Opportunities for B2B Brands in Podcasting in 2025
B2B brands currently have an unparalleled opportunity for serious growth thanks to podcasting. A recent report from eMarketer suggests that the window is wide open for these brands to seize the moment and dominate this medium.
While individual creators have been quick to capitalise on the expansive potential of podcasting, many companies continue to lag behind, thereby missing out on a significant avenue for establishing thought leadership and fostering relationships.
A branded podcast, when executed with insight and authenticity, can serve as a powerful tool to connect with audiences, cultivate trust, and ultimately drive sales.
As the podcasting landscape evolves, it is imperative for B2B entities to position themselves at the forefront, lest they find themselves relegated to the side-lines in this rapidly advancing field.
Takeaways:
- B2B brands are presented with an unprecedented opportunity to harness podcasting for community growth and engagement.
- Current projections indicate podcast creators in the US are set to earn $1 billion by 2025, reflecting a significant upward trajectory.
- Podcasting serves as a powerful medium for establishing thought leadership and fostering relationships within the B2B sector.
- Brands can leverage the intimate nature of podcasting to cultivate trust and familiarity with their audience, leading to increased sales.
- Unlike traditional advertising, podcasts allow businesses to engage listeners through meaningful conversations that address their immediate challenges.
- The evergreen nature of podcast content enables brands to repurpose episodes across various platforms, enhancing discoverability and reach.
Companies mentioned in this episode:
- E Marketer
- Podknows
Transcript
Today, I want to share something that frankly lit a fire under me.
Speaker A:I came across this report from E Marketer with a headline the window is wide open for B2B brands to dominate Podcasting.
Speaker A:This is your Business needs a branded Podcast.
Speaker A:A Podnos Podcasting educational show teaching brands and entrepreneurs how to leverage podcasting.
Speaker A:Hey there you brilliant marketers and brand builders.
Speaker A:Welcome to a new episode of your Business Needs a branded podcast.
Speaker A:If you're new here, I'm your guide to all things B2B podcasting.
Speaker A:Let's start with a stat bomb.
Speaker A:$1 billion.
Speaker A: e US are projected to earn in: Speaker A:That's a 27% year over year increase, which if you're a numbers nerd like me, is nearly double the growth rate of the social media creator economy.
Speaker A:And yet podcasting still only accounts for 5% of total creator revenue.
Speaker A:That's not a downside, that's a neon lit sign saying untapped opportunity, especially for businesses.
Speaker A:Right now, most of that podcast revenue is driven by individual creators, comedians, commentators, lifestyle influencers.
Speaker A:But brands?
Speaker A:They're still slow to catch on.
Speaker A:Which is bananas because podcasting is literally built for thought leadership and relationship building.
Speaker A:Exactly what B2B marketing is supposed to do.
Speaker A:There's a reason why more social media creators are pivoting into podcasts.
Speaker A:It's not just about chasing another income stream.
Speaker A:It's about building something sustainable.
Speaker A:You can post five times a day on Instagram and still get ignored because the algorithm decided your face wasn't engaging enough.
Speaker A:But a podcast?
Speaker A:That's a direct, uninterrupted opt in relationship with your audience.
Speaker A:It's a digital fireside chat, and the audience is growing.
Speaker A:In the us, Adults are now spending almost an hour a day listening to podcasts.
Speaker A:That's more time than they spend on TikTok.
Speaker A:Yes, TikTok.
Speaker A:The place where time goes to die.
Speaker A:So here's the million dollar question.
Speaker A:If creators are leveraging podcasts to build stronger communities and more stable income, why aren't more businesses doing the same thing?
Speaker A:Now, the Beauty of a B2B podcast is that it doesn't need to go viral to be wildly effective.
Speaker A:Lets say you're in logistics or software or consulting.
Speaker A:Maybe your product isn't exactly Instagrammable, but that's the magic of podcasting.
Speaker A:You don't need flashy visuals.
Speaker A:You just need something far more powerful.
Speaker A:Insight.
Speaker A:Think about it.
Speaker A:Your buyers are busy, distracted, and increasingly skeptical of traditional ads.
Speaker A:But they'll gladly pop in their earbuds and listen to a 20 minute conversation about solving a problem they're facing right now.
Speaker A:Especially if it features people like them or people they want to be Podcasting builds familiarity.
Speaker A:Familiarity builds trust, and trust leads to sales.
Speaker A:Not to mention the format is evergreen.
Speaker A:One strong episode can be repurposed into blog posts, LinkedIn carousels, social clips, email content, the lot.
Speaker A:It's not a one and done campaign, it's a content engine.
Speaker A:And let's not ignore the fact that platforms like YouTube are now indexing podcast content, making it even easier for your episodes to show up in search.
Speaker A:So even if you don't have Joe Rogan numbers, you still get that delicious long tail discoverability.
Speaker A:Now, before you run off and start recording voice memos in your car, please, for the love of good audio, make sure you approach this with some care.
Speaker A:A branded podcast doesn't mean a 10 minute sales pitch every week.
Speaker A:It means curating conversations that serve your audience, not sell to them.
Speaker A:Bring in industry voices.
Speaker A:Share customer stories.
Speaker A:Pull back the curtain on how your company actually solves problems.
Speaker A:If it's useful, human and honest, it'll land.
Speaker A:So to wrap this all up, podcasting is growing faster than social, creators are jumping on it, listeners are showing up, and B2B brands still have room to take the lead.
Speaker A:Before this space gets crowded, the only question is, will your brand be ahead of the wave or watching from the sidelines?
Speaker A:I'm the Podmaster, and if you're ready to give your business a voice that builds trust and drives leads, let's talk.
Speaker A:Drop me a Message or visit podnos.co.uk to get started.
Speaker A:Thanks for listening.
Speaker A:And hey, don't forget to follow, rate or send this episode to your marketing team with the subject line this is why we need a podcast.
Speaker A:This is your business needs a branded podcast.
Speaker A:A podnos Podcasting educational show teaching brands and entrepreneurs how to leverage podcasting.
