The When, Where, How and Why of the B2B Podcast
Don't call it a comeback. Podcasting has been around for years (decades, in fact) but the practice has recently made a huge resurgence thanks to B2B marketers and their respective audiences.
Why? Well, because podcasts – unlike every other form of B2B content marketing – allows for passive consumption. In other words, people can consume a podcast and send an email at the same time. They can listen to a podcast and go for a jog or commute to work. Try doing that with a whitepaper or blog post (actually, don't).
Indeed, podcasts are the perfect medium for B2B marketers to capture and retain the attention of an audience with an increasingly limited attention span. So if this is an approach you’d like to adopt, here are a few important things to know:
- How often should you create podcasts? Enough to meet demand and generate an ROI. Not specific enough? Then think of it this way: every 5 blog posts your company writes could effectively be a nice 5-10 minute podcast. So if you publish around 15 posts per month, then perhaps 3 podcasts is your magic number. In reality, there is no right or wrong answer, but do it often enough so that you give your brand a chance to succeed.
- Where should your company push a podcast? All over the Internet. Just as you push blog content into your social media platforms – Facebook, Twitter, LinkedIn – and syndicate it with other websites, it's important to do the same for your B2B podcasts.
- How can you create a podcast? Simply record it onto your computer, cell phone or voice recorder. Provide yourself with ample time to do a few takes if necessary. Most podcasts aren't live and very few are recorded in a studio – another reason for their growing popularity.
- Who should host the podcast? Ideally, someone on the marketing team, but anyone within your brand who is comfortable in front of a microphone and has valuable knowledge to share. The best podcasting series I've seen have multiple hosts, with multiple guests covering multiple topics.
With the explosion of written and visual content over the last few years, podcasts fell to the wayside. But with the right approach and the right content – delivered effectively to your B2B audience – it appears as though their comeback is complete.
Have some tips for creating and promoting B2B podcasts? Be sure to share your thoughts in the comments section below.