Podcast Summary: B2B Agility™ with Greg Kihlström
Episode #26: Creating B2B Content That Engages and Converts with Ryan Estes, Co-Founder of Wildcast
Release Date: October 1, 2024

Introduction

In Episode #26 of B2B Agility™, host Greg Kihlström delves into the intricacies of creating effective B2B content with Ryan Estes, the Co-Founder of Wildcast. The discussion centers around leveraging podcasting as a pivotal tool for B2B marketers to engage and convert their target audiences, particularly within the tech and SaaS sectors.

Ryan Estes and the Genesis of Wildcast

Ryan Estes begins by sharing his longstanding passion for podcasting, tracing his journey from early podcasting endeavors during the pre-iPhone era to establishing Wildcast. Drawing from his experience with Kitcaster, Estes highlights the undervalued potential of podcast audiences in the B2B landscape.

"Podcast audiences are probably the most undervalued audiences in the market, full stop." [01:42]

Wildcast emerged as a solution to connect B2B brands with sophisticated buyers, especially those in C-suite and founder roles, through a dedicated podcast advertising marketplace.

Prioritizing Ideas in B2B Content Creation

Greg poses a critical question on how to prioritize content ideas amidst the vast array of possibilities in B2B marketing. Ryan Estes identifies two primary challenges:

1. Balancing Technical Depth with Accessibility:
   "How can I be as open and welcome to the layman... and also provide depth in content for people that are highly technical looking for answers." [04:36]

   Estes emphasizes the importance of clarity and precision in communication to cater to both non-experts and technical audiences.

2. Navigating Compliance and Authenticity:
   "There could be compliance issues... leading to Unclear speak, or at least people not giving an honest take." [05:56]

   He advocates for taking clear stances and pushing boundaries to capture audience attention, despite potential compliance constraints.

Balancing Content Delivery Across Channels

The conversation shifts to the strategic distribution of content across various platforms. Ryan Estes observes the current trend of combining short-form and long-form content:

"Long form... is more task derived whether they're working or they're driving... whereas you have the short form content which is essentially like a quick fix." [08:50]

He highlights podcasting's unique position in bridging both content types, allowing brands to engage audiences through in-depth discussions while also leveraging bite-sized snippets for platforms like TikTok and Instagram.

The Evolving Influence of Podcasting on Marketing

Greg explores how the rise of podcasting has begun to influence other marketing modalities. Ryan Estes points out the high trust levels associated with podcasts compared to traditional media:

"People actually trust podcasting more than they trust the news." [11:29]

This trust translates into effective advertising, as evidenced by innovative approaches like using fake podcasts for product endorsements, which significantly boost ad efficacy.

Wildcast's Role in Streamlining B2B Podcast Advertising

Estes elaborates on how Wildcast simplifies the podcast advertising landscape for B2B marketers:

"Wildcast aggregating all of these extremely valuable audiences from these niche podcasts... to get those million impressions for a brand looking to find their audience at scale." [13:32]

By consolidating niche podcast audiences, Wildcast enables brands to reach highly targeted and engaged listeners without the complexity of managing multiple advertising campaigns across diverse shows.

Staying Ahead with Podcasting Trends and Tools

Addressing the rapidly changing podcasting environment, Ryan Estes discusses Wildcast's approach to staying current:

"Using tools like large language models and AI to do air checks on everything... allows us to hear every single one as they appear." [19:29]

He also highlights the importance of comprehensive listenership metrics, ensuring brands have accurate data to measure their advertising impact across various platforms.

Advice for B2B Marketers Exploring Podcasting

For B2B marketers considering podcasting, Estes recommends:

1. Leveraging Industry Research:
   Utilizing resources like Sounds Profitable to understand podcasting's credibility and impact.

2. Identifying Favorite Podcasts:
   Starting conversations by pinpointing which podcasts resonate most with their target audience.

3. Collaborating with Wildcast:
   Wildcast facilitates the matchmaking process between brands and relevant podcasts, ensuring effective audience targeting.

"I like to start these conversations with, what's your favorite podcast? You want to find out how cost to advertise on that show." [22:22]

Future Trends in B2B Podcasting and Content Creation

In the final segment, Ryan Estes shares his optimism for the future of podcasting amidst technological advancements:

"Podcasting brings us together... these tools, the ones that are going to rise to the surface, are going to enhance this kind of connection." [23:30]

He anticipates significant developments in generative AI, envisioning more immersive and interactive podcast experiences that foster deeper connections among listeners.

Conclusion

Episode #26 of B2B Agility™ offers valuable insights into the strategic creation and distribution of B2B content through podcasting. Ryan Estes underscores the untapped potential of niche podcast audiences and the importance of authentic, clear communication in engaging sophisticated B2B buyers. As podcasting continues to evolve, tools like Wildcast are pivotal in bridging brands with their ideal audiences, ensuring sustained engagement and conversion in the competitive B2B landscape.

Notable Quotes:

• "Podcast audiences are probably the most undervalued audiences in the market, full stop." — Ryan Estes [01:42]

• "How can I be as open and welcome to the layman... and also provide depth in content for people that are highly technical looking for answers." — Ryan Estes [04:36]

• "People actually trust podcasting more than they trust the news." — Ryan Estes [11:29]

• "Wildcast aggregating all of these extremely valuable audiences from these niche podcasts... to get those million impressions for a brand looking to find their audience at scale." — Ryan Estes [13:32]

• "Podcasting brings us together... these tools, the ones that are going to rise to the surface, are going to enhance this kind of connection." — Ryan Estes [23:30]

About the Hosts and Guest:

• Greg Kihlström: Host of B2B Agility™, Greg advises Fortune 1000 brands on MarTech, marketing operations, and customer experience. He is a bestselling author and speaker.

• Ryan Estes: Co-Founder of Wildcast, Ryan has a deep-rooted passion for podcasting and has built a career around connecting B2B brands with niche podcast audiences.

For more insights and episodes, visit www.b2bagility.com.