brand growth that’s supersonic
stay ahead of the curve with exceptional branded podcast marketing from BitterRoot Content and Making Audio Magic
what is a branded podcast?
With over 464 million podcast listeners tuning in to the expansive $23.56 billion podcast industry, there's no denying that podcasts are becoming a top channel to receive, digest, and share information.
And while many podcasts are produced independently and focus on a niche topic, some brands have started to integrate their messaging into the medium. These branded podcasts are becoming an increasingly popular form of marketing for businesses looking to reach more consumers and drive sales.
A branded podcast is a unique form of content marketing that creates a more immersive experience for listeners. Brands are able to provide consumers with exclusive content that they wouldn't normally find on other platforms, like blogs or social media, while appealing to the transient nature of the popular podcast show medium that allows customers to stay up to date while out and about. By taking advantage of this unique opportunity, brands are able to make a lasting impression on consumers while generating valuable data about their audience to inform their next move.
branded podcasts are so much more than in-podcast ads
branded podcasts generate deeper engagement
According to research conducted by the BBC, 94% of all podcast listeners tune in while engaged in a separate activity. Yet, despite maintaining dual focus, listeners were more deeply engaged with brands and were more deeply engaged with brands and remembered the content long-term, allowing businesses to build a more connected relationship with their potential customers.
branded podcasts reach the right audiences
At the end of 2024, it's predicted that there will be around 505 million people listening to podcasts. By leveraging data to segment audiences, brands can reach the right listeners at the right time with a message that resonates with them and persuades them to action.
Plus, in today's fast-paced world of short-form social media and content marketing (i.e. TikTok or Twitter), podcasts provide audiences the ability to multi-task and split focus while still engaging with the company.
branded podcasts build brand identity
Branded podcasts can be a great way for brands to communicate their values and mission. Companies can use podcasting as an opportunity to humanize their brand, show off their personality and create a unique voice that resonates with their target audience.
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types of branded podcast formats and narratives
Interested in creating your own podcast but not sure where to start? We've rounded up our favorite branded podcast formats and narratives that can deliver your message while providing endless entertainment value.
corporate podcast
Keep your employees up to date on the latest news from the company with an internal podcast meant just for them. Share your mission, vision, values, and more by highlighting how each employee fits into the bigger picture of your business. Encourage better communication between employees while highlighting the benefits of working at your company.
Popular file hosting service Dropbox launched an internal corporate podcast series in 2020 titled, Truth and Reconciliation. In it, they facilitated conversations about institutional racism and how Dropbox is navigating discrimination and listening to people’s stories to learn and grow.
narrative podcasts
Create a fictional world that aligns with your brand and captures the imagination of your audience while promoting your services or brand.
In their science fiction podcast, The Message , GE follows a group of scientists looking to decode a mysterious transmission from space. The podcast episodes are full of mystery, suspense and humor, as well as GE technology and equipment. By creating a fictional world that aligns with their brand and views, GE has created an immersive experience for their audience while promoting their services or products.
long-form discussions
Offer deep-dive explorations of topics related to your industry through interviews with experts and thought leaders. Create a community of listeners interested in learning more about the subject you’re discussing and share the valuable insights you have with them to bridge the gap between marketing and sales.
investigations
Explore trending topics and share your findings with listeners. Offer a deeper look into topics that interest you, like how to spot the next big tech trend or what it takes to be considered an expert in your field. Ask listeners for their opinions on a subject and share the results with them through in-depth discussions. This can be as simple as asking what they think about a particular topic or it can be more complex, like conducting an informal survey to determine how people feel about something and then sharing your findings.
One of the best branded podcasts today, The Sauce by McDonald's utilizes the investigative format to uncover why their Szechuan-inspired dipping sauce resulted in riots.
is a branded podcast a smart move for your business?
Before committing to a multi-season podcast it is important to understand the pros and cons of branded podcast marketing.
pros
cons
branded podcasts build brand identity and awareness
In the same BBC report mentioned above, businesses that released branded podcasts saw a 57 percent increase in brand consideration and a whopping 89 percent increase in brand awareness.
This is especially important in today's saturated market, where consumers are bombarded with advertisements competing for their attention.
branded podcasts are perfectly suited for on-the-go listeners who may not otherwise consume branded content
Consumers today don't have the time to engage deeply with company-focused content marketing. Fortunately, podcasts are the perfect medium for the multi-tasking maven. Whether cooking, cleaning, commuting, or walking Chewy, a podcast's ability to capture listeners' attention while they’re doing other things makes the medium ideal for content marketing.
When compared to a control group of participants focused solely on listening to a podcast, multitasking podcast listeners averaged 18 percent more engagement, 40 percent more emotional intensity, and 22 percent longer memory retention of the brand. This is a good thing as 94 percent of people who consume podcasts do so while multitasking!
branded podcasts offer a distinct competitive advantage to businesses looking to access new marketing channels
By creating a unique podcast concept that aligns with their brand values and messaging, businesses can differentiate themselves from competitors and establish themselves as thought leaders in their industry. Branded podcasts offer a more intimate and engaging way to connect with listeners, building emotional connections and trust in the brand.
Furthermore, by providing valuable content that resonates with the target audience, businesses can increase brand awareness and loyalty, ultimately driving sales and revenue. As the popularity of podcasts continues to grow, businesses that embrace this new frontier of marketing channels can gain a significant advantage over their competitors and establish a strong presence in their industry.
branded podcasts humanizes companies by creating an authentic connection with listeners
Consumers are tired of being considered a bottom line in a business strategy, and they want to hear from brands that understand this. By creating a podcast that provides value to listeners while also promoting the brand, businesses can build trust with their audience and demonstrate how much they care about providing excellent products and services. Like other forms of content marketing, a branded podcast is an effective and unique strategy to address customers' real pain points, ultimately creating a deeper connection through the humanization of your brand.
branded podcasts provide a targeted marketing channel with relevant promotional content and offers
Thanks to the ability of branded podcasts to hone in on an expertly targeted audience, businesses are able to cater directly to a specific niche. This allows them to create a more personalized brand experience for their listeners, who are then more likely to be receptive to future marketing efforts. As a result, podcasts are an excellent way for businesses to build a more loyal customer base while potentially increasing their bottom line.
producing a branded podcast is time-consuming and difficult
Producing a branded podcast requires significant resources (including equipment and personnel) and time, not to mention the careful planning, scripting, recording, editing, and sound design needed to create high-quality audio content. Then, to promote the podcast across various channels, including social media and email, you’ll need a comprehensive and ongoing marketing strategy. Businesses that lack the necessary resources or expertise may find it challenging to produce a successful branded podcast, leading to a decline in listenership and engagement.
Fortunately, BitterRoot can help. We’ve partnered with Making Audio Magic to ensure that you never have to worry about quality or consistency. Plus, we have all the resources needed to produce a compelling podcast that is sure to deliver results that other branded podcasts just aren't seeing.
key performance indicators are more difficult to set and gauge
Key performance indicators (KPIs) are essential for measuring the effectiveness of any marketing strategy, including branded podcast marketing. However, KPIs can be challenging to set and gauge with branded podcast marketing due to the lack of standard metrics and the difficulty in tracking listener behavior. Unlike other marketing channels, such as social media or email marketing, it can be challenging to attribute conversions or engagement to specific podcast episodes or promotions.
BitterRoot Content addresses this issue by providing comprehensive analytics and reporting that is able to track and analyze audience demographics, engagement metrics, and conversion rates to provide businesses with valuable insights into the effectiveness of their podcast marketing strategy.
We will work with you to establish clear goals and KPIs up front, allowing for more accurate tracking and analysis, so you are never left wondering whether your podcast production is paying off.
our branded podcast services
branded podcast production
BitterRoot Content and Making Audio Magic will work with you to ensure that your podcast is a hit with your audience, whether you're looking for something more lighthearted or something that will drive leads. We'll help you craft a concept for your podcast, find the right talent to host it, and produce high-quality audio that will keep listeners engaged, by crossing every t and dotting every i. With BitterRoot, you'll be able to focus on what you do best while we take care of the rest, allowing your podcast to easily join the ranks of other popular branded podcasts.
podcast post-production services
Of course, it's not just the production of a podcast that has left businesses scratching their heads—navigating post-production and delivering their podcasts to the masses can be just as intimidating. But with BitterRoot, you don't have to worry about a thing. We'll take care of distribution, marketing, and promotion, allowing you to focus on growing your business, rather than worrying about how to get your podcast heard.
