Most B2B brands launch a podcast with a clear goal: to build awareness, engage their audience, or establish thought leadership. But when it comes to structuring that podcast, there’s often confusion.
Should it be a show—a structured series with a clear format and defined premise? Or should it be a feed—a more flexible content engine that evolves with the company’s strategy?
While a feed is great for brands that need flexibility, there are moments when a show is the better approach. A well-executed show can build deep brand recognition, tell a compelling story, and create a loyal audience in a way that a broader content feed might not.
So how do you know which one is right for you?
A Show vs. A Feed—What’s the Difference?
A show is a structured, narrative-driven podcast with a defined theme and format. Think of it like a TV series—each episode follows a clear structure, and listeners know what to expect.
A feed is more flexible and serves as a content hub. It’s not locked into one format, allowing for a mix of interviews, internal thought leadership, live event recordings, and repurposed content.
A feed works well for brands looking to integrate their podcast into sales and marketing efforts, but there are clear cases where a structured show makes more sense.
When a Show Is the Right Strategy
1. You’re Building a Strong, Recognizable Brand
If your primary goal is to establish a distinct voice in the industry, a well-defined show creates a clear, memorable identity.
A structured show helps position your company as the go-to resource on a specific topic. It allows you to own a particular conversation, create consistency, and build trust with your audience over time.
For example, a cybersecurity company launching The Breach Report—a podcast focused on breaking down recent security breaches—positions itself as a leader in cybersecurity intelligence.
A show works best when you want to carve out a niche and create a recognizable media property.
2. You Want to Tell a Cohesive, Narrative-Driven Story
Some of the most compelling podcasts follow a story-driven format that unfolds over multiple episodes. If you’re looking to:
- Deep dive into a complex industry trend
- Share customer transformation stories
- Create an internal series for employees and partners
…then a structured episodic show is the right move.
For example, a B2B SaaS company launching Scaling Up, a limited series featuring startup founders sharing their growth journeys, benefits from a structured, well-produced format.
If you want to create an immersive, binge-worthy experience, a show is the better approach.
3. Your Business Priorities Are Brand-Driven (Not Demand-Driven)
If your company is focused on brand trust and reputation rather than immediate lead generation, a structured show creates deeper audience engagement.
A well-executed podcast can:
- Build brand affinity by establishing an emotional connection with listeners
- Position your company as a thought leader in a niche space
- Create a loyal audience that regularly tunes in
For example, a fintech company launching The Future of Finance, a show exploring industry trends, helps establish credibility among investors and regulators.
A show works best when you’re playing the long game of brand-building rather than optimizing for short-term conversions.
4. You’re Targeting a Wide Audience, Not a Niche ABM List
If your goal is mass awareness instead of one-to-one sales relationships, a show with broad appeal is the better choice.
A structured show allows you to:
- Attract a larger audience rather than focusing on a select group of accounts
- Be guest-driven without needing to align every episode with sales efforts
- Build long-term listenership rather than optimizing for pipeline acceleration
For example, an HR tech company launching Work Reimagined, a show about the future of work, benefits from a format that reaches executives across multiple industries.
If your podcast isn’t designed to tie directly to pipeline efforts, a show with a wide reach is a smart play.
5. You Want a Limited Series, Not an Ongoing Content Engine
If your podcast has a fixed timeline or a set number of episodes, it makes sense to treat it as a show with a beginning, middle, and end rather than an evolving content feed.
This works well for:
- Product launches – A podcast series that walks customers through a new platform
- Event promotions – A short-run podcast that builds excitement before a major conference
- Research reports – A deep-dive into a major industry study, unpacking insights in episodes
For example, a SaaS company launching The AI Shift, a 10-episode series breaking down their latest research report on AI adoption, benefits from a structured, narrative approach.
If your podcast is designed to be a short-run project, a show is the best way to frame it.
Choosing the Right Strategy for Your Podcast
So, should your podcast be a show or a feed?
Ask yourself:
- Is your goal brand awareness or direct sales enablement?
If brand-building, a show is likely best. If sales and demand generation, a feed makes more sense. - Does your content require a specific format or structure?
If yes, a show is the right fit. If flexibility is needed, go with a feed. - Is this an ongoing content strategy or a limited series?
If ongoing, a feed works well. If a defined episode count, go with a show. - Are you targeting a broad audience or a select group of accounts?
If broad, a show makes sense. If ABM-driven, a feed is more strategic.
The best approach depends on how you want your podcast to serve your business objectives.
A show works when you need structure, brand consistency, and audience engagement.
A feed works when you need flexibility, integration into sales efforts, and demand generation.
Both can be powerful—when used strategically.
