Brand Podcast: Value Opportunity or Vanity Trap
Are you considering launching a branded podcast for your company? Before you jump in, it's important to understand the strategies that can make or break your podcasting efforts. Branded podcast marketing strategies have become increasingly popular among businesses looking to expand their reach and engage with their audience in new ways. But how can you ensure your podcast stands out in a crowded digital landscape?
Let's explore the key elements of successful corporate podcasting and learn from industry expert Matty Staudt, president of Jam Street Media and former vice president of podcasting at iHeart Media.
Key Elements of Successful Corporate Podcasting
To create a podcast that resonates with your target audience and provides value to your brand, consider these essential elements:
- Understand your target audience
- Focus on your unique selling propositions
- Balance entertainment and brand messaging
- Create evergreen content for multiple channels
Staudt emphasizes the importance of knowing your audience: "A lot of times when folks do podcasts, they're very entertaining to the folks doing them but not as much to the folks listening." To avoid this common pitfall, invest time in researching your target audience and tailoring your content to their interests and needs.
Measuring Podcast Success and Audience Retention
When it comes to podcast success, many companies focus on download numbers. However, Staudt argues that retention is a much more valuable metric. "I'd rather have a hundred listeners who are listening to 98% of a podcast than a thousand listeners who are listening to 10% of a podcast," he explains.
To measure your podcast's success effectively:
- Focus on retention rates over download numbers
- Utilize platform-specific metrics (e.g., Spotify dashboard)
- Gather organic feedback and reviews
- Set realistic expectations for branded podcasts
Remember, a smaller, highly engaged audience is often more valuable than a larger, less invested one.
Podcast SEO Optimization and Promotion Techniques
To increase your podcast's visibility and attract new listeners, implement these SEO optimization and promotion strategies:
- Craft SEO-friendly titles and descriptions
- Leverage YouTube as a podcast platform
- Cross-promote with other podcasts
- Utilize LinkedIn for B2B podcast marketing
Staudt highlights the significance of SEO: "The number one thing that I do when I work with clients that gets their podcast numbers up is I evaluate their SEO." Ensure your podcast titles, descriptions, and episode content are optimized for search engines to improve discoverability.
Video Podcasting: Expanding Your Content Reach
Video podcasting has become increasingly popular, offering several benefits for brands:
- Increased visibility on platforms like YouTube
- Ability to repurpose video content for social media
- Creation of short-form content from long-form podcasts
- Enhanced brand visibility through visual elements
Staudt advises, "We do video, audio, and then out of the video audio, we use the transcripts to create articles." This multi-format approach allows you to maximize the value of your content across various channels.
Podcast Hosting Tips for CEOs and Executives
If you're a CEO or executive considering hosting a podcast, keep these tips in mind:
- Balance personal insights with guest interviews
- Prioritize authenticity and storytelling
- Work with professional coaches and producers
- Avoid hard-sell tactics in branded podcasts
Staudt emphasizes the importance of authenticity: "When I coach CEOs, a lot of it times that they tend to think, 'Well, I just need to focus on it's all about the guest.' It's no, you're here because you have some great info and background, and you need to get that out there as well."
Maximizing Brand Lift Through Podcasting
To achieve significant brand lift through podcasting:
- Create value-driven content beyond direct sales
- Showcase company expertise and thought leadership
- Build trust and credibility with your audience
- Integrate podcasts into broader marketing strategies
Staudt advises against hard-selling in podcasts: "The worst thing I can hear when somebody wants to do a branded podcast is 'I want to sell something, I want to move units.' That's not what a branded podcast is for. A branded podcast is for brand value and awareness and marketing."
By focusing on providing valuable, entertaining content, you can build a strong connection with your audience and indirectly boost your brand's reputation and reach.
Implementing these branded podcast marketing strategies can help your company create a successful podcast that engages your target audience, enhances your brand visibility, and contributes to your overall marketing goals. Remember, podcasting is about building relationships and providing value to your listeners, not just selling products or services.
FAQ (Frequently Asked Questions)
How often should we release new podcast episodes?
Staudt recommends a bi-weekly release schedule: "Get weekly out of your head, go bi-weekly because you have two weeks to promote, two weeks to work on it. Weekly is a grind." This approach allows for better content quality and more effective promotion.
Should we invest in advertising our podcast on other podcasts?
While cross-promotion can be effective, it can also be expensive. Staudt suggests, "We don't do that as much in the branded space because we're not looking for mass audience usually. We're looking for niche audience." Consider finding podcasts in your niche for potential cross-promotion or swaps.
How important is video for podcasting?
Video is increasingly important in podcasting. Staudt notes, "We do video, audio, and then out of the video audio, we use the transcripts to create articles." This multi-format approach allows you to repurpose content across various platforms and reach a wider audience.
What's the best way to measure podcast success?
According to Staudt, retention is the key metric: "Retention is our number one tool that we look at." Focus on how much of your podcast people are listening to, rather than just download numbers. This indicates the quality and relevance of your content.
How can we make our podcast stand out in a crowded market?
Focus on your unique selling proposition (USP) and niche. Staudt advises, "What is your niche, what is the thing that makes your company stand out?" By honing in on your specific expertise and audience, you can create content that truly resonates and stands out from the competition.