Podcasting and branding; 5 building blocks for the business case

podcasting and branding
Podcasting and branding seem to be a golden combination. In this article we will discuss the most important building blocks for the business case.

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In a previous article, we wrote about the popularity of podcasting and how the big tech, such as Google, Apple, Spotify and Amazon are betting on podcasts.

It is therefore not surprising that more and more companies and entrepreneurs are using podcasts as part of their branding campaigns. And that's not just because of the popularity of podcasting, but because it is possibly one of the most powerful marketing and communication channels. 

Why that is, we describe in this article. There are 5 important pillars on which to build the business case and we are going to list them for you.

1. You reach a different target group

The vast majority of the population does not prefer to consume written content. Images and sound are usually much easier for them to consume. Especially when it comes to long-form content. 

I am an avid reader, but I rarely read a full-page or multi-page newspaper or magazine interview. And let's be realistic. That is less than 10 minutes of content in spoken language.

For this reason, more and more people are following their favourite brands on Instagram, YouTube and, increasingly, via podcasts.

It allows you to easily extend the reach of your brand to a new target group. For me personally, this was once one of the most important reasons to podcasts to add to my branding strategy.

2. Reach out at other (and more) times

Written content is usually consumed at a few fixed moments, such as at the office when you need to sort something out or at home on the couch when you are cleaning up the newsletters you have received. 

Of course, there are more of these moments, but what I am trying to clarify is that people will read blogs or newsletters when there is a moment to do so. 

And that time is becoming increasingly scarce. After all, meetings fill the day, tasks fill the gaps in the agenda and news and entertainment content claim the moments when someone wants to "slack off".

The golden opportunity of podcasts is that you can combine them with other activities. People listen to podcasts when travelling by car, train or bicycle. But also while walking, exercising and even doing household chores.

This opens up a whole new era in which your target group can consume your brand's content. You are talking about a few extra hours per week!

3. More quality time with your target group

And this one is mind blowing! Where the average page view of a blog is around 2 or 3 minutes, the average listening time of a podcast is between 20 and 60 minutes! And there are even podcasts where people listen to one episode for 2 to 3 hours.

So, not only do you share your brand's exciting content extensively and intensively with your target group, you also build a relationship with your target group in no time.

Because whereas in the past you needed 7 - 8 fleeting interactions to get your brand (message) across, with a podcast you can possibly do that with 1 or 2 interactions.

And if you have mapped the customer journey, you know how big the chance is of losing someone between interaction 1 and 3... I'm just saying.

4. No need for mass

Another special phenomenon in podcasting is that, unlike many other marketing channels, you do not need mass to create impact. This has mainly to do with the qualitative impact of the content.

Someone who is not a target audience is not going to listen to your content for 20 - 60 minutes. So if you have a listener, they are probably in your target audience. And if the content resonates, chances are your brand message has gotten across. 

If you manage to convert a listener to a follower, you are in the clear. The chances of gaining a loyal fan are relatively high compared to other marketing channels.

5. Connect on a deeper level

And this is possibly the most powerful effect of the podcast. You reach the subconscious. And as you may already know, about 90% of our memory resides in that subconscious. 

The subconscious is so powerful that in the past there has been much experimentation with hidden marketing messages in video and audio, the so-called 'subliminal messages'.

Because your listeners are most likely to combine listening to your podcast with another (light) activity, some of your message will reach their subconscious directly. And that means... retention! 

And retention means direct impact on brand awareness or campaign retention.

Bonus: Episode lifespan

There is another big advantage that helps you make the business case for podcasting and that is that podcasts have a long life span. Sometimes longer than 12 months! That means that the content you publish now may have a reach longer than 12 months.

This puts podcasting in the same category as SEO and e-mail marketing, where you generate reach for years to come with a one-off effort. Even if you no longer promote the content.

Podcasting and branding; summary

So, as you have read, podcasting is an excellent marketing channel for any brand or any entrepreneur who wants to build or expand a brand.

You reach a new target group and, at the same time, you reach your existing target group more often, more often and for longer at different times of the day. 

And the power of podcasts is in the quality of the interaction. People spend a lot more time consuming your content and so you connect with your target audience on a deeper level. 

I hope this article will help you make sense of the podcasting business case or confirm that you are on the right track. For us, the conclusion is clear... podcasting and branding are a golden combination. So are you looking for help for your podcast, or Enterprise podcast hostingGet in touch with us!

Nico Oud

Nico Oud

An entrepreneur with a mission. A mission to help entrepreneurs reach their goals. As a business coach I share my 20+ years of experience and with Springcast I help entrepreneurs to spread their message through podcasts. I'm also an avid podcast listener and producer.

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