Welcome to the podcast blog for B2B decision-makers. We’ll dive deep into the podcast world and bring you insider secrets on how podcasts can boost business and elevate your brand. Get expert tips on podcast strategies, right here, right now. Let’s kickstart this blog with your host, sorry…writer, Laura Ansdell.
From niche entertainment to a mainstream media channel, podcasts have become a powerful tool in the B2B marketing mix. Edison Research revealed in April 2024 that over one-third (34%) of the U.S. population say they have listened to a podcast in the past week—up from 31% in 2023. That means an estimated 98 million people in the U.S. alone now listen to podcasts weekly.
Furthermore, 55% of business owners and founders are listening to podcasts daily. One only needs to look at some of the popular business podcasts to get a sense of the eye-watering numbers. The Tim Ferriss Show, for example, has surpassed one billion downloads.
Elevated engagement
Podcasts build deeper engagement than many other content forms. A BBC report found that branded podcasts achieve an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to boost awareness (89%), brand consideration (57%), brand favourability (24%) and purchase intent (14%).
The focus on voice, I mean that literally, in most podcasts may explain their emotional impact. A 2017 study from Yale University found that voice-only communication elicits greater empathy than visual communication.
Brand voice can also be amplified through the podcast medium. People tend to trust individuals more than companies, and podcasts allow brands to convey their human side. Through authentic storytelling, brands can share their origins, challenges, and successes in a relatable way. This storytelling approach resonates with listeners, creating emotional connections that influence purchasing decisions.
Spotify’s 2024 Podcast Trends Tour found that 52% of creators feel they can be more authentic on Spotify than on social media platforms. Meanwhile, 63% of listeners trust their favourite podcast hosts more than social media influencers. This trust provides fertile ground for brands to deepen relationships with their audiences.
Networking and community building
Podcasts are a powerful networking tool. They provide opportunities to connect with high-level decision-makers, existing clients and potential leads. Hosting experts or industry leaders as guests can cultivate relationships and open doors to collaborations or partnerships. These meaningful conversations benefit both the host and the audience. Listeners gain industry insights, while brands solidify their position as thought leaders. This dual benefit strengthens connections and expands a brand’s influence within its niche.
Showcasing thought leadership
For B2B marketers, thought leadership is critical—The Superpowers Index, a 2024 study into B2B buying behaviour, found that thought leadership is now the third most important decision driver for B2B buyers, up from twentieth last year. Podcasts are an excellent channel for thought leadership in B2B contexts. According to Edison Research, 74% of podcast users listen to learn new things. This makes podcasts an ideal medium for experts to share their knowledge with an eager audience and build credibility among prospective clients.
Humanising the brand
Brand podcasts can amplify voices within a company. Team members can share their expertise highlighting their contributions and nurturing a positive company culture. Listeners appreciate hearing from the people behind the brand, which humanises the organisation and builds relatability. Podcasts can also be a platform for celebrating diversity and inclusion, allowing employees to share their unique experiences. This approach motivates the workforce and strengthens the brand’s image as an inclusive and forward-thinking organisation.
Convincing ROI
Producing podcasts is relatively cost-effective compared to other marketing channels and each episode can be repurposed across platforms. For example, audio transcripts can provide a source of content for blogs or articles. Soundbites or quotes can increase visibility in social media. And repurposed content with targeted keywords can boost search rankings. Podcasts can include clear calls-to-action (CTAs) to drive engagement, such as encouraging listeners to subscribe to a newsletter, follow the brand on social media or leave a review.
The power of podcasts for B2B
For businesses looking to stand out in today’s competitive landscape, podcasts offer a unique blend of authenticity, engagement and ROI. Whether you’re starting conversations with industry leaders or building trust with prospective clients, podcasts are a compelling way to elevate your brand, nurture relationships and support long-term growth. In short, podcasts are no longer just an option—they’re a must-have in the B2B marketing toolkit.
