After realizing that their competitors were creating audiences from industry conversations, a B2B marketing team decided to create a podcast. However, three months down the line, the results are insignificant, and the workloads seem to have increased.
Podcast is a way to generate B2B demand through owned media strategy, establishing contact with prospects, and offering content useful in buying journeys. But this is possible only if the podcast format is compatible with the distribution strategy and audience.
This article explains the need for podcasts for B2B brands.
"Why Everyone Is Doing It" Is No Justification to Start a Podcast
Starting one because competitors have done so can lead without a clear audience or path to measurable impact.
If your goal is B2B demand generation, then the benefit of a podcast will come down to what it brings to the buyer's journey. A podcast can support building awareness, relationship building, or even give prospects a reason to come back to it. But if the podcast isn’t consumed by your target audience, then the topic is hard to cover.
However, there is also a big difference between podcast creation and podcast strategy development. A production schedule answers how often the company will publish. Podcast strategy provides a justification for listening, the topics owned by the brand, measuring its effectiveness and connecting episodes with other campaigns.
The Questions the B2B Brand Should Ask Itself Prior to Launching a Podcast
1. What topics will the brand be able to discuss regularly?
The topics that will provide the brand with opportunities for sustained discussion across many episodes should be determined.
The B2B payments firm develops podcast episodes on cross-border payments, payment security, treasuries, and payment systems.
2. What is the reason for listening to this podcast rather than other podcasts?
It is important for any podcast to provide the audience with motivation to listen to its content in contrast with that of other brands.
In comparison to other marketing podcasts, a podcast from MarTech company should provide information on the evaluation and implementation of technology.
3. How will episodes be distributed beyond podcast?
Publishing an episode is not a distribution strategy. A podcast content strategy should define how each conversation will reach the audience across channels.
One podcast episode can become LinkedIn clips, executive quotes, email newsletter, articles, and sales content.
4. Does the podcast strengthen the existing content?
The strongest case for a B2B podcast is to be able to generate multiple content assets. The brand will have to see if the conversation can turn into newsletters, articles, social media posts, research, event, and sales content.
A one-hour conversation with a supply chain executive could lead to industry articles, a LinkedIn carousel and webinar talking points.
Is Your Buyer Persona Consistent with Your Podcast’s Target Audience?
The first question to ask is if there is a good fit between the two or not. The questions they ask, the topics they follow, and the format of the content consumed by them is considered.
There must be a connection between the subject matter that the podcast talks about and the interest of the audience. It is all based on the topic that the audience wants to resolve. For example, a data platform could focus on data governance, AI, and operational challenges rather than making every episode a discussion of its own platform.
There is also an opportunity to use the podcast to reach buyers earlier on the journey. While someone may not be evaluating vendor when discovering a podcast, the process may take several viewings for them to start building trust and familiarity.
Piloting B2B Podcast without Being Committed to It
1. Keep it Short (4-6 Episodes)
There are many things that can be learned from the pilot without being committed to it. Maintain topic consistency, target audience, and editorial concept through the episodes so you can compare your results.
A cybersecurity company can produce a six-episode series about adapting security to AI threats.
2. Test One Audience Segment
Avoid creating a podcast which would serve the whole market. Pick one buyer group with its unique set of problems and content requirements.
Instead of addressing all HR professionals, an HRTech company could create its pilot podcast focused on CHROs and leaders of HR transformation.
3. Utilize Existing Content to Cut Down on Production Expenses
The pilot does not need an entirely new content operation. Repackage research papers, webinars, executive interviews, or industry articles as episodes.
An example can be using the results of the recent report on AI adoption by turning it into an interview series with tech leaders.
4. Establish a Decision Point before Launching the Podcast
Establish the outcomes that will allow you to proceed, modify, or terminate the project. This ensures that the team does not go ahead solely because money has already been invested.
In case of high engagement and influence over the opportunities, the company may proceed with the podcast.
What Happens After Saying Yes
A podcast is a good investment if it can provide a valid platform for reaching the right people while meeting marketing objectives. It is all about creating a channel that will generate attention and add value to your B2B growth strategy.
