Editorial
The Gist
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Solid reach: Studies show that 55% of business leaders listen to podcasts every day. They’re a great way to consistently connect with decision makers.
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Video and podcasts: Recording each episode improves your reach and gives you plenty of content to repurpose.
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Repurposing means ROI: With the help of AI tools, a single podcast episode can transform into blogs, social media posts, email campaigns, gated content and more.
As a co-founder of a B2B startup, I'm always looking for ways to meaningfully connect with our audience. Recently, I've been binging episodes of “Marketing Against the Grain,” a podcast hosted by two HubSpot leaders, Kipp Bodnar and Kieran Flanagan.
The latest episodes have covered using AI to improve productivity and OpenAI’s new deep research tool, and I typically walk away with some fresh new ideas. Plus, the entire podcast is also available to watch on the show’s YouTube channel, the perfect illustration of how podcast plus video is a powerhouse equation. It’s no wonder over 1 billion people now watch podcasts on YouTube every month; video-first content is where attention is headed.
Podcasts Are a Powerful B2B Marketing Tool
Let's discuss why podcasts matter for B2B marketing and why chief marketing officers should take note. According to 2023 research, 55% of business leaders listen to podcasts as part of their daily routine. Even if they weren't listening every day, the same study found that B2B listeners were highly engaged with the medium and that they regularly use podcasts to learn new things. Decision makers in your audience want to be reached where they're at, so providing both audio and video assets to meet them is a strategic move.
People are also craving genuine connection, even in a digital-first world. Podcasts (especially when coupled with video) let you actually hear (and see) people talking; it can feel like you're engaged in a conversation or having a phone call with a trusted friend. And because they're serialized, podcasts also allow you to go deeper with a topic over time than you could in a blog or social post.
Finally, podcasts are valuable because they allow you to build your network and position you as a thought leader. If your podcast features SMEs or industry influencers, you'll reach new folks when they share your content, which will further expand your reach.
Related Article: The Forgotten Art of Planning in B2B Marketing
The Role of Video in B2B Podcasts
It's a good idea to record every podcast episode and host it on your site or YouTube channel for SEO opportunities. However, if you're only going to record some episodes, the best times to use video are when you're sharing infographics, slides or demonstrating complicated concepts that require visual explanation.
If you're recording the full podcast episodes, you're generating a ton of valuable content that you can repurpose into other assets as well. Instead of dropping a link to the full-length video (which not everyone will watch), you can sprinkle a few short "hot take" clips promoting some of the top episode moments instead, which will build interest and awareness about your podcast.
Repurposing Podcast Content for B2B Marketing
Your podcast can become a true content multiplier, and it can lead to dozens of valuable content assets. One podcast episode can turn into multiple blog posts, snackable social media snippets, email campaigns featuring podcast insights, and gated content like whitepapers and reports. Modern AI tools have made this process incredibly straightforward and efficient, which saves you time and money and allows you to focus on higher-level tasks.
The key here is to start with a multimodal mindset from the beginning. When you know you're going to be repurposing your content into other formats, you'll make strategic decisions to support that. For example, sometimes hosts include questions in their interviews that never make it to the episode; they're specifically there to help generate video content later down the road on a certain topic.
Related Article: Your Content Needs a Glow-Up: The Case for Going Multimodal
Tap Into the Potential of B2B Podcasting
Podcasting, especially when combined with video, presents a big opportunity for B2B brands to connect with audiences, build your video library and feed a multi-channel content strategy over time.
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Whether you're hoping to establish yourself as a thought leader, build stronger relationships with your customers or create more engaging content around a niche topic, podcasts are the solution. Brands like HubSpot and Refine Labs are well aware of that and are already reaping the rewards. Will you join them?
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