How To Hire a B2B Podcast Host
One of the most important decisions when preparing for the launch of your new B2B podcast is deciding on the hosts. They will be the face of your show. It’s crucial that you take time to find the right talent.
Internal Hosts
B2B podcast hosts fall into two broad categories: internal and external. If you already have an industry expert at your company who also happens to have the charisma and personality to host a show, then great. You’ve found one of your hosts.
One thing we’ve learned over the years at Content Allies. If you are going the internal host route, it’s always a good idea to have more than one host. So you’ll need to find a second host from inside your company.
The reason we recommend two hosts is simple. Life can get in the way. People leave companies. They go on parental leave, they get sick, and sometimes they get overwhelmed with work and just don’t have time to host a podcast.
Any of these scenarios can put your show at risk. That’s why having a second host is so important. If you only have one host and that person leaves the company, the podcast can languish for months or even die altogether whilst you find a new host. With a second host in place, the show can carry on and you can stick to your publishing schedule without a hitch.
The two hosts don’t have to rotate every other show. The shows don’t even have to be split 50/50. It’s whatever works for your company, but having a second host is critical for the long-term success of your podcast.
One exception, that we do sometimes see, is when a CEO or founder takes ownership of the show. It takes a big commitment to pull this off, but it can happen. Even in this case, we’ve seen situations where a CEO gets too busy to keep the show going, so you should always have a second host ready to step in right from the start.
External Hosts
Many companies will choose an external host for their new B2B podcast. This is more common in bigger companies because of the associated costs.
There are two types of external hosts. The first is a subject matter expert in your industry. It might be that this person has a strong personal brand or they may have celebrity status with your peers. They will often have a strong presence on YouTube or on social media. That kind of reach can really help boost your show right from the launch.
Being a subject matter expert will allow this type of external host to really get involved in conversations with the guests. As an industry insider and influencer, this type of host gives instant credibility to your show.
The second type of external host is the professional speaker or a professional host. This person may not have much in-depth knowledge of your niche but is a strong, charismatic communicator. They will facilitate conversations and treat them more like interviews.
Compensation
If you bring in an external host, you’ll need to add their fee to your budget. The cost of an external host will vary wildly depending on the person and their status in your industry.
As a general rule of thumb, most of the external hosts we have hired for the B2B podcast we produce get between $500 to $2,000 per episode. There are times, if the company is a big brand name, when a potential host might say, “I’d love to be involved because I love your brand. I don’t really even need the money.” But you’ll still need to pay them and they’ll always take it.
Keep in mind that hiring an external host is a lengthy process. You should allow at least one to two months to search for, complete negotiations with, and onboard, your new host.
Remember, the host is the voice of the show. Take your time and choose wisely.
This episode is brought to you by Content Allies.
Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com