In the final episode of the How B2B Podcasts Grow Up series, we look at how podcasts make an enormous impact on revenue growth, brand growth, and other company-wide goals — basically, the end result of taking your show to the top of the B2B Podcast Maturity Curve.
You launched a podcast, grew your audience, promoted the show across multiple channels, leveraged the show to as a content source, and now in Stage 5: Marketing Amplification, the show drives revenue and sits at the center of your overall marketing strategy. Casted CEO Lindsay Tjepkema is joined by the Stage 5 B2B podcast experts from Marigold and Zylo for some closing thoughts and tips about how much a show can do to grow your brand and your revenue.
And if you don’t know where your podcast fits on the maturity curve, take our quick assessment and enjoy the show:
For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.
Have you heard this one before? “Yes, podcasts produce great content, but how are they contributing to business growth?” Chances are you have. It’s a pretty common question from B2B brand leadership.
One way podcasts can impact business growth is when your content team enables your sales team to leverage podcast content in their outreach. Marigold’s VP of Global Content Tim Glomb has accomplished this approach at scale and with great success. The secret is having the ability to easily create short snackable clips that are relevant to your target audience.
(For more on how Marigold uses snackable video clips to scale business relationships, check out Tim’s episode on The Casted Podcast.)
The top of the funnel is the number-one entry point for anyone who wants to get to know your brand. Content at the early buying cycle stage sees a good amount of organic traffic, yet sometimes not everyone sees the value in high-level content.
However, when you use top-of-funnel content in conjunction with snackable clips, podcast content becomes an incredible connection tool for sales. Tim Glomb has done this with multiple podcasts, such as Thinking Caps, where he and his team have chopped up 30-minute webinars into various “slippery takeaways.” Sales and marketing have then used these clips to not just set up calls but to close super-valuable deals.
Guess what? Revenue is not the only significant business impact a B2B podcast delivers. For a startup or a small company in a large industry, brand awareness can be the first step to driving revenue.
And while revenue growth will always be the most obvious goal to the various teams within your organization, your content team may need to often make sure the rest of the brand understands the other business goals your podcast is contributing to. As Zylo’s Chief Marketing Officer Meredith Albertson shares in this episode, you have to be very clear about your show’s goals (SaaSMe Unfiltered, in Zylo’s case) and regularly share the impact your show is creating for the business.
(For more on how Zylo drives business growth with their podcast in truly impressive ways, tune in to Zylo’s episode on The Casted Podcast.)
If you’d like to see which stage your brand’s podcast is at, what you can do to reach the next stage, and how Casted can help you along the way, take our quick B2B Podcast Maturity Curve assessment.
And for more, stay tuned to Casted’s new series How B2B Podcasts Grow Up for a stage-by-stage discussion of how a B2B brand takes a show from launch to mass marketing amplification, and all the expert strategies, tips, and insights you need to create and grow your own audio or video podcast to serve your brand and drive growth.
Want to skim through the episode instead of listening? Read the transcript here.
As Season 3 of The Amplified Marketing Podcast, How B2B Podcasts Grow Up will cover the five stages of the B2B Podcast Maturity Curve, where we discuss the best strategies and models for creating a new show in a new channel, for growing and engaging your audience, for expanding across all the channels your audience prefers, and for integrating your podcast program into your overall content marketing strategy. And of course, we’ll discuss all the ways you can create meaningful content and then get the most traction from that material by wringing it out and amplifying it across all channels.