Why do all B2B brands need a podcast? How does a podcast create a brand connection that other content doesn’t? How can you harness the voices and perspectives of experts as the centerpiece of all of your marketing? In this episode of The Content Callout, Lindsay Tjepkema—the CEO and co-founder of Casted and THE podcast queen—talks about why brands NEED podcasts, about outdated marketing playbooks, and harnessing the voices of experts.
Outline of This Episode
- [1:55] This is a podcast about podcasts
- [3:05] Why all B2B brands NEED a podcast
- [5:48] Where a B2B brand should start
- [7:03] The ability to create connections
- [9:15] How Casted changed the game
- [12:42] Move away from old playbooks
- [18:30] Harnessing the voice of experts
- [21:03] Where Lindsay sees the field headed
- [24:36] How to learn more about Casted
Why all B2B brands NEED a podcast
There is a constant pursuit of connection between brands and their audiences. Everyone is seeking connection—it’s a basic human need. Lindsay emphasizes that because it’s a basic human need, it should be a basic business need. Podcasts offer a way to connect like no other content. Blogs, social media, and videos are all great. But podcasts create a special connection. How?
You’re inviting someone into a conversation. You’re getting in their head. When they’re invited into a conversation with a brand, it establishes the connection both sides are seeking. It establishes trust. It establishes a relationship with the host(s), the guests, and the brands they represent.
A podcast helps you cut through the noise
Secondly, Lindsay points out that people are always looking for ways to cut through the noise. Everyone is blogging—even though there are over 600 million blogs in the world today. There are about 1 million podcasts out there which means there’s still tremendous growth opportunity. You can cut through the noise, own your space, and create a connection with your audience.
If you’re not podcasting, you’re missing out on a massive opportunity. You can create community and brand affinity. A podcast also creates lead gen opportunities and affords you top-of-funnel creation. The amount of content that spins off of the long-form content is insane.
Where a B2B brand should start
Lindsay recommends you start by answering these two questions:
- Who is it for?
- Why are you doing it?
The more you can define your answers, the better. If you try to appeal to everyone, it might resonate. But if you try to appeal to a specific marketer at a particular stage in their career dealing with a unique problem in their industry at this moment in time—you’ll be their favorite episode that’s shared with everyone else.
Which reason is the top one for you? Some brands want to generate leads. Others simply want to get a thought leader in front of people. Maybe they want to develop more partnerships or get more users on their platform. But to be the most effective you can be, you have to nail down these two questions.
How can a podcast create connections with your audience? How do you bring on the right experts? Why should you ditch your out-dated playbook? Lindsay answers these questions and so much more in this episode of Content Callout.