With more than 30 million episodes available, podcasts are becoming increasingly popular.
Before using podcasts as a marketing tool, businesses should establish what their goals are - like increasing visibility and brand awareness. Pre-determining goals and metrics can help marketers plan their content better. Consistently creating relevant podcast content can help B2B marketers keep their audiences invested.
B2B companies can integrate podcasts as added content to their training program. It can not only increase the audience but also serve as a tool to reinforce learning. Aligning with the sales team can help marketers create compelling podcast content according to their buyer needs.
Businesses can consider the number of unique downloads as their primary metric. They can also count on feedback and engagement on LinkedIn to measure the success of B2B podcasts.
[6 minute read]