So why would you consider creating branded podcast?
Whilst the pickings are still rich in terms of opportunities on television and radio, the audiences they target are broad. That means more niche or sensitive subjects can be squeezed out. Podcasts allow you to narrow that audience down to the clients or customers you really want to attract, ultimately building a loyal connection with your audience.
TV and radio programmes have to adhere to a very strict timetable and, conscious that audiences can have very short attention spans, there is often not much air-time allocated per story. A podcast however is not restricted by such constraints and a story can be considered in greater depth.
With your own branded podcasts editorially you are a free agent. Whilst you still wouldn’t want to over brand, in case your listeners get bored, there are none of the hurdles of radio and television to overcome.
Then there are the listeners. As younger generations increasingly choose on-demand media over live content, broadcast audiences will inevitably decline further. Podcasts therefore are a perfect format for meeting the needs of this evolving demographic. Labelled as loyal, affluent and educated, what brand wouldn’t want the typical podcast listener?
Successful podcasts are easy to consume. Easier than reading a blog or even watching a video. Podcasts have a proven track record of listeners engaging more than any other platform, including print and online. That means, uniquely, podcast listeners are more likely to listen to the full duration, than they are to turn off.
Mapping the content of a podcast series to a particular audience can generate significant returns. According to research by Adobe, 60% of people say they researched a product, with a view to buying it, that they’d heard mentioned in a podcast. This figure rises to 70% if they’ve listened to the same podcast series for more than four years.
If you can talk passionately and knowledgably about an issue affecting your sector then a podcast series can help position you as a leader in that market. In terms of brand reputation, it can put you on the fast track. A good example of this, in our view, is whiskey company Jack Daniels’ podcast, called Around the Barrel. Instead of focusing solely on drink, the content is very mixed – interviews with authors, journalists, comedians, you name it and they’ve talked about it. References to the company are subtle, such as an interview with the Armed Service YMCA about how Jack Daniels paid for armed forces personnel to fly home for holidays.