Everyone knows by now that podcasting is a unbelievable content material advertising and marketing tactic, proper? To evaluate:
Over 81 million folks hearken to podcasts (Edison Analysis)
80% end nearly all of each episode on their favourite podcasts (Edison Analysis)
Most individuals who pay attention to at least one podcast are prone to decide up extra (Edison Analysis)
In different phrases, there’s an infinite viewers on the market, able to spend a number of hours together with your high quality content material. And now they’ll get your episodes proper on the Google outcomes web page.
So, because you’re prepared to start out your podcast anyway, how are you going to use it to raise the remainder of your content material advertising and marketing efforts?
It seems podcasts can do extra to your editorial calendar than simply ship worth to your subscribers. At Content material Advertising and marketing World this yr, I noticed a presentation from Ryan Estes of Frontline Training in regards to the hidden advertising and marketing powers of podcasts. The factors he hit on have been spot on with how we view the potential of B2B podcasting. So, with a tip of the hat to Mr. Estes and his Area Journey podcast…
B2B Podcasting: 5 Surprising Content material Advertising and marketing Advantages
#1: Content material Analysis
Say you’re a marketer who simply obtained employed by a provide chain logistics firm. Odds are you don’t but understand how your target market thinks and talks about provide chain points. You won’t even know what issues provide chain people are at the moment seeking to remedy. You’re good at advertising and marketing; you’re not a topic knowledgeable… but.
Normally, the reply is to fireplace up your internet browser, pull up some trade publications, and do hours of analysis.
Definitely, some first-hand analysis is a should, however what in the event you may deepen your information and create content material on the identical time?
Interviewing trade specialists to your new podcast will aid you be taught the trade, the lingo, the issues, the potential options, you identify it. Every interview is a podcast episode and a treasure trove of viewers analysis, multi function.
#2: Prospect & Buyer Relations
Planning a B2B podcast means discovering material specialists — trusted voices who can lend credibility to your podcast and supply riveting content material. Whenever you’re searching for these company, embrace prospects and prospects in your search.
For prospects, the podcast interview might be a good way to start out a dialog. Which is extra compelling:
Let’s ebook a half hour so we will discuss our provide chain answer?
I’d like to get your trade experience in an interview for our podcast.
The second is clearly the simpler (and extra value-driven) ask.
Inviting prospects in your podcast can assist deepen that enterprise relationship, too. But it surely additionally gives proof to your prospects that you just assist and promote your prospects — one thing that can turn out to be useful for the subsequent deal.
#three: Influencer Relations
We might have talked about this earlier than: Co-creating content material with influencers ends in higher content material an a wider viewers to obtain it. Podcasts aren’t any exception. Actually, the essential interview format that may be a good match for podcasts can also be the proper strategy to have interaction trade influencers.
We’ve discovered that persons are amenable to an audio interview who would by no means, say, contribute a visitor publish to your weblog. It’s simpler to say 2,000 phrases than to sort them out.
Merely put, a podcast offers influencers an alternative choice — a enjoyable and inventive one — for co-creating content material.
Merely put, a podcast offers influencers an alternative choice — a enjoyable and inventive one — for co-creating content material. @NiteWrites #B2BPodcasting #ContentMarketing Click on To Tweet
#four: Repurposing Prospects
Consider a podcast as you’d every other advertising and marketing content material: Whenever you’re producing it, you possibly can plan for limitless content material repurposing. That doesn’t imply simply utilizing the transcript in a weblog publish, although you must try this, too. You’ll be able to pull quotes for an eBook, do a roundup with highlights from each episode, even add video to parts of the audio for natural social or YouTube.
Right here’s a current instance from SAP*. Following the discharge of Season 1 of its Tech Unknown Podcast, unique and beforehand unreleased content material was introduced collectively for a tales from the trenches eBook.
My favourite repurposing tip, although, comes from Ryan’s session: When he does a podcast interview with a Frontline Training buyer, the primary half of the interview is customer-focused. There’s no discuss in regards to the training software program Ryan’s firm sells, no testimonial, simply the client’s story about discovering and fixing an issue. That half is what goes into the podcast.
The second half of the interview is explicitly centered on how the client used the software program to resolve an issue. Ryan then repurposes that audio into case research, utilizing embedded audio excerpts to emphasise the client quotes. It’s a strong strategy to get a podcast episode and a case research in a single go.
#5: Podcast Cross-Promotion
We all know that individuals who pay attention to at least one podcast are prone to hearken to extra. That makes podcasts distinctive amongst advertising and marketing channels: Different podcasts aren’t your competitors. Your ultimate potential listener is the one who makes podcast listening a behavior, who’s searching for the sixth or seventh present to spherical out their weekly listening.
As such, having a podcast offers you the chance to cross-promote with different podcast hosts. Search for podcasts the place your host would possibly make a educated, precious visitor. And search for podcasts hosts who would possibly carry worth to your present. The flexibility to develop and cross-pollinate audiences is likely one of the cooler facets of the entire podcast group.
Learn: How one can Promote Your B2B Podcast
Forged Your Pods to the Wind
A podcast in and of itself is a good channel for bringing precious content material to your viewers. However the advantages don’t cease there. From filling out your editorial calendar to spicing up your case research and past, a podcast can elevate your B2B content material advertising and marketing efforts throughout your complete technique.
Guess what? There occurs to be an on-demand webinar masking the artwork of B2B podcasting, that includes moi and TopRank Advertising and marketing President Susan Misukanis: The four P’s of B2B Podcasting Success. Test it out!
*Disclosure: SAP is a TopRank Advertising and marketing consumer.