Why B2B Marketers Should Put Podcasts in their Marketing Plan

We all have our favorite podcasts and it's not hard to see why

Posted on: April 10th, 2023

We all have our favorite podcasts and it’s not hard to see why. It’s an easy and engaging way for one to learn, explore, and stay current on everything from news and sports to entertainment and self-help. In fact, podcasting has reached the highest numbers ever this year, with 90 million Americans being weekly podcast listeners (Buzzsprout). Buzzsprout also reports that that 28% of U.S. adults listen to podcasts while driving, and 73% listen to podcasts on their smartphone.

But podcasts are not just for personal entertainment. B2B and B2C marketers can and should use podcasting as an effective way to reach new audiences, build brand awareness, and establish thought leadership in their industry. It’s a fantastic way to connect with customers and prospects on a more personal level, with conversational and authentic interactions. Compare that to traditional marketing assets like eBooks or whitepapers, which are not as easily digestible while on-the-go.

You can approach podcasting in a few ways, so keep that in mind when thinking about your future marketing plan. There are true podcasts, that are dedicated ongoing series with a high degree of commitment and then there are one-time and short-series podcast styles. The latter is more approachable, is an easy first step, and doesn’t have the burden of a full-time commitment. It’s a smart way to get your message out and test drive it in front of your target audience.

Getting started is easier than you think. All you need to get off the ground is a simple microphone, recording software, and a hosting platform. Save the big investments in high-end mics and mixers until you’ve proven your model.

How Marketers Can Use Podcasts

In the world of B2B and B2C marketing, podcasts are a terrific way to educate your audience about industry trends, product features, and new technologies. Similarly, customer stories and audio case studies can help build credibility and trust by sharing real-world examples of how a product or service has solved a business problem. Talking about an upcoming release or launch can generate excitement and anticipation, and podcasts can be used as a promotional tool to build hype for an event that can drive attendance and create a sense of community around a brand.

How We’ve Done It

Hitachi Solutions and Microsoft:

Merit Mile was tasked with the challenge of developing a highly focused digital asset for Hitachi Solutions, a Global Systems Integrator and Microsoft partner. Our goal was to explain the benefits of value-based healthcare and how solutions from Hitachi and Microsoft enable payors and providers to optimize and solve data challenges, helping them build towards value-based outcomes.

We approached the challenge by coordinating discovery calls with leading subject-matter experts at both Hitachi and Microsoft, gaining a better understanding of the topic at hand. Armed with new information and insights, Merit Mile then saw the opportunity for a podcast, giving the experts the ability to explain challenging concepts in their own words while plugging them into an easily digestible digital asset that our audience would not only grasp but enjoy.

Our solution then came naturally. Merit Mile, acting as the moderator, posed a series of questions to the SMEs that then evolved into a full script. We looked into best practices and ensured all parties were equipped with the proper recording equipment and joining from a quiet room. Then, utilizing Zencastr, the group jumped into the app, pressed record, and made it happen.

After the recording was complete, Merit Mile refined and edited the audio files accordingly from start-to-finish and delivered a final mp3 file to the client. Because we made sure to build an accurate transcript of the audio, we were then able to produce a readable PDF version of the podcast with personalized artwork and branding that the Hitachi team promoted in their B2B marketing efforts.

HItachi Solutions reference image

You can see and listen to the finished results at HitachiSolutions.com.

We’ve also taken a similar approach to projects with Capgemini and Avtex, both in conjunction with Microsoft. Check out the links below for more information on our work and for a peek into how we can integrate podcasting into your marketing strategy.

CapGemini: Merit Mile- CapGemini Case Study

Avtex: Final mp3 file / Readable PDF version

Tools & Tips

There are several tools and tips that can make creating and promoting a podcast easier and more effective. It’s essential to have the right tools and knowledge to make a high-quality production:

  • Recording software: There are several recording software options available, including Audacity, Zencastr, GarageBand, and Hindenburg Journalist.
  • Recording equipment: There are many microphones available in the market, ranging from affordable to high-end options. Invest in quality microphones, such as the Blue Yeti, Audio-Technica ATR2100, or Shure SM7B.
  • Analytics: Use analytics tools such as Chartable and Podtrac to track your podcast’s performance and listener engagement.
  • Show Notes: Create show notes to accompany each episode, providing listeners with a written transcript that can help them follow along or review post-show.
  • Audio Editing Software: After recording your podcast, you will need to edit it to enhance the sound quality and remove any background noises or mistakes. There are several audio editing software options available, including different tools like Adobe Audition and familiar faces like Audacity and GarageBand.
  • Show Format: You can choose from a variety of formats, including solo shows, interviews, roundtable discussions, and storytelling.
  • Script Writing: While some podcasts are unscripted, having at least a structured outline will help you stay on track and deliver your message effectively. A script can also help you organize your thoughts and create a more engaging show.
  • Podcast Hosting: Once you have recorded and edited your podcast, you will need to host it on a platform that can distribute it to various podcast directories. Popular podcast hosting platforms include household names like Apple and Spotify and others such as Buzzsprout, Podbean, and Libsyn.
  • Promotion and Marketing: Promoting and marketing your podcast is essential to reach a wider audience. You can promote your podcast on social media, collaborate with other podcasters, and create a website/landing page for your show.

Give it a try

At Merit Mile, our approach is turnkey, and not unlike any other long-form marketing content development, we own it end-to-end. We remove any uncertainty for you and drive your podcast to the finish line. If want to talk how your marketing team can get started with podcasting, drop a note to hello@meritmile.com.