Eric Siu explains why podcasting is the B2B marketing trend that's sticking around. Apple Podcasts keeps 90% of listeners through a 5-minute episode, while YouTube drops to 40-50% or lower. That retention gap is why smart companies are going all-in on audio.
Today we are going to talk about B2B marketing trends for 2023 and beyond. Podcasts. So when you think about podcasting, discoverability is difficult, sure, but at the end of the day, when it comes to retention, nothing beats podcasts. So when I check my retention graph on Apple Podcasts for a 5-minute podcast, maybe it's about 90% or so. Now when I compare the same podcast on YouTube, it's about, let's say, 40 to 50% or so, sometimes lower than that. So your mileage may vary.
