Top 5 Benefits of B2B Podcasting

Top 5 Benefits of B2B Podcasting
Photo by Will Francis / Unsplash

Podcasting is a powerful tool for B2B brands. Whether your goal is to drive revenue, get more leads, reinforce and boost your brand, build community, or establish thought leadership, podcasting is a game changing content channel.

One of the best things about podcasts is that they offer a unique opportunity to connect with your audience on a personal level. Unlike other content formats, podcasts allow you to have a direct line to your audience that feels more like a conversation than a one-way communication.

This makes podcasting an excellent way to build relationships with your audience and create a connection that goes beyond the content itself. In fact, many of the most successful podcasts are those that focus on building relationships and then providing valuable content.

B2B marketing is a rapidly changing landscape. Staying ahead of the curve requires strong relationships with your ICP, as well as a way to consistently distribute content to them without relying too heavily on paid media.

Podcasts are an excellent way to do both.

Every subscription to your show is a new brand champion that will extend your reach and help you meet your goals.

Before we get into the benefits of podcasting for your B2B brand, let's look at some statistics.

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BBC commissioned research showed that brands with podcasts saw:
89% higher awareness
57% higher brand consideration
24% higher brand favorability
14% higher purchase intent
12% higher memory encoding than other forms of content
16% higher engagement

You can take that to the bank.

No marketing lingo, no fluff or filler - those are cold hard facts.

But beyond the numbers, what can a branded podcast do for your B2B brand?

1. Podcasts Build Trust

Through podcasting, your audience feels like they know you – which builds trust. More than written blog posts or even videos, podcasting builds a close relationship with listeners. Driving conversions in B2B marketing and sales is about building trust with your ICP. They have to trust that you empathize with their challenges and are the foremost expert on solving them.

A branded podcast is an excellent way to build that trust. By bringing your audience behind the scenes, into the minds of your team, and sharing your company culture, you create a connection with listeners that builds trust and reinforces your brand.

2. Podcasts Are Evergreen

Compelling stories, tales of triumph, and informative, educational content never go out of style. If you're providing real value to your listeners, it wont matter if they find you today, tomorrow, or next year. Podcasts continue to generate authority, leads, and sales long after they are published.

This is the gift that keeps on giving. You record a show, publish it, and then it continues to generate leads, sales, and customers for months or even years to come.

Compare that to a paid ad, which dies as soon as you stop feeding it cash.

Podcasts are an excellent way to create evergreen content that will continue to benefit your bottom line long after you hit record.

3. Podcasts Build Authority

As your podcast grows in popularity, so does your stature as an expert in your industry. As you continue to produce quality episodes, you'll become known as a thought leader, and your audience will begin to see you as a trusted source of knowledge.

By establishing yourself as an expert, you make it easier to close deals and drive conversions. Your podcast becomes a powerful marketing tool that generates leads, sales, and customers.

4. Podcasts Are Content Goldmines

Every episode of your podcast is a potential blog post, video, or social media post just waiting to be shared. You can repurpose your podcast to fuel your broader content marketing efforts and turn one hour of work into a stream of valuable assets. Podcasts are an excellent way to generate quality content that you can use to drive traffic, build relationships, and close deals.

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5. Podcasts Build Brand Awareness

As your podcast grows, so does your reach. With each new episode, you have the opportunity to introduce your brand to a whole new audience. As your audience shares your episodes with their network, you continue to grow your reach and build awareness for your brand.

Familiarity is a major part of the B2B conversion process, and podcasting offers you an extended reach to get your brand in front of more potential customers.

BONUS: Podcasts Humanize Your Brand

Podcasting is an intimate medium. It's just you and your audience, talking about the things that matter to them. This intimacy allows you to humanize your brand and connect with your audience on a personal level.

People do business with people they know, like, and trust. By humanizing your brand, you make it easier for potential customers to see you as a partner, not just another company trying to sell them something.

Podcasts are an excellent way to build relationships with your audience and humanize your brand. It's easy to forget that, even in B2B, we're marketing to people. Yes, our customers are companies - but people make the decisions at these companies.


So, if you're looking for a way to build relationships, trust, and authority with your ICP, establish yourself as an expert in your industry, create evergreen content, and humanize your brand - consider starting a podcast. It's one of the most powerful marketing tools you have at your disposal.

Need a bit more help to launch your B2B podcast? Drop us a line.