Have podcasts had their day?

6 days ago | Kate
podcasting

There are so many podcasts now, are they still relevant?

Yes, they are still highly relevant—and often underutilised—content assets for B2B brands. In fact, they can be one of the most powerful tools for brand positioning, trust-building, and lead nurturing when done strategically.

Why Podcasts Work for B2B:

1. High Engagement with Niche Audiences

B2B buying decisions are complex and long-cycle. Podcasts allow you to speak directly to niche decision-makers—C-suite execs, procurement officers, or industry specialists—while they’re in a focused, receptive mindset (often commuting, walking, etc.). Our ‘Close the Incision‘ podcast featured in Apple’s top ten health podcasts and was so niche, we were only talking with surgeons and tissue viability nurses!

2. Thought Leadership & Authority

Interviewing industry experts or discussing emerging trends helps position your brand as a thought leader, which builds trust over time—key in B2B.

3. Multi-Channel Repurposing Power

Each episode can be repurposed into:

  • Blog posts

  • LinkedIn carousels or audiograms

  • Email newsletter content

  • Video shorts for YouTube, TikTok, or LinkedIn

  • Whitepapers or guides (based on interview insights)

4. Long-Term SEO & Evergreen Value

Transcripts and summaries posted on your site help with SEO. Podcast episodes can attract organic search traffic over time, especially when aligned with high-intent keywords. Exactly why we developed the ‘Stoma Talk’ podcast series, listen here.

5. Humanising Your Brand

B2B can often feel impersonal. Podcasts introduce a human voice, tone, and personality to your brand, making it more relatable and memorable.

6. Low Barrier to Entry

The tech, tools, and distribution are now easier than ever to set up. You can produce a quality podcast without a massive budget—especially when compared to paid media.

When Podcasts Work Best in B2B:

  • You target niche industries or expert audiences.

  • You want to showcase internal expertise or customer success stories.

  • You’re building a community or network around your brand.

  • You’re creating ABM (Account-Based Marketing) content—episodes tailored to specific ideal clients.

Pro Tip:

If you’re short on time or unsure of ROI, start with a limited series (e.g. 6–8 episodes on a focused theme). Measure downloads, repurpose the content, and assess engagement across other platforms before committing long-term.

Would you like examples of successful B2B podcasts or help planning a pilot series for your agency?