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Crossing the Pond
B2B sales in the UK are worth over £188 billion a year, drawing ambitious companies from around the world - especially North America. But breaking into the UK isn’t simple. Differences in scale, customer behaviour, sales methods, regulation, and media mean success is far from guaranteed, with over 40% of newcomers failing within three years.
Crossing the Pond is the go-to podcast for B2B leaders planning or pursuing UK expansion. Hosted by Richard Cook, each episode features candid conversations with executives who’ve made the leap. They share lessons learned, wins, challenges, and practical insight on using earned media to drive awareness, credibility, and growth.
EP06: The Power of B2B Podcasting: Bogdan Bratis on Brand Building With Expert Voices
In this episode, Richard Cook speaks with Bogdan Bratis, a B2B podcast strategist, producer, and host of The Podfiles. Bogdan’s background spans music, audio production, and corporate communications, giving him a distinctive view on how long-form content builds trust and authority.
Bogdan explains why podcasting has become a strategic communications channel for B2B organisations, how smaller audiences can deliver stronger business outcomes, and why many corporate shows struggle due to weak concepts and poor distribution. He highlights the growing role of AI and SEO in podcast discovery, emphasising that transcripts, repurposed content, and backlinks now influence how expertise is surfaced online.
From editorial strategy to production quality, Bogdan outlines how brands can use podcasting to strengthen relationships, build credibility, and create reusable content that supports wider marketing activity. He also discusses the value of being human on-mic, the importance of preparation, and the link between podcasting and earned authority in competitive markets.
About the Guest:
Bogdan Bratis is a podcast producer and strategist who supports B2B organisations in designing, launching, and scaling podcasts with a clear editorial focus. He also hosts The Podfiles, a podcast about the craft, strategy, and economics of the podcasting industry. Bogdan specialises in long-form content, guest preparation, B2B communications, and multi-channel distribution.
Bogdan Bratis is a podcast producer and strategist who supports B2B organisations in designing, launching, and scaling podcasts with a clear editorial focus. He also hosts The Podfiles, a podcast about the craft, strategy, and economics of the podcasting industry. Bogdan specialises in long-form content, guest preparation, B2B communications, and multi-channel distribution.
Key Lessons and Takeaways:
• Podcasts Build Authority. In B2B environments, relevance and credibility matter more than large general audiences.
• Strategy Comes First. Strong editorial concepts, audience definition, and positioning determine long-term success.
• Distribution Multiplies Value. Episodes become master assets that can be repurposed across written, audio, and video channels.
• Transcripts Support Discovery. AI systems and modern search engines use written signals to connect experts with audiences.
• Human Voices Cut Through. Authentic, conversational formats stand out in a media landscape with growing automation and noise.
• Metrics Should Match the Market. In B2B, leads, relationships, reputation, and influence are more meaningful than download numbers.
• Podcasts Build Authority. In B2B environments, relevance and credibility matter more than large general audiences.
• Strategy Comes First. Strong editorial concepts, audience definition, and positioning determine long-term success.
• Distribution Multiplies Value. Episodes become master assets that can be repurposed across written, audio, and video channels.
• Transcripts Support Discovery. AI systems and modern search engines use written signals to connect experts with audiences.
• Human Voices Cut Through. Authentic, conversational formats stand out in a media landscape with growing automation and noise.
• Metrics Should Match the Market. In B2B, leads, relationships, reputation, and influence are more meaningful than download numbers.
Resources and Mentions:
• Strategic podcasting for B2B organisations
• The role of transcription and written assets in SEO and AI discovery
• Content repurposing models across social, web, and PR
• Why podcasting is a relationship and credibility channel, not just a media channel
• Strategic podcasting for B2B organisations
• The role of transcription and written assets in SEO and AI discovery
• Content repurposing models across social, web, and PR
• Why podcasting is a relationship and credibility channel, not just a media channel
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