Exploring the Evolving World of Podcasting in Business
As we stroll through the bustling streets of San Francisco, it’s impossible to ignore the buzz surrounding the world of podcasting. Just a few years ago, Devin McDonnell, the Executive Producer of Devenio Podcasts, found himself passionately pitching the idea of podcasting and video to businesses. Fast forward to today, and there’s been a striking shift from education about the medium to its active adoption. Businesses are now eager to turn podcasting from a mere “passion” project into a powerful marketing channel.
The Growth of Podcasting: From Hobby to Marketing Powerhouse
As McDonnell shares, the journey of podcasting in the business-to-business (B2B) landscape reflects a natural progression seen with any new form of content. Many organizations initially dip their toes in podcasting as a fun experiment. Often driven by the enthusiasm of creative marketing teams or executives, these podcasts start with little to no budget. However, before long, they’ve cultivated a large, engaged audience, leading many to realize podcasting is no longer just a hobby – it’s a bona fide marketing channel.
As McDonnell explains, “Organizations often get tripped up when figuring out how to effectively build podcasting into their overall marketing strategy once they acknowledge its importance.” This leads to a critical mindset shift: thinking of podcasting as a channel instead of just content. Embracing this new perspective allows companies to more effectively target their audience and use podcasts as a direct line of communication – quite literally, right to their listeners’ phones.
Maximizing Impact: Integrating Podcasting with Marketing Efforts
So how can businesses maximize the impact of their podcasting efforts? According to McDonnell, it all starts with revising your content calendar or conducting a comprehensive content audit. Identify your major marketing assets for the year, like webinars or live events. For example, if you have a webinar called “5 Keys To ABM Success,” you could roll out five podcast episodes leading up to the live event, with each episode previewing one of the five keys discussed.
This approach not only amplifies your marketing efforts, but ties your podcast content back to the campaigns driving engagement and attendance. Furthermore, bringing in industry influencers for your podcast can amplify this effect, as they can tease their upcoming contributions during the webinar.
Engaging Audiences: The Power of Video
You might be surprised to learn that many are missing out on a significant portion of their potential audience by not incorporating video into their podcasts. “If you’re recording episodes virtually using tools like Zoom, you can easily record video simultaneously,” McDonnell points out. Publishing these videos on platforms like YouTube or social media caters to those who prefer visual content, increasing your reach.
Moreover, creating shorter, engaging snippets of larger episodes can be a great way to entice potential listeners. These are known as Videograms and can be shared across social media feeds, drawing in an even wider audience.
The Rise of ABM and Relationship Building
With the popularity of Account-Based Marketing (ABM) on the rise, the role of podcasts and videos has evolved significantly. Traditionally seen as a top-of-funnel initiative, McDonnell notes that podcasts can now serve many roles in the marketing funnel. They provide a platform for building relationships, which is essential for executing successful ABM strategies.
He suggests identifying key contacts from a target account list and inviting them to appear as guests on your show. This not only builds rapport but opens doors for future collaborations and co-marketing opportunities. This strategy has proven so successful that some clients rely solely on it to generate a return on investment from their podcasts.
Proving the Value of Podcasting
As businesses demand a tangible return on investment from their marketing efforts, marketers need to showcase the true value of podcasting. Unfortunately, tracking the impact of podcasts has been challenging due to a lack of robust analytics tools. However, through partnerships like the one with Casted, some companies can now delve deeper into their podcast analytics.
As McDonnell indicates, understanding who listens to what can provide invaluable data on conversion paths and potential leads. “This capability is essential for marketing teams that are maturing their podcast strategies,” he emphasizes.
The Future of Podcasting in B2B Marketing
Looking ahead, the future of podcasting in the B2B marketing space appears bright. The potential for businesses to expand their podcasting presence into multiple shows could establish entire media networks generating new revenue streams.
As McDonnell points out, the lines between podcasts and video content are blurring. With platforms like YouTube now fully embracing podcast RSS feeds, businesses that neglect to create video content alongside their audio risk losing a significant audience. All in all, it seems we’re just scratching the surface of what podcasting can do for marketing.
In a nutshell, podcasting is no longer a niche hobby for marketing departments; it’s rapidly becoming an integral part of a comprehensive marketing strategy. This innovative blend of storytelling, video, and audio promises to keep businesses connected with their audiences like never before.
