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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Episode Transcript

(00:04):
Ads can be really annoyingsometimes, can't they?
You're in the middle of agreat podcast or video and bam.
Some random ad aboutmattresses or meal kits pops up.
But here's the thing.
Do they actually work?
And more importantly, is therea better way to connect with your
audience without annoying them?

(00:26):
In this episode, we'retackling a big question.
Are branded podcasts thefuture of market?
Spoiler alert.
If you're still relying ontraditional ads, you might want to
listen to this episode.
Stick around, because we'regoing to cover why branded podcasts
work and what makes themsuccessful, as well as how your business

(00:49):
can use them to build trustand relationships that actually last.
This is your business needs abranded podcast.
A Podnos podcastingeducational show teaching brands
and entrepreneurs how toleverage podcasting.
Alright, so why are we eventalking about the impact of branded

(01:12):
podcasts?
Well, I'm quite excited by abenchmark report from Signal Hill
Insights.
This is brand new informationand amid the many findings of the
report, it discovered a lot ofpeople love and recommend branded
podcasts, which could be quitesurprising to many given what they

(01:33):
probably think a brandedpodcast is.
I will link to this actualreport in the episode description,
which you'll [e-mail]-report in that very report,
you'll find that not only weresome of the branded podcasts they
looked at engaging listeners,but they're actually leading to actual,

(01:55):
real business impact.
Yes, actual money.
On the bottom line frompodcasts, they put this down to something
called the halo effect.
Here's what that have you everhad a great experience with something
and suddenly you feel warmertowards the brand behind it.
I don't know whether it's somesort of really cool shop experience

(02:17):
that has a bit of a movie tiein or an advert you see on television
that makes you feelheartwarmed and therefore you want
to then suddenly go shoppingat the department store?
I wonder if we can think of asupermarket that pulls this off as
an annual event.
That is literally the haloeffect in action.
And podcasts are perfect for this.

(02:38):
Let's face it, you're spendingtime with the brand's content on
your terms, and if you enjoyit, that positivity rubs off on the
brand itself.
But look, don't just take myword for it, the numbers speak for
themselves.
Here are the stats.
61% of people said they feltmore comfortable with a brand after

(02:59):
listening to their podcast.
And get this, 75% of listenersstay engaged with branded podcasts
because they actually enjoythe Content, not bad compared to
a typical ad that most of usskip within five seconds.
Right?
And here's the real kicker.
63% of listeners recommendbranded podcasts they like to other

(03:22):
people.
Word of mouth is powerful.
And when someone recommends apodcast, it carries way more weight
than a random ad popping up inyour feed.
So let's talk about how youcan leverage this.
Now, before you start evenplanning your podcast, you've got

(03:44):
to know what you're aimingfor, the outcomes, the goals.
Not every brand is going tosee a spike in sales or instant recognition
just because they launched a podcast.
I mean, take Coca Cola, for example.
They're already a householdname, so their podcast wouldn't be
about raising awareness.

(04:05):
Who hasn't heard of Coca Cola?
It would probably be moreabout aligning with their audience's
values and building thatemotional connection.
Or perhaps some legacybranding stuff.
Maybe they want to create somecontent which allows younger people
to grow up with the brand froman earlier age through entertainment

(04:27):
content.
Perhaps child friendly content.
Think about what they do withtheir truck in their Christmas commercials.
It'll be more of the same.
Think about what success lookslike for your business.
Is it about building trust?
Positioning yourself as athought leader?
Or maybe it's about helpingyour audience solve specific problems

(04:49):
that, I don't know, happen tobe aligned with what you do.
Whatever it is, get clear onthose goals before you hit record.
But whatever you do, try tokick off anything that even closely
resembles sales pitch.
And we'll have more on that ina second.

(06:09):
So what is it that separates abranded podcast that people are going
to love listening to from onethat just feels like a long winded
sales pitch?
Well, first of all, the topichas to matter to your audience.
If they don't care, they'renot listening.
And it won't matter how cleveryour sales pitch is.
It's as simple as that.

(06:30):
But it's not just about the topic.
It's how you present it.
Your podcast needs to beengaging, entertaining, and, dare
I say it, fun.
And even serious topics can bedelivered in a way that keeps people
hooked.
Also, let's not forget strategy.
The best branded podcasts knowtheir audience inside and out.

(06:52):
They know exactly what theyneed, what they like, and what challenges
they're facing.
And instead of pushingproducts, they offer insights, advice,
and ultimately, solutions.
If you want some examples ofthis, check out Money Talks, which
breaks down complex financialconcepts in a way that's actually

(07:13):
quite interesting.
Or the Creative Process, whichdives into the stories of artists,
writers, and thinkers.
Both shows deliver real valuewhile still aligning with the brands
behind them.

(07:33):
Now let's have a think aboutyour favorite podcasts.
What keeps you coming back for more?
Chances are it's a mix ofvaluable content, relatable hosts,
and a style that resonateswith you.
For branded podcasts, thatreally is the secret sauce.
When you consistently delivercontent that matters to your audience,

(07:56):
you're not just buildinglisteners, you're building real relationships.
And over time, those listenersstart to see your brand as a trusted
source of knowledge, not justanother company trying to sell them
something.
You become the teacher.
You become the guide, theliteral thought leader.

(08:18):
Like I promised, I'll link tothe report this episode is based
on in the episode description,so you can read it for yourself.
But here's the bottom line.
Branded podcasts aren't just a trend.
They're a powerful tool forbuilding trust, engaging your audience,
and standing out from the competition.
But like with anything else,marketing, you've got to do it right.

(08:43):
Know your audience, offer themsomething valuable, and focus on
building relationships, notjust pushing products.
So if you're still relying ontraditional ads to get your message
out, maybe it's time to think bigger.
Maybe it's time to start yourown branded podcast.
And guess what?
If you need help making thathappen, well, you know where to find

(09:06):
me.
Thanks for listening to thisepisode of youf Business Needs a
Branded Podcast.
If you found this episodehelpful, share it with a mate, leave
a review and follow it so youdon't miss the next one.
And hey, if you got anyburning questions or need a hand
launching your own brandedpodcast, drop me a message.
Until next time, remember totell everyone that will listen that

(09:32):
their business probably needsa branded podcast.
This is your Business Needs aBranded Podcast A podnos Podcasting
educational show teachingbrands and entrepreneurs how to leverage
podcasting podnos.