It is common knowledge that podcasts are a kind of audio material that users may subscribe to, download, or listen to on-demand. A branded podcast is identical to a standard podcast in every regard, with the exception that it was produced by a brand rather than an individual.

Your content marketing toolbox can benefit from the addition of a well-executed branded podcast as another useful option. The most effective branded podcasts now available do not take the form of a thirty-minute advertisement for the organization or product being promoted. In most cases, they take the form of an episodic program that is connected in some way to the sector in which the brand operates.

The most important thing for businesses to keep in mind is that during the whole of the podcast, they should only make brief, incidental references to the company while instead focusing on one subject at a time and interviewing guests who are knowledgeable about that area. Always think about how you can deliver the greatest value to your audience, and in most cases, it won’t be through promoting your firm for upwards of half an hour.

Helpful, educational, and entertaining content is what makes a good brand podcast, and it is this kind of material that an audience will want to pay attention to. You’ll have a better chance of establishing trust and establishing genuine connections with your audience if you focus your attention on the value you bring to the table for them. This is how you get the ball rolling on the process of building a devoted listener base, which means that they keep coming back for more of your material, perhaps across media other than simply audio.

Keep reading to find out our top four recommendations on how to create a branded podcast that is effective.

1. Be Original and Add Value

When it comes to the brand industry, there are perhaps too many podcasts that seem like they are simply another interview with someone who has successfully grown a company in the market. And don’t get us wrong, there are some excellent podcasts out there that follow this format. However, creating a distinct point of view on the topic matter or satisfying a need for an audience may help branded podcasts differentiate themselves from the rest of the pack.

It is important to keep in mind that you should not make a podcast with the sole intention of selling your product or service. A podcast advertisement that pretends to be real radio won’t be effective. Your audience will feel unappreciated, and it will be a terrible reflection on your brand.

The listener should always come first in a podcast, and the material should be captivating. For example, Ford has created a podcast titled “Bring Back Bronco: The Untold Story,” which focuses on one of the most well-known automobile companies and investigates the process by which a model that has been retired is brought back into production. It did not come across as a lengthy Ford commercial; rather, it was effective in speaking to the passions of those who like the brand and automobiles in general.

If a company is able to successfully build something that is genuinely unique, they will have the possibility of expanding their customer base much beyond the people who are currently familiar with their product or service. Produce something that is distinct, original, and adds value to set yourself apart from the competition. Over the course of time, you will amass the largest and most devoted audience.

Have an idea for a podcast that would include your brand? That is the topic that we like to discuss the most. Please get in touch with a member of our team to schedule a brain storming session.

2. Think Big Picture 

Remember to think strategically about the broader picture when it comes to your branded podcast. To put it another way, what are the steps you plan to take over the long run to continue expanding your audience, both internally and externally? Participation in the podcast is one of the most effective methods to get your audience closer to you and keep them interested in what you have to say.

• Ask for opinions, POVs, and comments – but not only ask but actually later read them. If your listeners have valuable insights and advice consider implementing it. An engaged audience who cares about your success is invaluable.
• Respond to questions – there will always be fan questions. Find a way to respond to some of them. Some podcast formats will allow replying to some questions during the episode. If your format doesn’t allow it, consider having special episodes that are dedicated to listener questions or a section on your website. 
• Analyze – review how your podcast is performing. Find your best and worst episodes. Analyze the difference between them (episode format, length, sound quality, topic). Learn what your audience cares about and see if you can deliver more.

You will be well on your way to putting on a successful concert if you are able to take a step back and always keep your focus on the larger picture of creating an audience via an approach that is thoughtful and collaborative.

3. Augment the Product

A multitude of movies, television series, and streaming platforms are now using podcasts in order to broaden the audience for their original material. 

A fantastic illustration of this can be found in The Crown: The Official Podcast, which is a companion to the successful program of the same name that can be found on Netflix. A brand may take a cue from Netflix’s business model and look for ways to improve their product or service, such as by producing a podcast that enhances the whole experience a customer has with the brand’s offering.

Spend some time thinking about the many alternative ways in which you may benefit from the content of your podcast. You can make the decision to launch a blog series that provides an in-depth analysis of each podcast episode in an effort to improve your website’s search engine optimization and exposure. Alternatively, the podcast might evolve into a series of live events or even a stand-alone video series.

4. Have Brand Alignment 

There are several instances of companies that have effectively matched their podcast with their brand and made it work to their benefit. One such example is Apple, which has a number of podcasts that are quite popular. There is a fantastic podcast produced by Nike called TRAINED. The show is all on, you guessed it, training utilizing Nike resources.

As was noted previously, Trader Joe’s also produces a podcast series that is quite popular and moves at a rapid speed. The realism of the series is enhanced by the fact that the podcast is presented by two workers who have been with the company for a significant amount of time. Every episode walks listeners behind the scenes of the well-known convenience store, discusses the business’s modest origins as a tiny chain in Southern California, brings listeners inside the shop itself, and provides recommendations on various things sold there.

The fact that it gives fans access to knowledge that they can put to good use contributes to the series’ ongoing success. In point of fact, episodes often lead to food bloggers and blogs covering what’s new in the world of food. Their popular podcast is just one more example of the astute marketing that has contributed to Trader Joe’s expansion into a national chain that now includes more than 500 locations in the United States.

You now know the answer! You are well on your way to creating a terrific podcast that will attract listeners if your branded podcast is able to discover ways to be innovative, offer value, think large, enhance your product or service, and have real brand alignment.