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Brown Bear Studios

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Brown Bear Studios

🎙️ Podcast studios for marketers, agencies, brands & creatives
📍 Central Brighton
🎥 Full podcast production
🤝 Sister brand of Brown Bear Audio

20/09/2026

Your podcast needs to be more Nando's, less late-night city centre kebab shop.

I don’t mean that in a ‘make cheeky content’ kind of way. I’m talking about consistency.

We all know Nando's is not the greatest chicken on earth. That's probably some 5* restaurant somewhere.

BUT we also know we’re going to get it quickly, what it’s going to taste like, and that you can go anywhere in the country and it’ll roughly taste the same.

Independent kebab shops though… one may be the best kebab you’ve ever tasted, and the next will give you food poisoning. You roll the dice on what experience you’re going to get.

Your podcast needs to be consistent in quality and in output alongside good communication. You need to let your audience know what to expect and what they’ve signed up for.

That doesn’t even mean putting out an episode once a week. You could put out an episode once a month, as long as it’s the same quality and you are clear about it.

Give your audience a good, consistent experience and over time they will trust you. Just like I know that no matter where I go in the country and walk into a Nando's, I know exactly what I'm getting.

15/09/2026

I used to follow this really elaborate sales-cycle model when planning a podcast strategy, then mention it to clients and they'd go immediately glassy-eyed.

So I simplified it.

Instead, I built a 5-stage model how B2B podcast listeners actually behave, and how to convert someone into an advocate.

I use this model with every podcast client. It keeps us clear every step of the way and keeps us focused on what we should be measuring.

I've broken it all down in the carousel below. Let me know if you think it's useful.

07/09/2026

A brilliant launch for a rubbish B2B podcast is the Fyre Festival model of podcasting.

You don’t want to put all your efforts into advertising something that’s a total car crash. A great launch campaign may get people to listen to episode 1 but they're not going to listen again if they feel let down.

Instead, when you develop your podcast, your aim should be to be like a theme park.

Theme parks don’t exist for you to go on a rollercoaster once and never return. They want you to come back every year, and they want you to feel positive and excited about the experience of coming to them. They will even wait in line for ages to get more. There's a reason people go back to Disneyland every single year.

You need to treat your podcast the same. You want people to come back week on week and develop trust in you and your brand.

Because your audience aren't going to do anything for you - whether that's subscribe, like, follow, or even buy something from you, if they don't listen past your first episode.

Honestly, is there any point spending loads of money to get people to listen to a thing that's sh*t?

05/09/2026

Clickbait is the sugar rush of podcast marketing. It means a quick spike in downloads, followed by an immediate crash in brand authority.

A tabloid-style title might get someone to press play, but it won’t keep them around for the full episode.

Consider the difference between:

“This is the solution to all your problems”

“Is this the solution to all your problems?”

The first example is a bad-faith promise. It sets an impossible expectation, borders on false advertising, and leaves prospective clients feeling misled. They will inevitably hold it against your brand.

The second example leverages genuine curiosity. It creates intrigue without deceiving the listener, using the podcast as an opportunity to examine the claim and thoughtfully back it up.

One of the primary reasons to build a B2B podcast is to establish trust. Trading long-term credibility for a short-lived download spike is a trade-off your brand can’t afford.

03/09/2026

Excited to be helping .ai shoot content for their new YouTube channel.

Love seeing the community approach to not just their business but even while making the content, they are live-streaming to YT and TikTok. The audience can drop on the stream mid record and ask questions.

Very dynamic approach to content and brand building without Paid ads.

30/08/2026

Some B2B hosts I’ve worked with don’t like promoting their podcast because they’re worried about spamming their audience.

And I have to remind them that they don’t have to say “new episode out now” every week. That IS pretty boring.

Genuine promotion is actually about looking accessible - taking the ideas from each episode and turning them into different formats, like carousels, blogs, and social media posts.

And it’s not like every single potential listener is on every single platform. A newsletter reader might not have a LinkedIn. A person who follows you on Instagram might never have seen your Facebook.

Promotion doesn’t always drive someone to listen there and then. It can build a silent relationship over time based on your ongoing commitment to produce the content your ideal audience wants and needs.

It’s only when they get bored of seeing you that you know the message has cut through. And each new episode is another opportunity to do that.

26/08/2026

You can’t claim to have Mercedes-Benz values and then publish canal-bicycle content.

I’ve lost count of how many times I’ve heard “It’s only a B2B podcast. We don’t need the bells and whistles…”

“... we’ll just do it on Zoom”
“... we’ll get the intern to edit it”
“... we’ll get ChatGPT to be the producer, how hard can it be?”

It's a bit like standing up to give your inspirational Greta Thunberg-style speech in a Hessian sack with holes in it, without having written or practised your lines.

Why bother making something that looks like an internal call and say it reflects the value of your brand?

You create a B2B podcast to build trust and transaction. Don’t do your audiences a disservice with mediocre content.

23/08/2026

I've seen many clients do the hard work of preparing their podcast, and then sleep on it and hope the show gets found.

The reason? The host is too embarrassed to promote it.

I recently posted about this because I've seen at least ten times in the last decade. And Austra Putnina asked me the main reasons why I think hosts 'post and ghost.'

Here are some of the reasons I said to her. Totally subjective opinions. It could be one or a little of all.

Do you agree or disagree with me? What would you add or remove?

19/08/2026

I’ve outsourced podcast content cheaply before and then ended up spending all my time fixing it.

I have nothing against platforms like Upwork and Fiverr - I’ve used them before and this is no slight to the talented people on the platform.

But it’s just a simple fact that:

1. These platforms are a race to the bottom, price-wise
2. Low-cost freelancers are going to deliver the minimum viable product. They have to, after all, as they need to make their own budget work.

My rule is that cheap outsourcing can work for clear, easy and repeatable tasks. But if you’re taking time writing long briefs or checking assets, then you’re missing the point.

You shouldn’t outsource specialist tasks to generalists. You need someone who can question what you’re doing but that you can also trust will get the job done.

Podcast strategists cost more than Upwork or Fiverr because we’re being paid for our thinking and our decades of experience and understanding. I'm not just being paid to do what you asked - I'm being paid to recognise how we can make your podcast better than ever.

03/08/2026

Too often, B2B businesses come to me wanting three things from their podcast, in this exact order:

1. Sales
2. Better leads
3. Brand recognition

However, if you want content that goes in for the hard sell, turn on QVC instead.

Because when you lead too heavy with the sale in your podcast, you’re actually skipping the steps that make sales possible.

Instead, this is the order of how I recommend things should go.

1. Brand recognition

People need to know who you are before they consider buying from you. No one wants a 45-minute sales pitch wrapped in a podcast. Make them trust and like you first and build familiarity with you and your brand.

2. Better leads

People should hear from you constantly, developing a sense of trust and belief that you understand and can fix their problem. Share your thinking, your expertise, and your frameworks throughout your podcasts. That’s when the right people will consider you.

3. Direct sales

This is when you go for the kill - with direct, relevant CTAs within your useful podcast (or in your marketing). This is the point when your CTAs actually have context - whether it’s asking people to buy your product, use your service, sign up to your email list, or get in touch.

Podcasts are a great, intimate way to build connection. Don’t turn people off with a hard sales pitch. That comes after.

Address

15-17 Middle Street
Brighton And Hove
BN11AL

Opening Hours

Monday	9am - 6pm
Tuesday	9am - 6pm
Wednesday	9am - 6pm
Thursday	9am - 6pm
Friday	9am - 6pm

Telephone

+441273201122

Website

http://brownbearstudios.co.uk/

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