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?

Planning, researching, recording, editing, and publishing a high-quality branded podcast takes time. But the biggest mistake marketers make with a branded podcast has nothing to do with the time invested.

It’s about what marketers DON’T DO after the podcast episode is published.

A podcast episode is so much more than a single audio file. However, most marketers just hit “publish” and distribute the audio from their podcast hosting provider. They don’t take it any further once the episode makes its way to Apple, Spotify, Google and other podcast platforms.

When you invest the time it takes to produce a high-quality podcast episode for your company, you’re better off squeezing as much “juice” from it as you can. And that’s where repurposing content comes into the picture.

An online community is any group, formal or informal, of individuals that have something in common or are joined by an interest in a particular kind of content. When applied to your ideal B2B customer profile, an online community is your purposeful effort to connect with the group of people who is most likely to use and love your products and services.

During a recent podcast interview with Jake Jorgovan, I had an opportunity to talk about the many iterations of our service model and how we got to this point. I also had a chance to breakdown some of the best ways to use a podcast or video series for both demand generation and long-term thought leadership.

Podcasting in B2B is new. That’s okay. New is good. But sometimes, especially when times are tough and money is scarce, new can be scary.

Ever since the global crisis began, we’ve watched company after company turn to two major outlets as their alternative to in-person events: Webinars and Virtual Events.

While these mediums are great and have a rightful claim to being in the conversation, there is one being left out only because it’s new in B2B: Podcasting.