There are a variety of ways that brands can leverage podcasts. Most people assume that podcasting really only works for CPG brands that are looking to attract new customers and spread awareness. But that’s wrong, so so wrong.
Brands can use podcasts in several different ways to achieve success, depending on what they’re trying to accomplish. Below we’ve outlined a few examples of how brands and podcasts go hand-in-hand. But remember, the possibilities to get creative with your show are endless -- this is just a guideline.
Let’s start off with the most popular use for branded podcasts: awareness. Podcasts that have a goal of awareness are usually created by a B2C product or service brand that’s looking to grow their audience and build a stronger relationship with their customers.
With this goal in mind, podcasts give you the opportunity to foster relationships with potential customers (your listeners) by educating them on your respective industry in an engaging way. It’s even been shown that podcast listeners are more likely to follow companies and brands on social media (Podcast Insights) and podcasts tend to attract more wealthy and educated people (Music Oomph).
When you're creating content for awareness, make sure that your podcast isn’t just an incredibly long infomercial for your brand (no one wants that). You need to create content that’s still relevant to your brand and industry but provides listeners with some sort of value.
Some great examples of branded podcasts that have a focus on awareness are Field Tripping by Field Trip, Mr. Open Banking by Axway, Pick Me Up, a series created by Lyft in partnership with Gimlet, and #LIPSTORIES powered by Sephora.
Today, everyone is busy, especially your employees. With so much going on in the world, it’s hard to grab their attention to provide them with company updates, news, or to try to build more of an internal culture within the brand. This is where podcasts come in. Podcasts open the door when it comes to internal communication and brands can easily implement them to better their communication channels, employee engagement, and employee retention. If you’re worried about privacy, not to worry - just make sure you have a private RSS feed.
Say farewell to the days of email and hello to the world of audio. Podcasts bring the convenience factor to your employees -- they can tune in whenever, wherever.
Let’s take a quick look at how an internal comms podcast can be useful to you:
Not many people see how useful podcasts can be in filling your pipeline and strengthening relationships with your current clients and partners. Here are just a few ways that podcasts can be your secret weapon when it comes to sales:
And our last example for today, events. Podcasts can be a wonderful tool when it comes to events of all sizes. Conferences, meetups, panels, whatever it may be, podcasts have your back.
The goal is to repurpose the amazing content that your event is already sharing or to catch some extra value from the speakers or sponsors that you have. The two ways of doing this are:
Like we mentioned, this is just a broad overview of some of the many ways that a brand can use podcasts. Whichever approach you decide to take, it’s up to you (or your agency) to make sure that there's some sort of unique twist that makes it your own.
If you’re curious and want to learn more about how your brand can use podcasts, get in touch with us here!
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