You cant read a white paper when youre riding your bike, however you can listen to a podcast.
We see podcasts as an enhance to our white documents, videos and blog sites that provides people another chance to engage and go a little much deeper. Often thats through a white paper and often through a podcast, but both play a function. We have some extremely technical white documents, and although you can have extremely technical discussions on a podcast, no one desires to listen to 17 minutes of somebody reciting facts about a product.
Podcasts, and also video case studies, offer us traction.

AdExchanger: What role does podcasting play in Panasonics B2B marketing strategy?
BRIAN ROWLEY: Even prior to the pandemic, we came to the realization that the audience in the industries we serve is changing, both in terms of demographics, the product they consume and the platforms they use to consume it. We have an obligation to appear where people are, and that is what podcasting has ended up being for us.
Its a versatile touch point. When they desire to, we desire to give individuals the chance to take in. You cant read a white paper when youre riding your bike, but you can listen to a podcast.
Do podcasts replace any of the more standard touch points?
Its an add-on instead of a replacement. We see podcasts as a complement to our white papers, videos and blogs that offers individuals another opportunity to engage and go a little deeper. Its likewise a method to reach a broader, more youthful audience that does not want to start with a white paper.
You require to understand what your audience is looking for and provide it. In some cases thats through a white paper and in some cases through a podcast, but both contribute. We have some really technical white documents, and although you can have extremely technical conversations on a podcast, nobody desires to listen to 17 minutes of someone reciting truths about a product.
What are your KPIs for the podcast and how do you determine success?
Undoubtedly, we like taking a look at the download numbers, but to me success is about expanding our reach to brand-new audiences and touching markets we may not have actually touched in the past.
Podcasts, and also video case research studies, provide us traction. Individuals are spending more time on the site.
Other than the Panasonic website, where else do you distribute the podcast and how do you promote it?
Its all the places you d expect to discover podcasts, consisting of iTunes and Spotify, and we also promote the program. We simply started doing some podcast promo on Spotify to get the message out, and were seeing a lot of listeners there.
Spotify works despite the fact that youre targeting niche B2B audiences?
Theres a progressively blurred line between customer and B2B. Although the business customer is our target, at some time throughout the day theyre likewise simply a regular consumer.
And now, if somebody is going out for a jog and desires to listen to a podcast, we have a way to engage with them.
This interview has been modified and condensed.

For Panasonics B2B department, podcasting has shown to be a worthwhile kind of list building.
Although its typically not possible to tie listens to particular sales– the B2B sales cycle is notoriously long, and podcasts sit method up at the top of the funnel– Panasonic has actually seen an increase in time invested on its site as an outcome of people tuning in.
” Its assisted us with our overall bounce rates,” said Brian Rowley, VP of marketing for the unit within Panasonic responsible for movement, food services, retail, production, automation, welding, robotics and factory line parts focused on the enterprise public sector area and the federal government.
Panasonic released its podcast, “The Big REthink,” before COVID hit, however the topic has shown extremely germane to the post-pandemic environment. The function of the podcast is to examine how technology is impacting the future of work in discussion with idea leaders from beyond Panasonic.
The most recent episode features an interview with futurist and Georgetown University scholar Bryan Alexander about the developing landscape of education technology. Other episodes no in on disability in the workforce, the rise of AI and how technology is improving the food takeout service.
” For this to work, it cant just have to do with us,” stated Rowley, who co-hosts the show with two of his Panasonic associates. “Weve made a mindful effort from the beginning not to make this into an ad for Panasonic.”
Rowley consulted with AdExchanger.