You started a B2B podcast to connect with your target audience. And so far, it’s working quite well. Your subscriber base is steadily growing, and you’re even getting engagement from fans. But is there something more you can do to amplify your podcast’s results?
Of course, there is.
You may be using visual elements like audiograms, but don’t overlook the value of actual videos as part of your podcasting strategy.
Although podcasts are growing in popularity across the globe, you shouldn’t ignore other channels and mediums. And video is still a worthy channel to invest in. For instance, did you know video is the primary form of media used in content marketing?
That’s because people are consuming hours upon hours of content each week. In fact, videos 20 minutes or longer make up 55% of video consumption on smartphones. So it makes sense to add this to your podcast marketing repertoire.
By pairing relevant images with information, people are 65% more likely to retain the information three days later. In other words, if you want your message to hit home (harder), then consider adding video to your podcast.
Not convincing enough? Then check out these five benefits for adding video to your podcast.
1. Create a Multimedia Podcasting Strategy that Attracts
Today’s internet users are all over the place. They’re using multiple devices to research a single product. And they’re visiting various platforms to engage with brands. And on top of that, they all prefer to consume content differently - on different channels, in different formats, etc.
This makes having a comprehensive approach for your B2B podcasting critical. One way to do this is to develop a multimedia strategy.
For instance, you can still publish your 100% audio podcast to your channel. But then you can amplify your content by including a video version you upload to YouTube, your website, and social media channels.
This way, you can reach audiences on any of the platforms they prefer to use with the format that best suits them.
2. Make Use of Your Entire Podcast Process
The video recording of an entire podcast episode can turn into a series of content you can use for promotion. Besides giving your audience a look at the podcast team and interviewees, it can also offer behind-the-scenes footage.
For example, you can show how you and your team set up for an episode, what happened before and after the interview started, and even bloopers, which people love to watch. Additionally, you can use interview questions or conversations that didn’t make it into the final episode as bonus content for your subscribers.
No video is wasted—find ways to compile them to give more exclusive access to your audience.
3. Create Deeper Connections By Putting Faces to Voices
The best podcasts are informative and engaging. But what makes them addictive is when they feel personable and relatable, even intimate. You’re getting advice from someone you’ve never met, but through the tone and delivery, you establish a connection anyway.
However, voice-only can only take you so far. It’s like talking to a person you’ve never seen or met over the phone for many years. Sure, you have conversations to build and maintain your relationship. But finally seeing their face makes them feel more real.
For a B2B podcast, it’s about establishing trust in you as a friendly thought leader. And nothing establishes trust like offering your audience a way to see inside the brand and building connections with the voices behind it. By putting a face to the voice, you can build a deeper connection with your audience by further adding a human element to your brand.
4. Catch Nuances in Video You Don’t Get in Audio
Some people are dynamic when they speak. They use a lot of hand gestures and facial expressions to explain and capture emotion. But this is impossible to achieve when your audience can only hear your voice.
By adding video into the mix, you can show as well as tell your stories. The personalities on your B2B podcast will shine brighter and even help watchers to better understand topics.
Video also makes it easier to show exhibits or examples, such as charts and products. Or a screen share for a quick demonstration.
This also makes turning webinars into podcasts a reality. Many marketers worry that audio-only webinars lose their luster (though we’d argue that many webinars are skewing towards great conversations nowadays), but with the addition of video in your strategy, you can create a multimedia strategy around that content. Utilize parts of the webinar in video clips for blogs, audiograms for social, and more.
5. Attract New Audiences Who Don’t “Podcast”
Sure, people love podcasts. But as it’s still a relatively new medium, there is still a significant audience that prefers video content. So to cater to the latter group, you need to incorporate video into your podcast.
Not only will they appreciate the ability to watch your show, but you’re making it convenient for them to do so. Podcast episodes are typically uploaded to platforms like Spotify and Apple Podcasts (though, you know where we stand on this… your podcast should ALSO be on your website). With video, you can expand your reach by uploading content to YouTube and offering another visual way to engage with your show on your own site.
Don’t Just Podcast—Video Podcast
You’re excellent at crafting amazing content for your podcast. But if you want to grow your audience further and expand your podcast’s reach, videos are a great way to drive that.
Like any content, just make sure that you focus on quality over quantity to create content that resonates and truly helps your audience. After all, any good content strategy is firmly rooted in your audience’s wants and needs.
But how do you get started adding videos for your podcast?
One option is to partner with Casted. With our B2B podcasting platform, you can upload your video podcast and create spin-out video clips and multimedia pieces to share with your audience.
Then quickly distribute it across platforms for an omnichannel campaign. You can also track the progress of your episodes to see how well they’re performing.
Want to learn more about how Casted can bring video to your podcast? Then reach out to us today!
