While not having a hard-and-fast definition, “video podcasting” has become an increasingly successful method to achieve new growth for B2B podcasts. At our agency, we define video podcasting as adding a video element to a traditional audio podcast or podcast plan. (Search YouTube for a popular podcast, and you’re bound to find a video of the hosts recording their show.)
Why should B2B brands pursue video podcasts? Adding video to a podcast maximizes your content’s potential of being discovered and consumed by an audience. In this blog, we’ll discuss the cross-channel marketing benefits of video podcasts, as well as a step-by-step guide on how to create your own.
Why Create a Video Podcast?
Boost your cross-channel marketing strategy
Cross-channel marketing shares your brand’s marketing content across a variety of social media platforms, websites, apps, and other locations. And the most successful cross-channel strategies deploy a variety of mediums - text, audio and visuals - to maximize your brand’s exposure on different platforms. That’s where video comes in. Adding video as a supplement to your audio podcast enhances your cross-channel B2B podcast marketing strategy by creating a visual element that most social media, search engines, websites, and apps are designed to promote - and is something that is not present in audio-only media.
Low resource investment
While weighing the pros and cons of incorporating a video element into your existing podcast can be daunting, keep this in mind: you’re already halfway to a video podcast. So much of your time, energy and resources are dedicated to scripting, recording, and producing your podcast. At a time when a majority of laptops have a decent video camera, why not hit “record” and double your output? Doing so captures both audio and video during one recording session, and adds an exciting visual element to your podcast.
Adding Video to Your Podcast, Step-by-Step
Quality over quantity
Most listeners decide if they will continue to listen to or subscribe to a podcast before they finish one episode. And even among dedicated listeners, only 52% listen to an entire episode. On YouTube, that number is even lower, especially among first-time viewers. These statistics aren’t meant to discourage producers, but to illuminate the importance of quality over quantity. Rather than releasing a weekly, poorly produced video podcast, try releasing one monthly, well-produced video podcast. Spend the time and energy to make your podcast and video content effective, even if it’s not frequent. Furthermore, adopting a quality-over-quantity approach demonstrates to potential customers that you pay attention to details.
Use your existing technology
Gear-savvy creators may invest in high-end cameras, microphones, and ring lights. But they’re not necessary. As previously mentioned, B2B podcasters are already doing most of the work required to create a great video podcast. There’s a good chance your studio -- whether that’s at home or at the office -- is set up for optimal remote video recording. At the script level, plan ahead for which parts of the podcast you’d like to repurpose for your social media or YouTube channel. Skip the trip to the AV store and use your computer’s front-facing camera. (For tips on how to get the best lighting setup for free in your office or home office, check out our b2b video tips blog.)
Publish on YouTube
Naturally, the best platform for B2B marketers to share their video content is YouTube. Not only does the platform offer the greatest volume of social media traffic, but YouTube also provides a wide variety of features that make recording, publishing and promoting your content a breeze. Creators can live record and publish directly on the platform, rather than use an external product. Once published, YouTube videos are easy to embed on most websites. (Why draw your audience to your website? Your website offers additional opportunities for clients to browse content or get a demo of your services or products, which can convert idle watchers into active clients.) YouTube is likely where your fans already consume and share the content, and on top of that, YouTube provides powerful video analytics, allowing creators to track their progress and make informed decisions about their video podcast strategy.
Working with Beacon Digital Marketing
With a solid B2B podcast strategy in place, integrating video into your podcast can significantly expand your reach and growth. When you’re ready to get started, check out Beacon Digital Marketing’s video and podcasting services.
Lily oversees a team of Producers and Studio professionals who create strategy centric and emotionally resonating audio and video content with high style and unparalleled production savvy. With 10+ years of experience as an Integrated Producer prior to Beacon, Lily’s background includes award-winning commercial, print, television, film, and cutting-edge experiential productions for clients Samsung, GE, Sony Playstation, Adidas, HBO and more.