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B2B Podcasts: A Neglected Format Despite Raving ROI
Boosting brand awareness, demonstrating expertise, giving voice to your value proposition, and adding value… are just some of the promises that podcasting holds for B2B companies.
According to a survey by Sapio Research, podcasts are the channel of choice for 43% of American decision-makers when it comes to consuming B2B content. That’s as many as newsletters, webinars and video conferences!
And that’s not all: according to HubSpot, 38% of retail marketers say that podcast advertising is the channel that generates the best ROI. Yet the format is still neglected, dismissed and forgotten. Let’s find out!
4 out of 10 business leaders turn to podcasts to consume B2B content
You read that right: over 40% of American business leaders now turn to podcasts for their “dose” of B2B content, whether it’s for learning, staying informed, or making decisions. This is what we learn from a survey conducted by the market research firm Sapio Research, confirming the adoption of podcasts as the preferred information channel for decision-makers..
A bit of context: the adoption of podcasting comes at a time when business leaders are spending more and more time-consuming B2B content, partly due to the increasing complexity of offerings, intense competition, and the need to secure purchasing decisions in a challenging economic environment.
More than a third (35%) of the professionals surveyed dedicate between 3 and 4 hours per week to consuming B2B content, and 90% state they devote at least one hour per week to reviewing “professional content”.
This appetite for B2B content has benefitted podcasts, surpassing traditional industry journals that come in second place (39%), followed by national journals (36%), and virtual B2B events (35%). But how can we explain this somewhat unexpected success of B2B podcasting?
The hidden power of B2B podcasting
B2B marketers have everything to gain by adopting the podcast format, and we’re going to tell you why.
Firstly, a B2B podcast doesn’t have to be a ratings “hit” to achieve your objectives. What we’re aiming for here is a niche programme, a meeting hosted and listened to by your buyer persona and your ideal customer profile.
Contrary to what you might think, the content does not have to be unique and original. Podcasts are the perfect format for snacking and recycling content. Don’t hesitate to draw on your white papers, blog articles and other case studies to feed your programme.
Bear in mind too that the audio format, combined with the portability of smartphones, means you can reach your target audience in places that were previously inaccessible to you (on the way to work, at the gym, while doing the housework, etc.).
In practical terms, a B2B podcast helps you to occupy the top and middle of the funnel to develop brand awareness, establish your influence and demonstrate your expertise… three key factors for generating great business opportunities. And if you’ve more or less heard of the Joe Rogan Experience (the number one podcast in the world), you understand that the secret of success lies in the authenticity, conviviality and human side of the podcast.
B2B podcasts: figures that dot the i’s and cross the t’s
As you will see, the podcasting figures are nothing short of dithyrambic… and will no doubt encourage you to consider at least one show in 2023:
- Podcast listeners have spending power: 45% of them have an annual income of $250,000 or more (Nielsen);
- A huge market: 52 million American households listen to business-oriented podcasts (Nielsen);
- Effective advertising: 54% of podcast listeners are likely to consider brands promoted on these platforms (Edison Research);
- SMEs are listening: 39% of small and medium-sized business owners are podcast fans (Forbes);
- Subscriber loyalty: 52% of podcast subscribers listen to full episodes (Edison Research).
A report commissioned by the BBC goes even further, highlighting the impact of corporate podcasts on organisations:
- + 89% increase in brand awareness ;
- + 57% increase in brand awareness;
- + 14% increase in audience purchase intent;
- + 12% increase in brand recall compared with text-based content formats;
- + 16% more engagement than traditional formats.
These figures speak volumes about the added value of B2B podcasts for marketers looking to drive business growth, increase brand awareness and boost target engagement. And to conclude: recent breakthroughs in AI are making the logistics of podcasting easier, with free applications that filter out unwanted noise, turnkey editing solutions and ChatGPT that helps you outline your podcast in no time at all!