Podcasts in B2B marketing are an innovative tactical tool. I find it particularly interesting for building trusting relationships. But also to establish your company’s authority and engage a professional audience in an authentic and lasting way.
According to a 2023 study, 26% of podcast listeners discover new content via social media and networks, and 25% by word-of-mouth. This trend underlines the importance of podcasts as a B2B marketing tool in Quebec. But also elsewhere in North America. They enable you to share your expertise and strengthen your market position.
As a content marketing professional and blogger, I’ve seen first-hand how podcasts in B2B marketing can transform a traditional approach into a more intimate, engaging and sustainable method of communication. Unlike more traditional formats like blog posts or white papers, podcasts offer an auditory experience that establishes a direct, authentic connection between your company and its listeners.
This allows you to build a relationship of trust by giving your brand a human “voice”, making exchanges more personal and human. Here’s a quick look at seven benefits of podcasts, plus some concrete examples.
1. Asserting authority: a podcast as a lever for thought leadership
Thought leadership is an interesting strategy in B2B. This is where the perception of a company’s expertise plays an essential role in decision-making. In this context, a well-designed podcast becomes a key tool for positioning a company as a thought leader in its sector. A company can share in-depth knowledge, unique perspectives and trend analysis. It doesn’t just disseminate information. It demonstrates its mastery of the issues facing its industry.
A podcast allows you to speak directly to decision-makers, influencers or strategic partners. This format is often listened to in quiet moments (during a commute, a workout or a break). It offers privileged access to sustained attention, away from the noise of other communication channels.
2. Validating credibility with external guests
And conversely, inviting external experts and opinion leaders on crucial topics further amplifies this thought leadership role. A podcast with recognized guests reinforces credibility and opens the door to a wider audience. We’re talking about “real” influencers here. This allows the company not only to share its vision, but also to have its perspectives validated by respected voices in the field. This external validation helps to establish your company as an essential reference and a valuable source of expertise.
A company specializing in financial services, for example, might invite economists or academic researchers to discuss economic reforms or market trends. This type of collaboration doesn’t just enrich content. It allows us to reach a wider audience, attracted by the recognized expertise of our guests.
3. Creating evergreen content: building a library of expertise
So, at ExoB32B, we’ve always recommended producing long-term content that continues to generate value long after it’s been published. Podcasts have this unique ability to build a perennial library of knowledge (not). An episode becomes a resource that can be accessed at any time, available to decision-makers looking for specific answers or solutions.
For example, the creation of an episode on “AI in inventory management”. This could help a logistics company understand how to use predictive algorithms to improve its forecasting. But also its supply chain, even years after the initial publication.
You have to use these episodes over time. In this way, you create a “library” of knowledge (an old theme of mine about “corporate memory”). And continue to generate value long after its release. Each time, you attract new listeners who are looking for concrete solutions to modern challenges.
4. Humanizing the brand and building trust with B2B marketing podcasts
One of my favorite aspects of podcasts is their ability to humanize a brand. We all know (or almost we do… 🙂 that a relationship of trust isn’t built on products or services alone. It’s also built on genuine emotional closeness. The human voice in a podcast helps weave this bond. It makes a brand more accessible and more “human” in the eyes of listeners.
Let in-house experts, such as consultants or engineers, take the floor and share their experience and know-how. This brings the technical aspects to life and demonstrates the company’s commitment and transparency.
5. Increasing engagement through a flexible format
At ExoB2B, we’ve always advocated the importance of flexibility in content consumption. Podcasts fit this bill perfectly. You listen to an episode on your daily commute or during a break at work. This allows you to capture the attention of an audience that would otherwise be difficult to reach with more traditional formats.
This format offers unrivalled accessibility. It creates a loyal audience. An audience that returns regularly to learn about the latest trends, tips or solutions offered by your company.
6. Maximizing ROI with a multimedia content strategy
In my strategic approach, I always focus on maximizing the return on investment (ROI) of each piece of content. Podcasts in a B2B marketing context are perfect for this, as they can be reused in a variety of forms: episode summaries can become blog posts, quotes can be shared on social networks, and key points can be translated into infographics or newsletters. This versatility makes it possible to reach multiple audience segments with a single investment of time and resources.
Analyze and adapt listener preferences
One of the advantages of podcasts, which I particularly appreciate, is the ability to finely analyze listener behavior. Thanks to the data available on the broadcasting platforms, it’s possible to find out which episodes work best, which topics arouse interest, and thus adjust future content according to these insights. This ability to adapt in real time is a major asset in an effective content strategy.
Concrete examples
That’s all well and good, but who’s actually doing it? Are there any companies to cite as examples? The answer is: yes! But very few companies are using podcasts to position themselves as thought leaders or story architects, and in so doing, build trust and engagement with their target audiences.
For example, Microsoft has launched several podcasts such as The Azure Podcast, which explores innovations in cloud computing and invites experts to share their perspectives on critical technology trends, reinforcing their position as a cloud leader.
Salesforce also produces podcasts like Blazing Trails, which tackle current issues for B2B professionals, particularly around digital transformation and customer relationship management. This format helps them stay connected with their audience while providing educational and inspirational content.
Finally, Deloitte uses Deloitte Insights, a podcast series that explores economic and technological perspectives by inviting experts from different fields. These episodes serve not only to inform, but also to reinforce their image as a trusted advisor to companies in digital transition.
These companies show how the podcast has become an effective tool for creating authentic, long-term content, often accessible on platforms such as Apple Podcasts or Spotify, to reach a large-scale professional audience.
Conclusion
To sum up, podcasts in B2B marketing are much more than a simple B2B communication format: they’re a real lever in B2B marketing strategy. They reinforce authority, build trust, create lasting content and engage a target audience in an intimate and authentic way. Based on our experience, we’re convinced that podcasts are an essential strategic tool for you if you want to stand out from the crowd and establish yourself as a leader in your sector/industry.
If you’d like to explore the potential of podcasts to solidify your authority and engage your audience, I invite you to contact our experts. Together, we can create a podcast-inclusive content strategy that perfectly meets your objectives, captivates your audience and reinforces your position as a leader in your field.
