Should your B2B brand start a podcast?

Podcasts can be an effective form of content for B2B brands.

Mike, Copestone’s managing and creative director taps eagerly at the podcast microphone – ‘testing, testing, one two three’. And with a gentle clear of the throat, he began his first podcast at work.

Podcasting may be a fresh concept for many people in the workforce, however lots of businesses run podcasts as a way to promote their content and reach new audiences. Here at Copestone, we hold some experience producing podcasts and are excited to be working on a new podcast series to bring to our customers. So, when did podcasting for business become so popular?

Podcasts: a brief history 

The long-established fashion for podcasts may have seen its beginnings years ago, but there is no sign that this trend plans to lessen anytime soon. And before you assume podcasts are only for comedians, radio presenters and Dr Who fans, think again. Podcasting is a content platform that can be used for any subject, in any industry.  

The idea was first coined back in 2004 and while we saw popularity increase steadily in the years that followed, it was in 2014 with the boom in investigative journalism podcasts that the real obsession with audio content took hold. Eight years and a whole pandemic later the demand for podcasts continues to soar. In fact, it was the lockdown of 2020 that led to the notable increase in shows, with many people taking it upon themselves to start up an amateur podcast during that time. It is predicted that the number of news podcasts alone doubled between 2019 and 2020, with other genres also seeing an increase over the course of the pandemic.

As of April 2021, there was estimated to be over 2 million podcast shows and 48 million episodes worldwide. And this number only looks to increase, with predictions that the number of people listening to podcasts will grow by another 25% in 2022, so owning a pair of good quality ear phones could come in handy!

Why so popular? 

In our current ‘on-demand’ society, there in an expectation that content should be easily accessible, and at our fingertips. Consumers expect to  acquire whatever they want, whenever they want it, and podcasts can be tapped into at a person’s convenience.

It shouldn’t be news that as a population we are busier than ever and finding free time to read content is becoming more and more difficult. The popularity of the podcast form is it is content that can fit around consumers and their schedules. It doesn’t necessarily require a person’s undivided attention and can be absorbed on the go or whilst engaged with other activities.

Podcasts for business 

Content is key for businesses to engage with customers, and these days consumers expect multiple types of content for their every mood and context. On breaks from the desk short-form video content might be what they’re looking for, whereas when on the go, a podcast could be the ideal medium. By investing in a podcast, businesses don’t run the risk of missing an avenue for influence.

It is estimated that around one-third of small-to-medium-sized business owners listen to podcasts, so if you’re a B2B company it could be a valuable medium in reaching prospective clients. A lot of businesses waste time wrestling with clients that turn out to be uncommitted, so introducing a podcast to your marketing strategy could be a good way of avoiding this. If someone were to get in touch from listening to your podcast, you know they are likely to be interested in sustaining a relationship with your brand.

Podcasts are also a great way of promoting thought-leadership. If a business can show they’re able source valuable content on a consistent basis, then they will position themselves as experts to potential clients. In addition to this, producing content in this form helps businesses to build trust with their audience more effectively than written content does. The illusion of a conversation is more intimate than reading a blog, and listeners are encouraged to associate more closely with your brand.

Growing an audience 

The first question you’ve got to ask yourself when starting a podcast is who are your audience, and how will you serve them with your content? It’s easy to be apprehensive about the commitment that a podcast poses and to wonder whether you will be able to come up with enough content on a consistent basis to make it a valuable listening experience.

It’s worth considering the different content options that could suit your business’s podcast. And our team at Copestone can help you. Perhaps a structure based on interviews would be most valuable. Or maybe a more informal discussion about your industry and its news alongside case studies could be what your audience are looking for. Once we have guided you to help structure a framework, you’ll be in a better position to select the content you need to fill it.

At Copestone we produce content and devise content strategies that support your goals and drive your business’s growth. Contact us today to organise a chat. We are always happy to meet face to face or virtually.

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.