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Podcasts are among the fastest-growing forms of popular media, and branded podcasts are no exception. Immersive and intimate, they constitute a rare opportunity for businesses to connect with listeners without being too invasive.

In branded podcasts, the branding stands out from its surrounding content, helping to land the messaging better than global radio benchmarks, where brand mentions score 5% lower on average, a BBC study found. Brand mentions in branded podcasts deliver, on average, 16% higher engagement and 12% higher memory encoding than the adjacent content.

So, branded podcasts are a proven and effective way to achieve more brand awareness and grow your audience successfully.

But where should you start? What exactly is a branded podcast, what are the benefits, and where do you start with branding one? This article will tell you what you need to know about branded podcasts.

What Is a Branded Podcast?

In 2018, Fast Company described branded podcasts as "the ads people actually want to listen to."

As the name suggests, a branded podcast is—drum roll please—the official podcast of a brand.

In other words, a business or company decided to launch its own podcast in which it is likely to discuss relevant industry topics and insights and mention its own brand, products, or services from time to time.

Why Start a Branded Podcast?

In the US, many families have incorporated podcasts into their everyday routines, and the use of the medium is set to grow over the coming years. Therefore, considering a branded podcast as part of your marketing strategy is a logical idea.

If you don't do so, your competitors surely will—and they are likely to attract more customers and conversions for their company.

A full 75% of podcast listeners respond to the sponsored messages they hear in a podcast, including the branded messages, NPR has reported. That is significant because it shows that podcast promotions can sound natural and that potential customers are willing to act on them.

How to Brand a Podcast

1. Define your goal or objective for your branded podcast

Business podcasts usually exist to create a positive impression of that business, which means that subscriptions, downloads, or chart positions might not be as important as KPIs that consider brand awareness, engagement, and authority.

You might want your podcast to work as a tool to gain vital feedback, or you could use it to become a thought leader in your industry, or perhaps secure a dream guest that will generate value for your listeners.

2. Establish your ideal branded podcast audience

Like a customer persona, an ideal listener is the one person who represents your listeners, and you should outline the person's age, occupation, gender, location, job, and interests.

Suppose your overall goal is brand elevation, and your target audience is female CEOs age 35-45. In that case, you'll create a branded podcast that is hyper-focused on that specific audience's interests.

3. Establish your branding

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Why You Need a Branded Podcast (And How to Create and Brand Yours)

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ABOUT THE AUTHOR

image of Phil Caplin

Phil Caplin is the founder of Broadcast Revolution, a specialist broadcast PR agency providing a fresh and creative way to deliver high-quality coverage for brands. Its services include talent sourcing, media relations, video and podcast production, and media training.

LinkedIn: Phil Caplin

Twitter: @Cappers2011