Podcasts are present a apical transmission for B2B content, with 43% of determination makers saying they usage them to get concern related content, according to a caller study. That puts them into a necktie with email newsletters, webinars and societal media arsenic the astir preferred channels for buyers.
Second spot went to industry-specific newspapers (39%), according to the survey by Sapio Research, a marketplace probe firm. National newspapers (36%) and virtual manufacture events (35%) came next. Note to lawsuit organizers: Only 9% said in-person conferences.
Dig deeper: Soundrise connects advertisers to podcast creators with shared values
Podcast popularity among B2B execs mirrors that of the U.S. overall. Currently 38% of Americans implicit the property of 12 — 109 cardinal radical — perceive to podcasts monthly, according to Edison Research. That’s up from 32% successful 2019. Furthermore, 26% perceive to podcasts each week.
Big successful the C-suite
Some 44% of C-suite executives, VPs and section heads who cognize astir podcasts perceive to them, according to LinkedIn (and 79% of the US colonisation knows astir podcasts). Also, podcast ads thrust an aided marque callback complaint of 71%, per Nielsen.
In a study commissioned by the BBC, organizations with branded podcasts saw:
- 89% higher awareness.
- 57% higher marque consideration.
- 24% higher marque favorability.
- 14% higher acquisition intent.
- 12% higher representation encoding than different forms of content.
- 16% higher engagement.
Some 38% of marketers moving for retail companies accidental podcast advertizing is the media transmission with the biggest ROI, according to HubSpot. That aforesaid survey recovered 39% of Information Technology companies program to leverage podcast advertizing successful 2022. Also,
HubSpot besides reported that 18% of U.S. companies program to leverage podcasts and audio contented successful their selling strategies.
Three different cardinal podcast statistics:
- 52 cardinal US households perceive to concern podcasts. [Nielsen]
- 54% of podcast listeners are apt to see the brands they perceive advertised connected podcasts. [Edison]
- 66% of podcast listeners person a assemblage grade and an mean income of $75,000 per year. [Buzzsprout]
Why we care. Podcasts person a batch of upside for B2B marketers. For one, they don’t person to beryllium a immense deed to win — a niche amusement with a niche-sized assemblage of your preferred customers is perfect. They don’t person to person unsocial content. This is the cleanable mean for repurposing blog posts, achromatic papers, surveys, interviews with SMEs oregon executives, caller merchandise developments and different material. Because astir radical observe podcasts via societal media, it’s casual to enactment it into you societal media strategy.
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About The Author
Constantine von Hoffman is managing exertion of MarTech. A seasoned journalist, Con has covered business, finance, selling and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been metropolis exertion of the Boston Herald, quality shaper astatine NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and galore different publications. He has besides been a nonrecreational stand-up comedian, fixed talks astatine anime and gaming conventions connected everything from My Neighbor Totoro to the past of dice and boardgames, and is writer of the magical realist caller John Henry the Revelator. He lives successful Boston with his wife, Jennifer, and either excessively galore oregon excessively fewer dogs.
