We’ve always told stories. It’s part of what makes us human. Now, instead of sitting around the fire we often look to our screens for connection. But the innate need to bond and find meaning through our shared experiences remains the same.
Impactful brand storytelling is one of the most effective marketing tools at a brand’s disposal. Building a compelling narrative that connects with your audience on an emotional level will make products and services more memorable and help compel customers into action.
With the consumption of audio content steadily rising over recent years, more and more businesses are capitalizing on podcasting as a legitimate marketing channel and a powerful tool to share their story.
When it’s done right, podcasts can help brands build trust, showcase expertise and influence potential leads. So how can B2B companies leverage podcasts to achieve their business goals?
Audio is booming
More people are listening to podcasts than ever before. Over 100 million Americans and 30% of the UK listens to podcasts weekly.
Podcasts are conducive to the busy reality of everyday life. Commuting or travelling abroad. Doing chores or working out. They can be consumed on-demand, on-the-go. And there’s something for everyone. True crime, technology, interviews and roundtables, the podcasting landscape is incredibly diverse.
To stand out from the crowd, brands need to find their unique perspective and create the type of content their target audience is actively searching for. Whether that’s customer spotlights, industry expert interviews, behind-the-scenes insights or the founding story behind the brand.
A penny for your thoughts
According to The Podcast Consumer 2024, 74% of podcast listeners tune in to hear unique perspectives on topics not covered in other media.
Podcasts provide the perfect platform for thought leaders to share expert knowledge on industry trends. Senior business leaders, internal stakeholders and third-party advocates can demonstrate a brand’s internal expertise and bring external insight to their target audience.
How is the speaker driving innovation in their field? What insight and advice can they share on specific industry challenges? Creating a dynamic conversation on topical issues will give brands a voice in the evolving narrative of their industry and help them become a trusted source of information and guidance. The ‘AWS Executive Insights’ podcast, aimed at executive decision-makers, features conversations between industry experts who are driving innovation in their field. Through actionable perspectives, best practices, and the latest thought leadership, AWS offers value-driven content to its audience.
A BBC study found that branded podcasts increase brand awareness by 89%. Inviting customers or clients to share their experiences using products or services will highlight the value of a brand’s offerings in a real-world context. ‘Paths & Thrills’ is a podcast series by BFGoodrich, a tire manufacturer specializing in high-performance tires. Each episode features a speaker telling their story of adventure and exploration. Rally driver Sébastian Loeb, adventurer Olivia Köhler, and motorcycle racer Cyril Despres tell of their incredible achievements while highlighting the importance of having the right equipment. Creating this type of inspirational content, BFGoodrich demonstrates the brand’s off-road racing heritage and partnerships.
Instead of creating their own podcast series, brands can seek out opportunities to feature on existing platforms. Specialist podcasts with a niche target audience have a loyal following of avid listeners. ‘The Heavy Duty Parts Report’, about heavy-duty parts for the trucking industry, has over 1,000,000 impressions per month. As part of its strategy to redefine how Fleetguard, the leading brand in advanced filtration solutions, communicates globally with customers, Luxid arranged for a Fleetguard representative to feature on an episode of the podcast. As well as talking about industry challenges, such as the rise of counterfeit parts being sold online, the speaker also had the opportunity to highlight Fleetguard’s unique benefits.
Although important, engaging content isn’t enough. Paying attention to engagement metrics, optimizing episodes for discoverability, and actively promoting the podcast across relevant platforms are key to ensuring audio marketing success.
Trends in B2B podcasting
The podcasting landscape is changing. Fast. To stay ahead of the game, it’s important for brands to be conscious of the trends shaping the industry.
Video podcasting is on the rise. Platforms like YouTube, TikTok and Spotify are championing video-first approaches, attracting new audiences and enhancing narratives with visual storytelling including guest interactions, animations and on-screen graphics.
Platforms are also offering the opportunity for creators to engage with their listeners with interactive elements such as real-time Q&As and polls. Audience feedback provides valuable data to inform and enrich new content. Gamification is another trend that allows the audience to directly influence the direction of the narrative.
Artificial Intelligence (AI) is revolutionizing podcast creation, making it more accessible, efficient and engaging. AI algorithms can now recommend episodes tailored to individual tastes. A more data-driven approach to content creation fosters increased engagement through more personalized and compelling content. New tools are emerging to streamline production, enhance audio quality and offer comprehensive insights. While AI can drastically simplify the podcast process, to build influence and authority over time, brands need to prioritize a consistent communications strategy and collaborate with like-minded creatives.
Staying ahead of the game
Moving forward, implementing podcasts into B2B marketing strategies will be a necessity for brands looking to excel in an ever-evolving digital landscape. Collaborating with B2B storytelling experts, like Luxid, will help brands discover innovative formats and creative elements that elevate their company’s narrative. Brands that adapt to new trends and emerging technologies while staying true to their voice and mission will pave the way for the future of audio marketing.
If you want to discover how to inject impactful and emotional engagement into your brand storytelling, then talk with an expert at Luxid about how to include podcasting within your suite of content of platforms.
