Creating and launching podcasts is a simple process that only requires a microphone and an internet connection. However, the ease of entry into the podcasting world means that it can be challenging to get a new podcast noticed. Making a good podcast, one that attracts listeners, is harder than it seems. The TopRank Marketing team has experience working on podcasts with brands like SAP and 3M, and here’s what they’ve learned about B2B podcasting:
What is a podcast?
A podcast is a series of recordings organized in an RSS feed, listed in public directories, and available for listeners on demand. While the term “pod” comes from the iPod, podcasts are not limited to a specific genre or format. They can be interviews, panel discussions, scripted audio plays, or monologues. What they all have in common is multiple recordings for each title and organization in an RSS feed.
Why podcasts?
Podcasts are popular among B2B audiences, with a survey showing that 51% of senior businesspeople listen to podcasts daily. Podcasts are a valuable source of information and can help with brand awareness, thought leadership, and lead generation. Additionally, podcasts offer a unique opportunity to reach new audiences through influencer guests and cross-promotion with other podcasts.
How to create a B2B podcast:
Content planning involves research to identify topics of interest to your audience. Production planning includes choosing a format for your podcast. Recording and production require the right software, equipment, and post-production editing. Host and promote your podcast by using hosting platforms like Podbean or Libsyn and promoting your podcast on established channels. Measure the success of your podcast by tracking metrics like the number of subscribers and listens per app.
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