What's your strategy for driving more listeners to your B2B podcast?

Are you using paid advertising to promote your podcast? Or maybe you're sharing each episode on multiple social media channels. On one end, you're spending a lot of money on clicks that may not convert. And on the other, you're not gaining much traction for your podcast.

What other options do you have? Well, there's a strategy you're overlooking that can organically boost your B2B podcast's visibility and subscriptions:

Creating a content flywheel (aka repurposing your podcast content to create multiple ways to attract your audience (existing and new) back into your content). 

At Casted, we offer tools B2B podcasters can use to develop content flywheels. For example, Openview does this effectively with what Meg Johnson, their Multimedia Marketer, calls a content carousel strategy—check out the informative episode here. 

And bonus… you can see awesome examples of how they do it here.

So how can you reuse and repurpose your podcast to create content that brings them in and keeps them engaging with your brand? Let’s discuss how you can do this without breaking the bank.

1. Shoot a Video as You're Podcasting

There's a reason YouTube is popular—people love seeing faces. And although podcasts are popular, when it comes to sharing content on social, visuals reign supreme.

Humans are naturally attracted to visual stimulation (likely because 30% of our brain is dedicated to our eyes). So to add appeal, you can record videos for your podcast sessions. You'll find videos will perform better on social channels, getting more shares and listens. 

Outside of just social fodder, video podcasts are also a great way to reach a new audience on channels like YouTube. As a search engine of its own, many B2B podcasts look to YouTube as a way to expand their audience by reaching them on new channels.

It doesn't require technical expertise to pull this off. All you need is a webcam for you and the guests you're interviewing. You can do this in-studio or remotely if your guests have cameras. Then edit the footage and audio, and you're all set to publish on multiple channels. 

2. Create Audiograms

If you're not keen on recording video footage of your podcasts, then there's an alternative. Audiograms are auto-generated visuals used for audio content.  

You've likely seen them in your social media feed. They may contain a still image background, wave animations for the sound, and closed captions at the bottom. 

This, too, is visually-appealing and can make sharing podcasts on social media a success. When we use audiograms in our social feed, we tend to see a 3X engagement on posts. Audiograms are a great way to give your audience a sneak peek at an episode and give your social feed a more dynamic (and human) presence.

They’re also a visually inviting way to bring your social audience into your podcast content rather seamlessly!

3. Include It in a Newsletter 

If you're growing an email list of subscribers (which we hope you are), then you can repurpose your podcast into content for your newsletter. 

For instance, you can discuss one of the key takeaways from one of your podcast episodes. Then midway, you can share an audiogram from the episode directly in the email. The goal is to drive people to your podcast, so be sure to include a link to the full podcast at the end. 

What’s fun about including your podcast in your newsletter is that you could create an entire newsletter around content you produced from your podcast! A blog, a guest spotlight, a checklist, the podcast episode, etc. There’s no shortage of ways to repurpose each episode into content. The trick is offering up this content to your audience and allowing them to chose how they want to digest it.

But what if your email list is shabby and needs growing? Then, you'll want to use your blog to help drive more leads.

4. Write Spin-Off Blog Posts

Now, if you're still growing your email list and/or want to attract more people, then owning a blog is vital. With a company blog, you can regularly publish content for SEO and educational purposes and to build organic traffic. 

We’re firm believers that your podcast houses some of, if not the, most important content for your brand. So why wouldn’t you look to repurpose your podcast content into written content, like a blog posts, that can aid in educating your audience and growing your organic traffic? Like with the newsletter, you can focus on one or two key takeaways from the episode, insert an audiogram snippet of a relevant section in the episode, and link to the whole episode. 

Many Casted customers are huge fans of reusing and repurposing their podcast into several pieces of written content. Check out how OpenView is creating a content carousel from their Build podcast here or how Lumavate is able to create several blog posts and 10-15 social posts from a single episode here.

If you commit to creating content around every podcast episode, you're pointing regular readers and newcomers to your podcast. But how does this land you more subscribers for your newsletter?

5. Offer Exclusive Content 

Gating content is an excellent way to get visitors to share their email addresses in exchange for a free download. Let's say you had an awesome interview for an upcoming podcast episode with a well-known industry expert. You can look for ways to create exclusive downloadable content, such as a case study or a short guide based on that episode. Or exclusive pieces of the interview that are only available to subscribers.

Look for ways to add CTAs to the content you’re creating around this specific episode, but also identify blog content that is connected and relevant to the interview. This way, those who find it are already interested in the tips and insights you're sharing and are more inclined to download.

You can have the download request at the end of the blog post or as a pop-up or you can add a CTA at the end of your podcast telling listeners to subscribe for exclusive content. Or you can create a LinkedIn post with a great image and copy enticing users to download the exclusive content. Just be sure to include a link back to the podcast episode within the gated content. 

This is a prime example of the content flywheel we mentioned:

• • Sharing your blog post (and audiograms) on social drives traffic to your blog
  • Your blog drives leads to your newsletter and download (and podcast episode)
  • Your download drives leads to your podcast episode
  • Your newsletter drives leads to your podcast
    
    

And the flywheel continues. Those that stay on the ride are likely qualified leads (and very interested in what you’re offering) that may eventually turn into avid listeners. 

6. Turn Your Podcast into a Powerpoint or Infographic

Maybe your B2B podcast episode is jam-packed with stats, tips, and information your audience will love. You can transform this data into an easily digestible infographic or PowerPoint presentation.

These are highly visual, which will attract followers and promote shares on social media. The B2B crowd is always looking for valuable content to consume and share, making this a win-win. 

7. Get the Most Out of Each B2B Podcast Episode

Don't continue making the same mistakes with your B2B podcast marketing. You put blood, sweat, and tears into the planning, production, and delivery of each episode—why let it all go to waste with a single Tweet or LinkedIn post?

Like they say in marketing—you should put 20% of your effort in content creation and 80% into content promotion. With a content flywheel, you're using every avenue to lure in your target audience to your podcast. 

If you're looking to amplify your B2B podcast, then we invite you to schedule a demo with Casted today!