When you think about podcasting, you probably think about its mobility. That listeners can listen on the go, whenever they want, where they want. And while that’s still true in general audience podcasts, B2B podcast consumption habits have definitely changed in the past few years.
For a long time, podcast listeners and creators never even thought to ask the question: Can you have a podcast with video? But in the B2B world, the demand for video to connect with the brands searching for your brand's solution is table stakes, and knowing that many buyers search YouTube over Google for a prospective partner, video podcasting is a necessity for any B2B marketing strategy.
For many brands, including Casted, video podcasting became another way to allow your audience to connect with your brand. Because what’s more intimate than getting to know a person’s voice as a part of a brand? Putting a face to that voice.
When a brand records a B2B podcast, they’re also recording a video because the tools they use offer this capability. That video doesn’t always see the light of day and can end up on the proverbial cutting room floor. But it doesn’t have to be wasted content just because you’re recording it for an audio podcast.
There are plenty of ways to utilize that video in your podcast marketing strategy and still benefit from the intimacy, connectivity, and quality of podcast content. Let’s break down 4 ways you can use video as a part of your overall podcast strategy.
Attracting a New Audience
Growing your audience is always a plus in terms of your B2B podcast, it means you’re getting in front of a new-to-you audience that might be interested in what your brand has to offer. So just like you tap into podcast audiences via major syndication channels, consider tapping into video channels that might introduce you to a new group of listeners.
As a search engine of its own, YouTube has become a huge destination for B2B brands. Thanks to the searchability of YouTube videos, it offers a way to get in front of a new audience through searching for informative videos. Here's Casted's YouTube channel where we publish every podcast episode we release.
Creating a Multimedia Experience
The content marketing playbook has evolved over the years to include new mediums and channels, and marketers have adapted. In fact, here at Casted, we have our own methodology to ensure we give our audience what they want: A multichannel, mulifaceted, multimedia experience. It's called amplified marketing.
Amplified Marketing and Multichannel Expansion
Amplified marketing is a logical response to the way that audience engagement behavior has evolved. People digest content across multiple smart devices and formats constantly. We read a blog on our desktop, listen to a podcast on our phone, watch a video on our tablet. We want to digest information in a way that suits us when it's best for us. Marketers must continue to evolve their strategies to meet these demands.
Not only do we prefer to digest content in different ways, we also digest information best in different ways. By focusing your strategy around a multimedia experience that includes audio and video, you’ll be creating content that allows your audience to digest and learn at their own pace.
For example, you can use your video interviews to create podcasts, embed videos in your related blogs, share the videos on YouTube and your social channels. The opportunity to create a marketing strategy around multimedia content is limitless. All of that is in the amplified marketing playbook, and it allows you to connect with a wider audience than you could otherwise.
Video Podcast Examples
Video podcasts allow you to present your show and your brand's thought leadership in so many different ways. And when you put your show on your website, you get to show your audience how much they matter to you with features like embedded players, custom graphics and art, show notes, transcripts, and key takeaways, which are short clips covering the key points from the episode.
Here's what The Casted Podcast looks like in the Full Page Player format complete with host/guest info, related resources, and the most recent show episode:
You also have several options for the way your embeds look in other content (like this blog). Here's a slimmer and trimmer example from How B2B Podcasts Grow Up:
And here are some of the other best video podcasts you can check out to get ideas on how you want your show to look and serve your audience:
Videograms
We all know the power that video has on social media channels. Audiograms, for B2B podcasts especially, have become all the rage because it offers a visually interactive experience to your audience. And let’s not forget that basically every social channel now has the ability to post live stories — because videos are an easy way to engage your audience.
Create short clips from your video that you can share on your social channels to further engage with your audience and give them a sneak peek at the episode. This is a great way to not only engage your audience on the channel they’re on, but also to bring them into content on your website by giving them a preview of what the entire episode offers. Here's a videogram from The Casted Podcast:
Subscription-Only Content
If you’re creating a newsletter or an email list of some kind (and let’s be honest… most of us are), then you’re always looking for ways to make your subscription content more enticing. Because hey… you want more people who want to engage with you on that channel!
If you’re not regularly posting the video portion of your podcasts, consider sharing your videos with your subscriber base. This is a great way to add additional value to your most loyal fans and create another reason for non-subscribers to opt-in to your content.
We love asking additional questions and saving those for a behind-the-scenes look for subscribers — it’s such a fun way to add value by offering interesting content!
Add Video to Your B2B Podcast
Whether you already utilize video as a part of your podcasting strategy or you’re just getting started, there is untapped potential in using these mediums together to drive better engagement and value to your audience.
At Casted, we’re committed to giving marketers the tools that make it easy to take your video and audio podcasts and amplify them across your marketing strategy.
Interested in learning more about what video podcasting can do for your brand's growth when you use the Casted platform? Check out these resources:
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- Manage and track your audience growth and engagement with our Measure features.
- Know which companies are tuning into your show with Insights.
- See how Casted analytics can help you understand your audience like never before.
- Learn how an amplified marketing methodology will fuel your content promotion plan across all your key channels.
Ready to chat about bringing your podcast onto the Casted platform? Let’s chat!
