Curious Business: The B2B Growth Podcast

The Podcast Industry Expert Without A Podcast | with Chris Stone

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Chris Stone has spent 13 years in the podcast industry, creating audio and video content for major UK publishers like The Telegraph, Evening Standard and New Statesman. He also writes the Podcast Strategy Weekly newsletter. But there's a twist: he doesn't have a podcast of his own. Why?

Instead, he's launching Podcast Crew - a vetted marketplace solving a huge B2B gap in podcast production hiring. In this conversation, we explore why he chose to build infrastructure over personal brand, how podcasting fits into an overall content strategy, and how B2B leaders can apply this thinking to their own growth.

Chris also challenges some of the most common assumptions podcasters hold: that social clips drive listeners, that video is for younger audiences, and that everyone who wants to grow their business should start a show. He also has a lot to say about where podcasting is heading - and why AI and podcasts are good news for live, in-person events.

Listen to this episode to find out:

  • Why someone who has spent 13 years making podcasts for a living - and now advising other podcasters - doesn't have one himself
  • The question Chris asks every podcaster he meets, and why they often can't answer it
  • What social clips from your podcast are actually for
  • Why AI and podcasts are good for another, more conventional, medium
  • The dark web podcast Chris thinks everyone should hear
  • Why podcasts might be the most powerful community-building tool available right now

    • Chapters:

    03:10 – The Telegraph, Prince Harry, and Bryony Gordon's Mad World

    04:45 – Building the New Statesman's podcast from a cupboard to 200k YouTube subscribers

    07:47 – The three skills that make podcasting work

    09:46 – Going off-the-cuff at the Labour Party conference

    12:08 – Why Chris started writing Podcast Strategy Weekly

    16:06 – Why a podcast producer deliberately doesn't have a podcast

    20:04 – How B2B podcasts build trust (and why that matters more than reach)

    21:30 – The case for video in podcasting

    24:37 – What social clips are actually for (it's not what you think)

    29:56 – Why hiring in podcasting is broken

    32:11 – Building on Airtable and Softr with a developer from Upwork

    34:18 – The podcast everyone should hear

    38:05 – Three big opportunities in podcasting right now

     

    Links:

    • Podcast Strategy Weekly: https://podcaststrategy.substack.com/
    • Podcast Crew: https://www.podcastcrew.co.uk/
    • Connect with Chris on LinkedIn: https://www.linkedin.com/in/chrisstonetv/
    • Kill List podcast: search on any podcast app: https://wondery.com/shows/kill-list/

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      Thanks for listening.

      Curious Business is here to bring you insights, experiences and ideas from founders, leaders and experts to help you think differently about your business and its marketing.


      My name is Stephen Morris and I help start-ups and scale-ups get momentum in their marketing and pipeline.

      Like to know more? Book a discovery call:
      https://www.curiousbusiness.co.uk/discovery/

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      If you'd like to talk about how podcasts can build reach, enhance authority and fuel your pipeline, visit:
      www.curiousbusiness.co.uk.

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      Curious Business: The B2B Growth PodcastBy Stephen Morris | B2B Growth Podcast Host