If a mainstream star like Taylor Swift were about to release a podcast, she would probably have millions of listeners in less than a day. But, for companies (and their podcasts), attracting and growing an audience is challenging.Therefore, they use various techniques, including organic distribution and paid marketing campaigns, to spread the word about their show and the value it could bring to their target audience. In this episode of Recorded Content, we are joined by Toby Phillips, the VP of marketing and communications at Kolbe and one of the leading figures behind his company's Powered by Instinct podcast.Toby shares why his team decided to start a podcast, how they approach organic and paid marketing and the benefits of both, and how B2B companies measure the success of their shows.

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