Because so many businesses are jumping on the audio trend, it may be challenging to determine whether or not your podcast is truly having an effect on your company’s reputation and sales. Make use of these tips to determine whether or not the good effects of your branded podcast are being realized.

The attractiveness for companies to continue investing in the channel increases in tandem with the popularity of podcasts, which is expected to continue to rise. Statista projects that spending on advertising for podcasts will more than double by the year 2025, reaching a total of more than $2.7 billion. This figure compares to $1.3 billion in 2021. Even while advertising may be the most apparent option for businesses to generate some noise on podcasts, there is a lot more to the medium than simply what is offered during the commercial breaks.

Some companies have decided to forego the practice of vying for viewers’ attention on well-liked programs such as “The Daily” and instead concentrate their efforts on the production of podcasts that are wholly under their control. These branded podcasts serve as a tool that allows companies to become storytellers, offering a chance to interact with an audience on a more personal level.

Brands have the potential to benefit immensely from the opportunities presented by branded podcasts. Yet, there is also a significant danger in making mistakes in this area. Because of this, it is not up for discussion whether or not you should measure the value of your content, which includes the tone of your program, the voices that represent your brand, as well as the message and substance of your show.

Measuring What Matters 

Because we live in a world that is so focused on content, the significance of data should not be overlooked. Having said that, the following are some methods in which you may test the content of your branded podcast to guarantee that it will connect with your intended audience.

Test before it’s live. 

Testing your content before it goes to market will provide you with answers to a number of key questions, including: 

1. Is your content engaging for your target audience?

It is likely the single most important factor in determining whether or not your podcast will be successful is to have a solid understanding of the reactions that your intended audience will have to it. If you have a firm grip on this concept while you are in the process of developing your code, you will have the freedom to make adjustments as necessary. It’s possible that the things that are successful for your clients on other types of media won’t be as effective for them in an environment that focuses just on podcasts and audio. 

2. Does your podcast live up to the caliber of your brand’s content on other platforms? 

The flexibility afforded to listeners by podcasts is undeniably one of the medium’s most attractive features; the ability to do other tasks at the same time as taking in audio content is a benefit that is not provided by other channels.

Due to the fact that hearing is the only sense that is being stimulated, the production quality of the sound is of the utmost significance.

Not only is the quality of the podcast vital from the point of view of engagement, but a badly produced podcast may be detrimental to the image of your company. By testing your material before releasing it, you can reduce the danger of disseminating anything that might be detrimental to the reputation of your company.

3. Is it representative of your brand’s key attributes? 

Which feelings best represent the message that your company wishes to convey to customers? What are your core beliefs, and do they come through in the material that you create?

By testing the content of your podcast in advance, you will be able to publish material with full confidence, knowing that it will connect with your audience and complement all that your brand stands for.

Continuous measurement: tracking performance with brand lift.  

You can monitor and assess all three of these aspects with the help of brand lift in order to get an accurate picture of the value that your podcast is contributing to the brand. 

1. Awareness – Consider whether or not your podcast is helping to increase the exposure of your brand. 
2. Favorability – Monitor the ways in which the audience’s impression of your brand is being altered as a result of your performance. Pay attention to the essential mental qualities that make up the image of your brand, and try to determine whether or not those qualities are being communicated via the material you produce. 
3. Driving action – Is your audience encouraged to interact with the product you’re promoting via your podcast?

To Summarize:  

In the end, customers really care about content. The ever-increasing popularity of social media sites like TikTok, Instagram, Reddit, YouTube, and Twitter is evidence of the insatiable curiosity that people have and their desire to feel connected to others. This concept of a desire to learn, explore, laugh, be challenged, and keep amused is further supported by the ever-growing number of podcast listeners.

Podcasts with a company name attached to them are an effective tool for businesses to engage their target audiences, bolster their brand, and boost their income and brand recognition. They provide companies with the chance to tell their brand’s story.

The question now is, what is the formula for getting started with a branded podcast and attaining success with it? Utilizing the tools at your disposal in order to produce an outstanding podcast, determining the resonance of that podcast and its effect on the image of your business, then putting that information to use in order to produce content that is even better going forward.