Podcasts are a great way to reach your target audience on a deeper, more engaging level, but you may be wondering how you can start your own B2B podcast in 2017.
Not only are podcasts convenient for listeners, they’re a relatively simple, cost-effective content opportunity for marketers. Also, it’s a flexible format; it takes just few steps to convert content you already have (videos, webinars, even blog posts) into podcast episodes.
In this episode of the Rethink Podcast, we share some of our own lessons learned over the past six months, outline what you need and don’t need to know, as well as chat with Robert Strong, also known as Handyman Bob, a local radio personality in the Portland market, who shares his tips for successful interviews.
Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.
Why should you podcast?
At first glance, it may be easy to say B2B podcasts are just a trendy content platform. But the facts tell a different story. Edison Research, in their Podcast Consumer 2016 report, shows podcast awareness, overall listening, and monthly listening have all increased year over year since 2008.
An estimated 57 million Americans have listened to a podcast in the last month. To put that in context, that’s about the same number of Americans who Tweet each month.
And podcasts have a long shelf life (definitely more than other trendy marketing platforms such as Snapchat). On Act-On’s Rethink Podcast, for example, we regularly get folks listening to archive episodes recorded several years ago.
Other stats from Edison’s research:
- Podcast listening grew 23% between 2015 and 2016.
- Monthly podcast listenership has increased 75% since 2013.
- 64% of podcasts are listened to on a smartphone or tablet.
And Apple reported its listeners downloaded more than 10 billion podcast episodes in 2016.
We’ve established that there is an audience for podcasts. But how do these episodic series benefit your business?
- They’re an opportunity for your company to have a 10- or 20-minute or even longer conversation with your audience. And many people are listening to your podcast while wearing headphones, which is a very unique connection to a prospect.
- They’re an opportunity to establish your company or someone specific within your company as a thought leader.
- They’re an opportunity to establish relationships with thought leaders, business partners, and others that you may interview as guests on your podcast.
- They’re a way to meet your audience where they are, and in a format they can easily consume, whether they’re at the gym, having their morning coffee, on their commute, or working on other projects in the office.
As Kevan Lee of Buffer wrote in his beginner’s guide to podcasting, “Done right, there are many advantages to starting a podcast of your own – new audiences, less competition, and greater intimacy among them.”
How do you get started on your Podcast?
The first step to starting your podcast is making the commitment. While there is a low bar to getting a podcast Go to the full article.