Podcasts are really taking off in B2B marketing
Put on your headphones
The facts
Podcasts are really taking off in B2B marketing: The results of the past five years are clear: Since 2016, the number of users has more than doubled. While 14% of Germans said they listened to podcasts regularly in 2016, the share was already more than 33% in 2020. If more than a third of Germans (similar figures apply to Europe) and more than half of Americans have podcast fever, then it can no longer be a temporary trend. It is a boom – a podcast boom.
The thematic areas
Podcasts are listened to on almost all topics. In 2020, of course, COVID-19 topics were the absolute front-runners with 83%. The midfield was occupied by news, comedy and sport & leisure. But also on supposedly drier topics such as health & medicine and technology & digital, around 39 percent and around 33 percent of Germans, respectively, were regularly updated.
Podcast in content marketing
This diverse mix of topics is the reason why podcasting can be classified as an ideal tool in content and online marketing. In addition, the Germans’ love of podcasts has not waned even in seemingly dry subject areas such as technology & digital, health & medicine or education. Below we have compiled the seven most important advantages of podcasts as a B2B marketing tool:
1. Podcasts strengthen expert positioning
Since the enthusiasm for podcasts does not diminish even with the supposedly dry topics, podcasting is also worthwhile for companies from the B2B sector. Because these companies often take a pioneering role in the tech or software sector. Podcasts can thus significantly advance the expert positioning of a company. One of the best-known podcasts that exploit the possibilities of content and online marketing to the maximum is the podcast OMR with Philipp Westermeyer (in German). Twice a week, CEOs of well-known companies, successful founders and media makers are invited to reveal their digital success mechanisms in an interview. Westermeyer has the formula for a successful podcast: No more boring car rides or sports sessions. Just subscribe to the OMR podcast and be part of it.
2. Podcasts are time enhancers
“No more boring car rides…” is an extremely important aspect of podcasts: the casualness of the medium. Podcasts serve as a medium in a fast-moving age that can be consumed whenever, it doesn’t matter whether you’re on the go or sitting at home. Podcasts are therefore ideal as a sideline medium, as a time enhancer for monotonous activities such as cleaning, driving or endurance sports, they promise “never be bored again”.
3. Podcasts are unobtrusive
One reason for its great popularity is certainly the fact that the medium is extremely unobtrusive and customer-friendly. The target group does not have to go through the hassle of registering (DSGVO sends its regards). No, all they have to do is subscribe to the appropriate podcast of their choice on a podcast platform such as Google, Spotify or Apple or download the latest podcasts via a podcast app.
4. Podcasts address very precise target groups
Another advantage of podcasts is that they are very pointedly tailored to the respective target group. In the past, the goal was to reach as many people as possible, but today it is more important to reach people who are really interested in the topic. Podcasting is ideal for this because a podcast on a niche topic such as online marketing or digitalisation of medical technology is only subscribed to by those who are really into the topic and understand it. This also has a further advantage for employer branding. Often, the attractiveness of a company as an employer is also shown in the podcast, which can turn listeners into potential employees.
5. Podcasts promote branding and brand loyalty
Podcasts are authentic and promote emotions. Be it the likeable voice of the host, the catchy intro music or certain other sounds or format characteristics characterise every podcast and make it unmistakable and unique. It is precisely these repetitive elements that trigger a sense of familiarity among listeners, which in turn influences branding and brand loyalty.
6. Podcasts are content treasure chests
Since podcasts usually do not deal with current topics, they can be archived very well and reused at different times, for example on certain anniversaries or as a focus of customer events. Podcast content can also be used as a secondary source via social media or on a company’s own website and thus provides considerably more visibility.
7. Podcasts are not (yet) mainstream
Podcasts were considered the marketing tool of the hour, especially in the B2B sector, in 2020. But still, podcasts are not mainstream in niche industries and companies can use them to positively differentiate themselves from the competition. The technical production and cost effort are limited, especially in comparison with video formats. In the USA, where the share of regular podcast listeners is over 50%, the production costs can already be financed with advertising. In Germany, that doesn’t work yet. So now is exactly the right time to position yourself in the B2B sector with a podcast. If you have any questions about format development and technical implementation, we will be happy to help you.
By Gloria Huppert, Media Relations Specialist, Fortis PR