B2B podcasts that are not aimed at employees but at . Customers or other companies are primarily aimed at increasing brand awareness and generating leads. The productions Kassenzone and OMR Podcast are good examples of this . They cement the reputation of their moderators (and their companies) . As masters of their craft and expose their knowledge of the industry.
Corporate podcasts, which are designed for both B2B and B2C. Often aim not only to promote products and services but also to promote employer branding. They want to appear attractive to potential employees and/or attract trainees. The latter seems particularly promising when it comes to podcasts’ young audience.
B2B podcasts are a medium that has been extremely underestimated to date. As a 2018 study by the Content Marketing Institute shows: While 94 percent of all B2B companies use social media as a communication channel. Only 17 percent rely bc data america on podcasts. In contrast, 48 percent of professionals listen to podcasts several times a week. So now is the right time for companies to start their own B2B podcast – because most of the competition is still asleep.
Producing B2B podcasts: What’s important?
In addition to the various technical aspects, you should determine a few important factors before production. You can’t just pick up a microphone or a recording device and start straight away – planning and conception are part of a professional broadcast.
Strategy & Topic Finding for B2B Podcasts
Even if your podcast content strategy changes and evolves over time, setting an initial goal is very helpful to get you started. First, you need to determine a target audience and then start finding topics.
Ask yourself what the audience wants to the sliding technique know from you, your company and/or your guest. If the range of topics is too broad, you may lose listeners who are only interested in certain aspects of the business. If the range of topics is too narrow and specific, it may be more difficult to attract new listeners.
Listeners primarily want to educate themselves through B2B podcasts and be inspired to new ideas.
The Splendid study mentioned above also shows what the average target audience for B2B podcasts looks like: 52 percent of listeners have personnel europe email responsibility, 56 percent are younger than 40 years old, and the gender distribution is slightly higher with men than women at 57 percent. Keep this data in mind when you are designing your B2B podcast. Even though your individual target group may of course differ slightly from this.