Everyone hands you the same B2B podcast checklist: publish weekly, grow your audience, keep it short, hook them in the first 15 seconds, book big-name guests, repurpose everything.

Follow all of it and you'll build a podcast that's technically excellent, sounds exactly like everyone else's — and sells nothing.

Hi, I'm Neal Veglio, founder of Podknows Podcasting and in this episode I'm making the case that "best practice" is the satnav voice of the entire podcasting industry: the average of what worked on the average podcast, read aloud with total certainty by people who've rarely worked on a show that isn't their own.

It'll make you brilliant at being average.

And a brilliantly average podcast doesn't pay your mortgage.

So what do we do instead? Ah, well, that's what this episode is for.

Chapters

00:00 Cold open: the moral of the story - a satnav that drove a man into a lake

02:37 Best practice is the satnav voice of the whole industry

03:02 You don't want an average podcast

03:55 That confident "2.5 million downloads" voice online

04:25 The real problem: optimising for the wrong thing

04:43 Your podcast's job — move the buyers you already have

04:53 A dashboard number is not a payment-link click

05:01 How best practice homogenises your show into noise

05:32 Technically excellent, but ultimately forgettable

05:51 Content pillars are the illusion of strategy

06:10 Why "best practice as wisdom" is slightly lethal

06:57 "Publish weekly": cadence is a production metric

07:11 "Grow your audience": 12,000 wrong listeners vs 12 buyers

07:41 "Keep it short": B2B buying is high consideration

08:11 "Hook them in 15 seconds": imported from retention farming

09:09 "Book big-name guests": their audience isn't your buyer

10:03 "Repurpose everything": thinner effort, decontextualised noise

10:41 Best practice isn't wrong — it's premature

11:01 The only question that matters: what's your podcast's job?

11:49 Define the job and best practice writes itself

13:09 How the Podknows Diagnostic sets your destination

13:40 Founder FAQ: "No video means it's not a real podcast?"

16:28 Quick tip: check Apple & Spotify - here's why

Take the next step

B2B Podcast Growth Diagnostic → https://podknows.co.uk/diagnostic

Podcast Audits → https://podknows.co.uk/audits

Podknows Website → https://podknows.co.uk

Watch more episodes of B2B Podcasting Insights → https://podknows.co.uk/b2bpi