INTRO:

Is podcasting worth it for B2B companies? After launching and running The ChangeOver, we’ve learned a lot about what works, what doesn’t, and how to make a podcast fuel your entire marketing content strategy. In this episode, Greg and Kelly share the insights and unexpected lessons they’ve gained from the show, including:

How podcasting can replace lost organic traffic and drive brand visibility
Why thought leadership needs real people, not AI-driven content
The strategy behind getting internal buy-in from leadership and SMEs
Why a podcast is more than just another marketing channel
How client engagement became one of the biggest unexpected wins

EPISODE HIGHLIGHTS:

How AI and organic shifts pushed us to invest in thought leadership (02:06)
The importance of humanizing thought leadership (04:22)
Hidden efficiencies – like creating 25+ content pieces per episode (11:55)
Unexpected impact: using episodes to validate and reinforce client strategies (15:18)
Who listens to B2B podcasts, and why they’re a valuable engagement channel (24:42)
What we measure to track success (30:33)

CONNECT WITH US:

LinkedIn: linkedin.com/company/weidert-group/
Instagram: instagram.com/weidertgroup/
Facebook: facebook.com/weidertgroup
X: x.com/WeidertGroup
YouTube: youtube.com/@Weidert
Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

Ep 17: Podcasting as a Growth Strategy: 100 Days of Learning