The world of branded podcasting offers an exciting avenue for brands to amplify their voice and connect with audiences. With the recent surge in podcast popularity, crafting a branded podcast has evolved into a highly valuable marketing tactic and powerful storytelling tool.
In this blog post, Hyphen Creatives is delving into the dynamic landscape of branded podcasts. We’re taking a closer look at what a branded podcast is, how effective it can be, and what exactly goes into setting up a branded podcast that resonates, engages, and captivates.
Read on below, and get in touch with us to find out more about how we can help you with your branded podcast!
What is a Branded Podcast?
Branded podcasts are strategic audio productions created by brands to help them connect with their target audience through engaging and relevant content. Called
“the ads people actually want to listen to”, they serve as an opportunity for brands to share their values, expertise, and stories while fostering a deeper connection with listeners.
How Effective Are Branded Podcasts?
A 2019 study by BBC Global News found that branded podcasts are more effective than traditional radio and television adverts.
How Effective Are Branded Podcasts?
A 2019 study by BBC Global News found that branded podcasts are more effective than traditional radio and television adverts.
Branded podcasts have also been shown to have a measurable impact on sales. The American non-profit organisation National Public Radio (NPR) found that 75% of branded podcast listeners take action in response to sponsored messaging on a podcast episode.
Branded podcasts, therefore, offer the perfect opportunity to deliver your message without bombarding listeners with ads.
Starting Your Branded Podcast
Here are a few unique considerations and tips to help give you an idea of what to expect when you start your branded podcast:
Determine the Podcast’s Purpose
A clear purpose for your podcast will help you ensure your podcast has a cohesive, meaningful narrative. Answering questions such as “What’s the goal of this podcast?” and “Who is my audience?” will help you clarify your intended impact, and ensure your podcast is aligned with your brand’s values. By reinforcing their purpose, brands can also cultivate a sense of trust and loyalty among listeners, offering content that resonates deeply and delivers genuine value.
Develop the Concept
When choosing your concept, you need to consider the following:
- The goal of your podcast. Are you looking to promote your business? Generate leads? Become a thought leader in your industry? Or are you simply looking to entertain your audience?
- Pick a suitable theme that interests you. The topics will need to be discussed at length and from various angles, and having a strong interest in what you’re talking about will make this easier.
- Refine your theme to find your niche. Speaking to a niche audience helps you reduce your competition, and generates more value for listeners.
Additionally, listen to podcasts similar to yours to get an idea of the topics they cover, the ideas they share, and how these are presented. This will help you see how you can build your concept and create content that suits your brand and audience.
Keep the Content Real
Keeping your podcast authentic is essential in helping your audience connect with and relate to your content. This can be done through bringing distinct voices together for unscripted, yet curated conversations that revolve around subjects that enrich your listeners’ experiences. This is also a good way to ensure your content aligns with what your target audience expects from your brand, and with their interests.
Sell Your Brand (But Only Sometimes)
Your branded podcast shouldn’t be focused on selling your products or services, but that doesn’t mean you can’t mention them occasionally. Thoughtfully integrated brand mentions allow you to showcase your unique selling points without resorting to overt promotion.
Plan & Record Your First Episode
There are many different types of podcasts, so it’s important to choose a format that suits your brand and connects with your audience in a meaningful way. You should also decide on the episode length, posting frequency, and style of your branded podcast.
Before recording, you should also have a solid outline to help you plan your content and ensure a more seamless recording process. This outline should simply include the key points you want your audience to take away.
Once you’ve finalised your outline, you’re ready to start recording. Once you’ve got everything recorded, edit the audio into a cohesive episode that flows naturally. At this stage, you can also include music, as long as it’s not too distracting.
Leverage Your Marketing Opportunities
A branded podcast can be a powerful asset, so marketing it as best as possible is essential. Ensure your social media, email marketing, and content marketing is aligned to promote the podcast as much as possible. Once your podcast has launched, engage with communities and forums, and seek collaborative opportunities, all while strategically deploying advertisements, to effectively market your podcast.
Hire a Professional Production Company
Enlisting a professional production company to help with your branded podcast will be an investment in quality, creativity, and efficiency. Here are a few benefits of hiring a professional production company:
- Higher Quality Production: Professional production companies bring cutting-edge equipment, technical expertise, and a refined understanding of sound dynamics to the table. This translates into a podcast that sounds professional and holds the listener’s attention.
- Saves Time & Effort: By delegating responsibilities like concept development, brainstorming, recording, editing, mixing, and distribution to professionals, you and your team can focus on core business activities.
- Consistent Branding: A professional production company can also help you ensure your podcast aligns with your brand’s identity and messaging. From integrating brand values into episodes to maintaining a cohesive tone, they guarantee that your podcast is an authentic extension of your brand.
- Access to Wider Networks: Established production companies often boast extensive networks of industry professionals, potential guests, and promotional avenues. Leveraging these connections can broaden your opportunities for cross-promotion.
- Measurable Impact: Professional production companies bring analytical tools and expertise to the table, enabling you to track and analyse listener engagement, demographics, and other metrics. This data-driven approach empowers you to refine your podcast strategy based on real-time insights.
- Creative Expertise: Experienced producers understand the nuances of audio storytelling, enabling them to suggest innovative ideas that amplify your impact.
Start a Branded Podcast with Hyphen Creatives
If you can successfully craft and curate meaningful content that resonates with listeners and ensures their engagement, your branded podcast will provide a valuable return on your investment through their sustained attention and interest.
And if you invest in working with a professional production company (like Hyphen Creatives), you can help your branded podcast reach even more impressive heights.
Hyphen Creatives is fully equipped with the skills and technology you need to reap all the benefits of a world-class branded podcast. Get in touch with us now at info@hyphencreatives.com to learn more about how we can help you launch a branded podcast that resonates with your audience.