In the early days of content marketing, many B2B marketers found it challenging to demonstrate to corporate leaders the value that their efforts had generated for the businesses they represented. For instance, it might be difficult to accurately assess the effects of anything that takes place over a protracted period of time. Podcasting has rapidly become one of the most effective content marketing tools available to B2B companies in the last few years. The return on investment (ROI) of your podcasting efforts may now be shown with more ease than ever before because of new distribution methods, new technology, and new measuring tools.

If you’re looking to prove the value of podcasting to your company, we’ve put together 11 ways to do it.

Measure your podcast’s engagement.

You may demonstrate the usefulness of your podcast in a number of different ways, one of which is by analyzing the engagement metrics on the platforms where you promote and distribute your amplified content. Is the podcast being well received by the audience? Are you sharing videos? Do they share their queries and ideas in the comments section? You can get a fair notion of how important your podcast is to your audience by measuring the amount of interaction it receives from listeners.

Brand Metrics

Podcasting may be an excellent tool to use if you want to raise the profile of your company or product among consumers. There are many different approaches to measuring brand awareness, but one of the most straightforward methods is to count the number of individuals who discuss your brand on the internet. Create a Google Alert for your company’s name and monitor how often it appears in the search engine’s results. If you see a big increase in listenership after you have released your podcast, it is an encouraging indicator that you are successfully raising consumers’ knowledge of your company.

Track Podcast Traffic

Examining the amount of website traffic that originates from your show notes page and other shared material is yet another method for determining whether or not your podcast is profitable. It is important that each episode of your podcast has a matching show notes page on your website. This page should include links to all of the resources that are discussed in the episode. Using Google Analytics or another web analytics tool, you are able to monitor the amount of traffic that is being sent to these sites. If you see an increase in visitors after you have launched your podcast, that is a positive indicator that momentum is growing in your favor.

Lead Generation and Sales Metrics

There are a variety of methods available to you to monitor the outcomes of your podcast in terms of achieving your objectives of increasing sales and generating leads. One approach would be to inquire of your sales staff the number of leads they are receiving that can be linked directly to the podcast. You may also check the data from online forms and other conversions to see whether or not there has been an increase in the number of submissions related to your podcast. When you question inbound leads, “How did you find us?” a large fraction may begin to respond that they found you via your podcast. This is because podcasts have become more popular in recent years.

Download and Listen Statistics

Last but not least, it is essential to keep track of the number of individuals who are actually downloading and listening to episodes of your podcast. You should be able to locate this information on the majority of podcast hosting services, such as Apple Podcasts or Stitcher. If you see that the number of people downloading and listening to your podcast has been steadily rising over time, this is a positive indicator that your audience is expanding and that your podcast is producing results.

Podcasts Generate Content Like No Other Format.

It is possible to repurpose a single long-form discussion into several forms of content, including blog articles, audio clips, video clips, quote cards, social text, social photos, promotional material, and more. By making use of the information that you currently own and putting it to good use, you can get more mileage out of your podcast and generate more touchpoints with your audience. Your B2B podcast is obviously producing results for your marketing team, which you can demonstrate by expanding the production.

When it comes to content marketing, podcasting may be a strong tool for B2B companies. Nevertheless, it is essential to analyze the return on investment (ROI) of your efforts. You can get a decent idea of how effective your podcast is and how it is benefiting your company by looking at interaction analytics, brand recognition statistics, website traffic statistics, lead generation numbers, as well as download and listen figures.

CMOs and CEOs alike are interested in seeing outcomes. Content marketing is a game played over a long period of time, and its success cannot be measured in the same way that it can be with PPC advertising. However, if you are talking about podcasting as a content strategy, it is becoming much simpler to demonstrate that your podcast is successful or that there are quantifiable data points that can be used in the future to measure the level of success achieved by a podcast.

Beyond the statistics, in what other ways may podcasts provide value that other media cannot? Because it has various benefits over other forms of material, podcasting may be an effective tool for business-to-business (B2B) marketing.

Do Podcasts Increase Trust?

Your audience will develop a sense of familiarity with and trust in you as a result of your use of podcasting. Podcasting fosters a more personal connection with audience members than textual blog articles or even video content can. Developing a relationship of trust with your ICP is essential for driving conversions in B2B marketing and sales. They need to believe that you understand the difficulties they face and are the best authority on finding solutions to those difficulties.

Flexible Podcasts

Your listeners have the option to participate on their own terms when they listen to podcasts since they may be listened to while the listener is engaged in other chores at the same time. People may listen to audiobooks while engaged in activities such as commuting, working out, or doing other tasks. Because of your adaptability, you are able to communicate with more individuals in more settings.

Shareable Podcasts

Your listeners are welcome to forward your podcast on to anybody they believe may benefit from hearing it. If they like the episode, it is quite simple for them to forward it to others by email, social media, or even in person. This kind of marketing, often known as word-of-mouth advertising, is one of the most effective means of distribution and development.

Sustainable Podcasts

Stories that are compelling to read, tales of success, and information that is useful and instructional never go out of vogue. It won’t matter whether your listeners discover you now, tomorrow, or a year from now, as long as the value that you provide to them is substantial. Even years after they have been released, podcasts continue to be a source of authority as well as leads and purchases.

Do Podcasts Increase Credibility?

Your authority as a subject matter expert in your field will increase in tandem with the success of your podcast. Your audience will start to look to you as a reliable source of information as you continue to build a reputation for being a thought leader via the production of high-quality episodes.

After reading all of this, you may be more persuaded than ever before that podcasts have a significant influence on marketing and branding initiatives; nonetheless, many individuals continue to wonder, “What exactly is a podcast?” Is there already too much competition in the market? How do I make myself stand out? “

Everyone else has a blog, but you really need to have one too. Video is produced by everyone, but you should still create some for yourself (I think you can see where this is going).

Even though many companies already have podcasts, you shouldn’t let that stop you from creating your own. Your podcasting success is only limited by your ability to develop a solid, systematic strategy for the creation of content and its subsequent reuse and amplification. As you continue to generate high-quality episodes, you will attract an audience of listeners who are enthusiastic about your content and brand, and these listeners will advocate on your behalf.

One of the best things about podcasts is the abundance of specialized subgenres from which to choose. There is a podcast available for almost everything, which implies that there is always an opportunity for additional high-quality material to be added. Think about what makes your company stand out from the competition and how you may target a certain demographic when you’re formulating a strategy for your business-to-business podcast. You’ve hit the proverbial jackpot if you’ve found a way to establish and control your very own category.

We are always available to talk if you have any questions or need any assistance with getting started with your B2B podcast. We’d love to hear from you.