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Research Outline
Prepared for Max | Delivered March 4, 2020
B2B Brand/Company - Successful Podcasts
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Goals
Identify case studies of successfully branded B2B podcasts with metrics to demonstrate that the podcast has led to increased sales, leads generated, brand awareness, or other benefits.
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Early Findings
Shopify
Shopify
produced a podcast called TGIM until
2016
which aimed to reach ambitious entrepreneurs early in their careers. Through the podcast, Shopify hoped to
increase brand awareness
among this sector and increase the likelihood that they will choose Shopify for their e-commerce needs.
Shopify is currently producing two podcasts,
Masters
and
Vanguard
.
Shopify powers over
275,000 retailers
in 150 countries.
Through its
podcast and blog
, Shopify has defined its brand as the go-to destination for entreprenuers.
The producer of Shopify's TGIM podcast,
Pacific Content,
says that branded podcasts are not focused on short-term conversions, but developing a positive first-impression and relationship with a brand. This long-term approach explains the lack of clear metrics for the success of branded podcasts.
Other B2B Podcasts
John Deere
has a podcast called On Life and Land, which increases brand awareness and brand engagement with its target audience by creating a sense of intimacy and authenticity.
Exposure Ninja
, a digital marketing agency, has a podcast called the Digital Marketing Podcast.
Other B2B podcasts include
The Content Champion
,
Duct Tape Marketing
,
RISE Podcast,
and
The Art of the Hustle
.
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