B2B Podcasting for Non-profits to Build Brand Trust & Scale with Short-Form Content with Adam Larson

Podcast Gurus: Interviews on Podcasting, Podcast Growth, Podcast Marketing, Content Strategy & PR

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

In this episode of Podcast Gurus, we sit down with Adam Larson, senior podcast producer at the Institute of Management Accountants and host of Count Me In, a podcast spotlighting real voices in the accounting and finance world. Adam also co-hosts a personal podcast, The Larson Parade, sharing stories of love, music, and second chances.

Adam shares how Count Me In evolved from an internal idea to a global platform supporting IMA’s mission, and why podcasting remains his favorite medium for authentic storytelling. He reflects on balancing brand strategy with creative freedom, how he uses tools like CastMagic and Riverside to streamline production, and the surprising overlap between B2B and personal podcasting challenges.

Whether you're producing for a company or your own brand, Adam’s insights into workflow, tools, and storytelling are full of practical takeaways for podcasters at any level.

Expect to Learn

• Why podcasting is ideal for connecting with niche professional audiences
• How to tie podcast topics to broader organizational goals without being too promotional
• The importance of good audio, even over video, in podcast retention
• Which tools make solo podcast production more manageable
• Why marketing and content snippets are critical, but rarely easy

Episode Breakdown with Timestamps

[00:00] Opening: Meet Adam Larson and the story behind Count Me In

[03:09] Why podcasting works better than blogs or conferences for storytelling

[04:55] Inside IMA: Connecting podcast content with organizational strategy

[09:15] The personal podcast: Starting The Larson Parade with his wife

[11:57] Challenges in both corporate and personal podcasting

[16:32] Recommended tools: Riverside, CastMagic, Pro Tools, and more

[20:34] Podcast marketing tips: snippets, social, and realistic expectations

[25:28] The future of podcasting: What will still matter in ten years

Follow Adam Larson:

• LinkedIn: https://www.linkedin.com/in/larsona
• Institute of Management Accountants: https://www.linkedin.com/company/ima-institute-of-management-accountants

Follow Hussam & Guillaume:

• Hussam on LinkedIn: https://www.linkedin.com/in/hussam-ali-6bb69186/
• Guillaume on LinkedIn: https://www.linkedin.com/in/guillaume-jouvencel/
• Gha Marketing Website: https://ghapodcast.com/

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