Producing enough captivating, relevant content is a major challenge for many B2B marketers. With podcasts rising in popularity, they are now an important part of the marketing mix for a modern brand strategy. Podcasting is a great way to provide information, inspiration, and knowledge to your audience, all while remaining authentic. Here are a few reasons why B2B companies should have podcasting in their marketing toolbox.
1. Podcasting allows you to tell your story and build trust with customers
When creating content, it’s important for B2B marketers to keep in mind that at the end of the day, you aren’t selling to a firm or a corporation. You are selling to a human being who works there. The last thing a company wants is to not resonate with their target audiences. Podcasts provide an excellent way for you to have a voice that your customers can relate to. Make your content interesting. Make it informative. Try creating recurring segments, micro-themes or conversational threads that your audience can connect with. A podcast helps you tell your brand’s story so that more people will know and trust you.
2. Content is king
Podcasts are extremely valuable because they can easily be repurposed into several other forms of content such as blog posts, infographics, social media posts, e-books, and even printed materials. Diversifying both your content and your media channels helps to increase engagement. According to Podcast Insights, podcast listeners are much more active on every social media channel. 94% of podcast listeners are active on at least one platform – vs 81% for the entire population. This is a perfect opportunity for B2B marketers to cross-promote and integrate their podcast into the company’s larger content marketing strategy.
3. Establish thought leadership & credibility
Podcasts allow you to position yourself as a credible expert from a listener’s perspective. Content that is relevant, consistent, and creative, is key to catching the consumers attention. 
Having conversations with notable experts, leaders you have met, or simply just admire, are perfect ways to establish yourself as a thought leader. Produce content with teachable experiences that your audience will value. A terrific example of a brand who shares and leverages a wealth of knowledge outside of their organization is Solar Power World. The editors at Solar Power World talk with the U.S. solar industry’s biggest newsmakers during their podcasts which allows them to maintain a brand that is considered trustworthy, informed, and likable.
Having a podcast can definitely be worthwhile in terms of marketing efforts. They are the perfect medium for sharing your story, generating quality content, and building credibility among your audience. Podcasting is now one of the most powerful means of reaching people and it is a great way to break through the noise in an increasingly cluttered landscape.
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