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Podcasts: The silver bullet of B2B content

The modern marketer knows that content is king. And as B2B brands are constantly seeking innovative ways to reach and engage their target audiences, one powerful tool that has emerged as a game-changer is the podcast. The global podcast audience is projected to exceed half a billion in 2024, marking an 8.6% annual growth rate. In the United States alone, there are currently 109.1 million regular podcast listeners.

As of 2022, podcasts are now a top channel for B2B content, with 43% of decision makers saying they use them to get business related content. That puts them into a tie with email newsletters, webinars and social media as the most preferred channels for buyers.

Organizations with branded podcasts saw:

  • 89% higher awareness
  • 57% higher brand consideration
  • 24% higher brand favorability
  • 14% higher purchase intent
  • 12% higher memory encoding than other forms of content
  • 16% higher engagement

These statistics underscore the growing influence of podcasts as a vital component of content marketing strategies.

Our Little Talks Podcast with guest Jay Schwedelson.
Our Little Talks Podcast with guest Jay Schwedelson.

The Versatility of Podcasts

Podcasts are unique in their ability to deliver content in multiple formats, making them incredibly versatile. Here’s how they can enhance your content strategy and reach:

  • Audio: Podcasts primarily exist as audio content, making them accessible on platforms such as Apple Podcasts, Spotify, and Google Podcasts. This allows B2B brands to reach dedicated podcast listeners who prefer consuming content through audio while multitasking, such as during commutes or workouts.
  • Video: Many podcasters record their sessions, which can be repurposed into video content. These videos can be uploaded to platforms like YouTube, TikTok, and LinkedIn, engaging audiences who prefer visual content. Additionally, short clips or highlights can be shared on social media to draw more attention.
  • Written: Transcribing podcast episodes also provides a wealth of written content that can be used or repurposed for blog posts, articles, and social media snippets. This not only improves SEO but also caters to your customers that prefer reading over listening or watching.

Podcasts’ ability to create one piece of content and repurpose it across various formats maximizes efficiency and ensures a broader reach. Basically, it makes them a silver bullet solution to content creation that checks several boxes of opportunity.

Expand Your Reach

Podcasts can significantly expand your reach by tapping into audiences on platforms that may not be part of your traditional marketing channels:

  • Apple Podcasts and Spotify: These platforms have millions of active users who regularly consume podcast content. By hosting your podcast on these directories (and more), you can access a dedicated listener base that might not follow your brand on social media or visit your website.
  • YouTube and TikTok: Leveraging podcast recordings for video content on YouTube and TikTok can help you engage with video-centric audiences, and boost your SEO. These platforms are known for their high engagement rates, and can drive significant traffic back to your primary marketing channels.
  • LinkedIn: For B2B brands, LinkedIn is a goldmine for professional networking and content sharing. Sharing your podcast episodes on LinkedIn can position your brand as a thought leader in your industry and facilitate deeper connections with other professionals.

Build an Engaged Community

Podcasts are similar to email newsletters in that they help build a loyal and engaged community of followers:

  • Regular Communication: Just as an email newsletter allows you to communicate with your subscribers regularly, a podcast enables you to engage with your listeners on a consistent basis (and through more channels as noted above). This regular touchpoint helps maintain brand awareness and fosters ongoing loyalty.
  • Building Trust: Hearing the voices behind the brand can create a personal connection with your audience. Over time, listeners come to trust and value the insights and information provided through your brand’s podcast.
  • Listener Interaction: Podcasts often encourage listener interaction through Q&A segments, guest interviews, and feedback requests. This two-way communication can strengthen your relationship with your audience and provide valuable insights into their preferences and needs.

Consistency is key to growing and nurturing your podcast community. By regularly delivering high-quality content, you can build a dedicated listener base that looks forward to each new episode.

Six things we learned about producing a podcast (and how you can start one)

Podcasts as Owned Assets

One of the most compelling reasons for B2B brands to invest in podcasts is that they are owned assets:

  • Control: Unlike social media, where algorithms and policies can change without warning, you have complete control over your podcast content and distribution. This ensures that your message reaches your audience without any external interference.
  • Longevity: Podcasts have a long shelf life. Episodes can continue to attract new listeners and retain loyal followers over time. As your podcast library grows, so does its value as an asset to your brand.

To maximize the impact of your podcast, consider integrating it with other marketing channels. Promote new episodes through email newsletters, social media posts, and your website. Additionally, use podcast insights and listener feedback to refine and improve your overall content strategy.

Enhancing Content Strategy with Podcasts

Podcasts can significantly enhance your overall content strategy:

  • Content Integration: Integrate podcast content with other marketing efforts. For example, use podcast transcripts to create detailed blog posts, or share key takeaways from episodes on social media.
  • Cross-Promotion: Promote your podcast across all your marketing channels to drive traffic and increase listenership. Encourage your guests and collaborators to share episodes with their networks as well.
  • Audience Insights: Use podcast analytics to gain insights into listener demographics, preferences, and engagement patterns. This data can inform your broader content strategy and help tailor your messaging to better resonate with your target audience.
  • Thought Leadership: Hosting a podcast positions your brand as a thought leader in your industry. By sharing expert insights, industry trends, and valuable information, you can establish your brand as a trusted authority.

A Next Level Content Opportunity

Podcasts offer a myriad of benefits for B2B brands, from their versatility and ability to expand reach to building an engaged community and serving as valuable owned assets. By incorporating podcasts into your content strategy, you can enhance your brand’s visibility, establish thought leadership, and foster deeper connections with your audience.


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