Podcasts are more than an audio channel. And it’s easy to get excited about creating cover art, building podcast episode trailers, and creating social posts.
But from my experience, many companies don’t spend enough time on one of the most basic elements of their show — podcast show notes.
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.
B2B marketers on small, scrappy teams have to wear a lot of different hats. And in order to get the best information, you rely upon a combination of Google, communities and your peers.
But when it comes to producing a new podcast for your own company, many marketers can’t find a reliable source. If you search Google, you’ll find a ton of resources for independent podcasters or hobbyists. And if you reach out to peers, you’ll find that companies are still trying to figure out the best approach to launching a business podcast.
So if you’re looking at producing a podcast for your company, what’s the best step-by-step process available? How can you get to that first episode and reach your target audience?
Podcasting is a great way to build a relationship with your ideal customers. At Motion, we view a company’s podcast as a “conversation flywheel.” And for many of the tech companies we work with, it fuels their company’s entire content marketing strategy.
But not all companies are able to produce a podcast consistently. For a few key reasons, B2B organizations fail after the distribution of the first few episodes (a majority of podcasts don’t make it to the 7th episode). And they end up suffering from a term called “podfade.”
What causes podfade and how can you prevent it from happening to your company?
Hosting a podcast is a great way to spread your company’s message and bring in new customers, but guesting on someone else’s podcast can offer a much wider audience.
By being a guest on another show, you’re in the spotlight. You can get more airtime and focus on talking about your business, while reaching an audience you may not normally have access to.
Ready to get that podcast started? Schedule a call with us and we’ll get it going.
Most B2B marketing heads at tech companies want to start a podcast but don’t have time, resulting in lost demand and brand awareness. At Motion, we help B2B marketing professionals launch their podcasts so they can publish more high-quality content consistently, develop new relationships within their industry, and get their team excited about marketing again.
