B2B Content Diversification

Podcasts, YouTube, & Short-Form Video...Which Reigns Supreme?

How many of your B2B decision makers are checking out new sources of content like podcasts, youtube video channels and short-form video?  Compare and contrast the popularity and usefulness of the next generation of marketing channels and get the facts.

#MarketingAnimals #B2BMarketing

3-Minute read

Ian C Tomlin

the B2B content landscape is no longer a single-channel battlefield. Podcasts, YouTube video channels, and short-form video each offer unique strengths and appeal to different segments of your audience. WHICH CHANNELS SHOULD YOU CARE MORE ABOUT?  WE TAKE A DEEP DIVE INTO YOUR OPTIONS >


The B2B content landscape is undergoing a seismic shift. Gone are the days of solely relying on white papers and dry webinars. Today, business leaders are savvier than ever, seeking out engaging and insightful content from diverse sources. Podcasts, YouTube video channels, and short-form video platforms are vying for their attention, but the question remains: which content source is truly captivating B2B leaders and driving brand success?

Podcasts: Lending an Ear for Thought Leadership

Podcasts have emerged as a powerful medium for thought leadership, with their intimate, long-form format fostering trust and deeper engagement.

A 2023 Sprout Social report shows that 68% of B2B marketers utilize podcasts, and brands like Accenture and IBM have seen remarkable success.

Accenture’s “Innovation Nation” podcast boasts over 3 million downloads, showcasing their expertise and attracting C-suite listeners. As Tom Webster, a renowned digital strategist, puts it, “Podcasts allow you to build intimate relationships with your audience, one voice at a time.”


Many marketing leaders can persuade themselves these new forms of marketing channel are only for B2C businesses.  But they would be wrong.

YouTube: Reaching Across Generations with Visual Power

YouTube reigns supreme as the king of online video, with over 2 billion monthly active users. Its diverse content caters to various B2B audiences, from technical tutorials to inspirational talks.

HubSpot reports that 85% of B2B marketers say video is the most effective content type for lead generation, and B2B giants like Salesforce and Cisco are reaping the rewards.

Salesforce’s “Trailblazer Talks” series features customer success stories, generating millions of views and fueling brand advocacy. David Berkowitz, co-founder of TOM B2B, emphasizes, “YouTube offers a platform for visual storytelling that resonates emotionally and builds brand authenticity.”


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Short-Form Video: Snackable Bites for Gen Z and Beyond

The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts has ushered in a new era of bite-sized content. Short-form videos, often under 60 seconds, cater to the increasingly fragmented attention spans of younger generations and offer unparalleled reach.

Wyzowl states that 88% of marketers find video to be a good ROI driver, and B2B brands like GE Renewable Energy are finding viral success. Their engaging TikTok explainer videos on wind energy have garnered over 1 million views, attracting a fresh, young audience.

Gary Vaynerchuk, social media guru, aptly captures the appeal: “Short-form video grabs attention fast, sparks curiosity, and keeps people coming back for more.”


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Short-Form Social Media Videos – Not Just Gen-Z

Verdict: A Three-Way Tango, Not a Solo Act

So, who ultimately wins the B2B content crown? The answer lies not in a winner-takes-all mentality, but in a strategic that recognizes audience habits are changing and you really do need to appreciate where YOUR AUDIENCE goes for content.  The wise call is a blended approach, giving consideration to:

1. Diversification is Key: Catering to diverse learning styles and attention spans through podcasts, YouTube videos, and short-form content ensures reaching a wider B2B audience.

2. Content, the Common Thread: Regardless of the platform, high-quality, relevant content that informs, educates, and entertains is the cornerstone of success.

3. Data-Driven Optimization: Monitor engagement metrics, adapt formats to suit each platform, and refine your approach based on audience preferences.

By embracing diversification, prioritizing quality content, and optimizing based on data, B2B marketers can truly engage, inspire, and convert B2B leaders in the dynamic new world of content consumption.   Find your brand voice in this three-way tango of audio, video, and brevity



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