B2B content marketing can be difficult, especially as marketing practices continue to evolve to stay relevant for a new demographic of potential clients. The decision makers of today are looking to make a connection with your company, and one of the best ways to build a close, direct relationship with a wide audience is through B2B podcasting.
Having a podcast marketing strategy means shifting away from the traditional, impersonal marketing practices that distance you from your audience, because you have the opportunity to share your brand, and more importantly, your voice, consistently if you maintain a regular posting schedule. Posting consistently also increases the likelihood of your podcast and business being discovered by others, as around 84% of Apple Podcasts are actually inactive, meaning the space is less crowded than you may think.
If you are looking for a way to not only genuinely reach your audience, but to increase brand awareness as a whole, here is what you must know about B2B podcasting in 2025:
Is B2B Podcasting a Good Fit for Your Brand?
There are plenty of modern marketing strategies that include newer forms of content creation, like YouTube videos, short-form content, and social media. That’s why it’s important to consider how a B2B podcast can support and build on what you're already doing.
Working with a B2B podcast agency like Jony Studios gives you more than just a podcast. It becomes the foundation for a full content engine that helps you reach your ideal clients, build trust in your niche, and open the door to meaningful conversations. Each episode can be turned into blog posts, video clips, newsletters, and social content, with them handling all of it for you.
From planning to publishing, the entire podcast creation process is taken care of. Your team gets a consistent stream of high-value content without adding more work to their plate.
Lead generation is right at the top of the list of reasons why B2B podcasting is a must for any business looking to bring in new clients. You may even find an audience in demographics that you would never expect through the medium seeing that currently, branded podcasts attract almost the same amount of interest as celebrity podcasts do.
There are three major questions that you should ask yourself when considering if creating a B2B podcast is the right choice for you and your business:
1. What is Your Business Hoping to Achieve?
While it may seem like going viral and topping the charts is the primary goal for your podcast, in reality, this should not be your top priority. Looking at statistics is important when it comes to understanding who your audience is, and how to adjust in order to reach your target demographic, but really the name of the game is how valuable your listeners - no matter how many of them there may be - are finding your content, which can translate into how likely they are to become clients, and how well you are establishing your brand identity. This is how B2B podcasts measure success.
Your goals and objectives are the two components you need to consider before creating a podcast. First ask yourself what you think the main purpose of your podcast is. This can include producing thought leadership content, further defining brand identity, forming a deeper connection with your audience, and so on. Then create a plan and schedule that will step by step help you to achieve your main goal.
2. Is Your Target Audience Listening to Podcasts?
If this is a question you are asking yourself, you are not alone. Many businesses operate under the assumption that only a very specific demographic is listening to podcasts to begin with, so they believe that this marketing strategy may not work for them.
While over 50% of people between the ages of 12 and 54 years old in the US are podcast listeners, over 20% of people over 55 said that they are listeners as well, meaning that even though it may seem like you can only target young people with this method, your audience can actually be far more diverse.
Whether your audience is young or old, when it comes to lead generation, targeting business decision makers is important, and the fact of the matter is, because of the convenience and ability to multitask that podcasts afford their listeners, decision makers make up a larger percentage of the general podcast audience. This means you are likely reaching the right people just by taking on this medium.
3. Are Your Competitors Already on Board?
In all likelihood, the answer to this question is yes. Podcasts are a consistent way to reinforce brand identity, making them a crucial marketing tool. 41% of people in the US listen to podcasts every month, and 83% of senior executives listen to a podcast weekly, meaning that people choose to come back to this type of content on a regular basis.
Producing content in a format that you know people are already interested in boosts the chances that people will come across your brand. 36% of B2B companies have decided to implement podcasting as a marketing tool, and this percentage is on the rise. More and more companies are seeing the potential in podcasting, so even if your competitors are not creating podcasts now, they likely will be soon.
Statistics To Consider:
1. 60% of listeners made a purchase based on a podcast ad in 2023, which is a 5% increase from 2022
2. The top B2B podcast episode topics are:
1. Content Marketing (37%)
2. Content Distribution (25%)
3. The BBC found that branded podcasts produced 89% higher awareness, 57% higher brand consideration and 24% higher brand favorability for their organisation.
8 Benefits of Podcasts for your B2B Company
Creating a podcast has become easier than ever before as it continues to grow in popularity as a marketing medium, making it well worth it to harness the eight benefits of this method of content creation:
1. Thought Leadership
As an expert in your field, you have the ability to make meaningful, unique content about the specific skill set of yourself and your company, allowing you to become a thought leader in your industry.
By making content that is not simply repeating the ideas of others, but is actually leading the discussion about topics your audience finds valuable, you are building authority for your business. When decision makers come across your podcast content, they will be looking for knowledgeable businesses to partner with, and showcasing your skill and ability to produce thorough, informative content is appealing to potential clients.
In a crowded market, developing authority can be what sets you apart from the competition. By making thought leadership content, specifically that where you are answering questions and speaking with other thought leaders in your field to further the conversation, you are doing this. 63% of branded podcasts use an interview format to this effect, meaning it might be time for you to consider doing the same if you’re looking for the best results.
2. Brand Recognition
Making your brand memorable is crucial to keeping your business sustainable long term. Having a level of brand awareness where your audience thinks of you first in regards to the service you are providing is what turns your target audience into potential clients, and visibility is the first step to reaching that level of recognition.For start up companies especially, it can be extremely difficult to develop the level of awareness necessary to generate consistent business.
B2B podcasting can provide more than 30 times the uplift in brand awareness compared to traditional marketing practices, and this is all because you are not only targeting people who are currently in the market, but you are also making a connection with the average listener, who then has a brand in mind should they need your service down the road.
3. Multi-use Content
As I mentioned before, B2B podcast agencies are not only useful for creating one piece of content, but for creating scalable content, meaning that you are not wasting time and resources trying to produce individual pieces of content that are up to the standard and quality necessary to boost authority and trust in your brand.
By putting the maximum amount of time and effort into one podcast episode, you are essentially providing yourself with a foundation of information that can be repurposed to suit a wide variety of different media. One of the most common types is short form content, whether this is on TikTok, Instagram or Youtube shorts. At least once a week, 65% of branded podcasts post short form content from their episodes, making further marketing opportunities out of one piece of content.
Scalable content is also critical for SEO, because adapting your podcast content into something like blog posts or any other form of written content means crawlers are consistently exposed to your brand name and high quality content, meaning your company is more likely to rank.
4. Reaching a Busy Audience
One of the most common ways that brands miss out on reaching decision makers is by producing content that is not compatible with the busy lifestyle of people who have the power to choose to employ you. Chances are, in the little down time that potential clients have, they are not wanting to read long, wordy content, and even if they did, it just isn’t convenient when they are on the go.
Podcasts, however, are the perfect solution for this. By making content that is easily accessible wherever you are, and is conducive with multitasking, the likelihood that your audience will become listeners is very high. 73% of listeners do so on their phones, and since we rarely go anywhere without them, this medium is incredibly convenient even for the busiest person.
Apps like Spotify and Apple Podcasts are also organised by topic, meaning if people are looking to listen to something you are discussing, there is a high likelihood that they will discover your podcast by chance, increasing your potential client base.
5. Finding the Best Clients
The success of B2B podcasts comes not from reaching the most people, but from reaching the right people. When you are making content that is so specific to one particular topic, your listener base is going to be specific too, and this is actually something that works well to your advantage.
The people who find your content valuable are the people that you are going to want as clients. Building connections with decision makers and executives in your industry through your content acts as a type of networking, even if it may seem one-sided, because making sure these high profile people know you can lead to partnership opportunities later.
Encouraging your listeners to leave comments on your episodes can also bolster further networking. Once you know who your audience is, you can even invite expert audience members to be guests on your podcast, building up that relationship even more.
6. Highlighting Employees
As is the case with thought leadership content, presenting expert ideas and opinions is extremely useful to establish your brand and make yourself stand out amongst other companies. Having employees from different departments of your company as featured guests on your B2B podcast is a great way to get a variety of perspectives without having to constantly look externally for people to interview.
An advantage of having members of your team as guests is that listeners get a better idea of how your business operates, and who they might be dealing with should they choose to partner with you. Internally, allowing employees to share their role in the company improves workplace culture as well, making your business even more productive.
7. Gives Brand a Human Voice
When you are looking at a company’s website, or reading an article it’s easy to forget that behind the well thought out words and marketing jargon, there are real people with real expertise looking to provide you with the best possible service that they can. Developing a human connection with your audience is crucial to building trust and authenticity, and allowing them to hear an actual voice that they can then associate with your brand is a good way to break down the barriers of impersonality.
All businesses providing the same service are going to use the same keywords, and try to sell you the same great product, so at the end of the day, decision makers choose partners based on who they believed stood apart from the rest. Having a distinct humanity and voice associated with your brand not only makes you unique, but it reassures your audience that your business is a collective of real people who care about producing the best results.
8. Easy and Affordable Marketing
One of the most obvious benefits of B2B podcasting is the fact that, with an ever increasing listenership, this is a medium that you can easily add to your marketing strategy, especially if you partner with a podcast agency, and you can reach your audience without having to put in a lot of time and effort.
Being able to produce scalable content also makes podcasting extremely cost-effective, as the resources you put towards the effort are providing you with more than just a single episode in regards to marketing assets.
How to Do B2B Podcasting Right
Now that you understand the many benefits of creating a B2B podcast for your business, here are some of the best practices for making sure your podcast is as effective as it possibly could be:
1. Build your podcast around your audience's preferences - your focus when it comes to formatting your podcast should be on what it is that your target audience wants and finds most engaging. Think about episode length and structure.
2. Pinpoint your Unique Value Proposition - honing in on what sets your podcast apart from others, or, your UVP, means identifying:
Relevancy: How does your podcast benefit or enhance the lives of your audience?
Quantified Value: What specialised knowledge do you have to provide your audience with that others do not?
Differentiation: Why is your podcast worth listening to over those of your competitors?
3. Give a Call-To-Action and prompt engagement- this can include asking your listeners to follow you on social media; subscribe to a newsletter; or leave comments, feedback and reviews.
Responding to, and learning from, the results of audience engagement, means you can improve your content, reach more people and improve and how your podcast is ranking
4. Tell your brand’s story - going into the personal side of how the business was started and getting to hear from executives about the passion and drive behind providing B2B services helps listeners feel connected to you and your company
5. Consistency is key - building trust is all about meeting expectations, so setting a firm, realistic schedule for when each episode will be posted, and sticking to it, helps to establish your company as reliable and helps you build listenership
Conclusion
With all of the benefits of B2B Podcasting, it’s clear why this is such an up-and-coming content marketing medium. Now that you know all of the advantages of podcasting, and the tips for getting started, you are no doubt on your way to better reaching your audience and generating new leads!
If you’ve started your own podcast, let me know, which piece of advice did you find most helpful?
Written by Eva Geimer
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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.
