A major component of developing a solid podcast strategy is understanding your customers’ wants and needs.

What are your customers looking for in a podcast? What podcasts are available? What topics are your customers interested in? How often do they want new episodes?

But how does your team get this data? How can you ensure your podcast strategy aligns with what your customers want and need?

The answer: A competitive benchmark report.

I recently saw a post on LinkedIn and the author listed the “most popular” channels for B2B marketers.

And “podcasts” were one of the channels listed.

But if you’re a B2B marketer, and you feel a podcast is a channel, you’re missing out.

When you focus on having specific, genuine conversations with prospects, customers, partners, internal subject matter experts, and industry leaders…you impact your entire marketing flywheel. Not just a single audio channel.

As a marketer, you want to stand out in the first few months after taking your role. You want to gain the trust of your new teammates and demonstrate your capabilities to leadership.

But there’s a lot to do in a short period of time.

There’s one thing that can help speed up the process — starting a podcast.

Podcasts have become increasingly popular in recent years. For me, I listen to shows while walking my dog, driving in the car, or doing yard work.

But a video podcast takes this one step further by adding a visual element to the mix. Video podcasts can be as simple as a static image or a video recording of the podcast hosts and guests. In fact, I pull up YouTube videos all of the time to help fill in the gaps during my workday.

The advantage of a video podcast is that it can provide a more engaging experience than a traditional audio podcast. This is particularly true if the video podcast is used to add more context or visual interest to the discussion.