A woman interviewing a man for a podcast in a contemporary and branded office setting.

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.

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.

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:

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.

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.

Happy podcasting!

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Bringing a wealth of digital marketing knowledge to Voices.com, Niki prides herself on her ability to research and communicate exactly what visitors want. As a graduate of Fanshawe College's Business Marketing program, she aims to educate and inform audiences on how they can level-up their businesses, especially when it comes to tracking and measuring performance online. In her words: "There's nothing more rewarding than seeing content metrics that prove your audience loves reading what you've researched and written about!"

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