Podcasts have become more popular with brands in the last few years. Companies use podcasts as a way to reach their audience on a different channel. By providing audio content, you can share information with customers and they can consume content while doing other things (walking their dog, washing dishes, etc.). But, a podcast is more than just an audio channel. It’s a powerful medium for tech companies and can fuel your entire content marketing strategy.

There’s no such thing as one size fits all in content creation. But regardless of your chosen format, two questions must be answered: who you want to make it for and for what purpose. From there, you can start experimenting and playing with different styles, and after publishing a certain number of videos or blog posts, measure their performance to establish what works.

Regardless of the stage your company is at, a podcast can be a valuable tool in helping you build a sustainable marketing strategy. For instance, an early-stage B2B company can benefit from podcasting — which can help them not only build brand awareness and credibility but also connect with potential customers, investors, and partners.

Thought leadership is a popular buzzword, and most companies start a podcast to position themselves as thought leaders in the industry. But what does it really mean to be a thought leader?

We start each episode of Recorded Content with, ”Recorded Content is brought to you by Motion, a done-for-you podcast agency for small, scrappy B2B marketing teams,” and our goal is to help B2B tech companies get the most out of podcasting.

Starting your own podcast is a big deal, and it takes thorough strategic planning and preparation to get it right. But you shouldn’t strive for perfection; instead, strive for progress and to create value for your audience.