When Sangram Vajre, co-founder of Terminus, appeared on the Top 3 for Tech Marketers podcast (Top 3 Things the C-Suite Should Know About ABM), he stated his belief that “podcasts are the new white paper.” His enthusiasm for the new medium isn’t unfounded. With a white paper, the goal is to have someone download it and then capture that person as a lead. But with ABM, the target company and personas are known, so there’s no need to capture the lead. Plus, while white papers are great for conveying facts and technical information, they have an inherently sterile feel to them. Podcasts, on the other hand, enable authentic conversations that can be repurposed into social media and digital content.
It’s worth mentioning that podcasts have superior metrics–who’s downloading it, listening to it, and how long they listen. All of that information can help fine-tune ongoing podcast efforts.