It feels like everyone’s talking about podcasts these days, right?
They’re not just for true crime junkies or lifestyle gurus anymore—B2B companies are jumping on board too. So, what’s driving this trend?
Well, podcasts have become the go-to platforms for brands to share their stories, show their expertise, and, let’s be honest, bring a bit of personality to what can sometimes feel like a stiff business world.
If you’ve been thinking about adding a podcast to your marketing mix, now might be the time to ask yourself: is this something that could work for your brand?
Why B2B Brands Are Embracing Podcasts
In the B2C world, podcasts make sense—there’s plenty of room for engaging, lifestyle content that fits easily into a consumer’s day-to-day life.
But in B2B, things have traditionally been a bit...different. We’re talking about sales cycles that last months, buying processes with multiple decision-makers, and audiences who aren’t browsing Spotify for “fun.”
So, why are B2B brands hopping on the podcast bandwagon?
They’re Personal (And Human)
Podcasts provide something B2B brands are always seeking: a chance to connect on a personal level.
Interviews with industry experts, explorations of current trends, and open conversations about common challenges give your brand a real voice.
And in a world where your clients crave authenticity, a podcast does just that—without the sales pitch.
They’re Convenient for Busy Audiences
Let’s face it: time is a luxury most B2B professionals don’t have.
Entrepreneurs, executives, and other decision-makers are juggling packed schedules, often moving from one meeting to the next or handling back-to-back calls.
With that being said, podcasts are uniquely suited to fit into the cracks of the day. Your audience—those busy executives, marketers, or buyers—can listen while they’re driving, during lunch, or even squeezing in a workout.
Unlike articles or videos, podcasts don’t require undivided attention, making them a convenient way for your audience to tune into your content while multitasking.
They’re Great for Thought Leadership
If your company has industry expertise to share, a podcast is a powerful tool for building credibility.
Think of it as a way to “own” a space within your niche. Regular discussions on trends, best practices, and innovative ideas show your audience that you don’t just understand the industry—you live and breathe it.
A podcast gives you a way to connect that feels friendly, consistent, and genuinely interesting. Instead of posting a white paper or blog and moving on, you’re keeping the conversation going with new insights each time.
They’re Ideal for Repurposing Content
Got a webinar coming up? A white paper that’s been getting traction? Try turning it into a podcast episode!
The beauty of podcasts is that they’re versatile and easily digestible, meaning you can take existing content, add a conversational twist, and create something new without starting from scratch.
Repurposing also works in reverse—you can turn your podcast episodes into articles, social media posts, or email content.
In our case, we often turn podcast episodes into articles, giving listeners a preview of what they can expect, and then promote the episodes in our newsletters and across our social media pages.
It’s a cycle that keeps on giving, and for digital marketers, that’s efficiency in action.
They Make Your Brand Approachable
B2B buyers may be serious, but they’re also people.
They want to feel that they can connect with the brands they do business with, and podcasts bring a level of relatability that few other formats can match.
Hearing a brand’s voice, tone, and (yes) even humor makes it easier for potential clients to feel connected, making the entire process a little more human.
If your team can approach serious topics in an easygoing way, listeners will pick up on it—and that kind of connection can be invaluable when they’re considering their options.
Should You Start a Podcast?
If you’re thinking about diving into the world of podcasts, here are a few things to consider:
Is Your Audience Listening?
Not every B2B audience is tuned into podcasts, but a lot are.
You may want to do a quick survey or check out industry trends to see if your audience is podcast-friendly.
And here’s a little secret: you don’t need everyone to listen for your podcast to succeed. Even a small, loyal group of listeners in your niche can be incredibly powerful.
Does Your Host Have the Right Personality?
A good podcast host makes a big difference. It’s not just about knowing the industry; they need to be comfortable speaking, bring energy to each episode, and ideally, be an expert in their field.
A host with a natural curiosity, who can think on their feet, and is unafraid to dig into topics can make listeners feel like they’re in on a conversation that’s both valuable and relatable.
If you’ve got someone on your team who can do this naturally, you’re already halfway there.
Do You Have Insights Worth Sharing?
Podcasts work best when they bring something new and worthwhile to listeners.
If your company has real stories, experiences, or interesting discussions to share about your industry, a podcast could be a great way to connect with your audience.
But if you’re unsure of what would be interesting to listeners, take a moment to think about what topics would actually pique their interest.
There are already a lot of podcasts there, so your brand needs to offer something that others don’t.
Can You Stay Consistent?
Successful podcasts require consistency—audiences appreciate knowing they’ll get a new episode every week or month. If you’re up for the commitment, great!
If not, consider a seasonal approach or collaborating with a partner who can help with content creation and editing. Consistency builds trust, which is vital if you’re using a podcast to establish your brand’s voice.
Final Words
The growing popularity of B2B podcasts shows that, even in the business world, people want real connections and good stories. A podcast can be a great way for digital marketers to reach new audiences and share their expertise.
So, should you start a podcast? If you’re ready to share real insights, connect with listeners, and let your brand’s personality shine, it might just be time to hit that record button.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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