How to harness the power of branded podcasts
Did you know that there are around four million podcasts on the scene? With so much audio content out there, you might be struggling to get your brand’s podcast heard. We share six dos and don’ts to help you make the most of the format.
Podcasts have become the soundtrack to our morning commutes, workouts or walks in the park – whether it’s a way to stay informed, get inspired or relax. In fact, almost one in five (19%) UK adults listen to them each week.
There’s some debate around the origins of the format, but many people believe it was invented by Adam Curry and Dave Winer in 2004 to house online radio broadcasts on iPods. Fast forward to 2023, and there are millions of podcasts on everything from politics and mountain bikes to medieval history, scriptwriting and fishing. And podcasting is only expected to get bigger. By 2024, it is predicted that there could be more than half a billion people queuing up episodes on streaming platforms.
For comms leaders who want to raise brand awareness and connect with global audiences, podcasting offers an array of opportunities. It’s a chance to communicate with people in a more meaningful way, start conversations and demonstrate expertise. But listeners will have little interest in tuning in to an extended 30-minute audio ad, which means content teams will have to work extra hard to convince people that their new series isn’t just a marketing crutch.
So, how can you ensure that your branded podcast is cutting through the noise, strengthening your messaging – and genuinely engaging your listeners?
The dos
Deliver value to listeners
People won’t listen to your podcast unless they’re going to get something out of it. You need to consider your audiences’ motivations for tuning in as early as possible in your planning process.
Are they trying to find thought-provoking conversations? Fresh research insights? Practical advice? Make sure that you understand their ‘why’ – this will help you deliver episodes that will grow your audience. Using this knowledge to sketch out key discussion points, doing your research ahead of interviews and streamlining episodes in post-production will be essential to making sure that anything you release online meets the mark.
When we launched the award-winning Parkinson’s Life Podcast with our client Parkinson’s Europe, we knew we wanted to help address gaps in conversations around the condition. So, we engaged directly with members of the community to find out what topics mattered to them.
Ultimately, an engaged audience that believes in your podcast’s value will help you to build on its success. One listener got in touch to tell us their thoughts on a particularly moving episode, told our team about their experiences and asked to get involved. Not long afterwards, they were sharing their story as a guest on the series.
Build up a following
Before you start rolling out ad hoc episodes, you need to build a consistent podcast following – dedicated listeners who will keep coming back. But your audiences will only be able to do this if they know when and where they will hear from you next.
Create and stick to a publishing schedule and promote snappy teasers of upcoming episodes to expand your community and build momentum.
A consistent and steady output will also make your own content calendar easier to manage, helping you map out future episodes, narrow down talking points and line up guests in good time.
Make the most of your network
Use your podcast to showcase viewpoints from industry experts and colleagues who are making an impact. It’s a great way to offer your listeners insights they won’t be able to get elsewhere.
Podcasts often pair consistent hosts with a new guest each week, so every episode offers a unique dynamic and perspective. For example, British Journalist Amol Rajan’s podcast on BBC Sounds called ‘Amol Rajan Interviews...’ focuses on “era-defining” leaders and thinkers who are shaping today’s society, such as Google’s Sundar Pichai and Microsoft’s Bill Gates.
You might not have access to celebrity names or CEOs, but you can still apply these lessons when creating your own output. Through your brand, you’ll have access to a network of potential interviewees who can talk about new research, topical issues and share expert advice. Over time, they’ll allow you to build up a hub of useful content for your podcast community, combining personal perspectives with professional insights.
The don’ts
Don’t forget to make your mark
It’s all too easy to stick to established formats or try to replicate someone else’s success – but thinking about alternative styles and approaches to make you stand out will differentiate your podcast from others in the sector.
Look to series outside your industry for inspiration, consider different structures and look out for topics and stories you think are being neglected.
There’s no single recipe for success – but make sure you can articulate what your podcast offers that others don’t.
Don’t just stop at audio
Filming podcast conversations can give you a goldmine of video content that can be used across channels – from bite-sized clips for social media to conversation ‘highlights’ you can embed into your online newsroom.
NatWest shares short video teasers on social media of their business podcast, ‘The NatWest Business Show’, hosted by British TV presenter Angellica Bell, to pique their audiences’ interest. Video content not only catches users’ eyes on feeds but also offers audiences a different way of engaging with a piece of content and a chance to see people’s body language, facial expressions and enthusiasm.
Whether or not you choose to invest in a filmed format, consider how you can offer your audience different ways to interact with podcast content. Repurpose top tips as social posts, provide links to transcripts and put together articles that share key takeaways from episodes. You’ll benefit from a huge range of assets – all from a single conversation.
Don’t get too comfortable
Podcasting is a process, especially in the early days. Experiment, try out new formats and styles, and find out what does and doesn’t work. Report regularly on listener data, pay attention to feedback from your audience – and take action based on those insights.
And, even if you establish a successful series, don’t rest on your laurels. The online landscape is constantly changing, so dedicate time to looking for opportunities to improve your audio content as the format and the needs of your audience continue to evolve.
Want to find out how to implement a best-in-class editorial strategy that connects your organisation with your always-on audience?
Contact Gabrielle from our client services team: gabriellebridle@speakmedia.co.uk