Branded Podcasts

What Are Branded Podcasts? Your Questions Answered

Last updated on: 
July 26, 2022

Branded podcasts has become a huge buzzword in the podcast industry... but what actually makes a branded podcast? We answer 5 key branded podcast questions to help you understand this marketing channel.

The term “branded podcast” has become a huge buzzword in the podcast world recently. But what are branded podcasts, really? 

A branded podcast can be defined as a podcast created by or on behalf of a company, brand or corporation to promote its products or services, strengthen its brand narrative, spread its key brand messaging, or serve a variety of other purposes or goals.

Essentially, a branded podcast can be viewed as a marketing tactic used by the brand. While different branded podcasts may be serving different goals, they usually latter back to the same overarching aim: growing the brand’s business.

However, this doesn’t mean that all branded podcasts are the same. On the contrary, each branded podcast is as unique as a snowflake, which means the brand has full creative license to use the medium in a way that suits their specific goals, mission and aim.

Still have questions? Here are five common questions about branded podcasts we can help answer:


1. What is a branded podcast?

We’ve already covered this above, but in case it’s still not landing with you, here’s another way of putting it. A branded podcast is a vehicle for promoting a brand’s overall mission, products, or services, without being too overt about mentioning the brand at all. 

In other words, a branded podcast should discuss topics that are aligned with the brand’s industry without banging listeners over the head with the company’s specific key messaging. It can be used as a subtle brand strengthener, but it definitely shouldn’t sound like an infomercial with each episode being used solely for the purpose of talking about your company’s offering.


2. Should a branded podcast mention the name of the brand?

Hence the name “branded podcast,” you’d think that every branded podcast should definitely mention the name of the brand behind it. However, this isn’t necessarily the case. 

Many brands launch a podcast solely for the purpose of sparking interest about their industry or topic, and as such, they don’t necessarily need to squeeze a brand mention into each episode or even the branding materials like the cover art and show description. This is a good route to go if you’d like your brand to fly under the radar. 

However, if you are looking to promote your brand’s name and increase exposure for your company, then you may want to mention it more often in the materials and within the show script. Try not to go overboard with this because you still want to make sure you’re adding value to your listener at the end of the day, but one to two mentions each episode can’t hurt.


3. Does my company need a branded podcast?

With the podcast landscape expanding every day to encompass new subjects, topics and niche areas, really any brand or company can get in on the action today. There’s no subject or industry that’s off-limits since you can use the medium to talk about whatever it is your heart desires.

However, that said, does that mean every brand and its mother should have a podcast? Not necessarily. Before going ahead and launching a podcast, it’s important to sit down and have an in-depth strategy session with your team to think about what it is you’d like to accomplish with a podcast, and whether it’s a worthwhile goal.

Check out our post on determining whether your company needs a branded podcast for more information on this.


4. What should a branded podcast be about?

You may be wondering, how closely related does a branded podcast’s topic have to be to your company’s industry or service area? Again, this is up to you, but don’t feel like it needs to be super spot-on.

For example, let’s say you’re a green beauty brand. Your branded podcast could discuss living a more sustainable life, green beauty hacks, or women who are killing it in the industry with a new interview each episode.

Try to find a happy medium by choosing a subject area that’s broad but not too broad, while also ensuring each episode adds value to the listener through entertainment, advice or insights.


5. How do I get people to listen to my branded podcast?

Growing an audience for your branded podcast may sound like a daunting feat, but it doesn’t have to be as hard as reinventing the wheel. If you’ve already built a solid following on social media, through your email list and other channels, then getting people to subscribe to your branded podcast should be a breeze.
However, if you’re starting from scratch, have no fear: there’s a wide variety of paid and organic marketing tactics you can try to grow a dedicated, engaged audience base. Read our post on the best podcast marketing tactics for more tips.

Mackenzie Patterson

Digital Content Strategist

Mackenzie Patterson is the Senior Producer & Content Strategist at Quill Inc, and a Toronto-based writer, and journalist. She's always exploring the latest movies, TV shows and wellness trends.

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!