For B2B tech brands, standing out from competitors, gaining recognition as innovators and establishing trust as industry experts can often feel like a never-ending challenge. This is why thought leadership content is such a valuable tool for a business to have in its arsenal, offering a platform for B2B brands to demonstrate their knowledge, insights and future-focused thinking.
However, in a crowded marketplace, to really stand out among the crowd and reach the right audiences, thought leadership might need to be delivered in formats that extend beyond well-written articles and whitepapers. One medium that is gaining significant traction as a tool for establishing thought leadership is the podcast. Once purely consumer-focused, podcast formats are now permeating the business world.
The number of podcast listeners in the UK alone is expected to reach 28.1 million by 2026. For B2B tech brands, this presents an exciting opportunity to capture the attention of new audiences and position themselves as leaders in their field.
Why podcasts work for building industry expertise
One of the major advantages of podcasts is that they bring expertise to life in a way that few other formats can. Traditional blogs and whitepapers have their place, but podcasts literally give a voice to experts, allowing them to explore complex topics in an engaging, conversational manner. It’s an opportunity for the speaker to get their individuality across as they discuss interesting ideas or subjects. This combination of expertise and personality can humanise brands and deepen the connection with audiences.
Complex topics, such as cloud migration, cyber security or AI, can be explored through dynamic discussions Technical details can be distilled into more easily understood, digestible snippets for audiences. And these discussions don’t have to be confined to internal spokespeople. Guest speakers, such as customers or partners, can provide a different perspective.
The podcast format also allows for individual episodes to focus on specific verticals, customer pain points or emerging trends, with external experts able to share their insights on different topics.
There are also benefits for the listeners themselves. Busy decision-makers may sometimes struggle to find the time to read blogs and articles. A recorded 20-minute deep-dive into a particular topic could be the perfect listening material for the morning commute, lunchtime break or evening exercise session. By regularly listening to familiar voices, listeners can feel a closer connection with the hosts, thereby creating a stronger emotional bond with the brand.
From production to promotion
Podcasts are relatively low-cost to produce, but the production process itself requires time, resources and expertise. These are all elements that many B2B tech companies may not have readily available. It’s not just about hitting record and speaking into a microphone. A professional, well-produced podcast needs careful planning, expert editing and high-quality sound to engage and retain listeners.
This is where creative support comes in. Working with production experts can streamline the process, helping with everything from creating the concept of the podcast to recording, editing, and managing distribution. Collaboration with specialists also ensures that the podcast aligns with the company’s overall messaging and branding, contributing to a polished and consistent image.
But even the best-produced podcast will fall flat if it doesn’t reach the right audience. Once episodes are live, promoting them strategically across different channels, such as social media, can boost visibility. There are also opportunities to repurpose some of the valuable content into other assets, such as blog posts, social media posts and email newsletters, enhancing content distribution and engagement.
A new channel to enhance thought leadership efforts
Podcasts are a prime opportunity for B2B tech brands to enhance their thought leadership efforts. With a winning combination of in-depth expertise and engaging, conversational content, podcasts allow companies to humanise their brand, build stronger connections with audiences and explore complex topics in an accessible way.
While the production process requires time and expertise, partnering with creative professionals ensures a polished and impactful end product. With the right promotion, podcasts can reach and resonate with key decision-makers, helping brands to stand out as industry leaders in a crowded space.
Get in touch to learn more about how we can help you develop your own podcast to reach key audiences.
