As a business owner or marketer, your livelihood hinges on your ability to develop trusted customer relationships and increase your repeat business. One of the best ways to achieve these goals is to incorporate podcasting into your B2B marketing initiatives.
In addition to offering unparalleled convenience, podcasting appeals to an affluent audience and is a great means of amplifying your overall content marketing strategy.
Below are the top five ways B2B companies benefit from audio content marketing:
1. Take Advantage of an Underutilized Medium
“Podcasting picked up some serious momentum during the past few years, but there’s still plenty of room for more shows. Depending on your niche or topic, you may have the advantage of facing very little competition. Hosting a podcast can help you immediately stand apart from rivals in your marketplace and position you as the go-to authority in your field.” – Tyler Basu, Podcast Host and Publisher of Lifestyle Business Magazine
Podcast listenership is growing by the day, with roughly one-third of adults in the United States listening to a podcast at least once a month. Busy professionals are discovering that they can listen to podcasts while multitasking, enabling them to absorb content while they are on the go.
In spite of this impressive growth, the number of active podcasts pales in comparison to the number of blogs. This relative lack of competition means that podcasts are easier to discover and you can quickly gain traction as the go-to authority within your field.
2. Build Awareness For Your Brand
Brand awareness is vital to your success as a B2B company. And the most effective way to build brand awareness is to speak directly to your target audience. Podcasting enables you to achieve this goal while you simultaneously build trust and forge strong customer relationships. Here are some specific ways that podcasting will help you build brand awareness:
- Increase touch points: Podcasts provide a new means through which you can remain engaged with your customers
- Provide thought leadership: You can establish your business as a legitimate authority in your industry by podcasting
- Educate customers: Podcasts help listeners learn about your brand and products using clear language that is easy to digest
3. Offer Convenient & Accessible Content
“Well-conceived podcasts are an effective, portable, convenient and intimate way to deliver and produce content, and to build ongoing relationships with your clients, employees and constituents.” – Learning Times
Audio podcasts offer an unparalleled level of convenience and versatility. Unlike blogs or videos, podcasts do not require a viewing screen to enjoy. Users can also choose from dozens of popular audio platforms to listen to podcasts. Popular choices include Apple Podcasts, TuneIn, Stitcher, and Spotify.
Audio podcasts also satisfy the needs of people who would rather enjoy your content in audio format instead of taking time to read a blog post. Users can easily subscribe to your podcast and RSS feed so they will receive notification of each new episode you offer, thereby encouraging regular listenership.
4. Amplify Your Content Marketing
“Podcasting is the “little black dress” of business success. It complements all your marketing. However, fear of technology has prevented many marketers from telling their stories. It’s important to experiment and share your message because podcasting can help you…” – Rachel Foster, B2B Copywriter and CEO of Fresh Perspective Copywriting
Podcasting, blogging, and video marketing should not be viewed as mutually exclusive. While it can certainly help your business achieve new heights on its own, podcasting should be viewed as a complement to your existing marketing initiatives. Here are some specific ways that podcasting can amplify your content marketing and fuel business growth:
- Create Video Audiograms: You can repurpose a podcast episode into a video audiogram to share on social media.
- Boost SEO: Podcasts have become so instrumental as a means of boosting SEO that the phrase, “Podcast SEO” was coined.
- Provide Fresh Website Content: You can publish information about your podcast to your website and blog.
- Enhance Blog Posts: You can embed podcast audio content into your existing blog posts to bolster engagement and viewing time.
5. Appeal to an Affluent & Engaged Audience
Generally speaking, podcast listeners are an educated and affluent group of consumers. According to qualitative data from Nielsen Scarborough, they are 45 percent more likely to have college degrees and annual incomes over $250,000. Additionally, four in five podcast listeners remain tuned in until the end of the episode while less than 20% people make it to the end of a blog post.
By attracting a highly educated, attentive, and resourceful audience, podcasts are a B2B company’s dream. Given their unique collection of impressive traits, listeners are more likely than non-listeners to be decision-makers and to hold management positions and have purchasing power within their organizations.
What should you do if you’re interested in audio content marketing?
Podcasting offers an extensive array of benefits to B2B companies. If you are interested in adding podcasting to your marketing mix, the single best step to take is to seek the guidance of an expert in the audio content marketing industry. An experienced podcasting specialist can help you build an impressive online audience by artfully repurposing your existing written and video content into podcasts.
Contact Blogcast today to boost your B2B marketing
Not all audio content is created equal. Once you decide to augment your B2B marketing with podcasts, you need to ensure that you select a full-service audio content provider with expertise in story writing, podcast distribution, and broadcasting.
As a leader in audio content design, Blogcast has the tools and resources to transform your written content into enjoyable, natural-sounding podcast scripts. Our team of skilled marketing professionals will then help you embed your podcast episodes on your website and social media pages to help boost your online presence. The Blogcast team can even guide you by designing customized artwork that will help you promote your podcasts and your brand in general. We look forward to helping you discover how podcasts can take your business to the next level of success!