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In today's digital age, businesses and brands are constantly seeking new and innovative ways to connect with their target audiences. One such innovative method that has been gaining popularity is the branded podcast.
But what is a branded podcast, and why should businesses consider creating one?
In this blog post, we dive into the world of branded podcasts to understand their significance and potential benefits.
What is a branded podcast?
A branded podcast is a podcast produced by a brand or company with the intention of interacting with its audience in a unique and engaging way. Unlike traditional advertising, which can be interruptive and often ignored, branded podcasts offer a more subtle and immersive way for brands to connect with their audiences.
Rather than blatantly promoting a company’s products or services, branded podcasts focus on creating content their audience members will find interesting or educational. These podcasts may cover a wide range of topics relevant to the brand's industry, target audience, or niche interests, all while subtly incorporating the brand's message.
What type of content is used in a branded podcast?
Creating content for a branded podcast involves a careful balance between promoting the brand's message and providing valuable, engaging, and relevant content to the audience. The exact type of content a company creates depends on what its target audience is looking for.
Generally speaking, branded podcast content can be broken down into three main categories: journalistic, educational, and narrational.
Journalistic content is similar to what you would see in the news. Each episode focuses on segments of information—much like a newsreel—or goes more in-depth on a topic or event the hosts have investigated.
Educational content, much as the name implies, is created to teach the audience something. This can include tutorials, how-to guides, industry insights, and expert interviews. For example, a skincare brand might create a podcast that discusses skincare routines, ingredients, and dermatological tips.
Finally, narrational content aims to entertain or tell a story. Brands can use captivating narratives to better engage with their audiences and develop more in-depth connections that will hopefully lead to a sale later on. These stories should align with the brand's values or product offerings without sounding like a planned advertisement.
What are the benefits of starting a branded podcast?
Branded podcasts offer many benefits for businesses seeking innovative ways to engage with their target audience, including:
Establishing Authority and Brand Perception
By sharing valuable insights, expert opinions, and industry knowledge, branded podcasts position the brand as a trusted source of information. This not only fosters credibility but also encourages audiences to turn to the brand for guidance and expertise.
Plus, creating a branded podcast puts a voice and character to your company. Unlike traditional advertising which often feels forced and sales-driven, podcasts create an intimate and authentic connection with listeners. With this, your audience is able to humanize your brand and connect with it on a different level.
Creating Reusable Content
Another noteworthy benefit of branded podcasts is the longevity of the content. While social media posts and ads may have a short lifespan, podcast episodes continue to attract listeners months, or even years, after their initial release. This enduring value ensures that the brand's message reaches a broader audience over time, extending its reach and impact.
Additionally, podcast material can be repurposed and leveraged to support various aspects of your marketing approach. For instance, you have the option to turn your podcast episode into other content, including a blog post, a YouTube video, or a concise clip suitable for TikTok.
Connecting to Your Audience
Lastly, branded podcasts have the potential to fuel audience growth and connection. As of 2019, the number of American podcast listeners has reached over 50% of the population—and it’s only projected to grow from there. With this in mind, hosting a branded podcast allows you to reach your audience where they already are.
When executed effectively, branded podcasts can attract a dedicated and expanding listener base, broadening your brand's reach and impact.
In a world saturated with advertising, branded podcasts offer a refreshing and effective way for brands to engage with their audience authentically. As the popularity of podcasts continues to grow, embracing this medium can be a smart move for any brand looking to make a lasting impact on its audience.
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 email@example.com. And don’t forget to follow us on Facebook, Instagram, and YouTube.