In the world of branded podcasts, we’ve found that people often get confused with the difference between advertising on a podcast and creating a podcast, as well as which options works best for your brand.
So we’re here to clear up any confusion.
There are two primary avenues for advertising your brand on a podcast.
The first is to partner with the podcast that you’ll be advertising your brand on (or use a marketplace such as Megaphone or Acast), and then create a short ad for your brand. This ad will then be placed into the podcast either in the pre-roll, midroll, or post-roll.
The other option is to have the host of the podcast that you’re advertising on read or create a personalized ad for your brand. These types of ads are much more organic and can be more receptive to listeners since it’s coming directly from the host of the podcast. Similar to the style above, these types of ads will usually live in the pre-roll, midroll, or post-roll.
With advertising on a podcast, you don’t own the show content - your brand only has that pre-recorded or host-read ad that’s featured in one or multiple episodes depending on the partnership.
Creating a branded podcast means that your brand is funding the full process of producing and launching a podcast. This includes pre-production, production, post-production, and marketing. Many brands will hire external agencies to work on this more time-consuming process but the benefits this tactic yields for many brands makes it well worth it.
With your own branded podcast, it means that your company owns the content and you can think of the entire podcast almost like an ad. But make sure to never make your podcast content overly sales-y or too saturated with information about your brand.
There are plenty of benefits to both advertising on a podcast as a brand or creating your own. Sometimes, a brand might even adapt both strategies.
But today, we’re here to help you decide which one is most beneficial for your company's needs. So here are *some* reasons for choosing to either advertise on a podcast or create your own:
Advertising on a podcast spans across a wide range of budgets. You can run a campaign for a couple of thousand dollars and you can run a campaign for upwards of $20,000. If you have a marketing budget to run ads, then podcast advertising can be a good channel to use since it varies in price.
If you’re currently running a paid advertising campaign for your company and you’re on the hunt for new channels to try out - podcast advertising is a great choice. Many podcasts will require a minimum of usually around three sponsored episodes.
Podcasting takes time, we won’t lie to you. If you lack the time to work on managing a podcast even if you hire outside vendors, then creating your own podcast may not be right for you. Therefore, podcast advertising is a good alternative.
If you lack the time or skill level to create your own podcast, then hiring an external agency is a great route. But if your company also doesn’t have the approval or budget to hire outside agencies, then hitting pause on your own branded podcast may be smart. So again, podcast advertising is a great alternative.
Is there a specific audience that you want to tap into fast and you know of a podcast that already has it? Podcast advertising is a great way to quickly get in front of your desired audience and share your message.
Maybe you have trouble picking just one podcast or podcast topic. If that sounds like you, then podcast advertising opens the opportunity for you to advertise your brand across as many different podcasts as you have budget for.
And lastly, if you’re just starting to explore the world of audio then maybe starting your own podcast is a little much for you at the moment. If that’s the case, then podcast advertising is perfect for testing out the podcast landscape and seeing if it’s right for you and your brand.
Although it’s likely that you’ll be hiring external partners to help you with this process, podcasting takes time. Ensure that you or your team have the capacity to take on podcasting as another content marketing medium.
As a brand, podcasting without a goal makes it virtually impossible to track key performance indicators (KPIs). If you have a clear goal in mind for what you want your podcast to achieve, then we give you the stamp of approval to create your own show!
Whether you’re podcasting in-house or hiring external vendors, podcasting isn’t always cheap. If you have a healthy budget to dedicate to making your podcast audio quality and marketing the best that it can be, then we say go for it.
You're passionate about the topics that you want to discuss on the podcast and are dedicated to growing the show. Podcasts take time, patience, and strategy. You need to be positive that you have the motivation to really grow this show.
You want to establish yourself as a credible industry leader in your field. Branded podcasts are a great way to achieve this since you have full creative control over what’s discussed/how it’s discussed on your show.
Podcasts are on track to become the new blogging or video medium, so it’s just a necessity for your brand. If you want to stay ahead of the curve and try out audio before some of your competitors jump on it (which we pretty much promise they will), then again, we encourage you to try audio.
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