How to succeed with B2B content marketing using Podcasting

Podcasting is growing rapidly, but what’s the secret behind making it work? In this blog post you will learn how to succeed and make your podcast a valuable part of the content marketing strategy. The blog post is based on our podcast episode together with Lindsay Tjepkema, CEO and CO-founder of Casted. You find the whole podcast episode here. 

Podcasting is great for B2B content marketing. First and foremost, it offers authentic conversations that humans appreciate since we like to get to know brands on a personal level. It's a unique opportunity to create that connection and inspires a sense of trust and stronger relationship to the brand. It also provides the opportunity to generate a lot of other content. 

A huge opportunity for brands 

Right now “listening-ship” is really booming. Actually, there are more people listening to podcasts than not. And of course, where the audience goes marketers will follow. Within B2B and branding podcasting is however relatively new. That means you will have a huge opportunity to own your space in this channel, especially if you get started now. We’re still in front of the wave as a far as using it as a part of a content marketing strategy.

How to start with B2B podcasting? 

Where do we start off then? If you’re a company and are thinking of using podcasts as a brand tool, begin by answering the following questions:  

1. Who is it for? 
   The narrower and more specific you can get, the more relevant your content is going to be.   
   
   
2. Why are you doing it? 
   Is it to build awareness? build the personal brand? The more specific you can be the more you will be able to measure the results.  

Also ask yourself if you’re ready to go to the next step and build up the show. For example, what format will you be working with? Are you doing interviews or monologues? How frequent will you be? Is there a host? What role will he or she have? Make a clear plan on how you want it to be produced before starting it. 

Plan ahead and think in seasons 

A good way to plan ahead is to separate the podcast into seasons, ideally 8-10 episodes long. Frequency depends on your audience and what you’re trying to achieve. Some shows are as frequent as every day, others offer rich content in between and only do one a month. After a season you’re able to evaluate and make improvements before it’s time for the next. As you evolve over episodes and seasons, you are still answering the same initial questions and use the answers as your anchor point. That ensures consistency.  

The 3 best tips to promote your podcast 

When competition sharpens, it is good to have a plan for the promotion:

1. Don’t stop by simply publishing it.
   The podcast is just the first step of the entire process promoting that content and conversation.  
   
   
2. Publish the podcast on your own website.
   That way it gets associated with your brand and a part of your brand experience.  
   
   
3. Look for other ways to bring the content out, across your marketing channels. 
   Can you pull out some blog posts from the material? Is it possible to take clips from the podcast and make audiograms out of them? 

If you find out many ways on how to promote your podcast you also promote the useful content in it which makes it very worth the hard work.  

Would you like to get some help to get your B2B podcast started? We are here to help! Fill out this form and we will contact you!