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B2B podcast big picture: KPI or die.
I spent four weeks benchmarking client podcasts and listed the trends that distinguish the top-ranked corporate shows from the rest. The results might surprise you.
The truth is, nobody really knows how to do podcasts right…
Practically every corporate marketing team tasked with creating a podcast faces an uncomfortable truth: There is no way to know if their podcast plan is any good.
There’s no way to know if you are getting enough downloads.
There’s no way to know if you’ve got the length right.
There’s no way to know if social media likes actually affect your podcast’s performance.
Of course, we all know about KPIs (key performance indicators) and we want to measure them to know if our podcasts, ads, and content marketing posts are delivering value or doing their job, whatever we need that job to be. The problem is, there’s a lack of useful KPIs out there. Platforms and networks will give you lots of numbers, but they don’t really mean much without some processing and assessment. And if that part is your job and you need to get a handle on the what and why of measuring your podcast, this post is for you.
