Branded Podcasts - The Future Of Marketing?
In this episode, a topic that could redefine your entire marketing strategy; branded podcasts - are they the future of marketing?
I stumbled across the Signal Hill Insights benchmark report that highlight the potential impact and effectiveness of branded podcasts.
This report has uncovered that branded podcasts aren't just a fresh fad.
They're genuinely engaging audiences and, more importantly, generating real business results.
Listen so you can understand why traditional ads may no longer be your best option and discover how branded podcasts can offer a more subtle and effective approach to building trust and long-lasting relationships with your audience.
We're breaking down what makes a branded podcast stand out from the usual ad content that audiences often skip.
You'll learn about the concept of the "halo effect," some important stats around the connection between brands and listeners and even some actionable strategies for creating a podcast that captivates and retains listeners.
See the report for yourself - https://podknows.co.uk/branded-report
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Transcript
Ads can be really annoying sometimes, can't they?
Speaker A:You're in the middle of a great podcast or video and bam.
Speaker A:Some random ad about mattresses or meal kits pops up.
Speaker A:But here's the thing.
Speaker A:Do they actually work?
Speaker A:And more importantly, is there a better way to connect with your audience without annoying them?
Speaker A:In this episode, we're tackling a big question.
Speaker A:Are branded podcasts the future of market?
Speaker A:Spoiler alert.
Speaker A:If you're still relying on traditional ads, you might want to listen to this episode.
Speaker A:Stick around, because we're going to cover why branded podcasts work and what makes them successful, as well as how your business can use them to build trust and relationships that actually last.
Speaker A:This is your business needs a branded podcast.
Speaker A:A Podnos podcasting educational show teaching brands and entrepreneurs how to leverage podcasting.
Speaker A:Alright, so why are we even talking about the impact of branded podcasts?
Speaker A:Well, I'm quite excited by a benchmark report from Signal Hill Insights.
Speaker A:This is brand new information and amid the many findings of the report, it discovered a lot of people love and recommend branded podcasts, which could be quite surprising to many given what they probably think a branded podcast is.
Speaker A:I will link to this actual report in the episode description, which you'll find@podnos.co.uk branded-report in that very report, you'll find that not only were some of the branded podcasts they looked at engaging listeners, but they're actually leading to actual, real business impact.
Speaker A:Yes, actual money.
Speaker A:On the bottom line from podcasts, they put this down to something called the halo effect.
Speaker A:Here's what that have you ever had a great experience with something and suddenly you feel warmer towards the brand behind it.
Speaker A:I don't know whether it's some sort of really cool shop experience that has a bit of a movie tie in or an advert you see on television that makes you feel heartwarmed and therefore you want to then suddenly go shopping at the department store?
Speaker A:I wonder if we can think of a supermarket that pulls this off as an annual event.
Speaker A:That is literally the halo effect in action.
Speaker A:And podcasts are perfect for this.
Speaker A:Let's face it, you're spending time with the brand's content on your terms, and if you enjoy it, that positivity rubs off on the brand itself.
Speaker A:But look, don't just take my word for it, the numbers speak for themselves.
Speaker A:Here are the stats.
Speaker A:61% of people said they felt more comfortable with a brand after listening to their podcast.
Speaker A:And get this, 75% of listeners stay engaged with branded podcasts because they actually enjoy the Content, not bad compared to a typical ad that most of us skip within five seconds.
Speaker A:Right?
Speaker A:And here's the real kicker.
Speaker A:63% of listeners recommend branded podcasts they like to other people.
Speaker A:Word of mouth is powerful.
Speaker A:And when someone recommends a podcast, it carries way more weight than a random ad popping up in your feed.
Speaker A:So let's talk about how you can leverage this.
Speaker A:Now, before you start even planning your podcast, you've got to know what you're aiming for, the outcomes, the goals.
Speaker A:Not every brand is going to see a spike in sales or instant recognition just because they launched a podcast.
Speaker A:I mean, take Coca Cola, for example.
Speaker A:They're already a household name, so their podcast wouldn't be about raising awareness.
Speaker A:Who hasn't heard of Coca Cola?
Speaker A:It would probably be more about aligning with their audience's values and building that emotional connection.
Speaker A:Or perhaps some legacy branding stuff.
Speaker A:Maybe they want to create some content which allows younger people to grow up with the brand from an earlier age through entertainment content.
Speaker A:Perhaps child friendly content.
Speaker A:Think about what they do with their truck in their Christmas commercials.
Speaker A:It'll be more of the same.
Speaker A:Think about what success looks like for your business.
Speaker A:Is it about building trust?
Speaker A:Positioning yourself as a thought leader?
Speaker A:Or maybe it's about helping your audience solve specific problems that, I don't know, happen to be aligned with what you do.
Speaker A:Whatever it is, get clear on those goals before you hit record.
Speaker A:But whatever you do, try to kick off anything that even closely resembles sales pitch.
Speaker A:And we'll have more on that in a second.
Speaker A:So what is it that separates a branded podcast that people are going to love listening to from one that just feels like a long winded sales pitch?
Speaker A:Well, first of all, the topic has to matter to your audience.
Speaker A:If they don't care, they're not listening.
Speaker A:And it won't matter how clever your sales pitch is.
Speaker A:It's as simple as that.
Speaker A:But it's not just about the topic.
Speaker A:It's how you present it.
Speaker A:Your podcast needs to be engaging, entertaining, and, dare I say it, fun.
Speaker A:And even serious topics can be delivered in a way that keeps people hooked.
Speaker A:Also, let's not forget strategy.
Speaker A:The best branded podcasts know their audience inside and out.
Speaker A:They know exactly what they need, what they like, and what challenges they're facing.
Speaker A:And instead of pushing products, they offer insights, advice, and ultimately, solutions.
Speaker A:If you want some examples of this, check out Money Talks, which breaks down complex financial concepts in a way that's actually quite interesting.
Speaker A:Or the Creative Process, which dives into the stories of artists, writers, and thinkers.
Speaker A:Both shows deliver real value while still aligning with the brands behind them.
Speaker A:Now let's have a think about your favorite podcasts.
Speaker A:What keeps you coming back for more?
Speaker A:Chances are it's a mix of valuable content, relatable hosts, and a style that resonates with you.
Speaker A:For branded podcasts, that really is the secret sauce.
Speaker A:When you consistently deliver content that matters to your audience, you're not just building listeners, you're building real relationships.
Speaker A:And over time, those listeners start to see your brand as a trusted source of knowledge, not just another company trying to sell them something.
Speaker A:You become the teacher.
Speaker A:You become the guide, the literal thought leader.
Speaker A:Like I promised, I'll link to the report this episode is based on in the episode description, so you can read it for yourself.
Speaker A:But here's the bottom line.
Speaker A:Branded podcasts aren't just a trend.
Speaker A:They're a powerful tool for building trust, engaging your audience, and standing out from the competition.
Speaker A:But like with anything else, marketing, you've got to do it right.
Speaker A:Know your audience, offer them something valuable, and focus on building relationships, not just pushing products.
Speaker A:So if you're still relying on traditional ads to get your message out, maybe it's time to think bigger.
Speaker A:Maybe it's time to start your own branded podcast.
Speaker A:And guess what?
Speaker A:If you need help making that happen, well, you know where to find me.
Speaker A:Thanks for listening to this episode of youf Business Needs a Branded Podcast.
Speaker A:If you found this episode helpful, share it with a mate, leave a review and follow it so you don't miss the next one.
Speaker A:And hey, if you got any burning questions or need a hand launching your own branded podcast, drop me a message.
Speaker A:Until next time, remember to tell everyone that will listen that their business probably needs a branded podcast.
Speaker A:This is your Business Needs a Branded Podcast A podnos Podcasting educational show teaching brands and entrepreneurs how to leverage podcasting podnos.
