While marketers address personalization in their Account-Based Marketing strategies, Account-Based Podcasting is an additional level that advanced marketers are embracing. With podcasts gaining popularity with business-minded individuals, implementing them into your B2B marketing campaign can be highly beneficial. According to 2023 Listen Notes statistics, the Business category of podcasts ranks fourth with over 340 million podcasts, coming in just after Society, Education, and Culture related podcasts respectively.
Podcasts can become the foundation of your ABM content strategy, helping create a unique buying experience for the audience. With 78% of the U.S. adults being familiar with podcasting, your target account decision-makers are likely to welcome this content marketing effort.
Let’s take a closer looking at what account-based podcasting (ABP) is, and how you can use it for your ABM strategy.
What is Account-Based Podcasting?
Account-based podcasting involves creating podcasts aimed specifically at your target accounts. Implementing podcasts in your ABM content strategy brings more personalization into the picture.
With ABP, you gain an extra opportunity to deliver a smooth, personalized, and authoritative experience to your audience. ABP can either complement your ABM content strategy or take center stage.
Podcasts allow you to move away from buyer personas and focus on each account or account segment personally. The information you convey through the podcast carries a higher degree of personalization, awareness, and guidance than content aimed at generic customer profiles.
Speaking directly to the target account humanizes your brand, allowing you to make a stronger connection and drive the sale through.
Implementing Account Based Podcasting into Account Based Marketing
Podcasts are a highly effective type of content, which is gaining impressive momentum in B2B marketing. By taking advantage of account-based podcasting, you can build trusted relationships with decision-makers while pushing them down the sales funnel.
Podcasting gives you a chance to reach out to key decision-makers in an account, NOT to sell to them but to listen to them and share their knowledge with your audience. This practice builds relationships as well as allows both companies to benefit from the thought leadership content created.
When looking to create content specific to one account or a similar group of accounts, you should develop and work within a content spectrum narrow enough to resonate with key accounts.
For target accounts that bring high value with each deal, you can afford to create content bespoke for that company – and even for divisions within that account.
For lower value accounts, identify a pool of accounts and create content highly targeted for those groups. From this content developed for the “pool” of accounts, you can then repurpose this content to narrow down the focus on each account.
From a podcasting standpoint, it can mean simply mentioning or including someone from inside their organization within the content. It can be a key guest on the podcast or simply a snippet or quote from one of the decision-makers.
When a target client takes the time to share expertise on a podcast, they are invested in the content. This also gives more weight and authority to the content when it is shared with other members of the target account company.
Imagine having a podcast that is shared by members of your target account. This not only helps your company stay top-of-mind, but it also begins to build a perceived connection between your company and the target company. This is a huge step in opening the door for a business opportunity.
Adding Account-Based Podcasting to ABM
Implementing Account-Based Podcasting can be easier than you think. In fact, whatever ABM content strategy you have today, making podcasts a part of it would just simplify it. During the repurposing process, keep the main interests (or pains) of specific accounts in mind. This is where you begin to generate content specific to key accounts.
Creating Valuable Content
Most likely, you already have useful content to share in a podcast, but what do key stakeholders at your target accounts think about the topic. Capturing their thoughts is not only valuable to you, but they are valuable to other stakeholders in the target account, as well as for decision-makers in other similar accounts.
When developing podcast episodes, think of who will bring authority to your content as well as who you want to connect with. While keeping a specific accounts’ (or several accounts, depending on the degree of personalization you exercise) pain points in mind, you can come up with a highly effective episode that keeps the audience coming back for more.
Become a Source of Value to Key Accounts
Remember, the power of podcasts lies in their high accessibility. You as a podcaster or content creator have the power to bring otherwise unaccessible knowledge directly to the ears of your business audience. They will appreciate the access to thought leaders both within their company, from industry leaders, and from similar organizations.
That’s why it’s imperative to approach podcast creation as a door opener and relationship builder, while at the same time seeking to share knowledge with the industry and other key decision-makers that may listen. Specifically, a door opener to key accounts – the main point of account-based marketing.
Working with Influencers
High-profile guests can become the centerpiece of your Account-Based Podcasting strategy. While you are establishing a trusted relationship with clients, an influencer can inspire and cement loyalty.
By studying the account’s pain points and needs, you can figure out which influencer can contribute to your relationship the most. Even one episode with an authoritative speaker can push the decision-maker deep down the sales funnel.
Account-Based Podcasting is a way of creating content specific to the interest of your target accounts. By utilizing thought leaders from within those accounts, you gain access to those key decision-makers, while also benefiting from their authority.
Relationships are built, knowledge is delivered, and your content works even harder to drive business in your targeted accounts.
As an added bonus, podcasting allows you to maximize personalization without taking a toll on your marketing budget. For more information about ABP and its implementation, contact our team, and let’s have a conversation.
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