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3 Ways B2B Enterprises Can Leverage Podcasting

Written by Robin Thompson on . Posted in Blog, Business Development, Leadership, Podcasting, Publishing, Sales, Vocal Leadership.

Podcasts' popularity has the potential to open doors for every company, including B2B. Here are three ways B2B enterprises can leverage podcasting

The most popular podcasts are businesses unto themselves. From interview formats to history lessons to true-crime storytelling, long-form spoken content has captured the imagination of the public. A staggering 165 million Americans have listened to a podcast at some point. Top podcasts earn millions of viewers and attract top-paying advertisers.

If you operate a business-to-business enterprise, this may seem to have nothing to do with you. Your warm market is not millions strong—you may only be a few thousand appropriate prospects in the world. Even if all of them became avid listeners, it wouldn’t attract big advertising dollars.

Still, a successful podcast isn’t just about direct revenue. Podcasts are relatively easy, cheap, and even fun to produce, and their popularity has the potential to open doors for every company, including B2B.

Here are three ways B2B enterprises can leverage podcasting.

1. Establish Yourself as an Authority

Producing an authoritative podcast makes you an authority. Podcasting can up your cache in your industry, even if your content does not specifically target your B2B warm market. 

If your podcast resonates with the consumer base of your B2B vertical, B2B prospects will take notice. It could lead them to favor your brand over competitors as their B2B vendor. They might agree to be guests on your podcast, establishing their own authority and forming a bond of reciprocity that could blossom into a business relationship.A quality podcast could open the door to speaking engagements, exclusive invitations, and VIP industry insider status. No convention MC is mad about including “Host of the popular podcast XYZ…” when they list the credentials of the keynote speaker in their introduction.

2. Laser-Target Your Warm Prospects

The smaller size and specialization of your warm market is a good thing when it comes to podcast promotion. There may not be many of them, but all of them will be interested in what you have to say. There may only be a handful of podcasts targeted directly to their needs. You could target your prospects with paid search or email campaigns with your podcast as the content.

Consider—a prospect may spam-file a marketing email or scroll right past a social media ad … but a podcast with an attractive subject matter specific to their industry? That may go on the Bluetooth media player of your prospect’s car on the drive to work. Talk about making a warm prospect even warmer.

3. Hone a Brand Message

To cut through the noise in a crowded marketplace, you need a brand message that sets you apart. B2B companies probably already know this, but they may not know how to communicate that voice to the world.

One of the keys to the podcast boom is the unique ability of the format to humanize the podcaster. Like FDR’s fireside chats (arguably the original podcast), it’s a chance for listeners to dive deep into an aloof public persona and find the genuine person beneath.

Podcasts allow you to tell your story—articulate the journey that led you to your position of expertise. Even if a mass audience does not gravitate to your content, it’s an opportunity to forge a personal connection with the B2B prospects who will resonate with your message. 

It’s a chance to be edgy, honest, unflinching and authentically you, to put your brand purpose out into the world and see what comes back.

Ready to put into the world your voice and your brand's purpose?

7 Ways to Re-purpose Podcast Interviews Into Marketing Gold

Written by Robin Thompson on . Posted in Business Development, Leadership, Marketing, Podcast, Podcasting, Sales, Voice.

Let’s explore the ways you can re-purpose podcast interviews and use this invaluable content to create content marketing assets for your business(Article on Pioneering Collective, March 6, 2020)

Re-purpose Podcast Interviews - Tina Dietz

So you got interviewed on a podcast as an expert. Now what?

Rather than simply letting the host of the podcast be 100% responsible for sharing and promoting that podcast episode, let’s explore the ways you can use this invaluable content to create content marketing assets for your brand and/or business.

Repurposing your content in different ways will also help more people find you, based on their preferences of consuming media. An ideal client may not have heard of the podcast you were on, but they may be avid readers of LinkedIn Pulse and find a repurposed article from you. Or, perhaps your Audiogram catches the eye of one of your contacts on LinkedIn, and they get excited to learn and hear more.

Tina Dietz, Vocal Leadership and Influence Marketing Expert at Twin Flames Studios, shares 7 ways they have repurposed content for themselves and their podcasting clients.

  1. Create blog posts on your website using the image and show notes from the original show, and also link to the original content. EXAMPLE
  2. Use services like MissingLettr to then create social media posts automatically from those show notes.
  3. Make your social media content evergreen for about 12 months using SmarterQueue, Social Jukebox, etc. You can copy/paste posts from MissingLettr into one of these other tools.
  4. Add the original link and description of your podcast interview to the Publications section of your LinkedIn profile.
  5. Take an excerpt of your audio and turn it into a quick audiogram for eye-catching sharing on social media.
  6. Create longer blog posts and articles for outlets like LinkedIn Pulse or industry publications based on your content, either by listening back to your interview and taking notes, or getting your interview transcribed by machine or live person.
  7. For each interview you do, take 1 juicy point you discussed and create a 2-minute video talking about that topic and sending people to the interview/podcast you were on for more information.
    1. Import your video to Headliner and it will transcribe and caption it for you for free.
    2. Share your video on social media and make sure to tag the host of the show!

The possibilities are amazing! Fortunately, these are also tasks that lend themselves well to outsourcing and delegation. If this list seems like a lot to add to your workflows, start with just one or two of the above to get started and then you can always add on more as you develop your podcasting and repurposing prowess.

Tina Dietz is an internationally acclaimed speaker, podcaster, audio publisher, and vocal leadership maven. Visit her at Twin Flames Studios

Pioneering Collective is a membership-based executive communications organization. We invite leaders to engage broadly, tell their authentic stories, and stretch beyond the status quo to connect and drive impact.

Interested in learning more about podcasting andhow we can help you share your voice with the world?