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sifatahmed
Jan 20, 2022
In What is Technology
Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already? I hear you, theoretical reader. And yet, I persevere. B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story: B2B Podcasting: 20 Stats that Make the Case These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier. Podcast Listenership Just Keeps Growing Podcasting is a growth medium. More 工作职能邮件数据库 people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years. 1: Nearly a quarter of all listeners started in the past 6 months. (2) 2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1) 3: 51% of the U.S. population over 12 has listened to a podcast. (2) 4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2) 5: 22% of the U.S. population over 12 listen weekly (60 million). (2) 6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3) 7: Only 3.1% said they listen less than they did a year ago. (3) In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down. Podcasts continue to attract new listeners... And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcastingCLICK TO TWEET Podcast Listeners Are Demographically Valuable Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials: 8: 50% of listeners under 35 have listened to a podcast in the last month. (1) 9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2) 10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)
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