• Erin Edwards

Podcasting as a Marketing Channel


When you think about B2B marketing, podcasting isn’t usually the first thing that comes to mind. Paid advertising, digital marketing, and SEO are arguably some of the most popular methods. But while these forms of marketing may be effective, branching out towards podcasts could boost your marketing to the next level.


Why Podcasts?

Podcast listenership has increased dramatically in recent years. An estimated 104 million Americans listened to a podcast within the last month (The Infinite Dial 2020). Additionally, podcasts are great for on-the-go media consumption. For a business audience that tends to be very busy, podcasts are easy to listen to while multitasking. They are also more engaging than a print ad and, unlike videos, webinars, and live streams, don’t require staring at a screen.


Promote Your Brand

You can position yourself as an expert in a written format such as a blog or newsletter, but thought leadership content is more authentic and more engaging when delivered in the voices of the experts themselves. Talking about a topic or having a conversation with a guest allows your listener to hear your tone and personality, which makes you seem more real and honest. Plus, it’s very easy to turn a podcast episode into a blog post by transcribing audio and repurposing it, which is much easier than generating new content.


Build Community

Your business is unique, offering products and services tailored to a well-defined market-- meaning that you have specialized knowledge and insights. Starting a podcast is a great way to share those insights within your industry and to create a community of businesses that are interested in what you have to say. In your episodes, mention other ways of connecting outside of the podcast, whether that be through social media or your website. By creating multiple ways to interact with your audience, you are more likely to hold their attention and keep them engaged with your brand.


Subscriptions and Feedback

Apple Podcasts, Spotify, and other podcast directories allow users to subscribe to their favorite podcasts. By subscribing, listeners are notified every time a new episode is uploaded. This saves you from having to do extensive external marketing every time you post a new episode. These sites also allow for comments and reviews, which show you in real-time what your listeners think about your content and brand. By addressing this feedback in future episodes and integrating it into your podcast production process, your audience knows you care about them and actually listen.