Podcast
POD-kast
An audio series distributed via RSS where companies share expertise, interview guests, and build audience relationships.
A podcast is an audio show published on a regular schedule. For B2B companies, podcasts build intimate connections with audiences. Listeners spend 30-60 minutes with your host, hearing their perspective and expertise. That level of attention is impossible to achieve with a blog post.
Podcasts work differently than other content channels. They do not drive direct SEO value (audio is not indexed by Google). Their distribution depends on podcast platforms, word of mouth, and cross-promotion. The ROI is in relationship building: guests become partners or customers, listeners develop loyalty, and the host builds personal brand equity.
The production barrier has dropped significantly. A decent microphone, free editing software, and a hosting platform are all you need. The hard part is consistency and booking interesting guests. Most company podcasts die after 10-15 episodes because the team underestimates the ongoing commitment.
Examples
A developer tools company launches a podcast.
The podcast interviews engineering leaders about their technical decisions. Each episode drives 500-1,000 downloads. Three guests later became customers because the interview built a relationship the sales team could not have created through cold outreach.
A podcast episode gets repurposed across channels.
A 45-minute interview is published as an episode, transcribed into a blog post, cut into five short video clips for social media, and quoted in the monthly newsletter. One recording yields seven pieces of content.
A solo marketer uses a podcast to build their network.
Inviting someone onto your podcast is the best cold outreach message in existence. The host connects with 50 industry leaders in their first year. Each conversation opens doors that no email campaign could.
In practice
Read more on the blog
Frequently asked questions
How do you measure podcast ROI?
Downloads per episode, listener growth over time, guest conversion to customers, branded search lift, and qualitative feedback. Direct attribution is hard. Many companies treat podcasts as a brand and relationship channel, not a direct lead gen channel.
How often should a podcast publish?
Weekly or biweekly is the most common cadence for B2B podcasts. Weekly builds habit with listeners but requires significant production effort. Biweekly is more sustainable for small teams. Monthly is too infrequent to build a loyal audience.
Related terms
Adapting a single piece of content into multiple formats to reach different audiences across different channels.
The process of promoting and sharing content across channels to reach your target audience after publication.
Using video content to promote products, educate audiences, and build brand awareness across platforms like YouTube and social media.
Content that establishes a person or company as an authority in their field by sharing original insights and perspectives.
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