676 - The Part of a Podcast Nobody Measures.
Jens Heitland on the two parts of a podcast that rarely get equal attention: the content itself and the relationships it quietly builds. Why a B2B podcast doubles as a commercial engine.
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The Part of a Podcast Nobody Measures.
People usually judge a podcast by its content. Someone sits down, has a conversation, and the recording becomes an episode that gets clipped, shared, and measured. That part is visible. What happens around it is harder to see, and it tends to matter more over time.
A podcast always has two parts. One is the conversation itself, the production, the editing, the release. The other, especially in a B2B environment, is the relationship that forms alongside it. I stay connected to many of the people I have interviewed, not with everyone, but with enough of them that the pattern is worth naming. The person becomes part of my life and part of what I am building, not just a name attached to an episode number.
Over time, what forms is a network of people who understand what you do because they have sat in a real conversation about it. That understanding does not disappear once the recording ends. It resurfaces later, often in moments you never see directly, when someone mentions your name to a colleague looking for exactly what you offer.
A B2B business runs on this kind of familiarity more than most people account for. Someone asks around for a recommendation, and the answer depends entirely on who comes to mind. A guest who spent an hour in conversation with you, and who has stayed loosely connected since, is far more likely to be the person who comes to mind.
Nobody gets pitched during a podcast recording. The guest leaves with a clearer picture of who you are, formed through direct experience rather than marketing, and that picture stays with them. If they believe in what you do, they tend to say so when it matters, without being asked.
A podcast, seen this way, runs two systems at once. One produces content that circulates publicly. The other quietly builds relationships, guest by guest, in the background. Businesses that measure only the first system miss the part that compounds.
Leveraging both at the same time is what makes a podcast worth the effort, in B2B and in B2C alike. The content earns attention once. The relationship keeps earning it, indefinitely, through the people who now understand what the business stands for and occasionally choose to say so.
Highlights:
00:00 Two Parts of Podcasts
00:10 Relationships in B2B
00:36 Building an Engagement Engine
00:49 From Community to Commercial
01:11 Why Every Business Should Podcast
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Transcript :
There are always two parts of a podcast. One part is creating the content itself and having the conversation, and that's brilliant. Then the other part is, I think specifically in a B2B environment, super important is the relationship that comes with that podcast. I am still connected to many of my podcast guests since years, and I keep that relationship flowing. Not with everyone obviously.
But it's, it's really I'm connected to the person and the person is part of my life and what I'm doing. And if we think about a B2B podcast, if you do this and you're literally growing an engagement engine with people that you are connected to, let's call it community or anything. You're building a commercial engine. And it's not that you sell to that people, but that people that stay connected to you are understanding what you do. And if they're understanding what you do and they believe in what you do, they will tell other people in case someone is asking them for someone that can help them to do what you do. It's a relationship engine and it's a content engine, and leveraging both at the same time is brilliant for every business. That's why I personally believe specifically B2B, but also B2C, honestly should have a podcast.