Podcasting is the next big wave for B2B Content Marketers

I just did my first podcast and it gave me a chance to better understand why podcasting is a big deal for marketers. Wait, what? Podcasting, you ask?

Let’s define what is podcasting

The dictionary definition of a podcast is:

A digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.


Originally called audioblogging, the first audioblogs started in the 1980’s. But then with the proliferation of the iPod portal audio player, “iPod”, “Broadcast” morphed into “podcast” which came into use in 2004. In 2005, Apple added podcasting to iTunes and build a directory of podcasts.

Why is podcasting hot again?

While it might have seemed like podcasting died out with the iPod, it has started to evolve, and in a big way. Serial podcasts caught hold around 2014. Formats ranged from serialized true crime stories, to sports, to radio talk show just about anything you can imagine.

The podcast audience doubled in between 2014 and 2018 in the US. One-third of the population reported having listed to a podcast in the last month, according to 2019 Infinite Dial Study by Edison Research and Triton Digital.

Time spent listening to online audio has reached a record high this year, with weekly online audio listeners reporting an average of nearly 17 hours of listening in the last week. But that doesn’t mean just entertainment. Podcasting is for business, too.

Podcasting is part of our connected lives

Not only is podcasting popular because of the audio format, but as we adopt voice assistants and become more mobile, it’s easy to connect to a podcast through our smart homes and connected vehicles.

Common podcast topics in business

There are a lot of podcasts for startups and entrepreneurs. Check out a few of these.

Freakanomics Radio

HBR IdeaCast

Seamless Podcast with Darin Andersen

Ted Talks on Podcast

Duct Tape Marketing Podcast

Tune in to hear my first podcast here.

About the Author: Kathleen Glass is a strategic advisor for Wyecomm, a Stagwell Company, and founder and CEO of Oinkodomeo, a B2B sales and digital marketing agency, and Advisory Board Member for the Global Association of Inside Sales Professionals. Follow on Twitter @KathleenGlass or connect on LinkedIn.