Every day, companies post content that actually diminishes their brands.
They spend hours putting together a great podcast conversation, picking out the most powerful insights, and then turn around and light it all on fire.
It's content that makes decision makers less likely to trust that these brands can solve their problems, and in turn, makes them less likely to become customers.
B2B brands have such a high standard for what they publish, but far too many abandon that standard when it comes to podcasting. Podcasting is a thought leadership opportunity. Brands that create and distribute podcast content stand to win over customers by addressing their biggest concerns, building trust, and proving that they are the market leading solution for a common problem.
If you recognize the power of branded podcasting and go through all that effort to produce impactful content, why package your insights in a way that is sure to get them ignored - or worse, diminish your brand?
Take a look at this (heavily simplified) typical podcast content journey:
The videos, graphics, and other social content generated and repurposed from your podcast episodes will be the first impression potential customers have with your brand.
“You never get a second chance to make a first impression.” -Will Rogers.
First impressions last, and are often quite difficult to undo. If potential customers are seeing your content for the first time, you had better stick the landing.
Consider the following examples of B2B podcast videograms:
The first example looks amateurish, doesn't make your ICP likely to click, and raises questions about your organization's emphasis on quality and attention to detail.
The second option is sleek, professional, and branded. It encourages potential customers to click through and hear what you have to say (which, if you're podcasting well, is meaningful and will help you win them over).
Those are your options for first impressions. Choose wisely.
First impressions are incredibly important, as they often dictate the course of a relationship. This is especially true in B2B, where the initial exposure can mean the difference between a customer and a lost opportunity. B2B brands have to be careful about how they present themselves online, as potential customers will make snap judgements.
Podcast content is one of the most effective ways to elevate a brand. By creating content that is interesting, engaging, and relevant to your target audience, you can build trust and credibility with potential customers. When done correctly, branded content can be a powerful tool for attracting new customers and strengthening relationships with current ones. It is one of the primary benefits of B2B podcasting, but it is important to get things right.
Rarely, if ever, do reputable brands publish low quality content for the world to see. Podcasting should be no exception, and every function of a show and its distribution should be viewed as a representation of your organization.
B2B podcasting is an opportunity to show off your brand's best qualities, so make sure you're putting your best foot forward. Your B2B podcast could be hurting your brand if you're not taking the necessary steps to present a professional, cohesive package. Make sure you're mindful of every touchpoint potential customers have with your content.
Producing a great podcast only to distribute low quality content will always be best summarized by this classic meme.
First impressions matter - make sure your B2B podcast is helping, not hurting, your brand.
As with all powerful content forms, the results can be astronomical if done right. Well built rocket ships make it to the moon. Bad ones crash and burn.
If you're looking into starting a B2B podcast and want to learn more, drop us a line. We'd love to hear from you.