Hello and welcome to the 133rd edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week — for free.

Let’s get right into it.

Why Every B2B Marketing Strategy Needs to Be Media-First

For the past couple of years, I've been emphasizing a shift that every marketing team needs to embrace—a media-first content strategy.

The digital landscape has dramatically changed, and so too must our approach to content. Gone are the days when SEO-driven blogs were the cornerstone of a content strategy.

Today, the game has evolved, and distribution is key.

It's no longer just about creating content; it's about creating media content especially video content.

The Shift in Content Distribution

Five years ago, the goal of content marketing was simple: drive organic traffic through SEO. Back then, publishing blog posts and optimizing them for search engines could generate a steady stream of visitors.

But today, the distribution of content has changed radically, thanks to the rise of social media platforms, video content, and podcasting.

In this new landscape, media content—especially podcasts and video podcasts—are at the forefront. Instead of starting with a blog post, the process now begins with a podcast or video podcast.

This media-first approach allows you to create content that can be repurposed across multiple platforms:

1. Podcast Episode: Record a podcast that dives deep into a topic relevant to your audience.

2. Video Podcast: Publish the video version on YouTube, your website, or social media.

3. Social Media Clips: Break down the podcast into bite-sized clips for LinkedIn, Instagram, Twitter, and more.

4. Blog Post: Write a blog post using the insights and discussions from the podcast.

5. SEO Magic: Optimize the blog and podcast transcript for SEO, driving organic traffic.

6. Distribution: Share through podcast networks, your website, your newsletter, and social media channels.

This holistic approach ensures that your content reaches a wider audience and engages them across multiple touchpoints.

It's not just about creating content—it's about distributing it effectively and consistently.

The Podcasting Trifecta: Why It's a Game-Changer

So why is podcasting so powerful?

I believe it's because it has become a trifecta—combining the best elements of radio, streaming services, and intimate micro-events.

1. Radio Replacement: Podcasts have replaced traditional radio for many people. Whether during commutes, workouts, or even while cooking, listeners are tuning into podcasts instead of radio stations. It's a direct, on-demand connection with your audience, wherever they are.

2. Streaming Alternative: Just as people stream TV shows and movies on platforms like Netflix, they're also streaming podcasts on YouTube and other platforms.

Video podcasts, in particular, are gaining traction as viewers seek out engaging conversations and insights. It's not just about entertainment— it's about education and value.

3. Micro Events: Podcasting also acts as a micro-event. Every episode is an opportunity to engage with your audience, build relationships, and network with industry leaders or prospects.

It's like hosting a mini-conference, but with the added benefit of scalability and permanence. These conversations live on as evergreen content that can continue to generate value long after the recording.

The Opportunity Is Still Massive

Despite the growing popularity of podcasts, we're still in the early days of this medium.

It's not like the blog explosion that occurred post-HubSpot's push for inbound marketing. Podcasts are far less saturated, presenting a huge opportunity for those willing to invest in them.

Here’s a startling statistic: You can be in the top 1% of podcasts worldwide with just 21 episodes. 

Why? Because 99% of podcasts never make it that far. 

- 90% of podcasts don’t get past episode three.

- Of the remaining 10%, 90% don’t make it to episode 20.

Let that sink in.

By simply producing 21 episodes, you're already ahead of 99% of podcasters out there.

This underscores the power of consistency in podcasting.

Those who stick with it are positioned to reap the rewards in terms of brand authority, audience loyalty, and business growth.

Why B2B Companies Should Embrace Podcasting

For B2B companies, podcasting isn't just another content channel—it's a relationship-building tool.

It allows you to connect with your target audience on a deeper level, build trust, and establish thought leadership. When done right, it can also generate leads and drive conversions.

But to succeed, you need to think beyond the podcast itself. You need to consider how you'll distribute and repurpose the content across multiple channels.

Your podcast should be the centerpiece of a broader media strategy that includes social media, video, blogs, and email.

In Conclusion: The world of content marketing has evolved, and it's time to embrace the change. A media-first content strategy, with podcasting at its core, is the way forward.

The opportunity is vast, and the rewards are significant for those who are willing to invest in this approach. So, whether you're a founder, marketer, salesperson, or product manager, it's time to make podcasting a key part of your content strategy.

Don’t just create content—create media content!

Interesting Thing That I Read This Week

This is an interesting one. I had Co-Founder and CEO, Autumn Kyoko-Cushman, of ShiftRx on “The Uprising Show” last month, and we’ve also been connected on LinkedIn since then.

ShiftRx took the attention game at a conference to a whole new next level 🔥 🔥 🔥 🔥 . .

They brought the zoo to the conference, and created a ShiftRx Safari!!

What do you think?

Tweet That I Noticed This Week

Anuj is not just a Growth Hacker, but also a Meme-Lord!

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. Do what is good for your soul ❤️