Podcasts aren't only for B2C companies. In 2023, they will become a top channel for B2B content.

Almost half of B2B decision-makers say they use podcasts to get business-related content that influences their purchasing decisions. Podcasts are among the most preferred channels for buyers now, along with newsletters and webinars.

Such popularity in the B2B niche mirrors overall trends: During the COVID-19 pandemic, podcast audiences diversified and underwent growth. Over one-third of Americans listen to podcasts regularly now. That's more than those who have Netflix accounts.

This article will demonstrate podcasts' value and cover B2B podcast creation, submission to directories, and promotion.

Why Podcasts for B2B?

Because listening requires less effort than reading or watching educational content (using fewer channels for information processing), podcasts are much easier to grasp. That accessibility makes podcasts perfect for personal narrative content in which experts share their insights and case studies.

Podcasts can also be repurposed into whitepapers, blog posts, power pages, and other information you want to share with your audience.

What's more, informative and educational podcasts present creators as experts in their niche. Organizations with branded podcasts have 89% higher awareness, 57% higher consideration, and 18% higher purchase intent than organizations that do not. That is especially important when you consider that prospects in the B2B space are more challenging to engage and pursue than those in B2C.

If you still don't have a podcast, 2023 is the year to start one. The number of podcast listeners is growing, and it's expected toreach 464.7 million by the end of 2023 (and 504.9 million by the end of 2024). It's a mistake to miss out on such a broad audience—especially because 69% of listeners claim to learn about new brands and products from podcasts.

So, it appears that podcasts generate demand, turning into a tool to acquire prospects and influence customers. Plus, they're an alternative revenue stream. Ad revenue from complementary sponsorships, subscriptions, and branded contentcrossed the $2 billion mark this year, and it's expected to reach $4 billion by 2024.

For B2B marketers, a podcast is an opportunity to strengthen the omnichannel experience because they can use podcasts for partner communication programs. The B2B niche can also benefit from podcasts because its target audience—business leaders, managers, and other decision-makers—prefers listening to information rather than reading or watching it. Whether they listen on their way to work or during exercising, those leaders save time. And because podcasts have such a low barrier to entry and a recent popularity boost, they bring in high ROI.

Podcasting is worth trying in 2023 because your audience is ready for it. For many listeners, podcasts turn into a daily habit: A full 80% listen to all or most of each episode.

Many B2B brands have proven that podcasts work:

• B2B Growth from Sweet Fish Media gets 300K+ monthly downloads, proving that its hosts are experts in what they offer to their customers.
• The Customer Engagement Lab from PandaDoc has dozens of positive ratings and excited comments from listeners wanting to learn about creative sales and marketing.
• The Brutal Truth About Sales & Selling from B2B Revenue Leadership is an example of how consistency matters in podcasting for audience engagement.

Preparing for B2B Podcast Creation

B2B podcasting is catching up to other forms of content marketing. There are new tools that make a podcast launch and promotion less challenging than before.

Still, the process takes effort and time. Your B2B podcasts will work only if you pay precise attention to their quality and release them regularly. It's a long game.

Also, according to listener feedback and reviews, a professional and charismatic host is among the must-haves for a podcast's success. So keep that in mind when planning the content for your B2B podcast episodes.

1. Choose a topic

Come up with compelling and relevant issues for your podcast. Then listen to other podcasts in the same niche to understand what authors talk about and how they speak.

Consider every detail. Make notes, pay attention to voice and tone, and keep your desired recording length in mind.

Don't languish in finding the "perfect" topic, and don't plagiarize from competitors. If your B2B brand genuinely has something to say, make the message original.

2. Set goals

Think about what you want to achieve, and then set specific marketing goals for your podcast.

Do you want to reach and engage a broader audience? Do you plan to build your brand authority and trust, promoting the reputation of a reliable company?

Or maybe you want your podcast to share business results, promoting your company's authenticity and transparency to build customer loyalty.

3. Make a plan

Next, think of titles for several episodes—and outlines for each episode—to keep a congruent thread throughout recording.