The 7 Indispensable Benefits of a Business Podcast for B2B Growth

The battle for attention in the B2B market is fiercer than ever. Where potential customers used to take the time to read long articles, they now briefly scan their timeline. How do you ensure that your message still arrives? The answer lies in video podcasts.

The rise of the business podcast isn't a temporary hype. It's a fundamental shift in how professionals consume information. While video and text require active attention, video podcasts are the only medium that can be consumed “passively”: while driving, exercising, or walking. But in addition, you also get all the benefits of the snippets that come out of the ads.

Below, we'll explore the seven strategic benefits that a podcast offers for your marketing mix.

Attention span

The average viewing time of a LinkedIn post is often just a few seconds. A blog is seldom read to the end. Compare that to a podcast: the average listening time is between 20 and 40 minutes.

When a potential customer (lead) decides to listen to your episode, you get literally half an hour to show off your expertise, with no distractions from pop-ups or other tabs. This builds a relationship of trust that cannot be matched by any other medium. You change from a “supplier” to a familiar voice in their routine.

Networking as a Strategy (Account Based Marketing)

Perhaps the most underrated benefit of a B2B podcast is the networking feature. It's a perfect excuse to connect with dream customers.

Let's say you're calling a CEO for a sales call. There is a good chance that the secretary will hold the boat off. Suppose you call that same CEO to interview him or her as an expert in your podcast. The chance of a “yes” is many times greater.

During the recording, you build a relationship. You give your guest a stage, which ensures reciprocity. Many of our customers find that a professional Have a B2B podcast created the fastest way is to their prospects' boardroom. The sales call does not take place during the recording, but the relationship for the deal is established there.

A Micro-Content Machine

A podcast isn't just an audio file; it's the source of your entire content calendar. From a single 45-minute recording, you can generate content for weeks:

• Video clips: Short snippets for LinkedIn and Instagram (especially if you opt for a video podcast).
• Blogs: A transcript or summary of the conversation.
• Quotes: Your guest's wisdom.
• Newsletter: The key takeaways for your mailing list.

Instead of struggling every day with the question “what should we post again?” , you create a “content engine” that relieves your marketing team.

Authority and Thought Leadership

In B2B, it's all about trust. People buy from experts. By discussing current themes, trends and problems in the market in your podcast, you position your company as the knowledge leader. You don't even have to be the expert yourself all the time; by curating the right guests and asking the right questions, you benefit from their authority.

When a prospect investigates your company and sees that you already have 20 episodes about specific niche issues, you're immediately 1-0 ahead of the competitor who only has a static website.

Brand Personality

B2B marketing can sometimes feel sterile and businesslike. But ultimately, people do business with people. A voice conveys intonation, humor, passion, and emotion. Things that are often lost in text.

By letting your own experts or employees speak, you give your company a face (or, in the case of audio, a voice). This lowers the barrier for potential customers to get in touch. After all, they feel like they already know you.

Expert tip: However, quality is crucial here. A crackling recording or poor acoustics detract from your professional image. That is why serious parties often choose to work with a specialist B2B podcast agency that guarantees technical quality.

Internal Communication and Culture

Not every podcast has to be for external customers. More and more corporates are discovering the power of internal podcasts. It is an ideal tool for involving employees in the management's vision, introducing new colleagues (onboarding) or sharing successes. Where internal newsletters often end up in the trash unread, internal podcasts are listened to carefully while commuting to work.

SEO and Findability

Google now also indexes podcasts. By cleverly organizing your show notes and associated blog articles with the right keywords, you can claim extra real estate in the search results. In addition, podcasts on platforms such as Spotify and Apple Podcasts provide a new stream of traffic to your website that you would otherwise miss.

Start with strategy

The benefits are clear, but success depends on implementation. Starting a podcast is easy, but keeping a podcast up and running requires strategy, discipline, and quality.

Do you not want to invent the wheel yourself, but want to start right away with a format that works for your target group? At WYS Media, we help you from concept to distribution.

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Frequently asked questions about business podcasts

Is a podcast right for my niche?

‍A podcast works well, especially in a niche. The more specific the topic, the more valuable the listener. In B2B, it's not about millions of listeners, but about the correct 100 decision makers.

How much time does it take to make a podcast?‍

If you do everything yourself: a lot. Preparation, technique, recording, editing, distribution and promotion cost hours per episode. If you choose to outsource, it only costs you the time of the recording itself.