We already know that LinkedIn and social media dominate when it comes to reaching C-suite executives and decision makers in B2B tech marketing. But what if we were to tell you there’s another avenue that you should be considering?
At EM360Tech, we know exactly how valuable podcasts are, as both a branding and marketing tool, as well as a sales avenue. But, did you know that video podcasts are just as effective, if not more?
Video podcasting is by no means a novel marketing approach — in fact, YouTube has over 1 billion monthly active viewers of podcast content. However, criminally few B2B CMOs actively utilise this within their strategies. We’re here to change that.
Here, we’ll go through exactly why you need a video podcast strategy and how you can get it.
Rise of Video Podcasting
Video podcasting has grown in popularity in recent years. Whether it’s fashion influencers showing off their latest hauls or entrepreneurs sharing their tricks of the trade, more and more people are tuning in to watch their favourite experts give their opinions.
In a recent report, YouTube revealed that its platform is now the “most frequently used service for listening to podcasts in the US”. This blend of audio and video keeps listeners engaged, allowing them the option to choose whether to watch or not.
This video format also caters to the growing preference for more multimedia content experiences. Audiences are constantly looking for richer and immersive ways to consume content. Research on video consumption found that people are 52% more likely to share video content, in comparison to any other type of content.
Why Invest In B2B Video Podcasts
There are a few reasons why you should be investing in B2B video podcasts. Here, we’ll go into detail about why you should be considering video podcast content within your strategy, from increased engagement to thought leadership.
1. Establish thought leadership
By hosting or even appearing on a video podcast, you can show your audience exactly who you are and share your experiences. A video podcast also allows you to give tutorials and show your audience exactly what to do, in a way that doesn’t come across the same in audio-only series.
By showing your audience exactly who you are and what you stand for helps establish credibility and positions you as a thought leader within your industry.
Include discussions with industry experts and other leaders in order to appeal to their network, and further cement your credibility and position as an expert. This allows you to not only reach and educate your audience, but promotes your brand authority within the field.
Focusing on thought leadership content gives you the opportunity to not only respond to industry trends, but it can help you to shape the market. A recent Leadership Vision report by Gartner found that only 14% of CMOs are considered effective at market shaping. By focusing on creating video podcasts, you’re able to push through the noise and have your voice heard above your competitors.
Every EM360Tech podcast features an industry expert giving their own insights on trends. Our Meeting of the Minds series gathers a number of analysts and thought leaders to share their industry predictions and forecasts. Take a look at the latest episode below:
2. Building authentic connections
One of the best things about video podcasts is that it humanises brands. It gives a face to the larger corporation name, giving audiences something to connect with and listen to. This personal touch helps with building an engaged audience, who will want to listen and watch your episodes — as long as they’re entertaining and informative.
You can also network with other professionals and industry peers, whether by appearing as a guest on their podcasts, or inviting them to speak on yours. This benefits both parties, as it allows you to reach their network, bringing your brand to the forefront of an entirely new audience. Having an established industry voice join you on a podcast helps to build your credibility, as it puts you in the same league as them.
3. Improve branding and SEO performance
Search engines are increasingly favouring engaging content types. This means that if you have a video that’s engaging and drawing in viewers — and it’s optimised well — you can improve the SEO of your entire website.
Ensure that your video title is enticing, the description is clear and engaging, and you’re targeting keywords throughout. This increases the chances of your video and brand appearing when users search for that specific keyword. If users then view and share your videos, it increases your brand authority as more people get to learn about who you are.
Create B2B Video Podcasts With EM360Tech
With all the benefits of creating video podcasts, you might be wondering how you can get started. For brands, especially within the B2B sector, investing in video podcasts gives you a dynamic and effective strategy to keep your viewers engaged, reach new audiences, and strengthen your brand.
At EM360Tech, we turn businesses into thought leaders. With each podcast we produce, we partner guests with industry leaders and analysts to generate the most useful content we can for audiences. Get in touch with our team to find out more about how you can appear on a podcast.