In this episode of Voiceworks: Sound Business; Jim Salveson chats to Richard Gillis of Unofficial Partner about creating a B2B marketing strategy with podcasting at its heart.Richard is 50% of Unofficial Partner, a Sports Business podcast (and newsletter) that has garnered a brilliant reputation in the industry for offering high quality (and high level) insight into the business of sport.Jim and Richard talk about the early days of the podcast and establishing an audience, how Unofficial Partner adds layers of valuable intel onto their audience so they know exactly WHO is listening and how they have trod the line between interesting commercial opportunities and keeping ensuring the podcast always has the most interesting content.You can find more from Unofficial Partner (including their podcast) via the website https://www.unofficialpartner.comIf you would like to talk to someone about your audio strategy (including but not exclusively podcasting) then you can contact Voiceworks via the website voiceworks.ai. Learn more about your ad choices. Visit podcastchoices.com/adchoices