B2B Brand/Company - Successful Podcasts
Delivered March 3, 2020. Contributor: Tarik T.
To find data showing the success of B2B branded podcasts.
Metrics Used to Measure the Success of Podcasts
The success of branded podcasts is measured differently than other channels.
Some the metrics used to measure podcast success are:
Downloads and Total Pla
y: This measurement gives an idea on the progress between each podcast and the potential increase in popularity or listeners.
This measurement reveals whether the content of the podcast is consistent and if listeners are consuming the whole podcast.
This is equivalent to followers in social media.
Reviews: This is an important tool to gather
about the podcast.
Charts: They are a great way to c
with other branded podcasts.
Difference with Normal Marketing
Podcasts differ with other
as it is difficult to track the link between
and a future purchase.
What can be done is measure whether the audio content is successful in itself
such as downloads, chart position, reviews, etc
Podcast Success Measurement
According to JAR, their audio branded podcasts receive consumption rates as high as
has found that organizations with branded podcasts have recorded the following results:
89% higher awareness
57% higher branded consideration
24% higher brand
14% higher purchase intent
16% higher engagement and 12% higher memory encoding than other forms of content
Examples of Successful Branded B2B Podcasts
GE with the podcast "
": it gathered over
downloads and became
ZipRecruiter with the podcast "“
Rise and Grind”
: the show is rated
with the podcast "
Slack with the podcast "
Slack Variety Pack"
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