Your Competitors Are Starting Podcasts—Should You?
There was a time when podcasts felt like a niche medium—something reserved for hobbyists or pop culture deep-dives. But the landscape has changed. Fast. And now, your competitors are launching shows that speak directly to your audience.
If you’re in B2B marketing and you’re not considering a podcast, you’re leaving real value on the table.
1. Podcasts Build Long-Form Trust
In B2B, decisions aren’t made lightly. Buyers are thoughtful. They research. They need to trust you before they talk to sales. Podcasts offer a rare opportunity to build that trust in a long-form, low-pressure way.
When someone listens to your voice for 20, 30, even 60 minutes each week, you’re no longer just another name on a website—you’re a familiar voice they learn from and come to trust.
2. You Become a Thought Leader in Your Industry
You already have insights to share. A podcast lets you speak directly to your industry with clarity and consistency. Whether you’re discussing trends, answering common client questions, or talking with peers and experts, you’re creating a library of knowledge that showcases your expertise.
This isn’t about going viral. It’s about showing up with value, again and again.
3. One Episode = Endless Content
Repurposing is where podcasting becomes a true marketing engine. A single episode can turn into:
A blog post (like this one)
Social media clips and graphics
Newsletter content
A YouTube video
LinkedIn articles
It becomes the backbone of your content strategy—especially if you’re a small team trying to make a big impact.
4. A Human Way to Reach Your Audience
So much of B2B marketing can feel cold and polished. But podcasts? They invite real voices, tone, and connection. It gives your brand a heartbeat.
That relatability matters. People don’t just buy from companies. They buy from people they feel connected to.
5. You Can Build Relationships Behind the Mic
Here’s an underappreciated benefit: inviting someone to be a guest on your show is a powerful networking tool. Whether it’s a client, vendor, or potential partner, it’s a warm and professional way to build real relationships.
It also gives your audience a chance to hear conversations they can’t get anywhere else.
Ready to explore how a podcast could fit into your B2B strategy?
Wayfare Recording makes the process straightforward. We help businesses plan, launch, and produce podcasts that sound professional and serve a purpose.
Start by downloading our free Podcast Startup Guide—it walks you through the foundational questions and decisions you’ll want to make before launching.
And if you want a more hands-on walkthrough, check out our podcast where we go step-by-step through the workbook with you.
Have questions or want to chat about working together? Reach out anytime. We’re here to help.