Why Podcasts Should Be Part of Your B2B Content Marketing

Podcasts haven’t always been popular. They were originally called “audio blogs” until 2004 when the term “podcast” was coined. The podcast emerged in the early 2000s as a niche content format for people who were talking about hobbies or interested in new technologies. In 2006, about 11% of Americans had listened to a podcast. With the rise of smartphones and people looking for new channels to share content, podcasting became mainstream in the late to mid-2010s. By 2020, 55% of the US population had listened to a podcast. With the continued rise of digital marketing, content marketers who haven’t done so yet should consider adding podcasts to their marketing mix.

  • 37% of Americans, 104 million people, have listened to and/or viewed a podcast in the past month
  • 51% of podcast listeners are male
  • 48% of podcast listeners are between 12 and 34 years old
  • 49% of people listen to podcasts at home

Benefits of Adding Podcasts to Content Marketing Efforts

Adding podcasts to content marketing can provide similar benefits to blogging and e-books, but also unique benefits that can help organizations gain a competitive edge.

Grow your audience and grow your notoriety

Whatever a person’s hobbies or interests, there’s probably a podcast that’s perfect for them. Since podcasts have the potential to reach audiences all over the world, targeting isn’t limited to a geographic area. Podcasts reach people who consume content differently. While increasing audience bases and awareness is important, so is reaching your target audience. Focusing content on pain points and challenges will direct relevant content to its ideal customers.

Establish thought leadership

Podcasting helps demonstrate expertise and establish thought leadership. In B2B, earning a reputation as an industry expert goes a long way. Communicating relevant and impactful content on a podcast can help establish or strengthen thought leadership recognition.

Practical and engaging

Creating engaging, easy-to-consume content can be a challenge for content marketers. With podcasts, people can listen to them anywhere and anytime on a variety of devices. Additionally, many podcast episodes are 30-45 minutes long, with some being even shorter. Either way, less than an hour is relatively short and may be the time it takes for a person to go for an evening walk, take a lunch break, or drive from place to place. Listening to podcast episodes is a convenient and enjoyable way to pass the time.

Content is easy to create and reuse

Content marketers generally have a knack for writing and creativity, but it’s always a good idea to look for other ways to create content faster. With podcasts, you need a good topic, a plan to discuss, and basic audio and recording equipment. Additionally, 30-45 minutes of audio can be reused across multiple pieces of content. Imagine the number of blogs and e-books that can be created from a single episode of a podcast!

Get started with your podcast

Ready to take the next step and start a podcast? Here are some strategies and tips for getting started.

Define your why

You’ve committed to creating a podcast, but what’s the point? What are the objectives ? Having a “why” behind a podcast can help keep you on track to produce the most useful content and reach the right audience. Setting goals before launch can guide strategic efforts.

Determine your style

There are several different styles of podcasting to use. You may have listened to one-person-led, co-hosted, panel, or even interview-style podcasts. While which style to pursue ultimately depends on your team, the most successful business podcasts are the Q&A/interview style or the panel style.

Interview-style episodes allow you to host a variety of people. For example, inviting a current client, prospect, or even another team member can fuel content that appeals to listeners. Panel-style episodes allow multiple people and perspectives on a single episode. This provides healthy discussion, varied viewpoints, and diverse content among panelists. When a panel is made up of current customers, it can also build trust and tell listeners that your brand is trustworthy and authentic.

Create a process

Many factors go into producing a podcast. Content creation, programming, recording, editing and promotion are some of them. It is necessary to create a process that works for your team and helps streamline activities.

Equipment requirements

One of the great things about podcasting is that there are only a few pieces of equipment needed to get started. You will need a microphone or device to record the episode, a computer to store and edit the audio content, and a place to host it, either on a website or a platform like Apple Music or Spotify.

Elevate Content Marketing with Podcasting

Content marketing is an effective strategy for engaging audiences and converting leads into leads. As the demand for immediate, easy-to-consume digital content is on the rise, podcasting offers content marketers a way to capitalize on it. With the many opportunities and benefits podcasts bring to content marketers, it’s worth considering as an addition to your content marketing mix.