Is your organization on the lookout for inventive methods to face out and join together with your target market? Whereas conventional advertising and marketing strategies and GTM (go-to-market) motions proceed for use, there’s a brand new technique you possibly can faucet into — the branded podcast.
Podcasts have a variety of upside for entrepreneurs. From leaping funnel phases with choice makers to creating mass portions of compelling content material, the branded podcast is following the expansion path of the inbound weblog towards a table-stakes place in a corporation’s GTM technique.
Let’s discover this pattern intimately, from what a branded podcast is, to examples of how corporations use them to attach with their audiences.
What are branded podcasts?
A branded podcast is a podcast produced by an organization to extend model consciousness, generate leads, create thought management and develop an energetic person group. Branded podcasts enable manufacturers to interact with clients and purchasers one-on-one in an intimate and immersive approach, not like most conventional channels.
Branded podcasts can take many kinds, together with interview type, narrative storytelling, instructional or tutorial content material, or perhaps a fictional drama collection. Via these disparate types, branded podcasts can inform tales in regards to the firm, its merchandise, or its trade, in addition to present data, insights and leisure related to the target market.
Trendspotting: Branded podcasts
The branded podcast is a pattern with legs that continues to climb. These stats offer you a way of the path we’re headed:
- Podcasts are experiencing exponential progress. In 2021, the full variety of podcasts broke the 2 million mark, and in 2023, there have been over 5 million podcasts (Supply: Spotify, 2023).
- We’re nonetheless early within the adoption curve. If 5 million podcasts sounds spectacular, there are over 600 million blogs (Supply: Web Dwell Stats, 2022). It’s our opinion that podcasting will proceed to develop alongside an analogous path as purchaser conduct shifts to consuming podcast content material.
- Enterprise podcasts are a viable analysis channel. Within the US, 37% of B2B decision-makers commonly hearken to podcasts; 75% of those professionals particularly hearken to podcasts to realize helpful trade insights and data (Supply: Edison Analysis and Triton Digital, 2023).
Whereas each the variety of exhibits and listeners are rising, not all stats paint a reasonably image.
- Not all podcasts are energetic. Regardless of tens of millions of registered podcasts, Apple studies that roughly 800,000 are energetic. Evaluating pattern information, the variety of energetic podcasts shouldn’t be rising as shortly because the variety of new podcasts created.
- Podfading is a pitfall. Apple’s stat mirrors an earlier examine by AmplifiMedia that confirmed 75% of podcasts fizzle out of manufacturing after lower than 10 episodes – termed “Podfading”.
The Podfading quantity contains private tasks worldwide however is directional for enterprise podcasts as there tends to be a shocking quantity of labor concerned. Moreover, corporations have found that, identical to with different types of content material advertising and marketing the place high quality issues, it’s not sufficient to easily create a podcast so as to see a constructive ROI.
Regardless of the challenges, for organizations that determine it out, branded podcasts at the moment are a high channel for advertising and marketing (Supply: MarTech, 2022).
Examples of branded podcasts
4 Advantages of a branded podcast
From lead era that skips conventional steps to constructing model consciousness to compete with bigger opponents, branded podcast advantages are surprisingly achievable with out the lag time of conventional search engine marketing or the big spends of pay-per-click advertising and marketing.
1. Increase model recognition
A BBC examine revealed that corporations with branded podcasts skilled a powerful 89% improve in model recognition.
Branded podcasts give corporations the chance to attach straight with their viewers in an genuine, non-promotional method. This fosters belief, builds a way of authenticity, and delivers worth. With elevated model consciousness and emotional connection, branded podcasts assist corporations domesticate a loyal fan base, generate leads, and increase conversions.
2. Drive lead era
Lead era in podcasting occurs when B2B corporations invite potential clients as company. By that includes decision-makers from organizations that completely align with their Supreme Buyer Profile, corporations can bypass a number of phases of the normal lead funnel. Moreover, hosts can ask probing questions throughout the podcast, naturally resulting in problem-solving discussions after the present.
Moreover, by inviting trade leaders, specialists, and potential clients to take part, corporations can set up helpful relationships and place themselves as trusted companions throughout the trade. As these relationships develop, company develop into extra inclined to do enterprise with the corporate. Furthermore, podcast company usually share the podcast and web site with their very own community, increasing the corporate’s attain and visibility to potential new leads.
3. Foster a thriving group
By nurturing a group of devoted followers, a branded podcast turns into a supply of great worth for the corporate. It gives a platform for natural word-of-mouth advertising and marketing and referral progress. Many branded podcasts even have devoted Slack or Discord teams the place customers can focus on trade subjects and up to date episodes. The group surrounding a branded podcast can develop into a strong advocate for the model, driving leads and rising visibility by means of social media shares, opinions, scores, and suggestions.
4. Create distinctive content material
Firms can make the most of snippets from podcast episodes to create compelling social media posts, partaking e-mail advertising and marketing campaigns, and insightful weblog articles. The complete podcast episode may even be used as gated content material, offering web site guests with unique entry in trade for contact data. By repurposing podcasts into varied types of content material, organizations can leverage the experience of their groups or thought leaders, ship worth to their viewers at each stage of the funnel, and in the end drive results in their web site.
Use a podcast readiness framework
Suppose you’re able to launch a branded podcast? The key successful ingredient for branded present creation is intention. My firm provides this framework that features core inquiries to ask throughout your course of to assist be sure that you’re being intentional. The order through which the questions are requested is vital and can show you how to create a roadmap in your podcast launch. Completely happy podcasting!
Contributed to EO by Casey Cheshire, a current visitor on the EO 360° podcast with host, Dave Will. Casey is the founder and CEO of Ringmaster Conversational Advertising and marketing, which helps B2B companies launch podcasts with the objective of driving progress and income. Casey is a former US Marine, podcaster, marketer and serial entrepreneur.
For extra insights and inspiration from at the moment’s main entrepreneurs, take a look at EO on Inc. and extra articles from the EO weblog.