Over recent years, the popularity of podcasting has exhibited rapidly accelerating growth in terms of both numbers of listeners and frequency of sessions per user. According to the annual report from Edison Research, The Infinite Dial 2019, 20 million people have listened to podcasts and 14 million of them are regular weekly listeners.
In fact, U.S. listeners average seven podcasts per week, with 17 percent listening to between 6 an 10 podcasts and 14 percent to more than 11 podcasts per week!
Of course the lion’s share of these podcasts are focused on mass consumer audiences and feature high-profile host personalities, such as some of my favorites like Mark Marron’s WTF, Malcolm Gladwell’s Revisionist History, and Hidden Brain with Shankar Vedantam.
This revolution in consumer-focused podcasts has now also opened the door for B2B companies to ride the rising wave of acceptance and to leverage podcasting as another key channel for delivery of corporate and product messaging to targeted audiences.
With many corporate leaders, managers, and other staff among the legions of new podcast listeners, the threshold of adoption has already been crossed. A large percentage of your B2B target audience is already consuming audio-based content during their commutes or at home – and they are ready to listen to yours as well!
The strategies for B2B podcasting are different but there is definitely an attractive opportunity to ride the wave of podcasting popularity to get your messaging out to people who are already primed to consume audio-formatted content.
If you’re doing B2B content such as whitepapers, blogging, tech-notes, how-to guides, webinars and/or video content, you probably already have discovered the value of repurposing content between multiple channels.
Forward-looking B2B companies are already jumping into the podcasting channel.
If you’d like to learn more, check out our PodBoxe™ turnkey service which leverages our three decades of technology storytelling to capture your messages, map out your podcast strategy and implement your ongoing podcast program.