18/06/2024
Podcasting for B2B Brands – Part 2 – A Podcast Isn’t a Marketing Channel, It’s a Content Medium
I’d like to start with a thought of the day: a podcast isn’t a marketing channel. If a podcast isn’t a marketing channel, what is it? What are your thoughts, everyone? Anyone watching live? Do you have any ideas on how you would better describe what a podcast is in terms of its relationship to a business or its benefits to a business?
There might be a bit of a delay in responses, so I’ll move on and share my perspective: a podcast is a content medium. Like a blog, if you publish a podcast episode, you won’t attract listeners unless you promote it, tell people about it, and have a distribution mechanism in place. Over time, you can attract organic traffic, but organic traffic is the channel. Similarly, for podcasting, the podcast is the content medium, and the channels are platforms like Apple Podcasts, Spotify, etc. So, think of it that way.
What We’re Covering Today
Today, we’ll be covering ten topics:
Content marketing in 2023
Why B2B podcasting is different
The 6H Content Marketing Model
Six steps from starting a podcast to publishing a book
Podcasting equipment and software
Planning your show
Presenting
Guests
Editing
Launching and promoting
Please keep asking questions. We have Jason Barnard joining us live, saying, “Hellooooooo!!!!” I can just hear him say that now. Hello, Jason, thank you for joining us live.
The Elephant in the Room: ChatGPT
Let’s move on to content marketing in 2023 and discuss the elephant in the room: ChatGPT. What’s happening with the future of content in relation to ChatGPT? In my opinion, if you write blog posts, that’s becoming more challenging. People are using ChatGPT to write blog posts. You can edit and improve them, but it’s competitive with what you’re trying to achieve in written form.
At present, AI isn’t capable of producing long-form video content, and I don’t think it will be for the next couple of years. To differentiate yourself from a content perspective, produce high-quality, ongoing content with your personality, demonstrating your own and your brand’s authority. Then, you can use AI to break it down and create more content from your initial piece. However, I don’t think ChatGPT is currently a competitor to podcasts.
You can differentiate yourself by producing a high-quality podcast or video series and then using AI to break it down into different sections. For example, you can ask ChatGPT to take a transcript and turn it into a blog post. AI can enhance what you’re doing, but start with high-quality content first.
Who Are Your Competitors in 2023?
Who are your competitors in 2023? Many people think their competitors are the brands selling the same products. However, when it comes to content consumption, your competitors are whoever is vying for your target consumers’ attention. This includes platforms like Netflix, BBC iPlayer, and Spotify.
Your competitors are the platforms where your target audience spends their time consuming content. To compete, you need to produce content of similar quality. Use decent audio and video, improve your presentation skills, and aim to deliver content that doesn’t make listeners think, “Who is this person using a horrible headset in their basement?” With over two and a half million podcasts out there, you need to elevate your quality and stand out.
Why is B2B Podcasting Different?
B2B podcasting is different because it has a longer sales cycle. This means you can’t drive people from initial awareness straight to purchase in most cases. It’s generally not about seeking sponsorship to make money from the podcast; it’s about keeping your brand top-of-mind and expanding thought leadership to drive one-on-one relationships.
Keeping your brand top-of-mind is crucial. Seventy-one per cent of consumers are more likely to buy from a brand they recognise. Use your podcast to keep your brand top-of-mind without constantly selling. Deliver content that appeals to your target market without overtly promoting your services.
For example, a US law firm researched its target market and discovered they were interested in golf. They started a podcast about golf, brought to you by the law firm. You don’t have to go that far afield with your content, but it should be something your audience would regularly consume. Think of it as a magazine they would subscribe to, with subtle branding rather than constant sales pitches.
Focus on producing high-quality content that engages your audience. A small strapline about your brand and a call to action at the end are sufficient to promote your business without being intrusive.
