Tap Into Podcast Marketing and Increase Your Brand Awareness by 89%
For online businesses, keeping up with changing social trends, technology, and algorithms can be challenging. More seriously, the impact of these changes on your company’s position in the search engine results page (SERP) may affect your revenue. However, through these ups and downs, you can keep your target audience engaged year-round by using branded podcasts.
Branded podcasts are unique, entertaining, and always top-of-mind for audiences. With the right strategy, branded podcasts can boost your SEO and increase your online presence by up to, 89% according to a recent BBC News study. You may ask, “What sets a branded podcast apart from ordinary podcasts?” The answer lies in brand storytelling.
Now, you might be thinking, “How do I create and execute a successful branded podcast?” We’ve got you covered. Here, we have listed everything you need to know to create your own branded podcast series that will add diversity to your content marketing. Let’s dive into it.
What is a Brand Podcast?
A branded podcast is a type of podcast that is designed to promote a specific product or service. The storytelling in each episode is aimed at promoting the brand’s message, creating a unique opportunity for businesses to develop content that resonates with their target audience and differentiates them from competitors.
The content of the podcast can vary depending on the brand’s objective. Still, it usually includes themes related to the brand’s industry or niche, product or service, or values. Branded podcasts use storytelling techniques to communicate the brand’s message in a more engaging and personal way. This allows the company to create strong connections with its audience and promotes brand loyalty.
How Does a Branded Podcast Differ From a General Podcast?
The key difference between a branded podcast and a general podcast is that a branded one will have an intentional connection to a specific brand. In contrast, general podcasts cover a wide range of topics without a direct tie to a particular brand or business.
Branded podcasts also differ in their storytelling approach. They utilize storytelling techniques that weave in the brand narrative, creating a cohesive experience that subtly promotes the brand. General podcasts may focus on entertainment, education, or news without a strong affiliation to a brand.
Furthermore, branded podcasts are strategically aligned with a brand’s marketing objectives. They target a specific audience to build brand recognition, loyalty, and customer engagement. General podcasts, on the other hand, cater to a broader audience.
What Are the Different Types of Branded Podcasts?
When it comes to determining the format of your own podcast, the sky’s the limit!
Narrative Podcasts
Narrative podcasts are one of the most popular types of branded podcasts. In these formats, businesses combine storytelling techniques with brand messaging to create a compelling and immersive audio experience for listeners.
Creators will seamlessly weave messaging into the narrative to engage listeners on an emotional level, while ultimately fostering a deeper connection to the brand.
These types of podcasts tend to be longer than other formats, with episode lengths ranging from 30 minutes to over an hour. Some companies have even ventured out by creating narratives around impossible scenarios, like inserting their technology into a science-fiction podcast about aliens visiting earth.
The core value proposition here is that listeners will experience a story that’s more memorable than traditional advertising, which makes them more receptive to the messaging woven throughout.
Corporate Communications
While a narrative branded podcast is generally offered to potential customers and podcast listeners outside of the brand, corporate communication is done solely inside the company. Corporate communication podcasts are created to engage employees, clients, and investors by sharing information, updates, and announcements in an entertaining way.
The purpose of a corporate communication podcast is to enhance transparency, build strong relationships, and foster a sense of community within the company and its external stakeholders. By leveraging the power of podcasting, companies can share their stories, values, and key messages through a dynamic and interactive communication platform.
Engaging Discussions and Interviews
The interview-and-discussions podcast format is a popular choice among brands, as it provides a platform for in-depth conversations with industry experts, thought leaders, or influencers to be shared over many podcast episodes.
In this format, the host of the podcast conducts interviews or discussions with relevant guests, exploring topics related to the brand. The conversations typically aim to educate or entertain the audience. The guests may share their experiences, expertise, and opinions, offering unique perspectives and valuable knowledge.
This branded podcast format is highly effective in building credibility and authority for the brand. By featuring influential voices in the field, the brand can establish itself as a trusted source of information and reinforce its positioning among its target audience.
Additionally, this format allows for a more conversational and interactive style, fostering a sense of connection between the brand, the host, and the listeners. It creates a space for dialogue and can act as a platform to engage with the audience, answering their questions or addressing their concerns.
In-Depth Investigations
An investigative branded podcast format is a type of podcast that explores a particular topic or issue in-depth, often featuring investigative journalism. This format is typically used by brands to highlight a social or environmental issue that aligns with their values and core message.
In an investigative branded podcast, the host and a team of reporters or correspondents delve into a complex topic by conducting interviews, gathering data, researching sources, and presenting their insights. The podcast episode will often include a compelling story and a strong narrative arc, helping to engage the audience and hold their attention throughout.
The investigation uncovers information and shines a light on an issue that is relevant to the brand, its audience, and the broader community. By leveraging the power of audio storytelling, the branded podcast format can help to raise awareness, educate, and provoke meaningful discussion around the issue.
What Are Some Examples of the Best Branded Podcasts?
It’s one thing to read about the benefits of branded podcasts and another thing completely to see—erm, hear—them in action. So, let’s take a look at some of the best branded podcasts out there and see what helps them achieve their dream success stories.
Inside Trader Joe’s by Trader Joes
Inside Trader Joe’s provides an inside look into the popular grocery chain that millions across the nation regularly flock to. Using the investigative podcast format, the host, Matt Sloan; marketing director Tara Miller; and a team of impressive correspondents explore the world of Trader Joe’s, its company culture, its products, and its processes. The podcast features interviews with employees, interactions with customers at stores across the U.S., and discussions on topics like product development or pricing strategy. Each episode typically lasts around 30 minutes and is released monthly.
The success of Inside Trader Joe’s is attributed to its ability to engage the podcast audience by offering insider knowledge on the beloved grocery chain, while providing an entertaining experience that fosters a sense of connection between the company and its customers.
Listen to Inside Trader Joe’s.
The Secret to Victory by Gatorade
Ever wonder how elite athletes are able to use defeat as motivation to rise above and achieve success? The Secret to Victory certainly does. This podcast by Gatorade interviews successful sports personalities like Serena Williams, Peyton Manning, Eli Manning, Matt Ryan, J. J Watt, Karl-Anthony Towns, and Kyle Schwarber, along with the people who know them best, to get to the heart of the matter.
The interview podcast highlights the athletes’ resilience, determination, and the strategies they employ to bounce back from defeat and attain victory. Each episode, lasting around 15–20 minutes, uncovers valuable insights and inspiring lessons from the world of competitive sports.
Effortlessly blending Gatorade branding and its association with top-tier athletes and hydration, Gatorade has effectively used the podcast format to strengthen its brand image and connection to the sports community.
Listen toThe Secret to Victory.
Why We Eat What We Eat by Blue Apron
Another collaboration with podcast powerhouse Gimlet Creative, Why We Eat What We Eat by popular meal kit subscription service Blue Apron blows other branded podcasts out of the water with their interesting interviews and in-depth discussions about specific foodie topics. The podcast aims to educate and entertain listeners, while offering insights into the food industry and encouraging them to think more deeply about the food they eat.
Why We Eat What We Eat taps into a growing desire among consumers to understand the stories and origins behind their food preferences. By exploring topics beyond just recipes and cooking techniques, the podcast provides a unique perspective on global eating habits that connects its customers more intimately to the brand.
Listen to Why We Eat What We Eat.
What Are the Benefits of Creating a Branded Podcast?
Okay, so now you know that big-time corporations use podcasts to provide both entertainment value and informative content. But what are the concrete benefits of utilizing a branded podcast strategy? The stats might surprise you!
A Branded Podcast Can Help You Stand Out
Blogs and social media are incredibly useful tools for content marketing, but they’re not exactly new. As a result, these platforms have become increasingly saturated, making it challenging for businesses to differentiate themselves in the market. However, with the rising popularity of podcasts (125 million people listen to a podcast per day), this audio platform provides an opportunity for businesses to stand out while making a lasting impact. By partnering with industry experts, businesses can engage a growing audience and increase their brand recognition through podcasting.
Branded Podcasts Are More Accessible to Consumers
Podcasts are particularly accessible to audiences, thanks to the on-the-go nature of the audio format. In fact, 94 percent of podcast listeners are consuming podcasts while performing other tasks, like driving, exercising, or chores.
While other forms of content marketing require undivided attention, podcasts are made to be used while multitasking, thus increasing the chances that your brand will be heard and remembered no matter what your audience is doing.
Branded Podcasts Deliver Your Unique Brand Messaging
Wondering what the podcasts above all have in common? They stayed true to their voice. This is precisely how a branded podcast content marketing strategy allows businesses to deliver their brand messaging. By maintaining consistency with their brand identity, businesses can effectively communicate their values, personality, and expertise to their target audience.
Through this audio format, businesses can engage listeners in a more authentic way, allowing them to create meaningful connections with their audience. By staying true to their voice, they establish trust and credibility, which are essential in a competitive market.
Furthermore, branded podcasts offer businesses the opportunity to deliver content that aligns with their messaging and values. Podcasting allows them to tell their own stories and showcase their unique perspectives. They have full control over the topics, format, and tone of the podcast, ensuring that every episode reflects their brand’s identity and resonates with their audience.
Branded Podcasts Provide and Build Authentic Relationships
When it comes to engaging authentically with your audience, you really can’t go wrong with your own podcast. According to the BBC study, branded podcasts are uniquely able to create an intimate environment where the brand’s voice stands out from the content the podcast is presenting. For example, brand mentions in podcasts deliver higher engagement (16 percent) and memory encoding (12 percent) compared to the surrounding content. This elevated state of engagement drives brand metrics such as awareness, consideration, favorability, and purchase intent.
If that wasn’t enough, branded podcasts have an advantage in reaching ad avoiders, a desirable but hard-to-reach audience. The study found that branded podcasts engage ad avoiders with higher emotional intensity and memory encoding compared to TV benchmarks, showing their effectiveness in engaging this audience segment.
Get Your Audio Content on the Airwaves with BitterRoot Content
Interested in starting your own podcast and reaping the many benefits? BitterRoot Content can help! From ideation to scriptwriting to recording, post-production audio engineering, distribution, and everything in between, our podcast producers can empower your brand to create a compelling, engaging podcast that will resonate with your audience and take your brand to new heights.