How to master the art of B2B podcasts
With charisma, a one-off budget of £300 and a few spare hours a month, marketers can have senior prospects from niche interest groups actively engaging with their brand
In the early noughties, listening to episodic audio content was the pastime of a small fringe of web-bloggers and Harvard types. Fast forward a decade and now every notable radio station produces its own podcast versions; most regularly promoting them on air. This has, in part, brought the concept of listening to podcasts firmly into the mainstream. “Naturally with this growing popularity, brands will be attracted into the space,” says Russell Goldsmith, founder of Audere Communications. “Especially due the fact it's reasonably cheap and very cost effective to get involved, and enables them to reach not just a wide audience, but niche interest groups too.”
To put this uptake into context, LinkedIn recently asked the question, ‘Do you listen to podcasts?’ to almost 3000 of its members worldwide. Not only did it find that over a third do, but also that podcast consumption increases in line with seniority: 44% of your B2B podcast audience will comprise of department heads, VPs, owners and c-suiters.