Successfully marketing to businesses depends on crafting a strategy able to target multiple channels. Of course, written content like blogs and advertising still matters, with video quickly growing in relevance. At the same time, don’t overlook podcasting to attract new businesses interested in your company’s products and services.
Podcasts also serve as a useful starting point for any multichannel marketing campaign. For example, recording the podcast on video also targets that channel. Additionally, use the information detailed in the podcast to inspire blog posts, infographics, and more. It provides a great way to optimize your company’s content marketing spend.
Here is a high-level overview of the growing benefits of podcasting as part of any omnichannel marketing campaign. It provides an easy way to generate content that provides value across other channels with minimal effort. Let’s take a closer look at a few major advantages gained from targeting this emerging marketing channel.
Use a Podcast to Kick Off Your Latest B2B Marketing Campaign
Any podcast serves as a great starting point for your company’s next B2B marketing campaign. Producing the podcast itself generates content easily turned into other formats for targeting different marketing channels. For example, simply recording the video of the podcast creates another content type, with a minimal outlay in new equipment. In the next section, we talk about using podcasting to leverage any investment in video technology because of COVID-19.
Also, the marketing content from a podcast is easily transformed into a blog, infographic, or eBook using both. It provides the opportunity to get more bang for the buck considering the brainstorming used for generating podcast material. Even consider recording these brainstorming sessions to use as both podcasts and video content. In fact, simply posting the podcast notes as content provides a marketing and SEO boost to your company blog.
Grow Your B2B Network with Podcasting
One of the best ways to reach out to another thought leader in your industry is “hey, would you like to come on my podcast?” Having a podcast to invite guests on is a great way to grow and strengthen a network of industry experts, partners, and potential clients.
In fact, podcasting dovetails perfectly when leveraging your business’s newfound thought leadership to grow your brand. Having an in-depth conversation with a new network connection is a great way to build or strengthen a new business relationship and kickstart other opportunities for co-marketing. If you’re using the podcast to kick off other content forms, this single interview could result in guest articles, videos, and other content with your new connection.
Podcasts Let You Fully Leverage Your Investment in Video Technology
Companies across the business world recently invested in video technology, largely due to the recent growth of videoconferencing. After all, the rapid switch to remote work because of COVID-19 demanded nothing less. Keeping an entire group of employees inspired and engaged required regular team meetings over video.
Producing podcasts essentially uses the same equipment as videoconferencing, minus the camera. It provides a great way to leverage your video tech investment, especially if not used as much after COVID-19. Once again, consider recording video when doing your podcasts, as it requires minimal effort to effectively recycle your podcast interview for video marketing.
Position Your Company as a Thought Leader using Podcasts
Podcasts also create new thought leaders in a variety of business sectors. By using this channel as part of your company’s B2B marketing strategy, you gain this additional benefit over time. It allows you to showcase your industry expertise in addition to highlighting your company’s products and services.
Also consider the fact that displaying thought leadership serves to increase trust among your customer base, leading to higher sales. Remember, gaining new customers in the B2B market remains more difficult than the B2C space. Simply put, being recognized as a thought leader makes B2B prospecting more effective.
Podcasts Help Build Brand Awareness
As noted earlier, podcasts now rank as one of the fastest growing marketing channels in the business world. It offers the opportunity to significantly increase your brand awareness among your B2B clients in addition to their customers. That extra reach matters considering those listening to your podcast to find out more about your company’s offerings. They might end up asking their favorite business to carry your products.
If your business wants to learn more about podcasting and its role in multichannel B2B marketing, connect with Monomyth. We recently crafted an eBook on creating an effective omnichannel B2B marketing strategy. Download it at your convenience and contact us to discuss how we can help your business thrive.
