The B2B Podcast System to Build Trust, Repurpose Content and Drive Sales with Sophia Matveeva

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

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In this episode of Podcast Gurus, we sit down with Sophia Matveeva, founder of Tech for Non-Techies, an education platform helping non-technical founders and business leaders thrive in the digital economy. Sophia has taught her flagship course at institutions like Oxford University, London Business School, and Techstars, and has secured government contracts to expand access to tech education..

Sophia shares her journey from business school lecturer to podcast host and government contractor, and why podcasting has become her most powerful trust-building tool in both B2C and B2B markets. She reflects on how Tech for Non-Techies went from a paid course to a global learning platform, the rise of the “trust recession,” and how she uses her podcast to repurpose content, build authority, and support long sales cycles in the public sector.

Whether you’re an educator, a founder, or a consultant selling high-ticket services, Sophia’s insights into podcasting, brand building, and audience trust are filled with valuable takeaways you can apply right away.

Expect to Learn

• Why podcasting is essential for building trust in today’s “trust recession”
• How to repurpose podcast episodes into high-ROI content across platforms
• The real impact of podcasting on B2B sales cycles with governments and corporates
• How to build a content strategy that speaks to both individual and institutional buyers
• Why shame and consistency are underrated motivators for long-term podcasting success

Episode Breakdown with Timestamps:

[00:00] Opening: Introduction to Sophia Matveeva and her podcast Tech for Non-techies

[01:30] Mission of Tech for Non-techies: helping non-technical founders navigate technology

[03:22] Importance of podcasts in building trust and authority in a “trust recession”

[10:30] Using podcasts to establish credibility with B2C and B2B audiences

[19:55] Consistency and accountability: staying committed through 267 episodes

[24:24] Balancing B2C and B2B content: focusing on a single target audience for clarity

[33:30] Leveraging media, PR, and speaking opportunities to complement podcast impact

[40:10] Podcast technology and workflow: Riverside and ChatGPT for content production

Follow Sophia Matveeva:

• LinkedIn: https://uk.linkedin.com/in/sophia-matveeva-556365a
• Instagram: https://www.instagram.com/sophiamatveeva/?hl=en
• Facebook: https://www.facebook.com/sophia.matveeva.5/
• Tech for Non-Techies: https://uk.linkedin.com/company/tech-for-non-techies

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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