In the digital age, it is becoming increasingly difficult for brands to market their USP and disseminate information to their audiences. Whilst many brands have jumped aboard the social media marketing train, most haven’t considered the power of podcasts.
Podcasts as platforms are growing more prevalent with each coming year. Research by the Podcast Consumer Australia in 2017 found that 72% of Australians were familiar with the term ‘podcasting’, with just under a third of those surveyed reporting having listened to one.
As podcasts gain currency, the incentive for businesses to incorporate podcasts into their B2B marketing strategy is becoming increasingly apparent.
The argument for podcasts
Owing to their heavily weighted demographic, podcasts are especially fitting for the B2B marketing sphere. Podcast Consumer Australia’s research found that the average podcast listener is an ‘affluent, educated consumer’ aged between 18-54 years old. Building on this, ABC’s research on podcast consumer habits found that for 73% of respondents, the main reason for listening to podcasts was to pick and listen to content they are interested in. Therefore, businesses need to ensure that they are creating appealing content for their target audience, whilst weaving in their brand’s key messages and takeaways.
The podcast format has elements that are beneficial to both producers and audiences. Excluding initial set-up time, podcasts are quick and simple to produce. Speaking is much quicker than writing, and the ratio of time spent vs. amount of content is subsequently better balanced, allowing extra time to focus on other efforts. Podcasts are also quick and simple for audiences to consume. As an easily digestible form of information, audiences are more likely to continue listening to a 30-minute podcast, than a written piece that takes 30 minutes to read.
The convenience factor of podcasts is one that has led to their success. In contrast to traditional radio, podcasts can be accessed at the listener’s convenience, and on a variety of devices. Research by ABC found that smartphones are the most commonly used device to access podcasts at 62% of all respondents indicating that consumers are becoming increasingly more mobile based. Listeners can also choose to subscribe to podcasts, which allows listeners to become instantly aware of new podcasts, and acts as a measure of whether your podcast is successfully recruiting repeat listeners.
Podcasters can further amplify this content via transcribed versions that can appear on a company’s website, blog or social media platforms. Whilst listening is arguably easier, certain people will always prefer reading over listening. Others are simply unaware of the podcast boom, and may be introduced to your podcast as a result of the transcribed piece. As a bonus, you will be killing two birds with one stone by also creating content for your owned channels.
In addition to being transcribed, excerpts or links to your podcast can be shared across your social media platforms, which will be beneficial to your search engine optimisation (SEO) ranking and create content for your social media platforms, resulting in increased reach and visibility.
Leveraging your position
Companies looking to expand their B2B profile can look to podcasts as a method of establishing their expertise in their field. At Agent99, we have found that when our B2B clients share knowledge and insight on specific topics, they can build authority and influence in their industry, potentially leading to new business opportunities.
Podcast creators can also increase their business’ credibility by inviting industry guests to feature on their podcasts. Doing so results in a number of benefits. Firstly, you will form relationships with others in the industry which will further your knowledge and understanding of subjects at hand, as well as create networks that will undoubtedly assist with other business efforts. Secondly, featuring guest insights will establish yourself and your guests as experts within the field. Facts are not facts unless they are supported by someone else – so, by having someone echo your insights and contribute their own view, you are demonstrating that there is a general consensus around your statement which then can be safely assumed as fact.
ABC’s research found that 67% of podcast consumers listened to podcasts as a source of information. By establishing yourself as an industry expert, your business can act as a reputable source of information and first point of contact for those wanting to learn more about your topics of expertise.
Evidently, the podcast has a growing presence in Australia’s media landscape, and will only continue to grow from here. They not only allow for businesses to establish and build on their presence and authority in their industry, they allow businesses to reach their target audience via a different platform. Strike while the iron is hot, and start your podcasting journey today.