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Research Outline
Prepared for Max | Delivered March 3, 2020
B2B Brand/Company - Successful Podcasts
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Goals
To find data showing the success of B2B branded podcasts.
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Early Findings
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.
Listen-Through Rate:
This measurement reveals whether the content of the podcast is consistent and if listeners are consuming the whole podcast.
Total
Subscribers:
This is equivalent to followers in social media.
Reviews: This is an important tool to gather
feedback
about the podcast.
Charts: They are a great way to c
ompare success
with other branded podcasts.
Difference with Normal Marketing
Podcasts differ with other
marketing tools
as it is difficult to track the link between
a
l
i
s
t
e
n
and a future purchase.
What can be done is measure whether the audio content is successful in itself
using metrics
such as downloads, chart position, reviews, etc
.
.
Podcast Success Measurement
According to JAR, their audio branded podcasts receive consumption rates as high as
9
5%.
BBC
has found that organizations with branded podcasts have recorded the following results:
89% higher awareness
57% higher branded consideration
24% higher brand
f
a
v
o
r
a
b
i
l
i
t
y
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 "
The Message
": it gathered over
8 million
downloads and became
n°1 podcast
on
I
t
u
n
e
s
.
ZipRecruiter with the podcast "“
Rise and Grind”
: the show is rated
5 stars
on
S
t
i
t
c
h
e
r
.
B
a
s
e
c
a
m
p
with the podcast "
The Distance"
Slack with the podcast "
Slack Variety Pack"
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