How Podcasts Are Making Waves in the B2B Space


Dianna Albanese, SourceMedia

February 4

Business-to-business companies have tapped into nearly every media method to increase exposure and build thought leadership. One digital media mechanism growing in popularity is podcasts.

Why should B2B organizations care about podcasts?

According to Marketing Land, there are many benefits to podcasting for business, especially if you’re looking to position your brand as an industry leader. The marketing blog explains that you can create podcasts…

…to learn. Inviting thought leaders as guests on your B2B podcast not only educates your audience and provides them with information, but educates your business on how the job gets done in other companies. Utilize the people in your industry to help your content thrive AND your business grow. meet people. At the same time, podcasts can help you build connections and network with your peers by having them on as guests as well as communicating with your listeners. Your guest - or those who are tuned in to hear the guest speak - are all potential customers. share your brand’s personality. Today, consumers don’t believe the stuff they see in advertisements. They expect transparency and personalization, not the bare minimum. Your branding can play a big part in how much consumers trust your brand. A podcast allows marketers to put a “voice to the name,” making the experience more personal for listeners.

While diving into a new platform can be intimidating, B2B organizations can tap into an entirely different audience by differentiating themselves from competitors and creating consistent audio content.

Skyword says that launching a podcast is the “natural next step in connecting with customers.” In a world where society is constantly interacting and absorbing information from different platforms, podcasts add another path to reach your business goal: building a relationship with your audience.

They also suggest the following to-dos if you’re looking to start your own B2B podcast:

1. Start small, manage expectations and set achievable goals.
2. Get feedback.
3. Stay dependable by deciding on a schedule and recording ahead.
4. Think about production.

As with most content types, your business isn’t going to hit the jackpot with all of them. A thriving LinkedIn audience may not convert well to a podcast audience. However, with any content, if you’re willing to experiment and choose a niche group for your brand, you’ll likely resonate more with the audience. With B2B especially, the quality of the relationships you build with your customers trumps any number of following or listener base you might have.

Need some inspiration? Check out the below brands that are winning the B2B marketing podcast game.

1. Good Copy, Bad Copy: the B2B Copywriting Podcast by Radix Communications

Now in its sixth year, Good Copy, Bad Copy covers B2B copywriting, content marketing and other B2B trends circling the industry.

2. Online Marketing Made Easy by Amy Porterfield

The top-rated online marketing made easy podcast, Amy Porterfield delivers expert interviews, mini execution plans and intimate behind-the-scenes secrets from her biggest launches to hundreds of thousands of monthly listeners.

3. The Marketing School by Neil Patel and Eric Siu

Want quick, actionable marketing speak from two professionals? This podcast will bring you 10 minutes of marketing advice every single day to take your business to the next level. From SEO, to digital marketing, to navigating Google as a business, they’ve got you covered.

4. Marketing Smarts by MarketingProfs

This weekly 30-minute podcast features in-depth interviews with marketers from all industries. Listeners can gain valuable marketing know-how that compliments the offerings of, which provides training programs, online events, conferences and supplementary free resources to help visitors execute marketing campaigns.

5. The Social Media Marketing Podcast by Social Media Examiner

The Social Media Examiner team brings its listeners a top-10 marketing podcast for the last six years. The weekly 45-minute podcast allows you to discover how successful businesses employ social media, learn new strategies and tactics and gain actionable tips to improve your social media marketing.

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