Podcasts now a top channel for B2B marketing

Podcasts are now a top channel for B2B content material, with 43% of resolution makers saying they use them to get enterprise associated content material, in line with a new examine. That places them into a tie with e-mail newsletters, webinars and social media as essentially the most most popular channels for patrons.

Second place went to industry-specific newspapers (39%), in line with the examine by Sapio Research, a market analysis agency. National newspapers (36%) and digital {industry} occasions (35%) got here subsequent. Note to occasion organizers: Only 9% stated in-person conferences.

Dig deeper: Soundrise connects advertisers to podcast creators with shared values

Podcast reputation amongst B2B execs mirrors that of the U.S. general. Currently 38% of Americans over the age of 12 — 109 million individuals — take heed to podcasts month-to-month, according to Edison Research. That’s up from 32% in 2019. Furthermore, 26% take heed to podcasts each week.

Big within the C-suite

Some 44% of C-suite executives, VPs and division heads who learn about podcasts take heed to them, according to LinkedIn (and 79% of the US inhabitants is aware of about podcasts). Also, podcast advertisements drive an aided model recall price of 71%, per Nielsen

In a report commissioned by the BBC, organizations with branded podcasts noticed:

  • 89% larger consciousness.
  • 57% larger model consideration.
  • 24% larger model favorability.
  • 14% larger buy intent.
  • 12% larger reminiscence encoding than different types of content material.
  • 16% larger engagement.

Some 38% of entrepreneurs working for retail corporations say podcast promoting is the media channel with the largest ROI, in line with HubSpot. That identical survey discovered 39% of Information Technology corporations plan to leverage podcast promoting in 2022. Also,

HubSpot additionally reported that 18% of U.S. corporations plan to leverage podcasts and audio content material of their marketing methods.

Three different key podcast statistics:

  • 52 million US households take heed to enterprise podcasts. [Nielsen]
  • 54% of podcast listeners are prone to think about the manufacturers they hear marketed on podcasts. [Edison]
  • 66% of podcast listeners have a faculty diploma and a median earnings of $75,000 per 12 months. [Buzzsprout]

Why we care. Podcasts have a lot of upside for B2B entrepreneurs. For one, they don’t should be a large hit to succeed — a area of interest present with a niche-sized viewers of your most popular clients is ideal. They don’t should have distinctive content material. This is the proper medium for repurposing weblog posts, white papers, surveys, interviews with SMEs or executives, new product developments and different materials. Because most individuals uncover podcasts through social media, it’s straightforward to work it into you social media technique.

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About The Author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has lined enterprise, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been metropolis editor of the Boston Herald, information producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and plenty of different publications. He has additionally been a skilled humorist, given talks at anime and gaming conventions on every thing from My Neighbor Totoro to the historical past of cube and boardgames, and is creator of the magical realist novel John Henry the Revelator. He lives in Boston together with his spouse, Jennifer, and both too many or too few canines.