{"id":1010,"date":"2024-11-27T15:07:19","date_gmt":"2024-11-27T09:37:19","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1010"},"modified":"2024-11-27T15:07:19","modified_gmt":"2024-11-27T09:37:19","slug":"how-to-achieve-top-10-global-podcast-rankings-with-a-b2b-audio-advertising-and-content-strategy","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/how-to-achieve-top-10-global-podcast-rankings-with-a-b2b-audio-advertising-and-content-strategy\/","title":{"rendered":"How to Achieve Top 10% Global Podcast Rankings with a B2B Audio Advertising and Content Strategy"},"content":{"rendered":"

Mitie\u2019s B2B Audio Advertising Success: A Case Study of Award-Winning Podcast Strategy<\/b><\/h2>\n

\"B2B<\/p>\n

 <\/p>\n

Winning The Drum Awards for B2B in the Audio category is Mitie. Here\u2019s how their audio content strategy captured attention.<\/span><\/p>\n

In February 2024, Mitie launched its new podcast series, <\/span>The Science of Service Podcast<\/span><\/i>. What started as an experiment quickly skyrocketed into the top 10% of podcasts, an unexpected success fueled by a well-executed B2B audio advertising strategy.<\/span><\/p>\n

Challenge: Shifting Perceptions in Facilities Management<\/b><\/h3>\n

Traditionally, the facilities management (FM) industry was viewed as a cost center rather than a value driver. Mitie saw an opportunity to change this narrative and differentiate itself by using thought-leadership audio content to showcase the innovation happening within FM. The goal was to highlight the impact of their work and the value added to clients’ businesses. With this in mind, Mitie launched a six-part podcast series, utilizing audio case studies to broaden their audience reach and position the brand as an industry thought leader.<\/span><\/p>\n

Although Mitie had limited experience with podcasts, they were confident in the stories they had to share. The aim was clear: grow brand awareness and engage target audiences that had been difficult to reach with written content. As a first-time B2B podcast, the goal was to achieve 250 downloads per episode. However, their innovative approach to <\/span>B2B audio advertising<\/span><\/i><\/a> helped them exceed that goal dramatically.<\/span><\/p>\n

Strategy: Immersive Audio Experience and Industry Expertise<\/b><\/h3>\n

To set their podcast apart, Mitie focused on real-world changes and client success stories, offering a hands-on, immersive audio experience. The episodes featured visits to places like Lloyds Banking Group, Eurostar, and The Shard, sharing industry insights in an engaging format that went beyond standard interviews.<\/span><\/p>\n

The podcast\u2019s audio content strategy aimed to make facilities management more relatable and humanized, blending investigative journalism with warmth and humor through the voices of The Workplace Geeks, Chris Moriarty and Ian Ellison. This collaboration was key to reaching a broader audience.<\/span><\/p>\n

By partnering with Buzzsprout, Mitie made the podcast accessible on major platforms like Spotify, Apple Podcasts, and Amazon Music. This helped move the content beyond professional circles into a broader, on-the-go audience, turning the series into both a source of inspiration and entertainment.<\/span><\/p>\n

Execution: Targeting B2B Audiences through Multiple Channels<\/b><\/h3>\n

Mitie targeted a wide range of listeners, from industry experts and prospective customers to Mitie colleagues and featured clients. The podcast was promoted through multiple channels, including email marketing, PR, social media, and internal communications. Most promotion directed listeners to a bespoke landing page where they could listen to episodes and engage with lead generation forms.<\/span><\/p>\n

Internally, Mitie\u2019s Bids and Sales teams used the podcast to spark conversations and integrate it into client bids. External promotion included creating 101 creative assets\u2014such as episode artwork, promotional banners, and social cards\u2014that broke away from traditional corporate branding to appeal to a wider audience.<\/span><\/p>\n

Results: A Top-Ranking B2B Podcast Series<\/b><\/h4>\n

Mitie exceeded expectations, with each episode averaging 10K downloads\u2014far surpassing their initial target of 250. One episode was downloaded more than 26,000 times and counting. As a result, the podcast ranked in the top 10% of podcasts globally within the first seven days, with two episodes hitting the top 5%.<\/span><\/p>\n

Mitie\u2019s innovative <\/span>B2B audio advertising<\/span><\/i> approach, combined with a thoughtful <\/span>audio content strategy<\/span><\/i>, resulted in a podcast series that not only shifted perceptions within the FM industry but also positioned the brand as a thought leader in the B2B space. This case study proves that when executed with creativity and precision, audio content can deliver measurable success and far exceed expectations in the world of B2B marketing.<\/span><\/p>\n

Also Read – <\/span>Spotify Advertising<\/span><\/a><\/p>\n

 <\/p>\n

Ai Marketing Platform<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Mitie\u2019s B2B Audio Advertising Success: A Case Study of Award-Winning […]<\/p>\n","protected":false},"author":1,"featured_media":1011,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[217,5],"tags":[239,10],"ppma_author":[321],"class_list":["post-1010","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-audio-advertising","tag-b2b-audio-advertising","tag-paytunes","author-user"],"yoast_head":"\nHow to Achieve Top 10% Global Podcast Rankings with a B2B Audio Advertising and Content Strategy - Blog - Paytunes<\/title>\n<meta name=\"description\" content=\"Mitie\u2019s B2B Audio Advertising Triumph: A Case Study on Their Award-Winning Podcast Strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/paytunes.in\/blog\/how-to-achieve-top-10-global-podcast-rankings-with-a-b2b-audio-advertising-and-content-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Achieve Top 10% Global Podcast Rankings with a B2B Audio Advertising and Content Strategy - 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/1010","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=1010"}],"version-history":[{"count":1,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/1010\/revisions"}],"predecessor-version":[{"id":1012,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/1010\/revisions\/1012"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media\/1011"}],"wp:attachment":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=1010"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=1010"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=1010"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=1010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}