TopRank News: Brand building with B2B podcasting
TopRank Marketing
Elevate your B2B marketing with content experiences that create brand lift, visibility, credibility & engagement. ??
Have you ever read a white paper or ebook while you were driving your car? How about while exercising, doing dishes, or relaxing before bed?
Okay, maybe not. But have you ever listened to a podcast in your car, at the gym, or in bed?
If so, you’re in good company. A recent survey found that 51% of B2B decision makers listen to podcasts daily, with another 24% listening 2-5 times a week. That’s thousands of executives and leaders listening to hundreds of hours of podcast content… which could be coming from your brand.
TL;DR Takeaways:
1. There are three ways you can get started with podcasting: Sponsoring a podcast, being a guest on an existing podcast, and starting your own thought leadership podcast.
2. Thought leadership should be credible, insightful, based on experience and genuinely helpful.
3. Influencer guests can help a new podcast succeed, but influencers expect payment.
Ready to level up your marketing strategies??Contact us today.
Highlights from the TopRank Blog
What Makes B2B Thought Leadership Actually Work?
Before you start that thought leadership podcast, take a few minutes to explore what thought leadership means to your buyers. I’ve analyzed data from the 2024 Edelman-LinkedIn Thought Leadership Impact Report for this guide to thought leadership best practices.
Everything You Need to Know about B2B Influencer Contracts and Payments
Industry influencers are a great asset for your brand’s podcast. But the days of handshake agreements and informal, uncompensated arrangements are over. Alex White, one of our social and influencer leads, shares how to make the process painless for all involved.
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How to Build a B2B Video Marketing Strategy
Video content is surging for B2B, and it can be a great way to repurpose podcast content. Associate Content Director Nick Nelson has tips for everything from choosing content formats to promotion and measurement.
B2B Podcasts for Inspiration
This podcast is a fully produced radio drama that tells an engaging sci-fi story, while also highlighting GE’s products and solutions.
This podcast finds the human stories in what might be a dry discussion of the healthcare industry. It’s engaging and meaningful.
This one focuses on the struggles and triumphs of small business, especially those that have lasted longer than 25 years. Each short episode combines engaging storytelling with practical advice.
At a Glance:
The Last Word:
B2B buyers are looking for interesting, useful and (gasp!) entertaining content experiences. If your brand can provide helpful and credible thought leadership in an easy-to-consume format, you’re more likely to develop a relationship with potential buyers.
Podcasting has proven to be a cost-effective channel for reaching B2B executives and leaders — provided the podcast is well-crafted and strategically promoted.
Thanks for reading! Feel free to hit reply and tell us what you think about the new format. We’ll keep tweaking it as we go.
And of course, if you need help developing your podcasting, content, social media, SEO or influencer strategy, contact us today.