No matter what your brand is, you need to get your name and story out there — the goal is to be known. Traditional marketing tools and tactics still exist for a reason, but if you want to connect with more people in a more unique way, you need to think outside the box. And this is where branded podcasts come into the picture.
Whether you are a big company or a one-man-show small business, you have a brand that needs to be promoted.
There are many avenues that brands — big and small — can take. From social media pages to outdoor activations, you've probably tried them all.
There is a new (not-so-new) kid on the block that is growing in popularity that we definitely think brands should be paying attention to:
Podcasts.
Read on as media update's Saads Abrahams explores the ins and outs of brands and podcasts.
A branded podcast
There are many different ways that brands can make use of podcasts — like being a guest on them or paying for a podcast to promote their brand.
There is, however, another podcast path your brand can take: starting your own branded podcast. A branded podcast is defined as "a podcast series owned or brought to listeners by a company with the purpose to benefit the brand."
This is a great tool to add to your marketing strategy.
The perks of creating a brand's podcast
There are many benefits to a brand creating its own podcast. And yes, it may seem like a lot of work to get it started, but if you do it right, your brand can skyrocket!
It helps build brand awareness
One of the biggest perks of having a branded podcast is that it builds brand awareness. By producing a podcast, you are broadcasting your brand to hundreds of people who have never heard about your brand before.
It can establish you as an industry expert
A podcast is completely different from any other platform when it comes to helping you establish your name in the industry.
This is because it gives you the time and space to speak freely about your industry, engage with the audience and answer their questions. You are also able to focus on your knowledge and expertise and, in turn, this will build up your reputation.
Multi-platform content
A major perk to having a podcast is that you now have content that you can spread across multiple platforms, such as:
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short video clips to share across your social media pages
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transcriptions of your podcast episodes to place as blog posts on your website
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full video clips to place on YouTube, and
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blending all the information from multiple episodes, you can create a webinar.
Reaching a new and wider audience
With a podcast, you are opening up your brand to a new audience that you otherwise would not have connected with.
Another cool way to reach newer audiences through your podcast is by inviting guests to feature on your show. These guests then promote your podcast on their social platforms, which in turn gives your brand more coverage and a new audience.
What to keep in mind before starting your own branded podcast
One thing brands need to keep in mind is that creating a branded podcast is not all sunshine and rainbows — there are some storms that come with it.
Have a strategy
Before you start your branded podcast, you need to have a solid strategy in place. Define your audience and the overall goal that you want your podcast to achieve.
You need to be authentic
If you want your podcast to be successful, you need it to be authentic. Having a natural conversation flows much better than something scripted. Show your passion and personality through your podcast.
Remember to serve your audience
Yes, your podcast is for your brand, but you need to reach and connect with your target audience. So, keep them in mind when planning your episodes. Specifically, think about what they are getting out of listening to your podcast and how you can keep them coming back.
Marketing on an existing podcast
If you aren't ready to take the plunge into starting your own branded podcast — you can market your brand on an existing podcast.
You can either feature as a guest on a podcast where you can share your insights and expertise, or buy advertising time on a relevant podcast.
What are your thoughts on brands using podcasts? Let us know in the comment section below.
*Image courtesy of Canva