Opportunities for B2B Brands in Podcasting in 2025

B2B brands currently have an unparalleled opportunity for serious growth thanks to podcasting. A recent report from eMarketer suggests that the window is wide open for these brands to seize the moment and dominate this medium.

While individual creators have been quick to capitalise on the expansive potential of podcasting, many companies continue to lag behind, thereby missing out on a significant avenue for establishing thought leadership and fostering relationships.

A branded podcast, when executed with insight and authenticity, can serve as a powerful tool to connect with audiences, cultivate trust, and ultimately drive sales.

As the podcasting landscape evolves, it is imperative for B2B entities to position themselves at the forefront, lest they find themselves relegated to the side-lines in this rapidly advancing field.

Takeaways:

• B2B brands are presented with an unprecedented opportunity to harness podcasting for community growth and engagement.
• Current projections indicate podcast creators in the US are set to earn $1 billion by 2025, reflecting a significant upward trajectory.
• Podcasting serves as a powerful medium for establishing thought leadership and fostering relationships within the B2B sector.
• Brands can leverage the intimate nature of podcasting to cultivate trust and familiarity with their audience, leading to increased sales.
• Unlike traditional advertising, podcasts allow businesses to engage listeners through meaningful conversations that address their immediate challenges.
• The evergreen nature of podcast content enables brands to repurpose episodes across various platforms, enhancing discoverability and reach.

Companies mentioned in this episode:

• E Marketer
• Podknows

Episode Transcript

(00:02):
Today, I want to sharesomething that frankly lit a fire
under me.
I came across this report fromE Marketer with a headline the window
is wide open for B2B brands todominate Podcasting.
This is your Business needs abranded Podcast.
A Podnos Podcastingeducational show teaching brands

(00:25):
and entrepreneurs how toleverage podcasting.
Hey there you brilliantmarketers and brand builders.
Welcome to a new episode ofyour Business Needs a branded podcast.
If you're new here, I'm yourguide to all things B2B podcasting.
Let's start with a stat bomb.
$1 billion.

(00:46):
That's how much podcastcreators in the US are projected
to earn in 2025.
That's a 27% year over yearincrease, which if you're a numbers
nerd like me, is nearly doublethe growth rate of the social media
creator economy.
And yet podcasting still onlyaccounts for 5% of total creator
revenue.

(01:07):
That's not a downside, that'sa neon lit sign saying untapped opportunity,
especially for businesses.
Right now, most of thatpodcast revenue is driven by individual
creators, comedians,commentators, lifestyle influencers.
But brands?
They're still slow to catch on.

(01:27):
Which is bananas becausepodcasting is literally built for
thought leadership andrelationship building.
Exactly what B2B marketing issupposed to do.
There's a reason why moresocial media creators are pivoting
into podcasts.
It's not just about chasinganother income stream.
It's about building something sustainable.

(01:49):
You can post five times a dayon Instagram and still get ignored
because the algorithm decidedyour face wasn't engaging enough.
But a podcast?
That's a direct, uninterruptedopt in relationship with your audience.
It's a digital fireside chat,and the audience is growing.
In the us, Adults are nowspending almost an hour a day listening

(02:13):
to podcasts.
That's more time than theyspend on TikTok.
Yes, TikTok.
The place where time goes to die.
So here's the million dollar question.
If creators are leveragingpodcasts to build stronger communities
and more stable income, whyaren't more businesses doing the
same thing?
Now, the Beauty of a B2Bpodcast is that it doesn't need to

(02:37):
go viral to be wildly effective.
Lets say you're in logisticsor software or consulting.
Maybe your product isn'texactly Instagrammable, but that's
the magic of podcasting.
You don't need flashy visuals.
You just need something farmore powerful.
Insight.
Think about it.
Your buyers are busy,distracted, and increasingly skeptical

(03:00):
of traditional ads.
But they'll gladly pop intheir earbuds and listen to a 20
minute conversation aboutsolving a problem they're facing
right now.
Especially if it featurespeople like them or people they want
to be Podcasting builds familiarity.
Familiarity builds trust, andtrust leads to sales.

(03:22):
Not to mention the format is evergreen.
One strong episode can berepurposed into blog posts, LinkedIn
carousels, social clips, emailcontent, the lot.
It's not a one and donecampaign, it's a content engine.
And let's not ignore the factthat platforms like YouTube are now
indexing podcast content,making it even easier for your episodes

(03:45):
to show up in search.
So even if you don't have JoeRogan numbers, you still get that
delicious long tail discoverability.
Now, before you run off andstart recording voice memos in your
car, please, for the love ofgood audio, make sure you approach

(04:05):
this with some care.
A branded podcast doesn't meana 10 minute sales pitch every week.
It means curatingconversations that serve your audience,
not sell to them.
Bring in industry voices.
Share customer stories.
Pull back the curtain on howyour company actually solves problems.
If it's useful, human andhonest, it'll land.

(04:27):
So to wrap this all up,podcasting is growing faster than
social, creators are jumpingon it, listeners are showing up,
and B2B brands still have roomto take the lead.
Before this space getscrowded, the only question is, will
your brand be ahead of thewave or watching from the sidelines?
I'm the Podmaster, and ifyou're ready to give your business

(04:48):
a voice that builds trust anddrives leads, let's talk.
Drop me a Message or visitpodnos.co.uk to get started.
Thanks for listening.
And hey, don't forget tofollow, rate or send this episode
to your marketing team withthe subject line this is why we need
a podcast.
This is your business needs abranded podcast.

(05:09):
A podnos Podcastingeducational show teaching brands
and entrepreneurs how toleverage podcasting.