Podcasts are booming. By the end of 2023, global listenership had surpassed half a billion and continued to grow across key markets like Western Europe, North America, and Latin America. For B2B marketers, this shift presents an opportunity to engage audiences seeking flexible, on-the-go content.

B2B podcasts are proving to be powerful tools for boosting engagement, showcasing thought leadership and building lasting connections. In this blog, I’ll explore why B2B companies are tapping into podcasts to elevate their content strategies.

Why B2B is betting big on podcasts

Surveys indicate that senior executives and decision-makers are more likely to listen to a podcast a week and twice more likely to listen to at least 5 hours of podcasts weekly. As an attentive audience, podcast listeners are more likely to trust the content they hear and retain messages, including branded content or ads, far better than other formats. This makes engaging with audiences through corporate podcasts a key strategic tool for companies.

With B2B sales cycles remaining notoriously long, podcasts are a low-barrier yet highly effective method for brands to acquire mindshare among existing and potential partners. By hosting subject matter experts, thought leaders and influencers, and even customers in their podcasts – companies can leverage collaborator networks and drive conversations relevant to their stakeholders. They ensure they remain on top-of-mind among their audiences increasing their chances of being considered when purchasing decisions are taken.

Corporate podcasts are content engines that allow for easy repurposing. From videos to audiograms to quote cards and blogs – podcast content can easily be syndicated on multiple platforms to increase the content’s reach, drive even more traffic to the companies’ native pages and raise brand awareness.  Podcasts offer the flexibility they crave while positioning brands as reliable sources of insight.

Key benefits of B2B podcasts

For B2B organisations, branded podcasts offer a unique and multifaceted opportunity to achieve the following:

• Amplify thought leadership

Thought leadership remains a cornerstone of successful B2B content strategies. Podcasts allow companies to dive deeper into industry topics, trends and challenges. By featuring internal experts or external influencers, businesses can establish themselves as go-to resources in their niche. For instance, the KONE Urban Journeys podcast showcases megatrends in urbanisation and digitalisation while appealing to C-level decision-makers.

• Build trust and credibility

Audio fosters an intimate connection with listeners. Unlike traditional marketing, podcasts enable brands to share stories, experiences, and perspectives in a conversational and authentic tone. This helps humanise the brand and build trust with listeners over time. The Harvard Edcast, for example, offers candid discussions about how education influences various communities, thereby building trust over time.

• Expand brand reach

A podcast featuring guest experts, partners or industry leaders can significantly extend its reach. Guests often share episodes with their networks, exposing the podcast to new audiences and creating opportunities for collaboration. If you bring in someone from the World Bank or McKinsey, and they share your podcast, it instantly amplifies your voice and opens up new touchpoints. An excellent project was the Beyond Business with Wärtsilä podcast which successfully tackled global issues and incorporated insights from leading thinkers, enhancing Wärtsilä’s brand visibility.

• Strengthen community engagement

Podcasts are excellent tools for building engaged communities. By addressing industry challenges or showcasing success stories, companies create valuable discussions that resonate with listeners. Panel discussions, in particular, foster a collaborative and conversational environment that keeps audiences hooked. The Meet Sandvik Podcast uses this approach to engage internal employees and external audiences while driving employer branding efforts.

Roadmap to launching a B2B podcast

While creating a branded podcast may seem daunting, a strategic approach simplifies the process and ensures success. Here’s a roadmap for launching your podcast:

1. Develop a concept

Every successful podcast starts with a clear concept—a red thread that ties episodes together and aligns with your brand’s key messages. Adopting an audience-first approach helps identify topics and formats that resonate with listeners while addressing strategic business goals.

2. Choose platforms and frequency

Hosting your podcast on platforms like Spotify, Apple Podcasts, or Google Podcasts ensures accessibility for your audience. Consistency is key: whether you publish weekly, monthly, or opt for a limited series to test the waters.

3. Focus on the host

The podcast host plays a critical role in shaping the listener experience. Companies can choose between:

– An internal host familiar with the brand and audience.

– A professional host who brings continuity and industry expertise.

– A hybrid approach, pairing an internal host with a professional host to leverage their banter and unique viewpoints.

4. Repurpose and promote

Maximise the ROI of each episode by repurposing content into blogs, social media clips, or video snippets. Cross-promotion across platforms further amplifies reach and engagement.

Start small before turning up the volume

With careful planning and execution, a B2B podcast can become a powerful asset in your marketing strategy. If you are just starting on this journey, my recommendation is to start small with a limited series, refine your approach and watch your brand’s influence soar.

Written by Nikhil Sivadas