Podcasting for B2B Brands – Part 3 – Podcasting as Part of the Content Marketing Mix
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Podcasting as Part of the Content Marketing Mix
What role does podcasting play as part of the content marketing mix? I’d like to, as I mentioned earlier, pinpoint where I think podcasting fits in. This is part of the LinkedIn Learning course I mentioned, which you can explore in more detail on LinkedIn Learning. For now, I’ll give you a brief overview of where I believe podcasting fits.
Consider the traditional B2B marketing funnel: it generally starts with awareness, followed by consideration, conversion, loyalty, and advocacy. These are the phases most B2B marketers are familiar with. However, it’s not just about the funnel; it’s also about understanding how it applies to your overarching business and marketing strategy and where other content fits in.
The Pump & Funnel Marketing Model
Instead of just the funnel, I’ve created something I call the Pump & Funnel Marketing Model. Awareness, consideration, and conversion are inside the funnel, the river of loyalty runs underneath, and the pump of advocacy comes up from the river. This model helps visualise what people are doing in your business. But it’s not just about driving marketing channels and advertising towards your funnel; it’s also about engaging with your audience.
When I asked myself this question a few years ago, I realised that people engage with content at every stage. The success of every marketing channel depends on the quality and relevance of the content that the target audience experiences within that channel.
The best content marketing model I found was Google’s 3H Content Marketing Framework, initially used by YouTube: Hero, Hub, and Help content. How does this model map onto the Pump & Funnel model? Hero content is at the top of the funnel, Help content is in the middle, and Hub content is outside the funnel. Let me explain further.
Hero Content
Hero content includes books, virtual summits, short films, etc. These are the incredible pieces of content that get shared online and help people discover your brand. It could be a book, a virtual summit, or a high-quality long-form video on YouTube. This is where your audience first experiences your brand.
Help Content
Once the audience establishes a relationship with you and visits your website, they encounter your blog posts, social media, and FAQs. Help content answers specific questions, often longtail keyword phrases. These questions appear in Google search results as ‘People Also Ask’. This type of content should be on your website, addressing the specific queries your audience has.
Hub Content – Where Podcasting Fits In
Hub content includes podcasts, YouTube channels, and courses. Why is it outside the funnel? Because, with long sales cycles, people initially discover you through Hero content and explore more through Help content. However, if they’re not ready to buy, they leave your site. You want them to remember you, and you won’t achieve this by bombarding them with sales information if they’re not ready to buy for a year.
Deliver high-quality, engaging content through podcasts or YouTube channels. If your content is informative and interesting, people will subscribe to your podcast. Subtly, they’ll remember your brand when they’re ready to purchase. For instance, Dre de Vera from Oakland says, ‘Good morning.’ Good morning, Dre! Thank you for joining us live.
Podcast Examples
Here are three examples of podcasts I’ve produced for clients:
39 Essex: Wilmot-Smith on Construction Contracts
39 Essex, a barristers’ chamber in London, launched a podcast series called Wilmot-Smith on Construction Contracts. This series interviewed contributors to the book, providing a novel way to consume content and promoting the book.
Majestic: SEO in 2023
Majestic, a brand I worked with, published a podcast series called SEO in 2023. We produced 101 episodes, one every working day for 101 days, as a YouTube series, podcast, and book. Chirag from India says, ‘Good morning.’ Good morning, Chirag! Feel free to ask any questions.
Carpmaels and Ransford: Discover IP
Discover IP is a podcast for Carpmaels and Ransford, an IP firm. This podcast aims at people considering a career in IP, with episodes like ‘What is a Patent Attorney?’ and ‘A Day in the Life of a Patent Attorney.’ This content helps potential recruits choose the firm by showcasing its culture and expertise.
These examples demonstrate how podcasts can serve as Hub content, keeping your brand top-of-mind. It’s important to produce high-quality content that engages your audience without overtly selling to them. Remember, a subtle approach with engaging content will be more effective in the long run.
Conclusion
That’s podcasting as a form of Hub content. I wanted to briefly cover the other 3Hs to ensure you understand where it fits into the overall content marketing mix. If you have any questions or need further clarification, please feel free to ask.