LRB is a Bristol-based agency specialising in podcasts and premium marketing films for businesses.
Founded in 2019, we have produced lead-generating content for clients across the globe.
And for these two reasons, we were invited to share our expertise at the B2B Marketing Expo in London!
What is the B2B Marketing Expo?
The B2B Marketing Expo is an annual event that is dedicated to delivering groundbreaking innovative, and unmatched networking opportunities tailored specifically for B2B sales and marketing professionals.
With a mission to provide empowering and transformative content, top-tier suppliers, and influential speakers, the Expo aims to equip attendees with actionable insights and meaningful connections.
LRB at B2B Marketing Expo
At the 2024 event, our CEO Luke gave a presentation on creating a successful B2B podcast for your business.
To help those of you that weren’t in attendance, we will be breaking down what he had to say into a few short tips to get you started in the world of podcasting.
In this first article, we talk about being a leader within your industry and why you should create a podcast.
B2B podcasting – leading the way
Luke opened his talk by stating: “How many people here listen to podcasts or have listened to podcasts? There’s the power right there.”
You won’t be surprised to hear that most people raised their hands!
Due to the ever-growing nature of podcasting in business and across the world of entertainment, everyone is looking to stand out from the competition.
By creating a B2B podcast, you can showcase thought leadership within your sector.
Our CEO continued: “If you work in any industry, a B2B podcast can help you be presented as a leading voice. Your business will, in essence, create a show, with its own production, in which it highlights your expertise.
“However, it also humanises you and the people featured in the content – it brings it all to life.”
By doing this, it drives traffic to your website, as well as showcasing your products and services in a much more engaging way. This is something which is increasingly challenging in a saturated market.
That is why you need to find a way to become a powerful voice – and B2B podcasts are the most underutilised tools available to marketing teams today.
Luke continued to highlight that all business have their own unique attributes – and in many industries today, they are not using this effectively.
According to Ofcom, 11.7 million Brits listen a podcast every week – how many of your competitors have a way of getting their brand in front of this large (and constantly growing) audience?
But just starting a podcast isn’t a way to achieve guaranteed success – there is a lot that goes into planning, creating, and distributing content.
Luke continued to highlight the need to fill this ‘content gap’, in order for the podcast to be a success within the B2B space.
And a large part of that is maximising your contents reach for both the podcast series, and for wider marketing purposes.
He stated: “User generated content has blown up a lot with the B2B space in recent years. We’ve got corporate TikTok, clips on LinkedIn, and more videos across other social media platforms that target businesses and individuals.
“We all know how hard it is to get good content that can stand out in a crowded space. The B2B podcast is a great way of doing this.
“This is because you’re creating a show and interactive, engaging content that people want to be on and learn from.
“I expect that you’ve all seen, many of these kinds of clips, and taken something from them to think about or share with your teams.
“By creating your own podcast, you don’t just get a few episodes – the amount of content that you can get from it is extreme.
“The number of clips that you can extract from a podcast is something you can’t underestimate.
“You can go back through your catalogue of content, select a few clips, and then use them to position yourselves as thought leaders, innovators, and reach a larger audience when compared to traditional marketing tactics.
“You’re getting much more than just one episode. By doing this you are creating an effective bank of content that you can consistently dive into on a regular basis.
“By recording those conversations, or creating thought provoking content with experts, it is an incredibly powerful instrument for growth and success.”
By utilising this as a basis to plan your podcast, you can set yourself up to create a meaningful and powerful marketing tool for your business.
Stay tuned to read more advice and tips from the B2B Marketing Expo in our blog section.