Marketing strategy for podcasts

5 Underutilized B2B Podcast Marketing Tactics

Unless you’ve been living under a rock (and if you have been, how is it? considering a change of scenery over here), you know that podcasting is HOT right now. Call it a bandwagon, call it a trend if you want, but there’s no denying that podcasting, especially B2B podcasting, has created its own place in marketing strategies and it doesn’t look to be going away anytime soon. 

That said, podcasting seems to create a lot of controversy in the sphere of its impact and the purpose of podcasting in a B2B world. But it doesn’t have to. Podcasting is, yes a medium, but it’s also CONTENT. The way we promote, wring out, and measure a written content piece can also be done with podcasts.

Podcasting is more than a brand awareness play 

Many brands are looking at B2B podcasting as a means to raise awareness about their brand, BUT it can be so much more than that. Podcasting for brand awareness? Amazing. Podcasting for brand awareness and unique content creation? Brilliant. 

Of course podcasts are great for humanizing and creating buzz for your brand. They can also be used to fuel your brand’s content and marketing strategy. Your B2B podcast is filled with the rich perspectives of your host (hopefully an expert in the topic your podcast covers) and your guests. 

Guests can range from internal thought leaders, to industry experts, prospects, partners, and even customers. This type of expertise and perspective leads to some pretty amazing insights that only your brand has. So why wouldn’t you want to tap into that and allow it to fuel your marketing strategy?

5 B2B Podcast Marketing Tactics You Need to Try 

So how can we look at B2B podcasts as another form of content that we can continue to reuse, repurpose, remix, and repromote to help us reach our marketing goals? Let’s look at 5 underutilized tactics that you should use for all of your podcast content. 

Blog content

If you aren’t already taking the content from your podcast (or videos) and turning it into some form of blog content, you’re missing out on a chance to tap into your existing audience and GROW your audience through carefully curated content. 

Blog content is a great way to get your B2B podcast in front of the audience that already consumes your content and offer them a new way to engage with your brand. It’s also a great way to curate new listeners through organic traffic. We all know that great content as a part of a great strategy can lead to more eyes on your website and content.

Don’t just publish a podcast episode, promote the episode, and move on. Instead, identify some key topics that deserve a little more attention and build them into your content plan. This can help you commit to repromoting your episode through content and curate true thought leadership from the unique conversations on your show. 

Mention and link to your podcast or embed clips or full episodes where it makes sense. This creates a multimedia experience and allows your audience to listen and experience the episode right there. 

For example, you can embed a clip like we’re doing below. In this clip from Season 4 of The Casted Podcast, Dave Gerhardt, CMO at Privy, discusses using your podcast as a way to get great content for your brand. 

Social Audio Clips

Creating clips and audiograms for your social media accounts is a great way to allow your followers to experience your B2B podcast right from their feeds. It’s an “in-app experience” that offers a new way to introduce your audience to your podcast in a non-disruptive way. 

For our own brand, when we use audiograms, we see 2-3X the engagement than we do on our text and link-only posts. 

How do you pick which audio clips you should share on social via a clip or an audiogram? 

If you’re already writing detailed shownotes, or using Casted to create takeaways for each episode, you can start with those moments. The moments that you are deeming important enough to call out for listeners to quickly jump to are also likely key moments that could stand out on social. 

At Casted, we create key takeaways for every episode as we get ready to publish. These key takeaways are usually moments and topics that are really interesting and important to the overall theme of the episode. From there, we can create individual clips, links, and audiograms right from the platform that can then be shared with your social team. 

You can see an example of this below.

Account-Based Podcasting 

We’ve all heard of account-based marketing. It’s pretty buzzy right now, but have you heard of Account-Based Podcasting? If you’re using different parts of your podcast to target specific audiences… then yes, yes you have. 

In all actuality, “ABP” is basically what we all know ABM to be… good marketing. If you’re not using the expert voices and insights on your podcast to create personalized experiences in your marketing and sales material, you’re missing out. 

Many of our customers use clips of their podcast to interact with prospects in sales emails, cadences, and nurturing tracks. This is a great way to utilize the conversations you’re having on your podcast in new ways with new-to-you audiences. 

Microsites or landing pages

If you’re anything like us, you’re always interested in ways to create an engaging experience for your audience with the content you’re making. When it comes to podcasts, we reuse and repurpose them a lot to create different blogs, infographics, and even more podcasts. 

In fact, recently, we created a special narrative episode of The Casted Podcast for HubSpot’s INBOUND conference by pulling clips from several of our existing Season 4 episodes. 

When the episode was complete and it was getting ready to go live at the conference, we wanted a way to easily give listeners access to the full interviews they were hearing in the narrative episode.So, we created a landing page that included an embedded player with all of the episodes we used to create the episode, along with content pieces we created to complement the episode. 

This was a great way for us to capture the new traffic that was coming to us from the INBOUND conference. We also now have a way to point people to this experience and give them more information about HOW we created this episode. 

You can check out our INBOUND landing page here

Remixing and Reusing 

The first thing I mentioned in this article was using your podcast to create blog content. BUT, don’t stop with written content. If you’re creating a podcast regularly, chances are you have some amazing content in the form of expert interviews that can lend itself to… more audio content. 

I said what I said. 

But seriously, when you’re interviewing guests from a certain industry or on a certain topic, there’s bound to be areas of crossover. And when you find those related topics, there may be an opportunity to create more audio content that tells a bigger story. 

The INBOUND example mentioned in the previous section was a way that we took several episodes from Season 4 and turned them into a compelling narrative story for the conference. We also did something similar with Season 1 of our podcast. We turned those episodes into a “Podclass” that covered tips for creating a better podcast that featured hosts of some of your favorite B2B brands. 

Just like research for one whitepaper can serve several other purposes, so should your podcast interviews. Every interview you conduct is likely filled with insights and perspectives that lend themselves to be reused, remixed, and repurposed into other pieces of content. 

If you aren’t already taking advantage of these easy-to-do and marketing tactics for your podcast, it’s time to start. To recap, if you have a podcast, make sure you’re getting the most value out of every episode by doing the following: 

  1. Create written content from your podcast
  2. Create audio clips for social media
  3. Deploy Account-Based Podcasting
  4. Utilize landing pages to create podcast experiences 
  5. Remix and reuse your podcast 

Interested in learning more about how you can get more value out of every episode of your B2B podcast? Casted is the podcasting solution for B2B marketers and we help businesses put conversation at the center of their marketing strategies. What are you waiting for? Let’s talk podcasts!

Experience Casted for Yourself

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