Learn how universities can leverage the power of branded podcasts to connect with prospective students, engage alumni, and establish themselves as thought leaders in their field.
With the education industry becoming increasingly competitive, universities are looking for new ways to differentiate themselves and attract prospective students.
One strategy that is gaining popularity is the use of branded podcasts. Branded podcasts offer a unique opportunity for universities to stand out and build trust, authority, and recognition in today's media-driven marketing landscape. By creating a range of podcasts across disciplines, universities can reach a diverse audience.
Universities are facing numerous challenges when it comes to recruiting students and establishing themselves as leaders in their fields.
These challenges include:
Branded podcasts offer a unique opportunity for brands to establish a more personal connection with their audience and memorably showcase their brand personality. Through storytelling, expert insights, and engaging conversations, branded podcasts increase brand awareness, build brand loyalty, and drive customer engagement.
That’s why branded podcasts pose an opportunity for universities to overcome the above challenges and achieve their marketing goals.
Here are some of the benefits of branded podcasts for universities:
Q: What is a branded podcast?
A: A branded podcast is a marketing strategy that does not promote a product but rather increases a brand's name recognition, authority, and public image. In today's media-first marketing landscape, branded podcasts are a way for brands to break into the popular podcast space and create lasting impact and impressions.
According to the BBC’s Audio Activated study, branded podcasts lift brand awareness by 89%, brand consideration by 57%, brand favorability by 24%, and purchase intent by 14%.
Q: What topics should we cover in our branded podcast?
A: Your branded podcast should focus on topics that are relevant to your university's mission, programs, and community. Consider interviewing faculty members, students, alumni, and industry experts to provide diverse perspectives and insights.
Q: How do we choose a host for our branded podcast?
A: Your host should be someone who embodies your university's personality and can effectively engage your target audience. Consider selecting someone with experience in podcasting or media, or someone who has a natural ability to communicate and connect with people.
Q: What equipment do we need to produce a branded podcast?
A: At a minimum, you will need a microphone, recording software, and a hosting platform for your podcast. Consider investing in higher-quality equipment and professional editing services to improve the overall quality of your podcast. If you decide to work with a podcast agency, they’ll be able to provide you with the equipment and tools you need.
Q: How do we promote our branded podcast?
A: Use your university's social media channels, email newsletters, and website to promote your branded podcast. Consider collaborating with other organizations, media outlets, and influencers to expand your reach.
Q: How can we measure the success of our branded podcast?
A: Use metrics such as unique listeners, consumption rates, downloads, social media engagement, and audience feedback to measure the success of your branded podcast. Consider conducting surveys or focus groups to gain more in-depth insights into your audience's preferences and opinions.
If you're a university looking to get started with branded podcasts, here are some steps to follow:
The University of Leeds produces several podcasts, and their Forever Leeds series shares the stories of alumni. It allows alumni to share their positive experiences at the University while inspiring current and prospective students.
They interview a wide range of people from across industries, highlighting their ability to provide students with a great launching pad for the future. It’s a great tool for alumni engagement and loyalty while increasing their visibility to a large audience.
Branded podcasts are a powerful tool for universities to establish themselves as thought leaders in their fields, engage with current and prospective students, and provide valuable and informative content to their audiences.
With a focus on storytelling, production quality, and audience engagement, Quill works with universities to bring their podcast to life through strategic ideation, production, and promotion. Investing in a branded podcast with Quill can provide universities with a competitive edge in today's challenging educational landscape.
If you’re interested in exploring your universities’ opportunities with branded content, reach out to our team of experts!
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