Podcasts are now so common that you might even know someone who produces such an audio program – whether as a hobby or work project. With the right content, B2B podcasts unfold podcasts have a lot of potential. Our guest author Juliane Becker from acquisa shows what B2B companies need to consider.
- Podcasts are becoming increasingly popular
- Corporate podcasts strengthen brand image and customer loyalty
- There is also a lot of potential for B2B podcasts
- Particularly important: relevant content such as best practices
Podcasts in Today’s Media Landscape
Listeners want podcasts to provide canada number data background information, entertainment, education and inspiration. They are very popular because consumers can listen to them while doing household chores, commuting to work or working out at the gym. B2B podcasts unfold They are also extremely easy to access and usually free of charge.
The number of German podcasts is estimated at 40,000, and currently 34.5 percent of Germans aged 14 and over listen to podcasts or radio programs on demand. What is particularly exciting is that podcasts are well received by both younger and interview with cristina garcía, native talents campaign manager older listeners. 14- to 29-year-olds with a high level of formal education make up the largest proportion of podcast listeners. But older people can also be easily reached with them: the fastest-growing age group is people 50+.
There are many advantages for podcasters and producers that make audio broadcasts a success story:
- Podcasts are relatively easy to produce
- They are thematically extremely diverse
- Podcasts are an extremely intimate and book your list authentic way to communicate with listeners
- Producers can easily adapt content to audience tastes
- Communities quickly emerge around podcasts
What is a corporate podcast?
So-called corporate podcasts, which are produced by companies, can also be very successful. These are either internal podcasts intended for employees or are intended to address customers or other companies (B2B podcasts). B2B podcasts unfold Finally, there are also mixed forms that aim to appeal to people from both the B2B and B2C sectors – one example of this is the McDonald’s production Zum Hierhören oder Mit nehmen? , which deals with topics relating to the catering industry.
Corporate podcasts have become an important part of content marketing , but often also aim at at least one of the following aspects:
- image improvement
- branding
- increasing brand awareness
- intensifying customer loyalty
- employer branding
B2B podcasts and hybrid forms
B2B podcasts that are not aimed at employees but at customers or other companies are primarily aimed at increasing brand awareness and generating leads. The productions Kassenzone and OMR Podcast are good examples of this – B2B podcasts unfold they consolidate the reputation of their moderators (and their companies) as masters of their craft and expose their knowledge of the industry.
Corporate podcasts, which are designed for both B2B and B2C, often aim not only to promote products and services but also to promote employer branding. They want to appear attractive to potential employees and/or attract trainees. The latter seems particularly promising when it comes to podcasts’ young audience.
B2B podcasts are a medium that has been extremely underestimated to date, as a 2018 study by the Content Marketing Institute shows: While 94 percent of all B2B companies use social media as a communication channel, only 17 percent rely on podcasts. In contrast, 48 percent of professionals listen to podcasts several times a week. So now is the right time for companies to start their own . B2B podcast – because most of the competition is still asleep.