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B2B companies feel the pressure to do more. Publish more, say more, engage more. The problem? In pushing out more fluff, they become less recognizable and, honestly, less respected. 

The real challenge isn’t saying something. It’s saying something that matters to the people that matter. Buyers skim, swipe, skip, and move fast. How do you: A) have a voice in the conversation and B) speak a way that turns heads towards your brand? 

HexaGroup CEO and Founder, Arnaud Desprez, hosted GHA Marketing Co-Founder and target-audience whisperer Guillaume Jouvencel on HexaGroup’s Hex-Files Podcast to find out. 

Keep reading to learn how podcasts and niche content help brands stay relevant, build trust, and generate meaningful relationships instead of noise. 

Or, cut to the chase and listen to the full episode now.

"Don’t create content just to create content.” 

Modern B2B marketing struggles with volume over value. Many brands publish content because they feel they should, without considering the client experience. 

Buyers don’t consume content the way they used to. If your content doesn’t deliver value in the first few seconds, it disappears into the feed. So, naturally, the brands that win aren’t the loudest — they’re the most useful. They show up consistently with content that helps people think, decide, and move forward, then let trust build over time.

Here’s what to ask yourself before creating content: 

  • Focus on the value that educates and helps before selling
  • Build authority with consistent quality
  • Speak to buyers' problems, not product features
  • Deliver value again and again until trust forms

When brands shift from content quantity to value and relevance, audience trust grows. Buyers engage when content feels useful, personal, and human rather than promotional.

"Quality is earned through quantity."

No brand launches with perfect hooks, perfect formats, or perfect episodes. Instead of treating quality as a given, we need to start treating it as the outcome of hard-won testing and improvement.

The more you publish with intent, the faster you learn: which angles resonate, which stories fall flat, and which channels actually move the needle.

On most social and podcast platforms, there’s no hard cap on how often you can show up. What matters is whether people come back and stick around.

Here’s what to keep in mind:

  • Produce more at the beginning to test topics, formats, and tones without over-engineering every piece.
  • Track saves, replies, watch time, and completion instead of impressions.
  • Turn the posts, clips, and themes that perform into series, pillars, or recurring segments.
  • Refine your message, pacing, visuals, and structure based on real behavior, not guesswork.

Quantity builds the muscle; iteration shapes the quality. Treat early output as a learning lab so every next piece is sharper, more relevant, and more worth your audience’s time.

"Traditional content talks about the product. New content solves pain points."

Old content focuses on features. New content connects to pain, desire, outcome, and decision-making. Buyers already know how to search specs.

These potential clients expand an article or press play on an article because they’re seeking clarity, trust, and a voice they can relate to. Modern content shifts the conversation from “What we do” to “What you need and why it matters.”

In action, this looks like:

  • Moving from product-centric to problem-centric messaging
  • Creating content that meets consumers where they are 
  • Highlighting what changes (less risk, more uptime, fewer headaches, better performance)
  • Building emotional connection, not just technical proof

People buy from brands that help them think more clearly about their world. New content is informed and empathetic: it teaches, frames, and reassures instead of endlessly talking about itself.

"If an asset lets you talk with 52 decision makers a year, would you invest?"

A B2B podcast is more than media. It is a relationship engine. A single episode sits in a prospect's ears for 30 to 60 minutes. That time builds familiarity, authority, and connection.

Even low download counts hold value because each guest represents a potential customer, partner, or influencer. Podcast performance expands when companies:

  • Choose guests who match business goals and buyer profiles
  • Use interviews to open doors; cold outreach never could
  • Turn one recording into many content assets

The value is not just views. The value is access, conversation, and credibility built over time.

"One episode can become 18 pieces of content."

A good podcast episode isn’t just one asset — it’s a content waterfall.

Instead of recording, posting once, and moving on, high-performing teams treat each episode as raw material they can reshape and redistribute across channels. One conversation can power weeks of content if you plan for it.

A typical breakdown might include:

  • A full video version for YouTube
  • A full audio episode for podcast platforms
  • 3–10 short video clips for LinkedIn, Instagram, X, or TikTok
  • Multiple social posts highlighting key quotes or insights
  • A long-form blog article (like this one) built from the discussion
  • Segments for an email newsletter or nurture sequence
  • Clips and assets your guest can share with their own audience

This approach increases visibility and multiplies touchpoints without multiplying effort at the same rate.

Because buyers rarely act after a single exposure, every clip becomes another doorway back to your brand. The more thoughtfully you repurpose, the more chances your ideal audience has to stumble across something that resonates and pulls them closer.

"Start a niche. Own the niche. Then expand."

Podcast competition is rising, but most shows still aim too wide: “marketing,” “innovation,” “leadership.” These broad topics make it hard to stand out — and very easy to be ignored.

There’s still a ton of opportunity for companies that pick a specific niche and become the respected authority in that space. 

The advantage belongs to the company that picks a niche so specific that it becomes the obvious authority in that space.

A few general guidelines here: 

  • Pick a narrow theme within your industry
  • Create deep content with experts, not surface talk
  • Serve one audience better than anyone else
  • Expand only after trust and traction exist

Healthy podcasts also evolve. Inviting new guests keeps perspectives fresh, prevents stagnation, and brings new stories and networks into the mix.

In the end, relevance is your best defense against content fatigue. When your show speaks clearly and consistently to a specific set of people about the problems they actually care about, they keep listening (and tend to bring others with them). 

Learn more content hacks that keep people coming back 

Catch the full conversation with Guillaume Jouvencel on the HEX-Files, HexaGroup’s energy marketing podcast for leaders who want real results.

Listen Now:

Spotify 
Apple Podcasts 
YouTube 
LinkedIn Newsletter

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