Online shopping, smart phone usage, streaming video – they all continue to grow. I am sure most of you are embracing these trends. 

But are you embracing podcasts? As far as I can see you should consider this in your B2B content marketing strategy.

The number of podcasts—and listeners - is growing year on year:

  • 44% (124 million) of the US population has listened to a podcast – up from 40% in 2017 (Infinite Dial 18)
  • 26% (73 million) listen to podcasts at least every month – up from 24% in 2017 (Infinite Dial 18)
  • Podcast listeners listen to an average of seven different shows per week, up from five in 2017
  • 65% of monthly podcast listeners have been listening for less than three years


That’s great James, but why are you telling me this on a marketing-related post?

Well not only are podcasts becoming more popular, they are delivering benefits for professionals and businesses brands

  • Business podcasts rank in the top five most popular categories, alongside news, culture, comedy and health.
  • Podcast listeners are more likely to follow companies and brands on social media
  • 69% of listeners agreed that podcast ads made them aware of new products or services
  • 68% of listeners are graduates

Well, I like maybe others do too?

As a regular podcast listener, I am subscribed to multiple podcasts covering business, marketing, health, sport and comedy (though, sadly, I remain uncultured). 

Curiosity piqued, I wanted to understand more about a core target audience of Kingpin clients, the IT decision makers (ITDMs). Are they using podcasts to help them learn and find the right solution for their businesses?

Majority of IT decision makers listen to podcast:

Have they listened to a podcast in the last 3 month for business purposes?

Finding that ITDMs are podcast users has led to us develop and distribute podcasts for our clients.

Personally, I mainly listen to work-related content on my commute. I have found this a great way to expand my knowledge on a range of topics, from analytics and content marketing to leadership and emotional intelligence.

I find the benefit of a podcast over reading is that all I need is my phone and headphones, (making it hands-free) and I don’t need to pause when switching trains or on the escalator. When I listen at home, it’s normally comedy or sport podcasts.

From listener to contributor

At the start of this year I was invited to participate in a marketing podcast. I was eager to participate, although I didn’t have a clue about what I was going to say at first. But I did take away some useful lessons after it was all done.

What I learnt

  • Treat it like any meeting or presentation and do your prep
  • It is not as daunting as filming or speaking at an event. There is neither a camera nor an audience looking at you
  • Have a ‘normal’ conversation with your host/other contributors beforehand to help relax and be yourself
  • Keep that same conversational approach on the recording
  • Don’t worry about mistakes – the audience knows you are not a paid professional presenter
  • Asking your LinkedIn community also helps. Thanks guys for the tips and words of encouragement

The main thing I learned from participating in a podcast is that I want to do more!

If, after all the build-up, you’d like to hear my first podcast, listen here

What you can do

  1. If you are not already, try listening to podcasts on business and personal interests
  2. Think about how you could use podcasts to support your sales and marketing efforts
  3. Don’t hesitate to try it yourself

If you want to set up you own podcast there are some great tools, guides and agencies available, such as SweetfishBuzzsprout and Audioboom.


Is it time for you to join this content revolution too? Podcasts are here to stay, so you’d best listen up.

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Statista The State of Podcasting

Nielsen Q1 2018 Podcast Insights (pdf)

Edison Research Infinite Dial 2018 (pdf)

Nielsen Q3 2017 Podcast Insights (pdf)

Nielsen June 2017 Audio Today Report (pdf)

Edison Research Podcast Consumer 2017 (pdf)

IDG 2018 Customer engagement study