.png)
Black Kite is a third-party cyber risk intelligence company that helps organizations understand and manage the risk introduced by vendors, suppliers, and business partners.
Black Kite had experimented with podcasting before, but producing and promoting the show internally proved difficult to sustain. When the company decided to launch a new B2B video podcast, it partnered with Sweet Fish to build the strategy, creative direction, production system, and distribution foundation from the ground up.
Black Kite partnered with Sweet Fish to rebuild the show from the ground up, elevate its subject-matter experts, and create a repeatable video system that could support awareness, trust, and pipeline.
The Challenge
Black Kite’s original podcast had reached an operational ceiling.
The marketing team was responsible for pipeline growth alongside a wide range of other priorities. While media was one part of its strategy, the team did not have the capacity or specialized resources to manage a sophisticated video podcast internally.
Recording was only one part of the problem. Producing a polished video show required multiple cameras, quality audio, visual direction, editing, publishing, promotion, and ongoing performance strategy.
As the workload increased, video production became too demanding to sustain.
“We got to the point where editing the video was so much more work. We just sort of abandoned it.”
Black Kite needed more than an editing vendor. It needed a partner that could take ownership of the show while ensuring the content reflected the company’s expertise and wider marketing strategy.
The Approach
Sweet Fish worked with Black Kite to develop a complete B2B video podcast program.
The engagement included:
- Audience and persona development
- Show strategy and creative direction
- Podcast branding and visual design
- YouTube and podcast profile development
- In-studio video and audio recording
- Editing and post-production
- Full-length video and audio episodes
- Six to eight short-form assets per month
- Social content
- Paid YouTube distribution
- Ongoing reporting and show optimization
Every four months, the Black Kite team travels to Sweet Fish’s Florida studio to record approximately six to eight episodes in a concentrated production sprint.
Sweet Fish then produces and delivers two full video and audio episodes each month, supported by short-form content and paid distribution.
This gave Black Kite a consistent content engine without requiring its internal team to coordinate every detail of production.
“Everything kind of came to us as a decision… but then from there, Sweet Fish really took over and sort of said, ‘Okay, we’ve got this.’”
Reaching a Specialized Cybersecurity Audience
Black Kite was not trying to attract the largest possible audience.
The show was designed for cybersecurity and business leaders responsible for third-party risk, vendor management, GRC, compliance, procurement, and supply-chain security.
Its targeting strategy focused on professionals at mid-to-large enterprises, particularly in highly regulated or supply-chain-dependent industries such as financial services, healthcare, manufacturing, technology, insurance, public sector, and critical infrastructure.
Content and distribution were built around topics including:
- Third-party cyber risk
- Vendor security assessments
- Supply-chain cybersecurity
- Risk quantification
- Continuous risk monitoring
- Compliance and regulatory requirements
- Communicating cyber risk to executives
This focused approach helped Black Kite place its experts inside the broader conversations its audience already cared about without turning the show into a product pitch.
The Results
Since partnering with Sweet Fish, Black Kite has grown its YouTube channel from zero to more than 4,000 subscribers.
The show is also generating consistent reach across formats:
- 2,000–3,000 views on an average full-length episode
- 40,000 views on its highest-performing Short
- Increasing long-form audience retention
- Continued use of podcast content across Black Kite’s website and social channels
The impact has extended beyond platform metrics.
Customers and partners have mentioned the show during calls and at industry events, giving Black Kite evidence that the content is building real awareness within its target market.
The podcast has become part of Black Kite’s broader marketing strategy rather than an isolated content initiative.
“A year later, we’re still going strong and seeing those efforts pay off.”
Why It Worked
Sweet Fish helped Black Kite solve both sides of the podcast challenge.
First, the team created an efficient production system that reduced the operational burden on Black Kite’s internal marketers. Recording multiple episodes in concentrated studio sessions made it possible to maintain a steady publishing rhythm without managing production week after week.
Second, Sweet Fish understood how to position Black Kite’s expertise within the wider cybersecurity conversation.
Rather than overpromoting the company or its platform, the show gives Black Kite’s subject-matter experts room to address the risks, regulations, and operational challenges facing its audience.
That combination of focused strategy, polished production, consistent distribution, and useful expertise helped transform an unsustainable internal podcast into a growing B2B media platform.
The Client Perspective
“What was most impressive was how quickly they understood what our company does and how we wanted to weave our expertise into the wider cybersecurity space without overselling the company or what we do.”
Black Kite gave Sweet Fish top marks for quality, timeliness, responsiveness, and willingness to recommend the team.