podcast for B2B

3 Reasons Your B2B Company Should Start a Podcast

It’s been 10 months since we launched the first episode of the UNprofessional podcast. Ten amazing months. 35 episodes. Producing each episode is no easy feat. It’s costly with no immediate ROI and there are so many operations behind the scenes. You have to manage scheduling, booking guests, editing, uploading, marketing and more. It takes commitment, but it’s more worth it than most B2B are considering.

Having a podcast has helped me grow and changed my business in incredible ways, and today I’m sharing with you how having a podcast can make a difference in your business too.

Why should a B2B company start a podcast?

Based on research from Episerver, most B2B leaders were having difficulty meeting their customers’ needs and expectations even before the pandemic. In more research conducted by Salesforce in 2019, more than half of customers said that it was harder for companies to earn their trust than a year before (2018). 

Other than your products and services, consumers also want to know who you are. If you want people to trust you, you have to show them the people behind the brand and meet them where they are. This is where podcasting comes in. 

  1. A podcast is an ideal channel to deliver high-quality content.

With people always on the go, you can’t expect them to read your eBook or white paper, but they might just listen to your podcast while cooking, working out, driving, etc. Simply put: podcasts can transform how you spend your time. It’s engaging and convenient for your audience and is the most real way to connect with your people.

  1. Adding a podcast to your content marketing mix will boost your thought leadership.

More and more companies are encouraging their employees to become thought leaders, but only a few companies are using podcasts for thought leadership. While there are more than 60% of US adults (ages 18 to 34) and about half of consumers between the ages 35 to 44 listening to podcasts monthly, podcasting remains an untapped opportunity for many brands. Most businesses just don’t see its true potential yet, so now is a great time to get ahead of the curve.

One reason a podcast is an excellent platform for thought leadership is because it’s the platform where you can take advantage of the power of public speaking for your content marketing strategy. Moreover, the space is not yet saturated. With less competition, it’s easier to stand out as a thought leader in your niche.

  1. A podcast humanizes your brand and provides value for free.

When people go online, they don’t know who to trust. They can’t just rely on a website because everybody has one. A podcast lets consumers know the people behind your brand, which makes you more relatable and easier to trust. It’s one way to humanize your brand.

Podcasting is definitely more than just creating buzz for your brand: It’s also a way of giving back. You are providing your audience value with rich insights from industry experts, thought leaders and even customers themselves. People will get to know your company without selling something, which will make them feel like the experience/relationship isn’t transactional. 

For the UNprofessional podcast, we spend $2500 per month with zero sponsors and zero financial return on purpose solely because we want to give and support our community. The return = learning and community building. 

A podcast is incredibly helpful for both B2B companies and listeners alike. This platform allows you to provide rich information in a light and entertaining manner, increasing customer engagement and trust. And podcasting isn’t just a trend; it’s here to stay.

Feel free to reply here or shoot me a DM on LinkedIn if you have any more questions about starting a podcast of your own. Or take a few minutes to read my blog about my top 6 lessons learned from launching a podcast to get more of an idea how it’s affected my business!

In love and respect,

Hilary Corna

Hilary Corna

Bestselling Author, Keynote Speaker, Podcast Host, Founder of the Human Way ™...

Hilary’s favorite title is HUMAN.


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I am starting a revolution. One business and one person at a time.



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