Content Marketing Insights
for B2B Technology Companies

Content Marketing Tips

Learning With Your Audience: Why Podcasting is a Superior Marketing Channel For Attracting Loyal Customers

Jaclyn Schiff was an early convert to podcasts, and as an auditory learner, listening is her preferred way to consume information. So, it’s only natural that she’s ended up with a business that helps podcasts expand their reach.
“One of the things I noticed … the podcasters that were standing out and doing well compared to the others is that they were doing a lot of repurposing, including taking their episodes and turning them into blog content in a variety of ways,” says Jaclyn.
With years of podcast listening behind her and a career in journalism and content strategy, she started PodReacher, a company that helps podcasters do just that — turn their episodes into high-quality written content, whether it’s for company blogs or to pitch as contributed content. They also offer show notes writing.

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Content Marketing Tips

How to Get Your Ideal Customers on Your Podcast

“My ICP won’t come on a podcast.”

It’s something we hear regularly and while it’s a fair thought, it likely isn’t the case.

Let’s start with a little background.

Our business, Motion, runs a well-respected B2B podcast – Tech Qualified. On Tech Qualified we bring on CMO’s and Heads of Marketing from B2B tech companies to talk about what they’re seeing in the space. In addition to running the podcast, we also sell podcast services. So, we run a podcast for ourselves and provide podcast services to others.

A common thing we hear is “Well, your podcast is for CMO’s. We marketers LOVE to talk. My ICP is [insert cyber security professional, healthcare, data, AI professional here] and they just can’t come on. Too much risk for them, they just won’t do it.”

This simply is not true.

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Content Marketing Tips

Top 6 Podcast Hosting Platforms for Your Company’s Podcast

Do you have a podcast idea for your company? Great.
B2B podcasts are a fantastic way to build your brand, expand your reach and establish yourself as a leading voice in the industry.
But before you turn the microphone on, there are a number of important decisions to make. For one, you’ll want to secure an engaging podcast name and brand identity — one that’s close enough to your corporate VBL (so that it’s aesthetically linked), but isn’t so close that it comes across as uninspired.

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Content Marketing Tips

How to Get a Business Podcast on Apple, Spotify, Google Play and Stitcher

You’ve done your research on B2B podcasting. You’ve established your podcast’s brand identity. You’ve recorded and edited your first few episodes and now you are ready to send your new podcast out into the world. But how do you do that?
Don’t worry. You’ve already done the hardest part of making a podcast. The process of getting it out to your listeners is pretty easy. This guide will walk you through the steps of getting your podcast hosted and published on all the major platforms.

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Content Marketing Insights

How to Create a Name and Establish a Brand for Your Company’s Podcast

Podcasts have exploded in the past few years. More than half of the US population has listened to at least one, and 16 million Americans describe themselves as “avid” fans.

And B2B podcasts are increasingly popular too, with 13 million households listening in on a regular basis. But with so many businesses already releasing their own podcast material, how can you establish a brand for yours and help it stand out?

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The Ultimate B2B Technology Content Marketing Framework

  • Struggling to identify the right content to produce?
  • Wondering how you can attract prospects with your content?
  • Looking to position your technology as an authority in your space?

Download our complete framework today and start using a proven content marketing strategy.

How to Use empathy maps in your content marketing

  • Wondering how to create relevant content for your audience?
  • Struggling to develop a process for generating content ideas?
  • Trying to determine what your customers care about?

Download our worksheet to unlock a deeper connection with your customers. Use our process to go beyond traditional personas and win over your customers.

create content along the customer journey

  • Wondering how to personalize content for your customers?
  • Struggling to determine the types of content to produce for customers who aren’t ready to buy yet?
  • Trying to understand the types of information customers are looking for when finding a solution?
Download our worksheet and start mapping out the content you have with the right stages in your customer’s journey.