A Business Case for B2B Podcasting

Podcasting is quickly becoming one of the most effective ways to establish thought leadership, connect with decision makers, and grow brand awareness. Here are some points to help you make a strong business case for B2B podcasting:

Save Time & Money

Every business needs to produce content that offers value to its customers and prospects. But producing high-quality content takes time and often requires farming content creation out to high-cost 3rd party vendors. By contrast, starting a podcast will not only generate audio content but also, via transcription, will produce a steady stream of fresh, high-quality print content that you can repurpose as white papers, blog posts, social media posts, and more.

Thought Leadership

You are your best kept secret. The expertise, knowledge, insight, and wisdom that you and your people harbor have immense marketing value, but only if you get it out there on a regular basis and at scale.

Starting a podcast is an effective and efficient way of doing just that. Compared to white papers, blog posts, and even webinars, a well-produced interview-style podcast is significantly more engaging because it features your leaders engaged in lively discussion—discussion that’s unscripted, informal, and authentic. Plus, this type of conversational content not only provides valuable information to listeners but also allows your leaders’ personalities shine through, enabling listeners to connect with them as real people.

Generate a TON of content

A single, 15–20-minute podcast recording can—and should—yield dozens of pieces of content. Record video as well as audio to produce a full-length video version of each episode, and edit the video to produce several short clips to promote episodes on social media. Transcribe each episode and turn it into multiple blog posts, social posts, quote graphics, newsletter content, and more.

Grow Revenue

Turning prospects into paying clients is all about developing authentic relationships. Inviting your ideal prospects to be guests on your podcast is a powerful way to break down barriers and get to know prospects as real people, and for them to get to know you. Interviewing prospects is a great way to gain deep insight into their pain points and learn about their company’s goals and challenges–precisely the type of information that converts leads into sales.

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