George Algar-Nicholas

Podcasting is becoming an important channel for establishing credibility. As AI-generated content increases and attention fragments across platforms, trust and authority are becoming central to how audiences decide who to listen to and who to buy from.
In the latest episode of Crossing the Pond, Richard Cook speaks with Bogdan Bratis, a former musician who now produces B2B podcasts and hosts The Podfiles. Bogdan supports brands that use podcasts to build reputation and relationships rather than chasing vanity metrics.
He outlines how podcasts create strategic value, why many organisations struggle to do them well, and how AI is changing distribution and discovery.
Five Lessons for Building an Effective B2B Podcast
Bogdan has worked on a variety of B2B shows across different industries. The highest performing ones share several traits. Here are his key lessons:
  • Authority matters: In B2B environments, a small but relevant audience is often more valuable than a large general one. Senior decision-makers and industry specialists are the listeners who drive business impact.
  • Strategy sets the direction: A clear concept, target audience, and editorial approach are required before recording starts. Many corporate podcasts fail because the idea is too vague or too generic.
  • SEO is still important: Podcast transcripts and written repurposing can support search visibility. AI tools and modern search engines are starting to use these signals as indicators of expertise.
  • Human voices stand out: Podcasting works because it feels conversational and personal. This is increasingly noticeable as many written formats become more automated.
Distribution determines reach
A single episode can be reused across multiple channels, including social clips, articles, newsletters, and SEO assets. This increases visibility and strengthens the value of the original recording.
Why This Matters
Podcasting sits at the intersection of expertise, communication, and content distribution. For brands and executives trying to build trust, it provides a format for demonstrating knowledge in a way that short-form content cannot.
Long-form conversations help audiences understand how people think and solve problems. They can also help organisations establish a footprint that becomes easier for customers, partners, and AI-driven systems to discover.
Bogdan’s recommendation is to treat podcasting as a strategic communications tool that builds credibility over time. This is especially relevant in B2B sectors where trust and reputation influence purchasing decisions.
Listen to episode six of Crossing The Pond now.