![]() ![]() Then completely throw the rule book out the window and take a leaf out of GE's podcasting guide to the galaxy instead. Have a burning desire to connect with your audience in a way that doesn't fit the types above? Usually, they include tutorials, discussions of their products, the technical side of a brand, or the industry as a whole.Įditorial or narrative: Uses different formats and editing methods for entertainment, involvement, and amusement. Journalistic: Uses recordings and structures either in a "flash" format like news or can be in-depth like investigative reporting.Įducational: Has a more instructional or informational approach. However, podcast marketing expert Gaia Passamonti has identified three types of branded podcasts that can offer a starting point for businesses. But, of course, it all depends on the needs and direction a business wants to take when it comes to communicating its messaging. The Three Types of Branded PodcastsĬontrary to popular belief, branded podcasts can take on an ad hoc formula and leave a lot of room for creativity and outside-the-box thinking. "Don't think of it as a sales channel, instead use it as a way to spend time providing value to your community"-Harry Mortonīut what if you did want to advertise your brand? According to Steve Pratt, the co-founder of Pacific Content, brand mentions aren't seen as an intrusion-as long as the mention is presented authentically and organically. The shows that strive to inform and entertain their listeners have increased their authoritative presence and overall brand recall and awareness. Instead, they achieve a degree of exposure in a more restrained way. None of them resort to overwhelming consumers with advertisements, which can often have the opposite effect. Technology Untangled is an education-focused podcast by the HPE brand. Or even the branded shows Lower Street produces, such as HPE's award-winning Technology Untangled and Stanford's Grit & Growth. ![]() Take Pacific Content's podcast Trailblazers with Walter Isaacson as an example. ![]() However, some of the most successful branded podcasts don't mention their products or services at all. You have, then, the opportunity to develop real relationships with customers, prospects, and your industry at scale."-Harry Morton, founder at Lower Street "They see incredibly high engagement rates-85% completion rates which dwarf what we see in social and video. What we're seeing is that the top branded podcasts still drive from the heart of what makes a good quality podcast: great storytelling, fascinating conversations, and valuable content people want to listen to. But, unlike other channels, they're not precisely advertising or promotional. In 2018, Fast Company referred to branded podcasts as "the ads people actually want to listen to."īBC Global News suggests branded or corporate podcasts are a highly effective way to reach consumers. So many advertisers, creators, and brands have already proven the benefits of podcasting, which means if you don't have a branded podcast, your competitors probably already do. "The past couple of years have seen the world's biggest brands invest heavily into podcasting, and podcasts occupy a unique position in the media landscape," explains Jack Preston. Still not convinced? As more brands begin to venture down this marketing rabbit hole, we're starting to see an influx of tangible data to back up our claims.įor example, according to the BBC, businesses that invest in a branded podcast can see a considerable uplift in engagement, brand awareness (89%), brand favorability (24%), and even purchase intent (14%) compared to other channels like video or blogging. ![]() With its advantages of a low barrier to entry and potentially high ROI, especially in customer and client engagement, podcasting is an easy way for companies to share their brand messages. It's an intimate environment with more than 90% of listening taking place in our headphones."-Jack Preston, director of Acast Creative "Podcasts are giving brands the unique opportunity to speak to audiences in a space like no other. Intimate and immersive by nature, they offer a rare opportunity for brands to connect with consumers without being too invasive. Podcast consumption, in general, is on the rise, and branded podcasts are no different. Either by sponsoring podcasts with a similar or target audience, or by generating their own content as a "branded podcast." Thousands of businesses have begun to weave podcasts into their outreach strategies. Podcasts are flipping the script for content marketing departments across the board. ![]()
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