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Podcasts have exploded in popularity over the last decade. Unlike videos, podcasts are easily listened to on the go—making them the perfect (and now preferred) form of content for anyone with a busy lifestyle.
With more than 140 million listeners, it’s no surprise that brands and marketing professionals are starting to take notice—and advantage. Branded podcasts have now become an increasingly popular and effective way for companies to grow and connect with their audiences as they promote their brands.
In this blog, we’ll uncover why branded podcasts have become a must-have marketing tactic and how your company can benefit from starting one.
Marketing to Customers Where They’re Already Consuming Content
The recent rise in podcast popularity makes them the ultimate tool for reaching wide audiences. According to The Infinite Dial 2019 Report, the number of American podcast listeners has reached over 50% of the population for the first time ever—with one-third of the population claiming to have listened to a podcast in the past month.
Unlike other marketing mediums, podcasts are continuously gaining listeners and popularity with no clear end in sight. Creating a branded podcast allows your brand to broaden your audience and reach potential customers on a platform they are already actively engaging with.
The projected continued growth of podcasts also means this is a tactic you can plan to use over longer periods of time and continuously adapt as your audience changes.
Reaching Qualified Prospects
When it comes to listening to a podcast, people are very intentional. Oftentimes, listeners are looking for something based on a specific topic or interest. Very rarely do people randomly press play on a podcast without a reasoning behind it.
Essentially, what this means is anyone who is clicking on or listening to your podcast is going to be someone at least somewhat interested in the subjects your company is related to and able to create content about.
This allows you to start a conversation with your audience and engage with them about topics they are interested in—making it more likely they will connect with your brand, be receptive to your messaging and services, and become a customer in the future (if they aren’t already).
Having a New Way to Tell Your Story to Your Ideal Customer
Every company has a story. However, most marketing techniques only allow you to show a small part of it. With a branded podcast, you are able to utilize creative storytelling to better connect with your audience and share your brand, mission, culture, products, services, and more.
Rather than relying on a single post or picture, you can have a story unfold over time—allowing you to continuously reach your audience in an engaging way while giving them time to connect with your brand and to develop brand awareness and loyalty.
Boosting Your Overall Marketing Strategy
A branded podcast can easily be used in your overall marketing strategy and boost the success of your other marketing tactics. The content you produce on your podcast can be shared across multiple platforms and channels including social media, emails, and blogs—allowing you to create a cohesive campaign while also generating buzz around your business and podcast.
Sharing this branded content can also improve your Search Engine Optimization (SEO) ranking which will help make your website more visible to potential clients. This—along with your podcast content—will drive more traffic to your website and increase brand awareness.
Positively Impacting Brand Perception and Authority
Along with increasing brand awareness, a branded podcast can help you build brand authority and positively impact how your audience perceives your company as a whole.
Oftentimes, audiences perceive brands as vague and mysterious concepts. They may know what they promote or sell, but that’s likely as far as their connection goes. Creating a branded podcast puts a voice and character to your company. With this, your audience is able to humanize your company and connect with it on a different level.
By sharing content on topics closely related to your company, you are placing yourself as an authority and leader in your field. This will allow your audience to build trust in your brand as they will come to see you as an expert in your field. Once you’ve gained that trust and authority, your ideal customers are likely to also view your products or services as quality and trustworthy options to help solve their problems.
With the popularity of podcasts only set to grow, there has never been a better time to start creating content for this exciting and engaging medium.
If you’re ready to create a branded podcast for the growth and success of your business, connect with a professional podcast agency today to get started on connecting with your audience in a new and effective way!
At Honest Podcasts, we strive to help value-driven companies launch successful podcasts because we have the drive to help others succeed.
Connect with our team to learn how we can help you easily create strategic content that generates strong leads, develops loyal customers, and makes a positive impact.
Have an idea for a future podcast episode (or a guest in mind that you think would be a great fit)? Send us an email at hello@honestpodcasts.com. And don’t forget to follow us on Facebook, Instagram, and YouTube.
