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How to Leverage the Power of Podcasts for Your Brand
Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
- Blog
- 2023
The Blog
Ideas you can use.
A podcast lets a company share its passions with a large market of listeners hungry for fresh content in niche areas. The benefits: reach your target audience and connect over shared passions; take advantage of aggregators like iTunes, Spotify and SoundCloud and their existing audiences; produce relatively inexpensively after upfront audio and software costs; and get to market first in your niche, ahead of the competition.
To leverage it: share content in a timely, relevant, concise fashion, varying length with depth rather than filling time. Run with your company’s voice — current news, controversies and trends make you the go-to source. Invite guests to reach new audiences and raise authority. Mind keywords, tagging what fans would search for. And when reporting, don’t stop at downloads — measure listenership and demographics to see how the podcast influences behavior and sales.
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