Your Podcast Can Make You Sound Big

There’s good news and bad news for B2Bs that create podcasts.

First the bad news: podcast data and analytics are limited to the total number of downloads, some geography insights, and not a ton else. While the insights that are available are improving every year, podcast analytics still pale in comparison to those of other content formats.

Now the good news (and it’s sort of a dirty secret): nobody knows how big or small your podcast audience is except for you.

Let’s step back for a moment. The content that a Fortune 50 company produces is (often) incredible. The videos are exceptionally produced. The infographics are beautiful. It looks like there are tons of people subscribed to their YouTube channels and who like content on other social platforms. It can be overwhelming for a smaller company to feel like they can compete.

Podcasting is where a smaller company can win. The cost of creating and publishing world-class audio content is a fraction of that of video. Transcribing the audio and repurposing that as written word content (articles, blogs, social media posts, email drip campaigns, and newsletters) is a straightforward process. Your podcast can thereby yield several pieces of original social media collateral. Your podcast can be an engine for your entire content organization! What’s more, audio and podcasting aren’t standalone formats anymore. They’re increasingly integrated as part of social media, publishing, and email marketing.

Your podcast can sound “bigger” than it actually is by being thoughtful about “pre-production,” providing guests with a professional experience, and investing in sound quality. People love being interviewed on podcasts. Who are your priority customers or partners? Invite them onto your podcast and use that as a way to drive a relationship forward. They can listen to your existing episodes and be impressed rather than visiting your YouTube page and getting discouraged by too few subscribers.

Your podcast can make you sound bigger than you are. It’s a way to engage your audience and to activate existing relationships. Go for it.