Podcasting in Digital Marketing: A Guide for B2B Marketers
Host
Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.
Guests
Sarah Hulyer, Digital Communications Manager, Ashurst
Charlotte Maddison, Senior Marketing Manager, JLL
Conrad Ford, Chief Product & Strategy Officer, Allica Bank
Mark Chappel, Global Head of Creative Marketing, Man Group
Sharon McClintic, Senior Content Marketing Lead, Lumar
Starting a Podcast: The Story of "Let's Grow Girls"
In a recent discussion with digital marketing and podcasting experts, including Sarah Hulyer, we gained valuable insights into how "Let's Grow Girls" came to be one of the most successful leisure podcasts in the UK, with more than 1.2 million downloads. This podcast, which started during the lockdown out of Sarah's newfound love for gardening, targeted a specific group interested in cut-flowers, a niche not yet explored in podcasting. Sarah and her co-host used simple tools at first, focusing on engaging their audience on social media and trying out different types of episodes to see what their listeners enjoyed the most.
Sarah also shared the ins and outs of reaching listeners worldwide through platforms like Facebook and Instagram, creating a community where folks from around the globe could share their gardening tales. This story offers B2B marketers a comprehensive look at the steps and challenges of making a podcast successful in the digital marketing world.
Engaging Different Audiences Across Platforms
Sarah Hulyer navigated the complexities of managing a diverse audience for "Let's Grow Girls" by effectively using both Facebook and Instagram. She adapted her content to suit the different demographics found on each platform, from in-depth gardening discussions on Facebook appealing to those seeking community advice to captivating visuals on Instagram attracting a younger, visually-oriented audience. This approach not only widened the podcast's reach across different age groups and locations but also ensured the content was engaging for all listeners, showcasing the need for flexibility and inclusiveness in building an online community.
"I spotted a gap in the market. I wanted to listen to podcasts specifically about growing cut flowers and none were there for me to consume... We bought two Gamer Boy microphones... and we pretty much started the entire thing from scratch." Sarah Hulyer
Overcoming Stagnation in Listener Numbers
Addressing the issue that many podcasters face, Charlotte Maddison brought up the challenge of stagnating listener numbers, a critical point where audience growth seems to halt. Sarah Hulyer's response highlighted a strategic approach to revitalizing listener interest and broadening the podcast's reach. She emphasized the importance of not just sticking to a formula but constantly innovating with the content. Introducing unexpected elements or special features mid-season can spark renewed interest among existing listeners and attract new ones. Sarah's advice underscores the delicate balance between nurturing the core audience's loyalty and exploring avenues to expand the listener demographic. This approach is particularly relevant for B2B marketers looking to sustain and grow their podcast audiences in competitive niches.
"There's a pivotal moment every podcast faces — a plateau in audience growth. Overcoming this requires innovative strategies to reinvigorate engagement and widen our listener base." Charlotte Maddison
Fostering Community Through Podcasting
During Conrad Ford's discussion on the use of podcasts for building community, particularly in the SME sector, it was highlighted that podcasts can offer tangible value beyond just delivering content. Sarah Hulyer shared her insights on the diverse motivations behind guest appearances on podcasts, which includes seeking exposure and a platform to share one's passion. This diversity adds more depth to the podcast content, making it more interesting and fostering a sense of belonging among listeners. Moreover, Sarah's approach demonstrates how building a community through a podcast can result in creating a loyal listener base that feels connected not only to the content but to each other. This offers B2B marketers a blueprint for using podcasts to enhance customer engagement and brand loyalty.
"We haven't attempted any podcast yet, because one of the reasons for that is the failure rate is just so high... But I would love for us over time to build community. And I think a podcast is a useful way of doing that... Our biggest constraint is always resource commitment.” Conrad Ford
Managing a Podcast Effectively
In his contribution, Mark Chappel delved deeper into the nuances of managing a podcast, particularly focusing on the significance of guest selection and the utilization of advanced editing tools to ensure the production of quality content. He shared the logistical and operational challenges encountered when running multiple podcast series, from scheduling difficulties to ensuring content variety and maintaining listener interest. His insights shed light on the importance of strategic planning and resource allocation in podcast production, offering B2B marketers a comprehensive understanding of the intricacies involved in podcast management and the potential impact of these challenges on content quality and audience engagement.
"I’ve overseen four B2B investment management podcasts since 2018. The key to managing multiple series is maintaining high engagement and consistently delivering distinct and high-quality content. This involves careful guest selection, robust editing, and ensuring our tools and team are effectively managed to prevent overwhelm." Mark Chappel
Repurposing Content for Podcasts
Sharon McClintic explored an innovative approach to content creation by discussing the potential of repurposing webinar content for podcasts. This strategy not only addresses the challenge of maintaining consistent content quality but also efficiently manages the workload involved in producing fresh podcast episodes. By transforming existing webinar content into podcast episodes, content creators can ensure a steady stream of engaging content that keeps the audience interested. This method provides a practical solution for B2B marketers looking to enhance their content strategy without overburdening their creative teams, highlighting the importance of content adaptability and efficient resource utilization in sustaining long-term audience engagement.
"An approach we're considering involves a blend of original podcast episodes and interviews, complemented by repurposing the webinars we have already produced. This strategy aims to maintain a balance between introducing new content and leveraging our existing resources effectively." Sharon McClintic
Enhancing Listener Engagement
Flora Macphail and Joaquin Dominguez offered insights into strategies for deepening listener engagement and building trust within the podcast community. They emphasized the role of interactive elements, such as conducting listener surveys and engaging with the audience on social media platforms, in making the podcast content more aligned with audience preferences. This level of interaction not only personalizes the listener experience but also fosters a sense of community and loyalty towards the podcast. For B2B marketers, these strategies underscore the value of active listener engagement in creating a compelling and relatable podcast experience that resonates with the target audience, driving both retention and growth.
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