Consumer and B2B Audio: What’s The Difference?
Hint: they aren’t the same.
I wanted to quickly talk about the key difference in creating content for consumer facing podcasts and B2B podcasts. Let’s define the differences between consumer and B2B podcasts.
Consumer podcasts are monetized through ads. Examples of these podcasts might be 99% Invisible, My Favorite Murder, and Serial. While they might be on specific topics and in specific categories, their goal is to generate a large, general market audience for monetization. B2B podcasts aren’t monetized through ads. In fact, there isn’t direct monetization. For the most part, the purpose of a B2B podcast is to move hearts and minds about your product.
People listen to consumer podcasts to be entertained or to learn something about the world. People listen to B2B focused podcasts to learn more about your product or the industry that you’re operating within. It’s a totally different use case.
Where B2B podcasts often get turned around is that the creators of these podcasts think that their B2B podcast should sound like their favorite consumer podcast.
No. Don’t do that.
Your favorite podcast is 45 minutes long because that length allows for more advertising inventory per show. It definitely does not mean that your B2B podcast should also be 45 minutes. You’re trying to educate a busy professional and to drive a business outcome. They aren’t there to laugh and cry with you.
So what’s a little tip for this? B2B podcasts don’t need banter. You have a minute to let your audience know what they’re listening to and why it will add value. There are countless podcasts that already talk about parenting during the pandemic. Give your listeners value immediately and be very clear in your call to actions. Do this and you’re on your way to creating immense value for your target audience.
Published by:
Co-Founder and CEO at Vennly
