Mistakes are necessary stepping stones to success, and in this episode of How B2B Podcasts Grow Up, we’re going to hear how B2B brands like Oak Street Funding, Gong, OpenView Venture Partners, and Planful developed multichannel expansion strategies as they waded into podcasting. The greatest learning of all? How to effectively repurpose show content across all the channels their audiences prefer, a major part of Stage 4: Multichannel Expansion on the B2B Podcast Maturity Curve.
And if you don’t know where your podcast fits on the maturity curve, take our quick assessment and enjoy the show:
Digging into Key Takeaways
For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.
Everyone Wishes They Had Started Repurposing Their Podcast Content Sooner. So Do It Before You Have to. 🕚
Working with a small team, Senior Marketing Coordinator, Kira Singer was well aware that Oak Street Funding needed to get as much value as possible out of investing in podcasting. So when she turned a webinar series into the OnPoint with Oak Street Funding podcast, Kira and her team started off in a great position with a good foundation for a repurposing process to promote the show across channels and guest networks.
At Gong, Senior Content Marketing Manager Jordan Feise discovered a different way to repurpose a show — as a way to boost sales-cycle relationships by inviting guests from targeted accounts on the Reveal Podcast, which strengthened their overall content strategy.
(For more on creating a digital strategy around a podcast, tune in to Kira’s episode on The Casted Podcast. And for more on how to grow a podcast audience, check out Jordan’s episode on The Casted Podcast.)
There Is No One Correct Way to Grow Your Audience and Podcast. Take Bits and Pieces of Successful Strategies. 🧩
Remember, it’s not piracy to look at other successful B2B brands and their strategies for growing audiences, podcasts, and the brand. As Rowan Tonkin, Chief Marketing Officer at Planful, explains, you’re never just taking someone else’s strategy wholesale. You’re taking the bits that align with your brand’s goals and making them your own.
(For more on connecting your podcast to your overall marketing strategy, check out Rowan’s episode on The Casted Podcast.)
It’s Easy to Feel Spread Thin When Expanding Your Show. Always Go Back to Your Original Goal and Ask Yourself Whether You’re Achieving It. ⭐
If you get lost in the woods, a map sure would be super helpful for retracing your steps back to the trailhead. The same is true for navigating your way through your B2B podcast evolution. When you lose track of your You Are Here symbol, go back to where you began and realign with your original goals, as Meg Johnson, Senior Manager of Creative Strategy at OpenView, recommends.
(For more on the power of the content carousel, check out Meg’s episode on The Casted Podcast and her episode on the Amplified Marketing Podcast.)
Want to See Where Your B2B Podcast Lies on the Maturity Curve?
If you’d like to see which stage your brand’s podcast is at, what you can do to reach the next stage, and how Casted can help you along the way, take our quick B2B Podcast Maturity Curve assessment.
And for more, stay tuned to Casted’s new series How B2B Podcasts Grow Up for a stage-by-stage discussion of how a B2B brand takes a show from launch to mass marketing amplification, and all the expert strategies, tips, and insights you need to create and grow your own audio or video podcast to serve your brand and drive growth.
Want to skim through the episode instead of listening? Read the transcript here.
About How B2B Podcasts Grow Up
As Season 3 of The Amplified Marketing Podcast, How B2B Podcasts Grow Up will cover the five stages of the B2B Podcast Maturity Curve, where we discuss the best strategies and models for creating a new show in a new channel, for growing and engaging your audience, for expanding across all the channels your audience prefers, and for integrating your podcast program into your overall content marketing strategy. And of course, we’ll discuss all the ways you can create meaningful content and then get the most traction from that material by wringing it out and amplifying it across all channels.