4 Benefits of Podcasting for Brands
Podcasts have more business potential than most brands would think. Podcasts are still a bit new in the world of brand marketing, and thus, are an untapped creative way to build a relationship with your audience. Find out why you should consider starting a corporate podcast for your brand.
Nielsen Podcasting Research
Recent reports from Nielsen and the Interactive Advertising Bureau show that the podcast industry is on the up and up, and will only continue to grow (approximately 110% growth by 2020 from 2016).
With the growth of podcasting, comes a massive opportunity for brands to begin partaking in this exciting content medium.
Gartner Podcasting Research
The good folks at Gartner Research have come out with their list of tools that retailers should be taking advantage of in the New Year, one of which is, you guessed it…. Podcasting!
This may not be news to us audio geeks, but it is helpful and encouraging to see that a research company with the authority of Gartner has come forward with a new recipe for retail success that includes our beloved podcasting medium.
Rounding out their list were other online tools such as blogs, text messaging and highly targeted paid search endeavors. This blog is a convenient and accessible way to communicate online, which you are living proof of because we’re talking to each other in a way right now, online.
The main message from Gartner was that we have to embrace and trust these new mediums in order for them to thrive, communicate their objectives, and assert themselves in our daily lives. One of the easiest of these tools to welcome into our homes and into the workplace is podcasting. Not only has Apple made podcasting mainstream through their iTunes Music Store, but recording podcasts becomes easier everyday with new recording software and distribution services.
Friends, this is where you can play an instrumental role in all of this. You are voice-over talents or keen supporters of voice-over services. It is our responsibility to preach this new medium to our families, friends, and co-workers. Have you ever been visiting with someone and discovered that they had not yet subscribed to a podcast or that you had to explain what one was?
Benefits to Global Brands
Brands typically have a good understanding of their target audiences’ psychographic makeup (e.g. careers, parenthood, personal/self help interests, business topics, hobbyist content, etc.). You can now craft podcasts that align with that information to help you connect with more people who have similar psychographic makeups, allowing you to connect with new potential customers.
Notable brands that are already harnessing the power of podcasts:
- Sephora, the cosmetics company, airs #Lipstories
- Basecamp, the project management software company, airs The Distance
- eBay, the e-commerce platform, airs Open for Business
- Spotify, the music streaming platform, airs Ebb and Flow
- Buffer, the social media management platform, The Science of Social Media
- Blue Apron, the subscription food delivery service, airs Why We Eat What We Eat
4 Benefits of Podcasting that Brands Should Know About
1. Brand Podcasts Only Connect With Audiences Who’ve Expressed Interest in a Topic
The corporate podcasting early adopters mentioned above have found a way to bring topics of interest to the exact audience who wants to hear about them and who are aligned with the brand. They may not be reaching the mass audiences that marketers are used to setting their sights on, though. Rather, brand or corporate podcasts typically have smaller, yet higher quality audiences.
Unlike the radio medium that tends to span across an assortment of topics throughout a show with no hard-and-fast theme, podcasts are pointedly themed to correspond with an overarching subject matter. Sephora’s podcast revolves around cosmetics, Buffer discusses the variety of topics around social media marketing, etc.
Listeners of these podcasts are going out of their way to choose this content and, in doing so, are expressing interest in these topics. Meaning that the audience, no matter how big or small, is highly relevant and highly qualified to be interacting with your brand.
2. Podcasts Perfectly Supplement Brands’ Blog and Video Strategies
Chances are, if you’ve figured out a blog and video content strategy, podcasting could be a natural next step for your brand. Tapping into the audience that already trusts you is a smart way to begin the process of building a listenership for your podcast. You can create complementary content around the same subject and release them at the same time, which will help you promote your podcast to your readers.
John Wall, podcast co-host of Marketing Over Coffee, says:
If you get it right, you’re never going to get more dedicated followers than podcast listeners.
3. Podcasts Are On Demand – Which is What People Want Nowadays
We have morphed into an on-demand society. PVRs, iTunes, Spotify, Netflix… the list goes on. The philosophy of “tune in now because it’s on and live or you’ll miss it otherwise,” is far behind us. And we’ve grown accustomed to consuming our content when we feel like it, and not necessarily when it’s served.
Because of that, podcasts are flourishing. They’re available in the exact moments when listeners want to tune in. Whether that’s the day it airs, or 6 months after the fact.
The podcast episodes provide the ‘binge experience’ that society has fallen in love with. And like John said above, when you get it right, those listeners will actively seek out your podcast and reward you for earning their undivided attention with downloads, star ratings, binging episodes, and overall growth in popularity.
4. Podcasts Allow You Shift Gears and Make a Play for Your Audience’s Audio Attention – Rather Than Their Visual Attention
For the majority of the day, your audience is preoccupied with varying screen time priorities and other tasks that require their visual attention.
Making a play to gain more of their visual attention with even more blog posts and videos can be a losing battle. Especially when you consider the on-demand nature we prefer. At a bare minimum, our social channels, favorite online publications, and email newsletters allow us to bookmark content for our future selves so that we can come back and enjoy them later. So now, you’re not only competing for in-the-moment attention – your audience is booked through to tonight as well!
Rather than competing for more of their screen time, ask for their audio attention instead. Think of it this way: how many times in a day are you unable to read or watch more content? In the shower, doing the dishes, folding laundry, driving to work, at the gym, out for a walk, etc. Again, the list goes on. This is the perfect time to listen to content. Podcasts allow you to become part of these moments in your audiences’ day, and win their audio attention with your brand’s podcast.
A Brand Podcast Worth Showcasing
One perfect example of why brands create corporate podcasts – and how they fit into their overarching marketing strategy – is illustrated by Blue Apron.
If you’re a podcast listener, chances are you’ve encountered a Blue Apron advertisement in a show or two.
After dabbling in the medium for years through podcast advertising, in 2017, the brand took the full-on plunge and developed their own show “Why We Eat What We Eat,” a show that explores ‘the unseen forces that guide and influence the decisions people make about food.’
Here’s what Blue Apron’s show-launching blog post says about how their brand fit podcasting into their overall content marketing strategy:
Blue Apron focuses on creating premium content for customers across its product experience to further the company’s value for lifelong learning in the kitchen. Added content including In-box “Extra Helpings,” features on unique ingredients included in weekly recipes, blog posts highlighting supplier stories, and online videos teaching fundamental cooking techniques are used to engage customers and to enhance their overall Blue Apron cooking experience. Why We Eat What We Eat is a natural extension of Blue Apron’s existing storytelling capabilities and a new platform to dive deeper into topics and trends discovered through company data and feedback from home cooks across the country.
This description illustrates how Blue Apron leveraged what it knows about its customers’ psychographics and aspirations, and married them with more great content that serves the audience, this time, via the audio medium.
Reinforce Your Brand With Podcasting
Does your brand tell stories? You betcha.
Do your products and services aim to enhance or ease your customers’ lives? If you don’t do this – you wouldn’t be in business.
With the above considered, there’s clearly a space for you in the podcast medium as part of your overall content marketing strategy.
We must work together to build a foundation of trust and acceptance for podcasting. Most people that are converted to podcasting as a new medium for entertainment and education are referred by a friend or family member, usually while in front of their computer for a hands-on experience with an informed guide close by to answer any questions that they might have.
The next time you’re running dry on ways to continue pressing onward with your brand’s development, consider podcasting and the potential it holds. If you’re ready to learn more about the ins and outs of podcasting, check out our post on how to start a podcast.