, because it could mean the difference between securing the client or being passed over in favour of another business. Putting the optimal amount of effort into ensuring the information and advice that you are providing to others is something that your audience finds helpful will display that your business will put in that level of effort professionally as well. 

9. It Connects You With the Most Valuable Clients 

As B2B Marketing continues to evolve with the changing times, cold calling has become entirely a thing of the past, with consumers having access to so many different business options with the click of a button. Since the market has become so crowded, thought leadership content is a great way to get your name out there in ways other than traditional advertisements. If people keep seeing your business popping up over and over when they search not only for the service you provide, but for information as well, they are more likely to come to you if they are looking for someone in the future. 

The most valuable clients are those who understand the value of your service and have chosen you in the sea of so many other options. If people are coming to you, this shows there is something they believe sets you apart from your competitors, and this all starts with thought leadership strategy. 

10. It Humanises Your Business 

Hearing someone’s voice, whether it be through text in an article or the real thing in person or by video, is always going to feel more personal than chatting with AI or consulting google. This is because, at the end of the day, people want to make a human connection. This is the foundation of trust and, therefore, is the core principle of gaining clientele. 

Thought leadership content is a simple way to move from being thought of by consumers as an impersonal logo on a screen to being thought of as real people looking to use the utmost effort to provide their service to others. Forming that extra, personal bond through supplementary content like advice videos, seminars or even articles humanises your business drastically and increases the likelihood that a business chooses to work with you. 

11. It Boosts the Visibility of Your SEO Efforts 

Search Engine Optimisation is a huge part of making sure that your business is reaching others, and by choosing to create thought leadership content, you are essentially increasing the amount of content on the internet that is associated with you. This means that you are not only building up trust and authority with actual clients, but you are also doing the same thing with various search engines. 

Artificial Intelligence has quickly become the go-to source of information for many, and by continuing to produce content, you are also going to boost AEO as well, meaning AI is more likely to grab your information as a source for the answers it serves to prompts that are relevant to your expertise. This increases the visibility of your business, while also presenting you as a source that has so much credibility even AI chooses to serve it to its audience. 

12. You Can Capitalise on Your Experience 

The next crucial reason has to do with you. As an executive, you already possess a degree of credibility that is granted to you by your position. Your thought leadership strategy can then begin with using yourself as the jumping off point. All you need to do is make yourself into a spokesperson with whom others can connect, because you have already learned to adapt and grow within your field just by maintaining this position within your business; your audience will want to learn from you because of this. 

This can start with simply humanising your LinkedIn profile and reaching out to your audience yourself rather than hiding behind your brand. Authentic opinions mixed with your experience in your field will make you even more of a trustworthy source, especially since your audience is other businesses, and other executives have an understanding of what it means to be in your professional position. 

13. It Informs Major Purchasing Decisions from B2B Buyers 

In many ways B2B buyers are no different from the common consumer; when making large purchases they will conduct research beforehand to ensure that they will be getting the best result possible. 

Making sure that potential buyers know about you is something that, as I explained before, is a great advantage of thought leadership content, but another is the fact that through your content, buyers will be able to learn more about you than they could through a drop down list of your services, for example. Through this content there are also more avenues through which they can contact you directly before having to make a formal business inquiry. This level of engagement with your content can help buyers to feel more confident that they are making the right choice trusting your business. 

14. It Showcases Your Knowledge 

One of the most straightforward reasons that you should be producing thought leadership content is that you are able to promote yourself by showing off why you are in your industry in the first place. Being a thought leader comes from presenting your knowledge and expertise to others and giving your own unique opinions about topics that are relevant to your audience and are relevant to your business. Seizing every opportunity to stand out by presenting your fresh viewpoints is going to help your business to excel and grow in the future. 

15. It Provides Opportunities for Open Communication 

Building trust is a core advantage of having and implementing a thought leadership strategy, and one of the best ways to do this is through mediums that encourage real time discussions or feedback. Thought leadership through presentations, webinars and social media, to name a few mediums, all have in common the fact that others can respond to you in real time. Working off of the ideas of others and combating them with your own further works as a tool of humanisation and promotion because it allows you to reach others, reaffirm your expertise, and build connections. 

16. It Has the Power to Transform Business Growth 

The growth of B2B businesses is too often stunted by a lack of interest and exposure, because they can be so much harder to market in comparison to B2C businesses, where target audiences and demographics are much more diverse. A thought leadership strategy however, can work as a massive draw point of interest to your business, as having a thought leader grants you a level of intrigue and personality that other businesses may lack. 

Bringing new and exciting ideas about your industry into the world positions you as being a unique voice in your field, and this will make others feel it is valuable to them to work with your business, instead of that of another executive who relies on recycled ideas. 

17. It is Easier to Do than You Would Expect 

One of the main things that deters executives from implementing a well planned thought leadership strategy is the belief that it will be so difficult to establish yourself as an expert that you might as well not even make an attempt to do so. In reality, all it takes to reach your audience is first conducting proper research into which mediums and platforms they utilize the most when searching for information about your field. 

Conclusion 

A thought leadership strategy is essential for every B2B executive because without one, you will not be developing that authority and recognition that you know is a necessary draw to attract other businesses to want to work with you. 

If you are thinking about implementing a thought leadership strategy, you should consider all of these reasons why it would be a great asset to put one in place now - and let me know, how do you think a thought leadership strategy could help your business grow? 

Written by Eva Geimer 

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

How to Rank in AI Search: 11 Top Strategies

It’s no secret that AI has completely changed the game when it comes to what information you are being served, and because of this, ranking in AI search has become a crucial part of making sure your content is reaching your audience.

With the rise of AI, relying solely on common SEO strategies simply isn’t enough to reach your maximum marketing capacity. Ranking on Google will bring some engagement to your content, but with the implementation of AI Overviews on not only this search engine, but on countless more, you won't be getting the visibility that you would have in the past. The choices AI is making about what content to serve you is now taking over traditional search engines as well.

By choosing to adapt now through the use of these strategies, you can go beyond common techniques, like the use of keywords, and tailor your content so that it’s favoured by AI, ensuring that it stands out in a crowded climate of information.

If you are looking to learn the best ways to optimize your content so that AI will serve it to as many people as possible, you have come to the right place.

1. Learn How AI Search Algorithms Work

When it comes to ranking in AI search, Answer Engine Optimisation, or AEO, is going to be your main goal, and to do this you need to understand how search algorithms function.

There are two types of data that AI uses to generate answers:

1. Training data - information that has been fed to the AI search engine to train it

2. Internet data - information that is picked up from internet content

Typically, both of these data types will show up when AI is presenting you with a response. The majority of popular AI search engines are going to pull data from either Google or Bing.

Since AI search engines are tailored to meet the specific needs of the individual asking the question, it becomes incredibly customisable; so, to prompt AI to refer to your content it is important to remember that in-depth content is best. If you explain yourself well and include a breadth of reasoning behind each key point, you are more likely to respond to more specific questions that are being asked of AI, meaning it is more likely to pull from your internet data.

2. Format Content Effectively

The way that you structure your content can have a great effect on how you rank, and there are various strategies that you can use to optimize it simply through formatting. Many of these formatting tips are useful not only for AEO, but for SEO as well, and ranking well on general search engines, as I will discuss later, is an important part of being recognised by AI:

1. Use informative headings - this will allow for not only people, but AI to recognise exactly what it is that you will be discussing, improving your chances of being featured.

2. Use lists, bullet points and tables - formatting your content into easy-to-understand chunks like this means your content is already presented in a way that AI can use for ‘how-to’ or short answers.

3. Give succinct and straightforward answers - AI is going to be looking immediately for information that it can use, so presenting your content in a way that is not convoluted, and repeating the question in your response are good ways to make sure the actual information is what stands out.

3. Make your Content Easily Accessible

It is critical that your content is easily accessible not only for AI, but for humans too. Even if it might feel like you are trying to target AI search engines with your content more than you are people, you need to remember that reaching real people is the end goal, and AI is the tool through which you are going to do that.

AI is programmed to present you with the information best suited to your question, meaning that content that is both concise and easy to understand for humans is most likely to be served to you. Since AI is constantly taking in new information, you must update your content to reflect current climates so that it remains relevant for people today, and is therefore desirable to AI search engines.

Using a conversational tone or phrase can also help with AEO, because with the personalized nature of AI question and response, writing in the conversational way in which AI is likely to answer makes your content desirable to the search engine.

Instead of relying on the use of keywords, like you would for SEO, focus on your style of communication. Does it feel like your content would suit an interactive, personalised search environment?

4. Don’t Ignore SEO

While SEO may seem like it’s rapidly diminishing in importance, in reality, the similarity between AI Overviews and responses and high ranking content on traditional search engines, especially Google and Bing, is extremely prominent.

If you have already been a long-time prioritiser of SEO techniques, this has likely worked well in your favour when it comes to AEO; many AI search engines are trained using content that has ranked well on traditional search engines in the past, meaning it’s likely your content is already a part of the AI knowledge base.

Making your content easily crawlable can be an advantage of SEO. Ensuring that your content has wide-spread distribution, for example, through the use of a CDN; optimising your content for mobile devices and making your content a secure source, are some of the various SEO methods that can prove effective in targeting AI search engines.

5. Develop Yourself as a Trustworthy Source

The AI algorithm is looking to serve you what you want to see, so AI search engines commonly pull data from sources that have developed an authority with humans, so that the answers you are being provided are more likely to be credible and accurate.

Authority is a key feature measured by AI search engines when it crawls your content. The best way to establish authority is through developing a strong internet presence where you present yourself as an expert in your field and a trustworthy source. How AI search engines measure the EEAT principles in relation to your content will greatly impact how you rank.

To increase your authority it is important to:

1. Be backlinked by other sources

2. Have a strong social media presence

3. Disclose who is producing your content and why they are qualified

4. Regularly publish detailed content

By doing these things you can establish yourself as a dependable source not only for people, but for AI search engines when data is being collected.

6. Build a Presence on Third Party Sites

Being mentioned on third party sites is not only a method of developing authority, but it is also a critical component of AEO. When your content is being referenced by others, that is doing more than establishing you as a trustworthy source, it is also populating the increasingly crowded digital space with mentions of your content.

Being mentioned on as many different sites and platforms as possible means that AI search engine crawlers are going to be continuously exposed to your content, and are then more inclined to use and serve that data in responses.

If you’re selling a product or providing a service, appearing in a ‘best of’ list is a great way to get noticed. Regardless of what your content is about, making sure it is of the best possible quality is imperative to getting referenced by others.

7. Create Top Quality Content

I’m sure that by now it has become very clear: the quality of your content is crucial to ranking in AI search.

Though it may be tempting to have AI create the entirety of your content for you, this is not conducive to ranking well on AI search engines. Taking the time to produce quality content by researching, collecting a wide breadth of data, adding personal advice or anecdotes and formatting in a logical way, will give you the edge over recycled AI generated content.

Since AI search engines act as a collector and redistributor of data to fit specific inquiries, researching and editing are two critical steps that cannot be skipped. Once you have a proper foundation of content, you will be able to measure how it is performing, and adjust further content accordingly. Once your content reaches top quality standard, the likelihood that it will be used by AI increases.

Creating top quality content consistently is no easy feat, which is why it could be valuable for you to partner with a B2B podcast agency to ensure that you are producing the best possible content on a regular basis. Through the use of a podcast system that turns just one episode into a variety of content ranging from blog posts, videos snippets, social media posts and more, the agency handles the entire process of generating further marketing assets for you, meaning no extra strain on you or your business, and your content always remains first-rate.

8. Optimise for Featured Snippets

One of the biggest changes that has come with the growing presence of AI is AI Overviews, or Featured Snippets, showing up on the first page of general search engines. This has led to a rapid increase in zero-click searches, making it a major advantage for you if your content shows up here.

The schema types most likely to show up in featured snippets are articles, which are used to generate summaries; how-to guides, which can be generated into step by step responses; and frequently asked question pages, which can be directly repurposed by AI as concise responses.

When you consistently become referenced by AI Overviews, this increases your authority in the eyes of AI search engines, which allows for your content to rank.

9. Diversify Content Media

Another way to rank, other than depending on boosting credibility through snippets, is to try to combat zero-click searches, and a key way to do this is through diversifying the ways in which you present your content.

Creating content assets, like Youtube videos, infographics, images and graphs, rather than relying exclusively on conveying information through writing means that instead of taking your information and repurposing it, AI search engines will instead present the inquirer with your specific content assets, helping you to rank.

Presenting information in a way that is original, visual and easy to understand, has proved to be extremely effective, with Youtube citations on Featured Snippets increasing more than 300%.

10. Encourage Content Engagement and Reviews

The level of engagement that your content is bringing into your site is something AI search engine crawlers are going to be looking for. A high degree of interaction coming from your audience is a positive indicator that what you are producing is something that people want to see. This makes your content valuable to the AI search engine.

Evaluating the amount of user activity can mean measuring how long people are spending on your site, which content is getting the most clicks, and how often people are interacting directly through things like comments and reviews.

By encouraging your audience to respond to your content, you will see not only what is garnering the most interest, but you can also gauge what people would like to see you do differently. By catering to your audience and fulfilling their needs, your content becomes useful, which is something crawlers will pick up on.

11. Focus on Getting your Content to Rank Right Out of the Gate

Though this may seem easier said than done, ensuring that you are utilising the strategies that you have just learned as early as you can is going to be critical to the continued optimisation of your content. Once your content starts to rank highly, and you have therefore become a recognised source, your content is going to continue to be favoured by AI engines.The ripple effect that occurs when your content is consistently being referred to by AI search engines because it is ranking, will allow for it to continue to rank, meaning the content you produce later on will be influenced by your early success.

Conclusion

As we’ve been shown over and over again, AI search engines are truly the future when it comes to reaching the widest possible audience, and ranking through AEO is the best way to do it. By using these strategies to your advantage, you can set your content above the rest.

Adapting to changing technology may seem like no easy feat, but like I said before, the faster you adjust, the better results you will see long term.

So, do you have any other tips that have helped you rank in AI search? If you’ve found something that works well for you, let me know!

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

How Podcasts Build Trust and Authority for Your Brand

Podcasting isn’t just about talking. It’s about creating meaningful connections. In the world of B2B, connection is built on one foundation: trust. Let’s explore how podcasting helps you build it and why it can be one of the most valuable brand assets you invest in.

Trust and Credibility in B2B Marketing

Trust doesn’t happen by accident. It’s earned over time through consistency, transparency, and delivering real value. Without credibility, trust has no foundation to stand on. As a business leader or marketer, building trust with your audience is not optional. It is what turns listeners into leads, clients into advocates, and conversations into real opportunities for growth.

Podcasting is one of the most effective ways to establish that trust.

A well-executed podcast gives your brand a voice. It positions your company as a knowledgeable, authentic presence in your industry. But building a podcast that earns trust and drives business results requires more than simply hitting record.

This is where a strategic podcast agency can make all the difference. Instead of trying to manage content planning, production, and promotion on your own, you gain a partner who helps you show up consistently with clarity, polish, and purpose. From shaping your message to aligning your podcast with business goals, the right agency can turn your show into a powerful platform that builds trust and authority with the audiences who matter most.

How Podcasts Help Foster Trust

If done right, podcasting is an excellent way of strengthening your brand identity and credibility.

Here are a few of the ways that podcasts can truly make a difference for your company:

Fosters Intimacy and Engagement: Podcasts are much more intimate than your average social media post or other marketing ad. They give hosts a chance to dive into real conversations, share stories, and connect with listeners on a deeper level. This inviting nature gives listeners the chance to learn more about you, and the better they know you, the more trusting they’ll be.

Maintaining Message Consistency: It’s important for you to upload episodes on a regular basis. By sticking to a clear schedule and posting frequently, you’ll stay top of mind for your listeners. Plus, it reinforces your brand identity and builds a sense of reliability, which goes a long way in increasing loyalty.

Delivering Value and Relevance: Be respectful of your listeners’ time, don’t spew nonsense at them. Always aim to share content that’s actually valuable and relevant. Being a considerate and purposeful host will increase your audiences’ appreciation and trust.

Building Trust and Credibility Through Your Podcast

Okay, now you understand why credibility matters, but how do you actually show it? Fortunately, there are plenty of ways to start building that foundation. Here are a few approaches to get you going:

1. Research and Data

Want your audience to take you seriously? Then it’s your job to come prepared! Conduct research before filming each episode, familiarize yourself with relevant topics and your guests background.

Offering well-sourced data will establish your authority and credibility. To take this one step further, make sure you link the source of your data in the show notes.

2. Valuable Insights

People don’t want to hear you spewing endless stats and facts. Of course your audience wants to learn new things, but they also want to hear them from you. Consider how you can present your content in a unique way. For example, offer your opinion or stance on the topic, or relate it back to your own experiences.

Regardless of what you share, make sure it’s well thought out, timely, and actionable or insightful. After all, showcasing your own expertise will play a major role in establishing credibility.

3. Authentic Content

Any time you insert your own opinion, experience, or life story, you must be completely honest. Delivering genuine and transparent content is a crucial element in building trust.

4. Guests

The saying, “You become who you surround yourself with” also applies to businesses. Basically, your guests become a representation of your show and entire brand. Consider this every time you invite a new guest on your show, make sure they’re credible. They should either be experts in their field or share truthful experiences/stories.

We recommend conducting pre-interviews with your guests. This is your chance to learn more about your guest - their expertise, experiences, and unique perspective. You can share some of the questions you’ll be asking them and get a sense of the answers they may provide. Plus, you should take notes, then if you need to fact-check any of their answers, you can do it in advance. This is not always necessary but it can help vet anyone out who may not be a right fit for your audience.

5. Positioning

Be smart about how you position your show and what types of topics you discuss. For example, keep yourself up-to-date on current events and trends in your industry, and be ready to share them with your audience. The main goal is to show you’re in-tune with the industry and knowledgeable about the latest news and updates.

Need more help defining your podcast strategy? Check out this B2B Podcast Strategy Guide, it goes over 5 podcasting strategies with steps that can help lead you to success.

6. Address Your Mistakes

Mistakes are bound to happen, so don’t get caught up in trying to make everything perfect. With podcasting, you might end up accidentally misquoting something, or stating an incorrect fact.

Regardless of what it is, the moment you realize that something is off, you need to publicly address it. Bring it up in your next episode, mention how you stated A when you actually should have stated B. All in all, your listeners will value you taking ownership of the mistake.

7. Top-Notch Production

Your listeners will recognize the difference between a high and low quality show, and whether you’re prepared or not. Investing in quality production tools will signal your brand’s dedication to excellence.

8. Confidence

Being a confident leader is easier said than done. Fortunately, it’s a skill that you can learn and improve over time.

As a podcast host, it’s important that you’re a confident speaker; after all, it’s not just what you say that conveys credibility, but also how you say it. Your listeners will be able to tell if you sound unsure of yourself.

Tips to Become a More Confident Host

Be Concise: Try to stick to your outline, and have a planned path forward. Obviously, you don’t want to sound like you’re reading word-for-word, though you should also avoid rambling or going off on pointless tangents. To avoid making this mistake, keep an eye on the time and look for natural transitions into the next question or topic.

That said, if your audience prefers a more relaxed and casual conversational style, a lack of structure may actually work in your favour. Make sure you know what your listeners expect!

Slow Down: When we’re speaking in public, nerves can cause us to speak too quickly. When this happens, your conversations become less enjoyable for listeners. Plus, it’s more difficult to understand and catch every word. So, next time you’re recording, be mindful of your pace, slow things down and keep it consistent.

Take Pauses: By taking pauses, we don’t mean filling spaces with “like”, “um”, and “uhs”; instead you should allow for brief silences between each sentence. At first, it may feel awkward to do, though it will make you appear more professional and prepared.

Building trust and credibility is just one of the many benefits of B2B podcasting. If you’re interested in learning more or are curious about starting/improving your own show, then you should check out these podcasting guides or contact us directly.

Written by Emily Nyikos

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.