Podcast this and podcast that….Lately, does it seem that creating a podcast is a party that everyone is invited to? Well technically everyone IS invited but not everyone has to turn up. As a B2B brand though, if you want to stand out or get people to notice you more, it may just be the party you want to be at.
We’ll let you in on a little secret. The Factor Tachtig podcasts could have been a book. What book, you say? Many moons ago, when the agency turned 10, we celebrated with a book about the decade long journey. And then Jeroen, our brand strategist and (co)founder, not satisfied with just one, decided to pen another book to follow. The challenge was finding the right title and keeping the flow linear. Somehow, despite knowing what all would go into it, this one just didn’t seem to come together. Well one person’s unfinished book is the same person’s podcast. Or so the saying goes ;).
The would-be chapters of the book turned into themes for audio episodes with a more dynamic flow. And that is how the Factor Tachtig podcast series was born. It is our point of view, our voice on the subjects we want to talk about – branding, marketing and beyond. Why are we sharing this story? Because as a B2B brand, if you haven’t considered a podcast as part of your content strategy, maybe this is just the nudge you need. A podcast can help you connect with the audience in your niche effectively through the airwaves. It’s like karaoke night for your brand, but without the awkward dance moves (unless you want to incorporate that, we won’t judge!). Read on, as we take you through the how and why of ‘podcasting for your brand’
Picture this: you’re stuck in traffic, but instead of scrolling mindlessly through your social media feed, you’d hear banter, discussions and valuable insights, on subjects that interest you, from experts and thought leaders. That’s the magic of podcasts – they turn mundane moments into auditory experiences. And it’s on demand content. Podcasts help you connect with your audience on a more personal level, creating a sense of intimacy between the listener and the hosts, making the audience feel like part of an exclusive club. And guess what? You can leverage this very exclusivity to attract and retain your B2B audience
Almost everything you do with a podcast helps you generate more brand awareness and visibility. Period.
Besides creating brand awareness, podcasts can help you earn more credibility points. As a B2B brand you can lead conversations and establish yourself as an expert or a thought leader in the particular niche you’re catering to. Talking to a highly targeted audience about a topic of shared interest is a definite way to engage them. Podcasts also offer you a way to interact directly and involve them, if needed.
Here, we’re not even talking about popularity or the number of shares the podcast gets. Just like a movie that keeps on making money even after release – with satellite rights, licensing fee, merchandise and maybe localization – podcasts can also be the gift that keeps on giving. They translate amazingly into content that can be used with and to create various other content formats, both short and long (think blogs, socials, video clips) and can boost cross-channel promotion. They are easy to share as a tool of engagement. Additionally, compared to creating videos that deliver similar impact, podcast production is more feasible and cost effective.
Lead generation can be like trying to get people to dance at a wedding – tricky but very important. Podcasts offer the perfect icebreaker. You can also slip in subtle call-to-action messages like you would at a networking event. It’s something that both your marketing and sales teams can get behind. They can share it as a personal ‘listen to my colleague talking about this very subject’ suggestion, within the lead cycle.
The aim of your podcast is to gain more fans, of course. You want to offer edutainment and snackable content, that can take different styles and forms. Not sure what voice you want to use or how to position your brand? Podcasts are one way to humanize your brand, give it a personality. You can even take the cue from your brand archetype to help define your podcast style, format or voice. For example as an ‘Explorer’ archetype maybe you want to explore a subject with your colleagues or listeners, or with the ‘Sage’ as your archetype you want to offer information or guide your audience, or as a ‘Caregiver’ you may want to focus on offering solutions.
Now that you know the ‘why’, a good way to get started would be to define your strategy. What do you want to focus on with your podcast and in what format? Do you want to encourage dialogue by inviting other people (and their audience)? Do you want to share your industry expertise? Or maybe your views and opinions as a thought leader. Your marketing team or agency can help you with that.
For example, for our client Clavis, we helped create strategy and shape for their own podcast series. It comprises of expert talks focussed on working as per ‘the new standard’ and sharing knowledge. We are also helping develop a series on sustainability in architecture and building, for another client in the construction industry.
Now that you have an overview of what podcasts can do to amplify your brand voice, it is for you to decide where they fit in with your strategy. It is important to note that ideally a podcast shouldn’t be a one-off event but a series of consistent messages to actually deliver value. We’d also like to reiterate that they cannot and SHOULD NOT replace your current content. Treat it more like garnish on that perfectly plated content mix. It will enhance it but you need the meal on your plate too.
Is this something that excites you? We would love to hear your thoughts. Maybe we can help your brand find the right podcast and content strategy.
The statistics cited in the blog are from a LinkedIn study and articles from demandsage.com, explodingtopics.com and statista.com.
Want to brainstorm? Have a question? Contact: Pratibha