{"id":11463,"date":"2015-04-24T12:30:56","date_gmt":"2015-04-24T16:30:56","guid":{"rendered":"http:\/\/www.mgb2b.com\/blog\/?p=11463"},"modified":"2016-07-05T10:55:53","modified_gmt":"2016-07-05T14:55:53","slug":"podcast-vs-webinar","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/podcast-vs-webinar\/","title":{"rendered":"Are Podcasts the New Webinars?"},"content":{"rendered":"

\"podcast<\/a><\/p>\n

Podcasts are seeing their first significant growth since their birth over ten years ago<\/a>, but could they be the new webinar to B2B publishers?\u00a0With the wild success of consumer podcast, Serial<\/em>, broadcasters and publishers are jumping\u00a0into this space, from Buzzfeed <\/a>to the\u00a0new master of podcasting, NPR<\/a>.\u00a0Mass media company iHeartMedia (formerly Clear Channel) recently\u00a0hosted their own “SoundFront<\/a>” to announce their own series of original audio programming.<\/p>\n

So could podcasts be the next big\u00a0resource tool for the B2B audience? It is a likely possibility. B2B publishers\u00a0generally follow consumer technology trends. While there is still heavy reliance on print and more traditional media<\/a> because of the aging work force,\u00a0more and more boomers are reaching retirement<\/a> age. And, to reach up-and-coming directors and c-level employees, the B2B world is in need of fresh vehicles for content beyond webinars and whitepapers.<\/p>\n

So how can your business prepare to incorporate audio content into your marketing mix?<\/p>\n

<\/p>\n

    \n
  1. Spend some time researching<\/strong> what audio content is out there in your category. What are your competitors doing? What are top industry experts saying? Get to know\u00a0the media so you understand it and can stay on top of trends.<\/li>\n
  2. Consider sponsorship<\/strong> of existing podcasts. Many major B2B publishers are already offering this as an advertising opportunity, like engineering magazine, Design World<\/a>. Also, look to your trade groups to see if your brand can\u00a0be part of their podcast series, like the\u00a0American Institute of Architects AIA Podnet<\/a>. Even if there are not existing sponsorships, don’t be afraid to approach the creator about being involved.<\/li>\n
  3. Evaluate your\u00a0resources and bandwidth<\/strong> to determine whether your company might consider creating its\u00a0own\u00a0podcast<\/a>. This is a great way to show thought leadership in your category. But be sure you have a solid strategic plan in order to avoid wasting valuable time and money. Podcasts require the right content, delivered by the right voice(s), and need to be marketed the right way.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Podcasts are seeing their first significant growth since their birth over ten years ago, but could they be the new webinar to B2B publishers?\u00a0With the wild success of consumer podcast, Serial, broadcasters and publishers are jumping\u00a0into this space, from Buzzfeed to the\u00a0new master of podcasting, NPR.\u00a0Mass media company iHeartMedia (formerly Clear Channel) recently\u00a0hosted their own […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,18],"tags":[190,228,138,225,166,226,227],"class_list":["post-11463","post","type-post","status-publish","format-standard","hentry","category-b2b","category-technology-and-mobile","tag-b2b-marketing","tag-b2b-media","tag-content-marketing","tag-podcasts","tag-thought-leadership","tag-webinars","tag-whitepapers"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11463","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=11463"}],"version-history":[{"count":21,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11463\/revisions"}],"predecessor-version":[{"id":12801,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11463\/revisions\/12801"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=11463"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=11463"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=11463"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}