David Bain, Founder of Casting Cred joins Graham Brown in this episode of The Age of Audio. The Age of Audio is a series of conversations with thought leaders and changemakers in the world of audio. Podcasts, Radio, Social Audio and Data are converging to create engaging and authentic content for a new generation of listeners. To get access to all the audio conversations and book content for Age of Audio, go to theageofaudio.com.

Show Highlights:

• I imagine the B2B sales cycle to be a lot longer than B2C. And I think that gives podcasting a wonderful opportunity

• From a business perspective, I'm imagining that a podcast is a content marketing opportunity

• They don't necessarily have to be mutually exclusive. Podcasts can be recorded, of course, at the same time as video. And you can have top of mind, the idea to collate a few episodes together in the end to create some longer product

• If you're doing a podcast, ideally as subject matter for a podcast, I advise that you're looking for the overarching category of content that your business sits under. So you're not talking about specifically what your products and services do, you're talking about certainly something that's of interest to the listener, but you're talking about the category of content that will end up being an interesting series of content

• The five step process that I tend to encourage B2B brands to go through is fairly common to other marketing models out there. It's attract, assure, connect, nurture and convince

• I would define B2B business opportunity and podcasting to be a content marketing opportunity. So an opportunity just to keep that brand top of mind.