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In a word, yes. It’s a misconception that video podcasts are only suitable for influencers and B2C companies. If you have something valuable to say, even if it’s to a very niche industry audience, a video podcast is one of the most effective marketing tools available.

With the AI revolution in full swing, podcasts are one of the most human ways to communicate. Instantly building trust by introducing people from within your organisation and offering free advice and insights to potential new customers.

Your podcast could take the form of a discussion with your business partner about the current state of your industry, address specific problems or even present an informal demo. But by offering a resource of weekly or monthly videos, you’ll very quickly build up a following that will establish a solid foundation of warm of leads.

So here are a few more reasons why starting a podcast is worth your time and resources.

1) Cost to entry is relatively low.

All you need is a DLSR camera (ideally two so you can record a conversation with another team member), LED lights, good quality microphones and ideally an in-house editor (if you don’t have an editor, you can always outsource it to a trusted partner). Some basic design for thumbnails with catchy typographic titles will also draw attention to your videos.

2) Personal branding is still a hot one!

Introducing yourself to a wider audience is the first step towards becoming, dare I say it, a LinkedIn influencer. And if you don’t like that tag then think of it as a way to communicate and share ideas. Not everyone will be drawn to you at first but viewers who enjoy your content will become loyal followers over time.

3) ‘Live’ Brainstorming & Feedback

Being able to explore new topics on camera will help you consider new strategies, trends and hot topics internally. Of course you can achieve this in meetings but knowing that you’re putting ideas out to a public audience will help you focus on what’s genuinely useful to your clients. (Don’t forget to keep an eye on the comments section for feedback, and from time-to-time send videos to trusted people within your network to get some industry-specific feedback).

4) LinkedIn is ripe for B2B podcasts.

No doubt you already have a significant number of connections. Once you’ve launched your podcast, they’ll be waiting to hear what you have to say. And if you don’t have a large volume of connections, think carefully about who you’d like to be listening and start connecting!

5) Long-form content is popular!

Between 1-1.5 hours of content is acceptable for YouTube audiences these days. Think how much information you can provide in that time frame. You may only need to record a session once every 2-3 weeks. So the volume of content you can edit from a single recording will be enough to keep your audience satisfied in the meantime.

6) Collaborations

Invite other B2B companies or experts within your field to join a recording. Offering your platform to other voices will open up business partnerships and grow your audience much quicker.

7) Use audio for other platforms

Once you have your video recorded you will have two forms of your podcast; video for your YouTube channel, plus an audio recording. Spotify or SoundCloud are some of the best platforms available but there are plenty of others to choose from.

8) Don’t forget about short-form

Make sure you edit your content into ‘Shorts’. This will help you identify the best bits. You can then add subtitles and create short, headline grabbing videos. Think of these as teasers towards your longer form content.

9) Gather a tribe of subscribers

B2B content creators often forget to ask viewers to subscribe to their channel. You have to be direct with this. Even the most successful channels don’t have a high proportion of subscribers so you have to ask directly. You can either ask viewers to subscribe at the end of your video or add a call-to-action at the end of your post. Subscribers are important and take work out of your hands; meaning every time you post a video they will be notified.

Inspiration:

Here are a couple of B2B video podcasts we like! Check them out and don’t forget to subscribe if you like their content:

ITPR:
https://www.youtube.com/@ITPRGroup

Napier PR:
https://www.youtube.com/@NapierPR

For more information about how to setup, film or simply edit your podcasts, contact us directly: info@blackcliffmedia.com