Podcast
Related articles:
It’s no secret that podcasting has taken off as one of the world’s favorite content forms. The reasons for the surge in podcast popularity include their unique ability to engage audiences and create intimate connections with listeners.
Brands are catching on to the powerful marketing opportunities in the podcasting realm, too. Branded podcasts are becoming a strategic part of any company’s overall digital marketing strategy. Podcasts that are created and sponsored by a brand or company can carry almost as much importance as social media or email marketing campaigns.
A 2019 study by the BBC found that branded podcasts can contribute to:
- An 89% increase in awareness.
- A 57% increase in brand consideration.
- A 24% increase in brand favorability.
- And a 14% increase in purchase intent.
With numbers like that, it’s hard to deny the power of branded podcasts in audio marketing.
So how can brands harness this power and make the most of the podcasting boom? Whether you’re a fledgling startup or a household name, we'll take you through some basic guidelines and tips for repping your brand through a branded podcast. Let's dive in!
Nothing (Too) New Under the Sun
The audio advertising landscape has changed a lot since the old days of radio jingles, especially when it comes to technological innovations. But in some ways, the concept of audience engagement through branded podcasts isn't all that new. Branded programming is almost as old as radio itself.
One of the earliest and most famous forms of audio advertising was the creation of "radio programs" that were built around selling products, known as sponsored radio programs. In the 1930s and 1940s, companies like Procter & Gamble began sponsoring radio shows to market their products in a more engaging way.
These programs often featured dramas, comedies, or variety shows, with the brand name woven into the content. You may be familiar with the term "soap operas," as many daytime dramas were sponsored by soap manufacturers.
Branded Podcasts You Might Have Heard Of
You might already listen to a branded podcast, or maybe it's time to start! These are some of the most popular ones on the scene today:
- "NFL Daily Podcast" by the NFL. This branded podcast discusses major news, and updates on the league, its players, and games. It connects deeply with the sports brand. In fact, the NFL has an entire podcast network with a variety of charismatic and entertaining podcast hosts. Talk about a genius use of cross-platform integration, right?
- "Inside Trader Joe’s" by Trader Joe’s. This podcast offers behind-the-scenes insights into the grocery chain Trader Joe’s, featuring interviews with staff, suppliers, and others. The podcast promotes the brand’s culture, values, and products while engaging listeners. We're hungry already!
- "A History of the World in 100 Objects" by the BBC and British Museum. This podcast is sponsored by the British Museum and uses their vast collection of objects to tell stories from history. While it’s educational, it also strengthens the museum's brand identity as a cultural institution.
From sports and food to history, you can build a podcast around branded audio advertising, no matter what you're selling or promoting.
Getting Started
Starting a branded podcast involves several key steps that help you create engaging content while promoting your brand. Here's a straightforward guide to get you started:
- Define your goals. Decide what you want to achieve with your branded podcast. Are you looking to increase brand awareness, build customer loyalty, or educate your audience about your products or services?
- Know your audience. Understand who your target audience is. What are their interests, challenges, and needs? What do their media consumption habits look like? Content personalization to a niche audience is the best way to pique interest and get long-term fans. Tailor your content and user experience to speak directly to them.
- Plan your content. Decide on the podcast format. Will it be interviews, storytelling, educational, or a mix of these? The format should align with your brand's voice and message. Create an audio content plan that includes episode topics, guests, and key messaging. Your content should be valuable and engaging while subtly integrating your brand’s message.
- Invest in equipment. Good audio quality is essential, so invest in a decent microphone, headphones, and audio editing software. You can also use professional recording services if needed.
Now that you have some basics, let's look at some ways you can engage in expert audio branding with a podcast.
Weave a Compelling Brand Narrative Through Expert Audio Storytelling
Branded podcasts provide an excellent opportunity for weaving a compelling brand narrative by telling engaging, educational or heartfelt stories. You or your podcast’s host can use each episode as a channel for storytelling around your company’s story, your mission and aim. You also could reflect on the impacts you’re creating through your work to boost awareness and educate listeners.
No matter who is doing the podcast hosting or storytelling, try to infuse the narrative with as much emotion and real-world experience as possible. That will cover a range of listener demographics — people who will connect with it on a human-to-human level.
The important thing when advertising your brand on your podcast (or really, when podcasting, period) is to be authentic and engaging. Don’t be afraid to weave in personal details or touching stories from your own experiences. It's a tried-and-true narrative technique.
Source Your Guests Wisely
A smart way to use your podcast as a channel to rep your brand is to feature special guests on the show like brand reps, people from the leadership team, or experts with specific knowledge from your company. You could also invite satisfied customers onto the podcast to share their stories.
Ask your guests any relevant questions you can think of about their journey with your brand, how it’s changed their life, or what they’ve learned while working with the company.
The guests will add an interactive element to the show, and they'll also give you and your team an authentic way to educate people about the brand. Remember that in this form of podcast audio advertising, it's essential to keep it genuine. Try to ask questions unrelated to the brand, so the episode isn’t overly focused on your products and services.
Amp Up Your Brand’s Visibility Through Association
Associating your brand with subjects that are a layer or two removed from your core offering can help increase your brand’s platform by broadening your potential audience base. For instance, if your brand offering is in the wellness realm, you could explore health and wellness topics on your podcast without directly zeroing in on your specific brand area.
This strategy will serve to strengthen your brand narrative by reminding your audience of what you stand for and what they can expect from your company. It will also help you amp up your visibility by establishing your brand as an authoritative voice in your field.
Rep Your Brand with Confidence and Professionalism
You have to think of this as more than just an opportunity for brand awareness or content monetization, although those are both great. This is an audio experience, an acoustic branding that sets the tone for your product, service, or brand as a whole. Get creative with sound design, theme music, and sound effects, too.
While you don't necessarily need an entire studio recording production, at least invest in a well-reviewed microphone with great audio quality and work with a sound engineer who knows their stuff. With branded content, every part of the podcast production process is going to be representative — so attention to detail is a must.
AudioGo Is Your Resource
While you take the reins in content strategy when starting a branded podcast, AudioGo can take it to the next level with strategic, programmatic advertising.
With our network of advertisers, we connect brands and their ad agencies with relevant sponsorships that match a podcast’s content and audience. By leveraging AudioGo's platform, podcast creators (that's you!) can seamlessly integrate targeted ads into their episodes. You can maintain listener engagement without disrupting the flow of the episodes.
AudioGo also provides analytics and insights to help creators track ad performance and optimize future campaigns. Whether it's securing the right sponsors or maximizing ad revenue, AudioGo can help branded podcasts effectively turn their content into a profitable venture while maintaining a strong, authentic connection with their audience.
And if you want to advertise your own branded podcast through streaming platforms, we can help with that, too. Create a free account in just a couple of minutes, launch your campaigns immediately for as low as $250, and get heard on the biggest audio stages.
Ready to jump in? Start here!
