Podcasting is selling. And corporations have been using branded podcasts for a long time. But while many companies, large and small, have attempted using labelled podcasts , not all of them have been evenly successful.
In this berth, I will handpick eight businesses and symbols that have not just formed branded podcasts but have consumed them smartly to drive focused business causes. What I likewise will do is to focus on some aspects of these proves and how the government has directly contributed to the firebrands& apos; business goals.
But before we jump into the topic, let me clarify what branded podcasts are and why this topic matters to you now.
The chemistry behind making a good podcast is meter and firmnes, says Amit Somani of Prime Ventures
What is a labelled podcast?
A labelled podcast is a podcast created by a brand or a business. These organizations could be startups, small-scale and medium businesses, massive companies, or non-profits.
The reason labelled podcasts have grown in popularity over the years is because of various reasons. The biggest of them is the magnitude of impact they can have on the symbol at a fraction of the marketing cost.
In the rest of this pole, I will tread you through imaginative channels some of the world& apos; s biggest firebrands, startups, and even non-tech brands have used branded podcasts.
1. Building AuthorityPodcasts score very high when it comes to authority building. Unlike other forms of content, podcasts are very personal and render an intimate knowledge. And it& apos; s this intimate nature of podcasts that been established by elevated commonwealths of action receptive to brand mentions.
And this is reflected in a study that BBC Global News carried out in late 2019. According to the BBC, branded podcasts face-lifts brand awareness by 89%, firebrand consideration by 57%, brand favorability by 24%, and buy purport by 14%.
Let& apos; s look at for the record podcast by Spotify
Until Spotify entered the podcasting space in 2019, it was Apple that was the single largest podcasting platform. But Spotify has slowly grown into becoming a contender to Apple Podcasts. The brand uses its brand-new evidence For The Record to give its listeners “fresh penetrations on important topics of the moment” and bring together “experts in the music, podcast, and tech industries as we discover and uncover storeys about our run and the world around us.”
2. Expand audience reach
Expanding audience reach and reaching newer segments of your audience is essential to any growing label or business. Traditionally labels have depleted their marketing dollars on rolling circulars, white-hat SEO, partnerships, and such. But now& apos; s a firebrand that used a labelled podcast to expand reach. They was just so successful that they decided to launch a second brand podcast.
Slack Variety Pack and Work in Progress by Slack
Slack is not a new refer in the podcasting life. They have invested their sell dollars on podcast sponsorship for many years before deciding to start their own labelled podcast.
Their target listeners were beings in the software industry that worked in crews. The purpose was to spread the brand organically by turning consumers into influencers. Did their programme production?
The show garnered nearly two million listens over the first 15 incidents. You can do the math!
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3. Stay top of mind
” A reliable nature to reach people believes in fallacies is frequent duplication because knowledge is not easily distinguished from truth. Authoritarian institutions and purveyors have always known this information .”- Daniel Kahneman
Every brand wants to stay on top of intellect with their audience. No amount of money is going to get you all the attention. But why not get the attention of some of them, and stay on top of their psyche?
That& apos; s what Zendium, a popular toothpaste brand in the UK thought.
Two hours of Zen by Zendium
They decided to create a branded podcast about dental hygiene. No matter what, everyone has to spend two minutes brushing their teeth each morning. Why not use this time to connect with your public?
The show gives you quick and easy wellness spoofs you can do while you touch your teeth, for a healthy mind, organization and mouth disease. They use contributing health and wellness professionals to navigate you through everything from a strengthening squat workout to calming mindfulness practice, all to be done while you are brushing your teeth.
4. Engage deeper
Who would say no to deeper audience engagement?
Brands have exerted various ways to start communications and employ deeper with their clients. But “whats being” branded podcasts doing in there?
Reddit is a brand that calls itself the breast page of the internet. It& apos; s a structure of communities based on people& apos; s interests.
If you have been on Reddit, you know how the website skin-deeps the trending communications and categorises them as best, sizzling, brand-new, top, and such. They made the decision to take this one step further and bring in real parties behind these conversations.
The endless yarn by Reddit
On the podcast, the emcees Ben Brock Johnson and Amory Sivertson dig into the website’s vast and bizarre ecosystem of online societies, collaborating with Reddit’s 330 million customers and over 140 thousand communities to find all kinds of jaw-dropping narratives.
Now you can listen to the show for deeper conversations with Reddit users.
5. Build trustTrust is core to any symbol and its relationship with patrons. Trader Joe& apos; s is a perfect example of a label that has leveraged a branded podcast to build trust by opening a space into its operations.Inside Trader Joe& apos; s by Trader Joe& apos; s
On the podcast, the label gives you an inside view of everything at Trader Joe’s. The company’s marketing director, Tara Miller, and VP of sell concoctions Matt Sloan host the podcast and give you a behind-the-scenes view by interacting with store administrators, employees.
There is nothing better than authentic storytelling to connect with your patrons. For lesson, on this see, Matt and Tara talk to a meat tasting panel, craftsmen inside Trader Joe& apos; s to give you a sense of how everyone inside the company is coming together to deliver high-quality products during the course of its pandemic.
6. Public relationsA brand is as good as you think it is. No matter how hard you work on creating a business or a firebrand, the perception matters more. Every company invests in PR at some stage. Some make love through social media, some other through content commerce, while those who can afford to use other forms of PR, including hiring an authority to get it on for them.The McDonald’s sauce
McDonald& apos; s is a familiar call in the world countries of fast-food. In 2018, they re-introduced a “super-limited batch” of Szechuan sauce that they once introduced in 1998 as a advertisement for the Disney film announced Mulan. When the render of sauce could not meet the demand, riotings breaks out at many McDonald& apos; s stores. The fast-food brand soon learnt itself drowned in negative PR.
They decided to introduce a limited 3-episode branded podcast called The Sauce. Very soon, the newspapers were talking about the podcast and not the riots.
7. Launch a new product
Product starts are something every business does. But, what do you do when your product has a cult following? Well, I& apos; m not absolutely convinced you, but now& apos; s Microsoft& apos; s story.
It was 2015, and the time had come for the secrete of Halo 5: Keepers, an extremely popular multi-player video game with a cult following. This was the ninth in the series of tournaments under the Halo franchise. Now& apos; s what they did.
Hunt the Truth campaign
They propelled Hunt the Truth or #HUNTtheTRUTH, a marketing campaign by the Ayzenberg Group hosted on the favourite microblogging locate Tumblr. They launched a part docu-diary and portion audio repository that encompassed two seasons. The outcomes?
The first season of Hunt the Truth won a Bronze Clio Award in 2015 in the Audio Drama category. It get over 6.7 million views putting it in the top 1% of all Apple( iTunes) podcasts. The streak likewise received acceptance on iTunes as one of the Best Podcasts of 2015, earned a Shorty Award, amongst many other recognitions.
In the opening week, the game grossed more than $ 400 million, surpassing Halo 4& apos; s record of $300 million. By January 2016, Halo 5 sold 5+ million retail copies worldwide because it launch in October 2015.
8. Internal communicationA company or business is as much about its employees as about the customers it performs. From onboarding new employees to retaining existing ones, branded podcasts can play a big role in a company& apos; s internal communication.The American Airlines story
American Airlines propelled its podcast Tell Me Why not too long ago when it learned from internal inspects that employees wanted to know more about corporate programs. Some hires wanted to know why some itineraries were added or trim. Others wanted to know why new dress were rumoured to be making people sick, and why you can’t have an emotional support peacock on board.
Ron DeFeo, the company’s Vice President of Global Communications, hosts the show that secretes two 5-10 minutes long episodes every month.
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Starting with a strategy
No matter what the nature of your business is, generate a labelled podcast starts with a phone programme. What are the objectives of your labelled podcast? Who is it for, and what is the purpose behind forming it? These are the first questions we ask any brand before starting an engagement.
Well-executed branded podcasts are not about only the podcast, but about everything from strategy to experiment to storytelling to distribution.
( Disclaimer: The views and opinions expressed in this article are those of the author and do not certainly wonder the views of YourStory .)
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