They build brand recognition, create deeper engagement, and are easier to make than you’d think: no wonder podcasts are an increasingly popular tool for B2B marketing. Appelberg’s English-language writer, editor and podcast host Andrew Montgomery explains more.
If you’re considering a podcast and wonder if it’s worth it, I can tell you that it certainly is!
There has been a steady rise in the number of companies creating podcasts over the past few years. In my time at Appelberg, I’ve been lucky to work on podcasts with great customers such as Seco Tools and Electrolux, for both internal and external audiences.
The beauty of podcasts is that they are easy to make. All you need is a producer with the right sound production skills, access to one of the growing number of podcast programs, a program leader who’s comfortable at the mic to keep the chat flowing, and a soundproof studio. Happily, we’ve got all of that at Appelberg’s office here in central Stockholm!
Then you can release it on one of the many podcast streaming platforms such as Spotify, Apple Podcasts, Google Podcasts or Anchor.
So, why should a podcast be part of your B2B marketing arsenal?
Brand recognition
Podcasts are ideal for introducing potential customers to your business. They give voice to your brand, present you in an accessible way and allow people to be part of the conversations around your brand. And podcasts are also great to talk about the small details about what you do that very often get lost in your general everyday communications.
A podcast can also create strong ties with key partners and customers, by for example inviting guests to the studio. That’s something Appelberg has seen work really well with our podcast customers.
Podcasts can also be a great tool for your internal channels, such as explaining change processes, new initiatives or introducing new management. Again, Appelberg has helped customers with this.
Above all, podcasts are a public statement of pride and purpose by a self-confident, dynamic brand. Appelberg can help you produce podcasts that can increase your brand profile.
Another, more convenient way to reach people
In today’s high-speed world, people often don’t always have time to read an in-depth article, but podcast listeners can multi-task, perhaps while taking a necessary screen break. Then you have yourself a captive audience to imprint your voice, your ideas and your brand on the listener’s thoughts.
The stats don’t lie!
In Appelberg’s home country of Sweden, podcasts are enjoying consistent growth. According to Spotify’s 2022 survey of the nation’s podcast habits, 54% of Swedes aged between 18 and 79 listened to a podcast at least once a week. In the 18-29 age group it was 65%. And 12% of respondents said they listened to a podcast every day, 2 in 5 at least once a week, and 2 out of every 3 people for at least 30 minutes. Impressive stats and impressive age ranges.
Thought leadership
Finally, podcasts show thought leadership, establishing your brand as a trusted source of knowledge as well as proving you have your finger on the pulse of what is going on.
So there you have it. Why not give podcasts a try? We at Appelberg will be happy to help you create your content.
Are you interested in starting a podcast?
My name is Andrew Montgomery and I can guide you through the process of starting your own business podcast.
You can contact me on [email protected] | +46 (0)70 980 06 17