Podcasts and Marketing: Why Audio is the future of branded content
With the right strategy, tools, and people, a podcast can be a unique way to connect with clients and prospects. The podcast format blends human connection and branded content, providing a listen-when-you-want, on-the-go option for reaching your target audience. The human connection aspect of this format creates a personal relationship between those speaking and those listening. Running a daily, weekly, or monthly podcast can effectively connect you to large audiences, build brand personality, and refresh a tired social media strategy.
Differentiate your content
Nearly 80% of marketers report that their organizations are switching to branded content. Nowadays, there is so much content available on the Web companies are constantly fighting for attention. Why not take the road less travelled? Create a podcast and revamp your branded content game. Marketers are fighting for attention on social media, websites, and videos – there aren’t many marketers who have successfully mastered the art of audio as branded content. In fact, only 3% of marketers already use podcasting as a part of their social media strategies, but 32% have a desire to learn. Be a trend starter!
Sponsor an existing podcast
If you aren’t ready to run a podcast of your own you can still cash in on the benefits of podcasting by sponsoring one! For a small fee marketers can pay to sponsor podcasts. This is beneficial for marketers because most podcasts that allow sponsorships already have a large audience with a host who has many regular listening fans, meaning your brand’s name will get a shout out live on their podcast and will also be listed in writing on the podcast’s description. Recognizable existing podcasts that are worth sponsoring include Michael Stelzner via Social Media Examiner, The Tim Ferriss Show, Nerdist, and many more. If you’re weary about this strategy, research shows that 67% of podcast listeners don’t mind sponsorship messages and most even found them useful. Ready to get involved in podcasting yet?
Create a voice and become a part of everyday life
As mentioned earlier, podcasts blend human connection with branded content, creating a relationship between those listening and those speaking. Regularly podcasting creates a voice for brands, different from the kind of voice TV and social media content create. Podcasting is becoming more mainstream. More adults are listening to them on a monthly basis and those who do listen are a socially connected, media savvy, and engaged group. For reference, Apple has surpassed 1 BILLION subscriptions for podcasts via iTunes. This is a powerful audience to tap, creating an even stronger voice for the hosting brand/company.
The reason using podcasts as branded content is so uniquely profitable for brands is because people have to choose to listen to your podcasts, there’s no auto-play feature on audio outlets like Facebook and Twitter have for video. That means by managing a podcast your brand is building consumer loyalty for each returning listener, all while building unique plays as your podcast gains popularity. Podcast listeners will download your audio and play it in their cars, on their smartphones while working, exercising, or running errands. This is important because listening to your podcast on the go places your brand as a part of your listeners everyday life. You are now an asset to them, and they are an asset to you – when it comes to branded content, there isn’t anything more important.
If you are in need of podcasting production help please email us at Joey@suitsocialmedia.com or call 7734289499.
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