How to Start a Branded Podcast
Podcasts are no longer the next big thing; they are the big thing. With over 5 million podcasts with over 70 million episodes between them, this digital medium has become a competitve marketplace. In this blog post, I will delve into the world of branded podcasting, guiding brand managers, marketing-savvy professionals, and the curious on how to navigate the process.
If you're ready to harness the power of audio storytelling, community building, and the best way to generate leads and a following for your brand, read on.
Understanding the Value of a Branded Podcast
A branded podcast is a strategic approach to content marketing that can yield substantial long-term gains.
Unlike an online ad that people can’t tolerate, or a pop-up video that ruins an experience, a podcast episode is the voice of your brand, potentially for years to come. But what more can it do for your brand?
📣 Building Brand Awareness and Affinity
A podcast engages your audience by creating a deeper connection than a visual ad or a written blog post. Your audience enjoys a podcast without screens, so there are no pop-ups. You also do not have to factor in adblockers when creating a branded podcast 🕵️.
Podcasts can be an intimate experience for a listener, and most importantly it is a humanizing experience for your brand. It gives your brand and identity and makes it more approachable.
🧠 Establishing Thought Leadership
By producing insightful content within your industry and niche, you position your brand at the forefront of your field. This proactive move can attract not just listeners but also experts and thought leaders who may want to come on board as collaborators.
💡Connecting with the Target Audience
Podcasting offers a unique environment for a niche conversation. Your listeners are not passive observers; they sought out this content to learn more about your brand. Create a dialogue with them through your podcast feedback and prompts. This strengthens your brand's relationship with its target audience.
Steps to Start a Branded Podcast
1. Defining Your Podcast's Goals and Target Audience
Before you even buy recording gear and touch a record button, you have to clearly define your podcast’s purpose.
What do you aim to achieve?
Whether it’s generating leads, creating a community, showcasing a widget, brand positioning, etc; having well-defined goals is paramount.
Knowing your target audience lets you cater the content directly to their interests.
2. Researching and Selecting a Podcast Format
There’s no one-size-fits-all when it comes to podcast formats. From interviews to narrative storytelling, or a mix of both, choose the format that best fits your content and resources.
It's essential to be honest about the talent you have (or don’t have) on your team and select a format that plays to your strengths. Or find talent for your podcast that will accomplish the goals you have for your podcast.
3. Choosing a Podcast Name and Branding
Your podcast name should be memorable, evocative, and reflective of your brand identity.
Pair it with branding that aligns with your current corporate design, maintaining a consistent visual language across your brand touchpoints.
4. Planning Episode Topics and Content
A content calendar is your best friend. Your topics should be meaningfully tied to your brand's narrative and should always create value for the listener in the form of insights, education, and entertainment.
Content Creation and Scripting
Tips for Engaging and Informative Podcast Episodes
Make each episode a journey. Engage with your guests and listeners in a way that feels on brand. Create a structured discussion that allows for natural tangents but always brings it right back to your core message.
Remember, conversation should be a tool, not a crutch, to avoid meandering narrative threads. Listeners have busy lives; make it easy for them to follow you.
Incorporating Storytelling and Interviews
“Stories are the currency of human interaction,” Robert McKee
Interviews can be a treasure trove of narratives and insights. Blend these elements to create a textured experience that offers a personal touch and a wealth of expertise
Case Study: Gimlet Media's "StartUp"
Gimlet Media's "StartUp" podcast documented the launch of the podcast network itself, providing a behind-the-scenes look at the process of setting up a business. This meta approach to content was both innovative and strategic, showcasing the power and potential of its own brand while offering a relatable narrative to a broad entrepreneurial audience.
The value prop was entertainment first, but also showcased Gimlet’s storytelling capabilities and value to potential advertisers.
In Conclusion
So whether you’re an aspiring content creator, a marketer, or an executive with a strategic mindset, starting a branded podcast is a venture worth exploring.
Podcasts have immense potential to elevate your brand and allows your brand to interact with and discover potential consumers through storytelling.
By following this simple post, you can start planning your brand's podcast and fuel your content marketing strategy with a strategic and creative edge.
Remember, the best time to start a podcast was yesterday. The second best time is now.
So why wait? Let Wonder Wheel Meida assist your brand’s content marketing goals with the power of a branded podcasting, one episode at a time.