B2B podcasting is at the forefront of modern marketing, and appearing on a podcast is crucial to stand out from the crowd.
In today’s digital marketing landscape, B2B executives are increasingly turning to podcasts as a strategic tool for thought leadership, brand amplification, and direct engagement with their audiences (and potential customers).
Here, the podcasting experts LRB, explain what the benefits are.
Thought leadership
One of the primary reasons B2B executives are embracing podcasts is the opportunity to establish authentic thought leadership, that can be shared on a variety of platforms, social media, and websites.
Traditional content formats like newspapers, interviews, and blog posts can sometimes feel impersonal or overly formal.
Podcasts, by contrast, allow executives to communicate with nuance, personality, and spontaneity.
It also humanises their brand and themselves to the audience.
Sharing expertise to the right audience at the right time
Whether hosting their own show or guesting on others, executives can share expertise, offer commentary on industry trends, and build a narrative that resonates deeply with listeners and viewers within their sector.
B2B podcasts also offer a highly engaged, targeted audience that needs the right information or opinions on a subject – and being that podcasts are available on-the-go, it can be a new marketing strand for them.
In the B2B space, reaching decision-makers at any time can be challenging through conventional advertising or broad digital campaigns.
Podcast listeners, however, tend to be professionals who are intentional about the content they consume and when they do it.
Expanding their networks
When a B2B executive speaks on a podcast, they’re often talking directly to peers, clients, partners, or potential buyers.
This makes podcasts a high-ROI form of media for trust-building and wider business discussions.
Standing out from the competition
Another driver for executives appearing on B2B podcasts is brand differentiation and awareness.
In competitive industries, the ability to stand out is critical. Executives who regularly appear on podcasts or host their own shows position themselves and their companies as innovative and modern.
Return on investment
Podcasts also serve as a content multiplier, as a single podcast episode can be repurposed into multiple forms of content. This includes blogs, video snippets, social media posts, and email newsletters.
This increases content output and extends the lifespan of the content filmed or recorded on the podcast.
Partnerships
Podcasting builds strategic relationships with the right partners.
They are key to business development, collaboration, and partnership opportunities that wouldn’t arise from a cold email or a ‘copy and paste’ LinkedIn message.
Speak to the experts
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting industry – and have worked with a plethora of guests in a variety of sectors.
We have worked with many clients, industry leaders, entrepreneurs, and executives across a wide range of industries – and we are here to help you!
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.