Podcasts in B2B communication, do they work?

Homem ouve podcast na comunicação B2B

Who has never found himself wanting to listen to the audio of a youtube video on a subject related to his business niche, and having to keep the app open on his cell phone without being able to touch anything else? 🙂

This trend of listening, and not watching, even made youtube see a product there and start offering this possibility if you subscribe to the Premium service.

The question is, what is the relevance of Podcasts in B2B communication?


At Vision we have many B2B clients that sell very specific solutions for the food industry, for example, like Ingredion. Ingredion is a leading global supplier of ingredient solutions, serving customers in more than 120 countries. The company transforms grains, fruits, vegetables and other legumes into value-added ingredients for the food, beverage, animal nutrition, brewing and other industries. Vision’s relationship with Ingredion dates back to 2008, but over the last two years Vision has won the communications competition for the South American market and has been creating, campaign after campaign, innovations to bring information and generate more qualified leads and reputation in the market for Ingredion.

Among the various actions, the PodCast was one of the strategies we created to give flow not only to a large volume of content that the client already produces, but also to take to each market a more humanized information.

In this proposal the idea is that the client himself is the interlocutor, that he brings the news and information in a personal and direct way. And as the distribution is democratic and FREE, once the podcast is produced, we make it available in a feed (path where the podcasts can be found as they are published) hosted on the web and register this feed, for free, on the main streaming platforms such as Spotify, Deezer, Apple Podcasts and Google Podcasts.

In the links below you can listen to the initial chapters of this story (in PT and ESP) on SoundCloud or on the different platforms:
Let’s Talk: Clean Label Challenge – Dairy (PT): Click here to listen to the Podcast
Let’s Talk: Clean Label Challenge – Savory (PT): Click here to listen to the Podcast
Let’s Talk: Clean Label Challenge – Lácteos(ESP): Click here to listen to the Podcast
Let’s Talk: Clean Label Challenge – Savory (ESP): Click here to listen to the Podcast

Link to the profile on streaming platforms – click to access: Spotify, Deezer, Apple Podcasts and Google Podcasts

At Vision the search is constant, incessant and delicious for innovation and new ways to communicate.

See more about this case here:

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