Marketers are increasingly tapping branded podcasts to capitalize on the recent explosion in audio listening. For instance, Mailchimp, McDonald’s, GE, Sephora, Basecamp, Johnson & Johnson and Chanel all have them. But the space is growing and crowded, and brands should consider a few things before making the investment. Determine the potential value of your podcast by asking specific questions to flesh out where your brand might be most successful, according to a piece in PRNEWS.
Marketers should ask themselves, will the podcast enhance the brand’s leadership position? Provide repurposable content? Will it help control your brand narrative, develop relationships or secure press opportunities?
One idea is to focus on thought leadership, educate the consumer and build trust. Another is filling a void with granular topics that have not yet saturated the market. An example would be honing in on skincare rather than health, beauty or wellness. Third, a podcast can provide a medium for authentic origin stories and provide a way for listeners to connect with the brand.
For more tips on bringing value to your branded podcasts, as well as lessons learned from marketers who’ve already tackled the task, read more in PRNEWS.