In today's digital landscape, the competition for audience attention is fierce. Brands are constantly looking for new ways to connect with their target audience and stay top of mind. One increasingly popular way to create brand engagement and thought leadership is through branded podcasts.
Understanding branded podcasts
A branded podcast is a podcast produced by a business or organization with the goal of promoting its brand and industry expertise. This type of podcast can cover topics related to the business's industry, products, services, or even feature interviews with key players within the company. The key goal is to promote the brand while providing valuable information to the target audience.
What is a branded podcast?
Branded podcasts are a relatively new marketing strategy that has been gaining popularity in recent years. With the rise of podcasting as a popular form of media consumption, businesses have been quick to jump on the bandwagon and create their own branded podcasts.
One of the benefits of a branded podcast is that it allows a company to showcase its industry expertise and thought leadership. By providing valuable information to listeners, a company can position itself as an authority in its field and build trust with potential customers.
Another benefit of branded podcasts is that they can be a way for a company to differentiate itself from competitors. By creating a podcast that is unique and relevant to its target audience, a company can stand out in a crowded marketplace.
How do branded podcasts differ from traditional podcasts?
While traditional podcasts are usually focused on entertainment or providing information to listeners, branded podcasts serve the dual purpose of educating the audience while promoting a company or brand.
One way that branded podcasts differ from traditional podcasts is in their production quality. Because branded podcasts are often produced by professional marketing teams, they tend to have higher production values than many traditional podcasts.
Another way that branded podcasts differ from traditional podcasts is in their focus. While traditional podcasts may cover a wide range of topics, branded podcasts are usually more narrowly focused on a particular industry or subject matter.
Despite these differences, however, many branded podcasts still strive to provide valuable information and entertainment to their listeners. By striking a balance between promotion and education, branded podcasts can be an effective marketing tool for businesses of all sizes.
The benefits of starting a branded podcast
Podcasts have become increasingly popular in recent years, with millions of people tuning in to listen to their favorite shows. In fact, according to a recent survey, more than 100 million Americans have listened to a podcast at least once in their lifetime. As a result, many businesses are now looking to start their own branded podcasts to take advantage of this growing trend.
Increasing brand awareness
One of the main benefits of starting a branded podcast is that it can help increase brand awareness. By consistently producing engaging and informative content, a brand can establish itself as an authority in its industry while increasing its online visibility through podcast directories and social media sharing.
For example, a company that sells fitness equipment could create a podcast focused on health and wellness topics. By providing valuable information and insights, the company can attract a loyal following of listeners who are interested in improving their health and fitness. This, in turn, can help increase brand awareness and attract new customers to the business.
Building a loyal audience
With a branded podcast, you have the opportunity to create a community of like-minded individuals who are interested in your brand and industry. Podcasts create a one-on-one connection with listeners that is hard to achieve through other marketing channels.
For instance, a company that sells outdoor gear could create a podcast focused on outdoor activities such as hiking, camping, and backpacking. By providing tips and advice on these topics, the company can attract a loyal following of outdoor enthusiasts who are interested in their products. This can help build a community of loyal customers who are more likely to purchase from the company in the future.
Establishing thought leadership
Branded podcasts allow organizations to showcase their expertise and opinions on industry developments. This can help establish thought leadership and create trust with potential customers, leading to higher sales and conversions.
For example, a company that provides financial services could create a podcast focused on personal finance and investing. By providing expert insights and analysis, the company can establish itself as a trusted authority in the industry. This can help attract new customers who are looking for financial advice and guidance.
Enhancing customer engagement
Podcasts are also an excellent way to keep customers engaged with your brand, whether through product announcements, behind-the-scenes stories, or interviews with key members of your organization. By creating regular episodes that listeners can look forward to, you provide a valuable resource that keeps them connected to your brand.
For instance, a company that sells beauty products could create a podcast focused on beauty tips and tricks. By interviewing makeup artists and skincare experts, the company can provide valuable insights into the beauty industry. This can help keep customers engaged with the brand and encourage them to try new products.
Overall, a branded podcast can be a valuable tool for businesses looking to increase brand awareness, build a loyal audience, establish thought leadership, and enhance customer engagement. By providing valuable content that resonates with listeners, businesses can create a powerful marketing channel that can help drive sales and grow their brand.
Successful branded podcast examples
Branded podcasts have become a popular marketing tool for companies looking to establish themselves as thought leaders in their respective industries. By producing high-quality audio content, brands are able to create a deeper connection with their audience and position themselves as experts in their field. Here are three successful examples of branded podcasts:
The Slack Variety Pack
The Slack Variety Pack is a branded podcast by the popular communication platform, Slack. The podcast covers various topics related to the future of work and how technology can help improve workplace productivity. Hosted by Slack's VP of Customer Experience, Ali Rayl, the podcast features interviews with industry experts and explores topics such as remote work, team communication, and collaboration. In addition to providing valuable insights into the world of work, the podcast has been successful in creating brand awareness and positioning Slack as a thought leader in the industry.
The Growth Show by HubSpot
The Growth Show is a podcast produced by marketing automation company, HubSpot. The podcast features interviews with industry experts, discussing topics related to business growth and marketing. Hosted by HubSpot's VP of Marketing, Meghan Keaney Anderson, the show covers a wide range of topics, from customer acquisition to content marketing. By providing valuable insights and advice from industry leaders, The Growth Show has helped establish HubSpot as a go-to resource for marketing and sales advice.
WorkLife with Adam Grant
WorkLife with Adam Grant is a branded podcast produced by TED and Slack. Hosted by organizational psychologist, Adam Grant, the podcast explores the changing nature of work and how companies can create better work environments. Each episode features interviews with experts and explores topics such as creativity, motivation, and teamwork. By combining the resources of two major organizations, WorkLife has become a major force in the podcast space, positioning both TED and Slack as industry thought leaders.
These three branded podcasts demonstrate the power of audio content in building brand awareness and establishing a company as a thought leader in their industry. By providing valuable insights and advice to their audience, these brands have been able to create a deeper connection with their customers and position themselves as experts in their field.
How to create a compelling branded podcast
Defining your podcast's purpose and target audience
Before starting a branded podcast, it's important to determine what you want to achieve and who your target audience is. Is your goal to establish your brand as a thought leader, or to create a community around your products and services? Identify your target audience, and tailor your episodes to their needs and interests.
Developing a unique and engaging format
With so many podcasts out there, it's crucial to create a unique format that will grab listeners' attention. Consider incorporating storytelling, interviews, or even a co-host to keep the conversation lively and engaging.
Choosing the right podcast host and guests
The right host and guests can make or break a podcast episode. Look for individuals who are knowledgeable and passionate about your industry, and who can provide unique perspectives and insights. Consider partnering with influencers or industry experts to increase exposure and credibility.
Ensuring high-quality production
To keep listeners engaged, it's important to ensure your podcast has high-quality production values. Invest in good recording equipment and editing software, and consider hiring a producer or audio engineer to help polish your episodes and make them stand out.
In conclusion
Starting a branded podcast undoubtedly can provide your business with a valuable tool for engaging with customers, building trust and authority, and increasing brand awareness. However, beware and don’t fall into the trap of expecting your branded podcast to deliver ROI. You may have noticed that ROI hasn’t featured anywhere in this article and for good reason - a branded podcast can do many things however delivering ROI shouldn’t be your primary objective. Nevertheless by following the steps outlined above and investing in high-quality content and production, there’s no reason your branded podcast can’t become a major force in your industry. Good luck!
