A Business Case for B2B Podcasting
Over the past several years, podcasting has become a serious player in the media landscape. According to a study by Edison Research, in 2020:
· More than 73 million Americans listen to podcasts monthly
· 1/3 of Americans age 25-34 are regular podcast listeners
· 68 million Americans listen to podcasts weekly
What’s less well known is that podcasting is also a powerful channel for content marketing. Podcasting is quickly becoming one of the most effective ways to establish thought leadership, prospect for new customers, and enhance brand development. Here’s why:
Save Time & Money
Every business needs to produce content that offers value to its customers and prospects. But producing high-quality content takes time and often requires farming content-creation out to high-cost 3rd party vendors. By contrast, starting a podcast will not only generate audio content but also, via transcription, will produce a steady stream of fresh, high-quality print content that you can repurpose as white papers, blog posts, social media posts, and more.
According to the 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study, nearly 50% of decision makers spend at least one hour per week engaging with thought leadership content, but only 15% rate the quality of the though leadership material they consume as very good or excellent. Which gives your organization a valuable opportunity to get a leg up on your competitors by producing objectively excellent thought leadership content.
Starting a podcast is an effective and efficient way of doing just that. Compared to white papers, blog posts, and even webinars, a well-produced interview-style podcast is significantly more engaging because it features your leaders engaged in lively discussion—discussion that’s unscripted, informal, and authentic. Plus, this type of conversational content not only provides valuable information to listeners but allows your leaders’ personalities shine through, enabling listeners to connect with them as real people.
Turning prospects into paying clients is all about developing authentic relationships. Inviting your ideal prospects to be guests on your podcast is a powerful way to break down barriers and get to know prospects as real people, and for them to get to know you. During a 15 to 20-minute interview, you can get to know a lot about your ideal customers as people and learn a lot about their company’s goals and challenges--precisely the type of information that converts leads into sales.