If you’re floundering with ideas for your B2B podcast content, consider the following quote from marketing heavyweight Jay Baer’s book, Youtility:“If you sell something, you make a customer today; if you help someone, you make a customer for life.”
What’s Your “Why?”
B2B podcasting is a cornerstone of content marketing, but what’s in it for you?
Businesses launch B2B podcasts for a plethora of reasons, including but not limited to:
Spread brand awareness
Promote to a highly targeted audience
Grow their network
Boost SEO
Build trust with customers
But I believe everyone should add one more essential point to that list — give listeners the information they need.
The key word in that last line is “give,” not “sell.” A podcast is a perfect tool to educate your listeners at no greater cost to them than the time it takes to enjoy your show.
You might ask, “Why would I allocate my marketing budget to a podcast with no set expectations for ROI?”
In the foreword to Youtility, Marcus Sheridan shared his realization after launching the blog for his company, River Pools, in 2009:
“Consumers of all types expect to find answers on the internet now, and companies that can best provide that information garner trust and sales and loyalty. Success flows to organizations that inform, not organizations that promote.”
Think of Sheridan’s outlook as an extension of corporate philanthropy. Gen Z and millennials, who comprise the largest podcast-listening demographics in America, deeply care about helping others.
A B2B podcast may not be a tax write-off, but it’s a golden opportunity to build a relationship with your customers by echoing their values.
You achieve this by building your podcast around your customer’s needs rather than your own.
Why Youtility Matters
I’ve mentioned before that I’m a big fan of James Robert Lay, host of the Banking on Digital Growth podcast.
The show is dedicated to informing and educating people about innovative brands and tech in the financial space.
James Robert hosts a parade of brilliant guests who are passionate about helping people escape financial stress.
He ends every episode with the same question, asking his guest to give their listeners one practical application they can take away from the conversation.
That is Youtility in action.
It’s easy to get caught up in promotion and product placement when creating a B2B podcast, but pushing your new book won’t win over your audience.
Gain your audience’s loyalty by building a relationship of trust.
You should dedicate your podcast to helping improve your customers’ experience.
Build Trust Through Value
When I think about the practical application of this philosophy, I think of Taxi Mike.
In his book, Baer talks about a cab driver in Banff, Alberta, who went by the moniker “Taxi Mike.”
Taxi Mike printed hundreds of brochures listing local restaurant menus, happy hour specials, shops, golf courses, and so on.
He then placed these flyers all over Banff, free for visitors curious about the city. Business owners said that Taxi Mike’s brochures were a hit with locals and tourists alike.
Now, none of the people who perused Taxi Mike’s literature had any obligation to do business with him. But when tourists in town who’d picked up one of his brochures needed a ride, who do you think they called?
This kind of strategy isn’t without cost, but as Jay Baer put it, “Youtility isn’t inexpensive; it’s just a different kind of expensive.”
And you’re not going to win the crowd overnight.
It’s easy to get caught up in early analytics, but understand that you’ll need to put in the effort to stand out in a crowded B2B space. The fruits of your labor will need time to ripen, but you’ll see results if you stay the course.
Give your listeners an enriching experience, and they’ll remember you when the time comes to close the deal.
Be a Taxi Mike.
Embrace Youtility in Your B2B Podcast Content
Content marketing is a two-way street.So help first and sell second.
By first focusing on providing value and useful information, you can build a loyal audience that trusts and respects your brand.
Want to learn more about launching a customer-driven B2B podcast? Get in touch with us here!
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