The Role of Content Marketing in B2B Lead Nurturing

a minor phenomena to a well-known media outlet, the development of podcasts during past years is amazing (Bonini, 2015, p. 27). People's daily life increasingly revolve on the presentation of image- or audio-based media and the related virtual environment.New communication forms emerged from active consumption and the goal to receive, create, and disseminate content to one's own preferences (Rowles & Rogers, 2019, p. 15). Podcasts are 

an increasingly relevant on-demand media, an auditory multitasking format that lets receivers get knowledge or be entertained while engaged in other activities (BBC Global News, 2019ication channel is gaining e years as well as advancements through new technologies Berry, 2016, p. 666). But the podcast structure only witnessed a minor but consistent rise in 

later years and battled to establish itself as a mainstream media ( Bottomley, 2015, p. 165; McClung & Johnson, 2010, p. 84). Most importantly, aural content was being competed with by YouTube, a recently created platform at the time, and the public access videos show (Bottomley, 2015, p. 165). A few years later the untapped potential (Sellas, 2013, p. 18) and 

Lack of study on the format were

acknowledged (Markman, 2012, p. 550). This once more helped the format to grow with the launch of podcasts by big music streaming companies like Spotify or Google Play and consistent smartphone use (Sullivan, 2019, p. 9). From narrowcasting to broadcasting, Bonini (2015) writes about this second wave of podcasts of the previous niche media (p. 27).The auditory format is presently progressively developing and est et al., 2020, p. 276 because to 

easy access, low production costs, high degree of user-friendliness, rather cheap hardware and software equipment. Media technology's developments combined with the ever rising pop production mean a diversity of the subject areas and formats of the expanding industry (Crider, 2022, p. 12; Waddingham et al., 2020, p. 276). From esoteric issues to materials for 

the masses, a broad spectrum of genres and subject areas is evolving on podcasts. They can thus be set apart in features including the subject matter, the speakers' personalities, or the interview's technique (Waddingham, 2020, p. 276). Schreyer (2020) groups them under public service, talk, topic, people, conversation, true-crime, fiction, corporate podcasts (p. 3). Still, 

The literature has mostly ignored 

numerous formats up until now. Studies on podcasts for educational objectives (Chaikovska et al., 2019; Hew, 2009; Pegrum et al., 2015) or on the media format and its evolution (Berry, 2016; Bonini, 20) have drawn more attention lately.Using a qualitative method, 13 semi-standardized guided interviews with the principal individuals in charge of corporate podcasts of different nationally and internationally running firms are done in order to get a thorough, 

exploratory look into the sector. The professionals offer thorough understanding of the history and objectives of using podcasts into the communication plan. The intention is to clarify the degree to which podcasts reflect the corporate branding. Furthermore asked is how good branding in corporate podcasts is judged and measured.New insights into this topic are obtained by means of the large input from the guided interviews with certain experts.

Review of Literary WorksThe theoretical component of the study presents the genre of podcast and offers a quick synopsis of the evolution of business podcasts as an on-demand media. Podcasts are categorized as a branding tool following a presentation of the branding notion in corporate communications; the research questions underpinning the article are also addressed.Podcasts' Evolution as an On-Demand-MediaPodcast refers to a British 

B2B consisting of broadcasting

iPod, the Apple-branded MP3 device (Jham et al. 2008, p. 287). Individual episodes, with an unpredictable time duration and periodic publication, make up this format. One can access the auditory files on demand. They can thus be downloaded via the internet and played by computers, cellphones, iPods, or other digital players at any moment, so they do not have a set listening time (Rowles & Rogers, 2019, p. 12–14). Based on the present level of 

technology, episodically altering audio information under a thematic umbrella is made accessible under a digital subscription via a so-called RSS feed (Rich Site Summary, 2020,  After subscription, the RSS machine-readable file formats of web pages and XML files form the technological basis for playing and retrieving podcasts and enable new episodes to be displayed automatically, in selected programs or apps (Johnson & Grayden, 2006, p. 206).

The foundation of the format was built by Adam Curry, the radio moderator from 2004, and a real podcast explosion followed soon under great support from Apple's iTunes version 4.9. This version from 2005 let users register and maintain their podcast library (Sterne et al., 2005) to establish a distinct brand image of a corporation and to carry it outside world. Thus, a great part of the synchronization of material across several communication channels is related with A good company brand communicates its ideals, distinguishes itself from the 

Conclusion

rivals, and can boost stakeholder loyalty (Balmer & Gray, 2003, p. 974). The company's own podcasts serve as a tool for communication, seen in relation to corporate branding. This can help to match podcasts with other channels and classify them inside the whole communication portfolio. Podcasts are a branding technique that has not been clearly shown in studies to thus far. This work attempts to close this disparity and investigates the 

question:Moreover, companies need to envision and build their chosen capabilities in light of their full end-to-end value. When developing an effective and efficient capability that controls the entire process from prospects to cash, for example, a company will achieve better results by defining the desired outcome for the capability overall   including the time it takes to 

go through the entire prospect-to-cash cycle, how many opportunities are actually converted and “fully paid,” and the proportion of cases that face problems as they move through the process. Moreover, the capability must be optimized across the board, rather than developing individual processes for prospecting, planning, solution development, order management,