Although podcasting has been around now for nearly 20 years, it didn’t become popular until five years ago. According to Insider Intelligence, in 2022 alone, the overall podcast audience includes 424 million global listeners, and it’s expected to grow to 505 million by 2024.
When it comes to your B2B content marketing strategy, there is no one-size-fits-all way to generate immediate conversions. You have to consistently create and share good content that consumers find valuable. Podcasting is one powerful channel that will help draw in the audience and keep them engaged.
The unspoken rules of content creation are always shifting, and the world of content (including B2B podcasts) will continue to expand and evolve. As a content marketer, you should always be keeping an eye on what your competitors are doing so that you can create a strategy that will stand out.
B2B Content Trends to Watch For
It’s important to anticipate the changing landscape by keeping up with the latest B2B content marketing trends. Knowing the content trends can be a competitive advantage, so here are a few to keep in mind.
1. Repurpose Content Across Multiple Channels
A huge trend in podcasting is to take subsections of your episode and turn them into a short 15-second clip that is easily shared on TikTok, Instagram, Facebook, and YouTube. This is an opportunity to help grow your following. People who may not listen to your podcast may start to recognize your brand and episodes if shown across platforms.
2. Video Podcasts
With the demand for video content growing, it’s important to offer your audience the chance to visually view your content as well. Nearly half of all podcast listeners would like to see more video content creations from their favorite shows.
Here are a few tips to remember:
* Make sure your audio is top-notch — anything less will stick out like a sore thumb.
* Think about how you can use video to enhance the listening experience.
* Not all episodes need to be videos.
3. Evergreen Content
Many people go online to look for answers to their questions or issues, and may think that all content they find is reliable. After all, a podcast doesn’t just disappear after you publish it. But some subjects have an expiration date, and the content is only valuable for a unique time period.
Evergreen content focuses on subjects that are valuable to your target audience and stay relevant past the publishing date. Many brands want to make sure they are seeing a good return on their investment. Creating content that can be used time and time again is key for long-term content marketing strategies.
4. Focus on a Better Content Experience
We have seen that custom messages and information generate leads and improve engagement. The customer experience (CX) is the driving force behind any successful digital marketing strategy. Stay up to date with customers' needs and wants so you can plan out unique and engaging content.
This is a chance to create hyper-personalized content that taps into individual preferences to create unique interactions with audiences. Netflix uses this with their movie and shows recommendations based on recent viewing history.
5. Optimize Your Visual Content
Combining various content types across marketing channels can help optimize the customer experience. Well-designed content — that represents valuable data and information in a digestible way — can increase customer interactions.
Blog posts are a great way to attract your target audience. Creating a transcript for the reader to follow along with or refer to later on encourages them to digest your content. Infographics are a great visual way to help move prospective customers further down the funnel without having to spend time poring through each of your posts.
Amplify Your Podcast with Casted
Marketing, especially content marketing, is not effective unless you keep your audience in mind. While podcasting continues to grow, businesses should consider utilizing these trends.
If you are a B2B business that is thinking about starting a podcast or expanding your existing show, now is the time to move forward. Here at Casted, we created our Amplified Marketing Platform to help integrate and amplify your audio, video, and written content within one platform.
If you’d like to learn more about how content marketing can help reach your audience, check out the Amplified Marketing Playbook: The Next Generation of Content Marketing.