Branded Podcasts

5 Ways to Create Value and Authenticity in Your Branded Podcast

Last updated on: 
February 9, 2024

Discover the secrets to creating a compelling and authentic branded podcast that captivates your audience. Leverage the intimate audio medium and unlock the power of storytelling to forge deeper connections with your listeners.

In the rapidly evolving world of digital marketing, podcasts have emerged as a powerful tool for brands to connect with their audience on a deeper level.  

 Podcasts have the unique ability to reach audiences on a more personal level through the influence of voice. By fostering a sense of community and delivering valuable content, a branded podcast can create meaningful connections that go beyond the transactional nature of traditional marketing and advertising channels.

In this blog post, we dive into the art of creating a branded podcast that not only captivates your audience but also delivers genuine value and authenticity. 

We’ll explore the essential strategies and techniques that help you craft a podcast that resonates with your target market, enhances your brand identity, and ultimately drives meaningful connections. 

Let’s dive in. 

How to create a successful, authentic branded podcast 

Choose a topic you’re passionate and knowledgeable about

When creating a branded podcast, it's important to focus on topics that energize and ignite your passion. By aligning your content with your brand’s genuine interests and expertise, you can naturally convey enthusiasm and establish a strong connection with your listeners. 

Moreover, to position yourself as an authority figure in your field, offer valuable information to your listeners. Thoroughly research the topics you cover, back them with sound data, and provide credible information that showcases your expertise. 

This extra effort reinforces your authenticity and dedication to delivering quality content. It also offers your team an avenue to share stories, data, and research that’s been completed by your company. 

Inject your branded podcast with personality

Injecting personality into your podcast creates a unique and valuable listening experience. Think about it, as a listener yourself, would you rather listen to a show where the host makes no attempt to share who they are or a show that’s rich with personality and connection from the host? In my opinion, the answer’s clear. 

Especially for brands, showcasing your personality can be what turns a potential listener into a loyal listener and then a loyal listener into a customer. If an individual can connect with you, they’re more likely to buy from you. 

Here are some things to consider when establishing a personality for your branded podcast:

Pick the right host:

The host is the backbone of your podcast, representing its voice, tone, and personality. When selecting a host, consider their expertise, passion, communication skills, relatability, and likeability.  

Invite strategic guests:

Inviting guests who align with your team's priorities and values creates a sense of unity and strengthens the connection between your podcast and its listeners. These guests can bring unique perspectives, experiences, and expertise to the table, enhancing the overall value of your podcast.

Listener interaction:

Foster a sense of community by encouraging listener interaction. Incorporate segments where listeners can ask questions or share their thoughts, and feature their contributions in episodes. This involvement strengthens the bond between the podcast and its audience.

Share personal stories that resonate with your target audience

Humans are naturally drawn to stories, and incorporating storytelling into your podcast can make it more relatable and memorable. Weave personal anecdotes, case studies, or real-life examples into your episodes to illustrate your points effectively. 

Moreover, share your own experiences and challenges from a personal or brand perspective, as authenticity helps to build trust and connection with your audience. By balancing informative content with engaging storytelling, you can create a podcast that resonates with your listeners on a deeper level.

When you start thinking about adding an element of storytelling to your podcast, first you want to understand your target audience and their interests, challenges, and aspirations. Address topics that are relevant to their lives and provide insights, solutions, or inspiration. 

By consistently delivering content that matters to your audience, you establish trust, loyalty, and a sense of relevance.

Add value to challenging discussions

To create a podcast that relates to your audience, one avenue is to dive into real, substantial topics. These could be:

  • Societal issues
  • Challenges in your industry
  • Experiences in your role
  • Personal stories
  • Matters relevant to your niche

When venturing into difficult subjects, it's important to handle them with sensitivity, poise, and tact. Respectful dialogue and thoughtful conversations can help navigate sensitive issues without causing harm or alienating listeners. 

Engage in extensive research, invite experts or individuals with diverse perspectives, and create an open space for genuine discussions. This approach ensures that your podcast contributes positively to the discourse surrounding challenging topics.

Value-driven podcasts go beyond discussing difficult topics; they empower listeners with actionable insights and takeaways. Help your audience understand the implications of these topics and provide practical steps they can take in their own lives. 

Whether it's raising awareness, supporting relevant causes, or inspiring personal change, ensure that your podcast leaves a lasting impact and motivates your listeners.

Create a human experience

Authenticity thrives on unscripted, natural conversations. Encourage your host and guests to engage in open and unrestrained discussions, allowing the content to flow organically. This is especially key for brands since it’s rare that audiences see the voices and faces behind a company. Branded podcasts are avenues to add the human element back to your company.

Avoid overproduction and excessive editing that can remove the genuine essence of the conversation (but of course aim for high-quality show). By fostering a relaxed and conversational environment, you create space for guests to share their stories, opinions, and experiences, making the listeners feel like they are part of an authentic conversation.

To create a strong connection with listeners, address them directly throughout the podcast. Use inclusive language that acknowledges their presence and emphasizes the importance of their participation. Encourage them to engage with the show by inviting feedback, questions, or suggestions. By acknowledging and involving your listeners, you foster a sense of community and make them feel valued and heard.

Authenticity goes beyond surface-level engagement; it touches the emotions of your listeners. Ensure your podcast provides a range of emotional experiences, including moments of laughter, curiosity, joy, and even sadness. Create an atmosphere where it's okay to express vulnerability and explore meaningful topics. By evoking genuine emotions, you connect with your audience on a deeper level, leaving a lasting impact.

Examples of authentic branded podcasts 

Oyster: New World of Work

Oyster’s New World of Work takes listeners on a journey through the frontiers of the modern workforce, inviting you to explore cutting-edge topics alongside renowned people and culture experts from around the globe.

Hosted by Rhys Black, the Head of Workplace Design at Oyster, this podcast covers the issues that matter most to HR professionals in today's rapidly changing world. Through insightful conversations, this podcast tackles crucial themes like the remote work revolution, the rise of hybrid workspaces, prioritizing mental health and well-being, and mastering effective team management, no matter the geographical boundaries.

Each episode unveils fresh perspectives and practical strategies, ensuring that listeners gain actionable insights they can immediately apply in their own work lives. By exploring the global nature of work, the podcast provides a comprehensive understanding of the challenges and opportunities facing organizations and individuals alike.

Khoros: CX Confessions 

CX Confessions is the ultimate blend of engaging storytelling and invaluable insights. Khoros understands that in today's digital age, building meaningful connections with your customers is a complex challenge. That's why they gathered some of the brightest minds from the CX C-Suite, ready to share their inspiring stories and industry-leading best practices.

CX Confessions goes beyond the surface-level discussions, exploring the secrets behind creating sensational customer experiences, unlocking the power of digital engagement, and cultivating lasting relationships with your audience.

Moreover, the show presents unfiltered truths, not just polished success stories. C-suite guests openly share their triumphs, challenges, and hard-earned lessons, providing you with a realistic and relatable perspective on the world of customer experience.

SickKids Hospital: SickKids VS

Each episode of SickKids VS covers groundbreaking advancements that push the boundaries of medicine and showcase the awe-inspiring power of innovation. From drugs that combat hypermutant tumors to machines that sustain beating hearts outside of the body, the SickKids podcast details remarkable breakthroughs and transformative human journeys.

Alongside SickKids experts, the podcast explores profound, and sometimes challenging, questions that shape the landscape of child health. Can music truly heal? How did the pandemic impact children? And what unfolds when a neglected disease takes center stage?

With each heartwarming, difficult, and raw story, listeners gain insights into the latest developments in child health and get a glimpse into the lives of patients, parents, and medical professionals.

Expedia: Powering Travel

Discover the dynamic world of travel and hospitality with Powering Travel, a captivating podcast that engages and enlightens audiences seeking authentic insights and tangible value. 

In each episode, Powering Travel unveils the latest trends, revealing hidden gems of wisdom and unraveling the best-kept secrets within the hospitality realm. By blending expert interviews, cutting-edge research, and data-driven analysis, this podcast ensures that every episode is packed with actionable tips and transformative trends. 

Host Brandon Ehrhardt, alongside an impressive lineup of guest hosts, tells stories that resonate with the very people who empower travel — the listeners themselves. From captivating discussions on emerging travel trends to expert advice tailored to enhance travel businesses, Powering Travel remains the go-to resource for anyone seeking a comprehensive understanding of the travel industry's pulse.

Make meaningful connections with your branded podcast

Creating value and authenticity in your branded podcast is crucial for building a loyal audience and achieving your marketing goals. 

By operating within your strengths, embracing curiosity, maintaining consistency, sharing personal stories, and providing valuable insights, you can create a podcast that resonates with listeners and establish a strong brand presence in the ever-growing audio landscape.

If you’re interested in learning more about producing a branded podcast, get in touch with our team.

Tianna Marinucci

Content Marketing Specialist

Tianna Marinucci is a content creation and digital marketing specialist. She graduated from McGill University in 2021 and has since worked in a variety of industries from interior design to technology.

After traveling to more than 60 countries and working in three, she is inspired by diverse cultures and motivated by unique experiences.

In her spare time, Tianna loves trying new foods, going to concerts, and learning more about history and socio-economics through books and podcasts.

Platform
Price
Pro’s
Con's
Anchor

Free

  • Easy to use
  • Automatically distributes your podcast to major platforms.
  • Embed media player.
  • Great if podcasting is a
    side hobby
  • Very basic editing
  • Since it’s a free tool, you don’t have full control over the monetization of your podcast.
  • Not the right platform for people taking podcasting seriously
Buzzsprout

Free for 2 hours of content per month

$12 for 3 hours per month

$18+ for 6 hours and up

  • Very user-friendly
  • Caters to both long term and beginner podcasters
  • Advanced analytics
  • Easy distribution of your episodes
  • They measure their size requirements to hours not megabytes
  • Bonus: get a free $20 Amazon gift card when you sign up for any paid hosting plan!
  • Advanced features like dynamic ad insertion need some work
Libsyn

$5/month for Monthly Storage 50mb

  • Oldest podcast hosting site.
  • Easy distribution to major platforms and great for scaling once your podcast gets bigger.
  • Hosted over 35,000 podcasts.
  • An iTunes Podcast partner.
  • Allows you to publish your podcast to specific directories.
  • Embed media player.
  • Price is based on storage
  • 50mb storage for $5 won’t be enough if you are publishing weekly so you’ll end up with a higher price point
Podbean

Unlimited audio package: $9/month

Storage space:

Unlimited

  • Great support & customer service features
  • Unlimited audio.
  • Pages are easy to customize
  • Can schedule podcast release dates.
  • Easy to use.
  • Uploads and changes to podcast titles and/or descriptions are automatic to Spotify.
  • Embed media player.
  • Simple Analytics
  • Analytics aren’t as advanced as other platforms
  • Upload and changes to podcast titles and/or descriptions take a day to change on iTunes.
  • Not an iTunes podcast partner.
  • The process to send a podcast to iTunes is more tedious. But, you will still be able to get on the platform.
Blubrry

Classic

$5/month

Monthly Storage

50mb

  • Podcast Wordpress plugin and management.
  • If you want to record a new introduction or conclusion, add in a sponsored ad or upload a new version of a podcast, it doesn't count towards your storage usage per month.
  • Blubrry allows a 25% storage overage each month
  • Prices are based on storage.
  • Usability is okay.
SimpleCast

Starting: $15/month

Recommendation: $35/month

Monthly Storage: Unlimited

  • Hosts your audio files no matter what the size!
  • Dynamic insertion for podcast ads or edits.
  • Incredibly detailed analytics including number of episodes completed and listener location tracking.
  • Embed media player.
  • Easy to use.
  • Great distribution! Easy access to all major podcast platforms.
  • Customizable podcast
    website.
  • Prices are slightly higher than other platforms, but well worth it especially if you have a branded company podcast!

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