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Audio thought leadership
A step-by-step guide to audio storytelling and podcast production in B2B
In this guide, we explain the benefits of audio thought leadership and how best to approach it, we then share useful tools, examples and resources designed to maximise success.
This definitive guide is your go-to resource for step-by-step direction on how to plan, develop and execute your B2B podcast or audio thought leadership.
What is audio thought leadership?
Great audio thought leadership relies on three things: the story, the telling, and the format.
Like all thought leadership, the story must be impactful. Without it, the broad business topics of B2B content will feel lifeless and cold. The telling must be engaging in order to capture and inspire listeners. After all, this is a conversational medium at its heart. And the format must be innovative. It’s not good enough to recycle a written article into a 15 minute speech.
At its heart, audio thought leadership is a powerful tool to connect narrative and brand in a humanising way.
On-demand webinar: The rise of B2B podcasting and audio thought leadership
For years B2B brands have been behind the podcasting curve. But now that’s rapidly changing. More and more organisations are embracing this powerful and intimate format to engage new audiences, nurture conversations and align their brand with influential voices. Among B2B brands, leaders and content creators this is shifting the question from “why should we invest in audio?” to “when should we invest in audio?”.
In this on-demand webinar, recorded live at the Branded Podcast Symposium in late 2024, Meg Wright, head of audio at FT Longitude, shares insights and experience from her decade at the helm of B2B podcasting and audio for some of the world’s biggest brands. Tune in to learn:
- How the B2B audio landscape is transforming – and what it means for brands looking to make a splash
- Why audio thought leadership is a powerful tool in the world of B2B content
- What it takes to develop, launch and scale a successful B2B podcast
Making the case for audio content in B2B thought leadership
Are you unsure why you would need to invest in audio content when you are already producing other formats? Have you tried—and failed—to make a compelling business case for the return on investment of a B2B podcast series? Are your competitors filling the audio landscape, leaving little room for you to own a piece of the conversation and narrative in audio?
These are some of the most common audio challenges that B2B brands come up against.
At its heart, audio thought leadership is a powerful tool to connect narrative and brand in a humanising way. It is also a compelling format to communicate with today’s decision makers. In fact, research shows that:
of decision makers want thought leadership in a unique format or style
of decision makers move on from a piece of thought leadership if it doesn’t grab them within one minute
Audio enables you to engage your audience
during liminal moments in their day.
Producing high-quality audio thought leadership
Today’s B2B audiences are sticklers for quality—and audio content is no exception to that. When it comes to planning and producing your audio thought leadership, high-quality production values should be treated with as much importance as the message itself.
A robust production process is about so much more than your recording equipment, it needs to cover everything from understanding your audience and tailoring the message, to finding the right voices and creating a plan for your audio distribution and amplification.
Don’t just take our word for it. Check out some of our most recent audio thought leadership and B2B podcasts, produced in collaboration with our clients:
Protolabs: Real Talk
Maersk: How to tackle supply chain GHG emissions in the chemical industry
KPMG: The proximity premium
Royal Commision for AlUla: Regenerative Communities
Using audio thought leadership to engage and inspire
Gone are the days where audio content is solely a top-of-funnel marketing tool. With the growth of audio channels and podcast platforms, B2B brands are maximising their audio thought leadership to connect with audiences at all stages of the relationship lifecycle.
Some of the most common objectives and use cases for B2B audio content include:
- Repositioning your brand by helping you to become known for something new or different
- Raising awareness by solidifying connections between your brand and key audiences
- Generating new business by enabling new conversations or creating leads across business units
- Supporting the sales process by providing materials to support commercial conversations and inform business decision makers
- Building advocacy by deepening relationships with existing customers and influencers
“Today’s B2B audiences are sticklers for quality—and audio content is no exception. ”
With a passion for storytelling and global experience in thought leadership, Meg takes innovative approaches to craft meaningful content and deliver the right results for her clients.
Emma supports the editorial team across a range of campaigns, crafting engaging copy for articles, reports, surveys, and more. She also manages audio and video content.
Wei-Hong works closely with the design team ensuring the smooth delivery of all assets and the meeting of client expectations.
Why partner with FT Longitude?
Our audio products make the most of three things: our ability to tell compelling stories, our understanding of evolving trends in society, business, and technology, and our rigorous commitment to quality production.
Our audio thought leadership combines journalistic interviews, desk research, and data analysis to deliver stories in an engaging format. We provide audio content in a variety of formats, including:
Audio documentaries: feature-length productions showcasing insights from three influential thought leaders, narrated by an expert editor and host.
Audio interviews: in-depth conversations with subject-matter experts that stimulate debate around specific issues.
B2B podcasts: serialised interviews that get to the heart of a pressing trend or challenge facing today’s business leaders.
Ready to lead the conversation?
Whether you’re launching a new campaign or looking to improve your current thought leadership strategy, our team of specialists are ready to help you make an impact.
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