Podcasting Archives - B2B Marketing Blog

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

Lane Ellis on Sep 29th, 2021
B2B Marketing, Podcasting

Why are more B2B marketers than ever before embracing podcasts?

As we celebrate #InternationalPodcastDay — which takes place on Thursday, September 30 — let’s look at the many benefits podcasting holds for B2B marketers, and explore a selection of top marketing podcasts from TopRank Marketing, plus other podcasts from a range of other great marketing leaders across the industry.

When it comes to learning, marketing podcasts are a powerful way to find new takes and tactics for your B2B marketing. They’re also good for picking up new marketing ideas and getting fresh perspectives you might not otherwise find.

Let’s explore how optimism for podcasting marketing and advertising has seen significant growth, take a look at several B2B-marketing-specific podcasts, dig in to examples of other podcasts that can help all marketers learn and grow their craft, and also learn how to go about crafting and promoting a successful B2B marketing podcast.

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

Creating B2B Podcasts That Rise Above The Noise

Joshua Nite on Mar 30th, 2021
B2B Marketing, Podcasting

It’s never impressive to hear someone say they have a podcast. Making a podcast is easy! I have one that’s nearly a decade old and 400 episodes strong.

The hard part is getting people to listen. My personal podcast has maybe 200 monthly listeners and brings in just enough in donations to pay for our web host. And at that, we have 198 more listeners than a lot of podcasts out there.

The barrier to entry is low… but if you’re a B2B brand looking to engage with potential buyers, you’re going to want to aim higher.

How do you make a B2B podcast that actually gets listened to? One that inspires people to subscribe and tell their friends about it?

It’s simple:

Creating B2B Podcasts That Rise Above The Noise

What B2B Podcasters Need to Know About SEO

Joshua Nite on Feb 4th, 2020
B2B Marketing, Podcasting

There are few things more satisfying than clicking “Publish” on a shiny new podcast. All the hours of planning and recording are done. You ran down your podcast launch checklist. Now it’s time for the world to enjoy the fruits of your labor.

You can sit back and watch the downloads roll in, right?

Well… it depends on whether people can find your podcast. While the podcast market isn’t oversaturated yet, it’s still a crowded playing field.

Post-launch, your podcast promotion plan will likely include a mix of paid promotion, influencer amplification, and social media marketing to help build your audience. But before you record a second of audio, your organic strategy can help ensure your podcast is found and treasured.

What B2B Podcasters Need to Know About SEO

B2B Podcasting: 20 Stats that Make the Marketing Case

Joshua Nite
B2B Marketing, Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere.

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated.

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Marketing Case

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Joshua Nite
B2B Marketing, Podcasting

Hey, friend, have you heard the good news about podcasts?

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

B2B Podcasting: What, Why and How

Joshua Nite
B2B Marketing, Podcasting

Okay, B2B marketers, time for a pop quiz:

Which content marketing tactic can hold an audience’s attention for a half hour or more at a time?
Which tactic inspires an audience to subscribe to your content and make a regular appointment to consume it?
Which tactic can help boost thought leadership, raise awareness and engage influencers in your industry?
Which tactic is in the title of this blog post?

The answer, of course, is podcasting. These long-form audio programs first emerged in the early 2000s. Back then, they were a niche format for hobbyists and tech nerds (like me). But the rise of the smartphone brought podcasts to the masses. Now, there are hundreds of hours of programming available on every conceivable subject, in every genre from true crime to horror to musical. But we haven’t hit content shock for podcasts — it’s still a growing market.

B2B Podcasting: What, Why and How

3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences

Debbie Friez
Content Marketing, Podcasting

MIMA Event Podcasting

[Note From Ashley: TopRank Marketing team members Debbie Friez and Joel Carlson recently attended a Minnesota Interactive Marketing Association (MIMA) event in Minneapolis and collaborated to bring you the insights below from the event.]

Long gone are the leisurely evenings and weekends where people disconnected from the outside world and made time to relax. Today’s consumers are ALWAYS connected and constantly consuming information from a variety of sources.

The question for marketers is: how can you capture the attention of your audience while they’re on the go and multi-tasking constantly? One of the solutions that has surfaced in recent years is incorporating podcasts into your digital marketing mix.

Below we’ll dive in to three case studies MIMA social broadcasting event that uncover how different brands are working podcasts into their marketing strategy.

3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences

Podcasting: Storytelling for the 21st Century – Pros, Cons, Examples and Best Practices

Nicolette Beard
Content Marketing, Online Marketing, Podcasting

Podcasting for Content Marketing The human voice can convey much more meaning through tone and inflection than the printed word ever can. It’s why millions of Americans sat, fixated, during the Golden Age of Radio – listening to everything from adventure, comedy and drama to classical music concerts, news and farm reports.

As broadcast radio gave way to television, television to cable and cable relinquishing to the internet of everything, it comes as no surprise to content marketers that, spurred by technological advancements, broadcast radio has come full circle with podcasting and represents a new platform for storytelling.

The average podcast listener stays connected for 22 minutes on average (Sticher). This is one of the reasons why including podcasting as part of a long form content marketing strategy is so powerful. You have the opportunity to build a deep, rich relationship with your target audience.

Podcasting: Storytelling for the 21st Century – Pros, Cons, Examples and Best Practices

Session: Podcast & Audio Search Optimization SES 2007

Lee Odden
Online Marketing, Podcasting, Search Engine Strategies

Search engines love text and people love engaging content. This message was made clear during the SES session on Podcast & Audio Search Optimization where Daron Babin of Webmaster Radio, Amanda Watlington of Searching for Profit and Rick Klau of Google presented on the opportunities of search marketing with audio.

Audio search has come a long way and still, we’ve barely tapped into the full potential for audio content.
But why should we podcast? Watlington tells us that the value of audio content lies in its ability to create and foster an emotional connection with the audience. It is yet another opportunity to engage users while adding a human context to the message.

The concerns broached by the audience included the question of whether or not podcast and audio optimization made sense those in B2B marketing.

Session: Podcast & Audio Search Optimization SES 2007

Interview: Amanda Watlington on Second Life and Blogs

Lee Odden
Blog Marketing, Blogging Strategy, Interviews, Online Marketing, Online PR, Podcasting, RSS, Social Media, Spotlight on Search

Spotlight on Search – Interview with Amanda G. Watlington, Ph.D., APR of Searching for Profit

Photo by Jeremy Zawodny

I first bumped into Amanda Watlington via AIM, (Association for Interactive Marketing) and then in person at a WebmasterWorld Pubcon conference several years ago. Further collaboration occurred through involvement with the next iteration of AIM, the Direct Marketing Association’s Search Engine Marketing Council, of which Amanda was a past chair.

Amanda is famous for her in-depth knowledge of blogs, RSS and podcasting and she has one of the first popular books on the subject. However, this long time marketer’s roots are in public relations and she also has an extensive background with search marketing.

Interview: Amanda Watlington on Second Life and Blogs