Making Podcasts Work for Your Brand

With prices rising and less consumer spending, increased customer outreach is necessary to keep businesses afloat. Companies must stay intentional about advertising their brand to stay relevant in the competitive market.

However, gaining attention through internet advertisements is difficult when every other brand is using the same platforms and tactics.

To stay resilient in the oncoming recession and stand out against the crowd, brands must embrace more unique and creative approaches to their outreach. This resource will explain how podcasting can help strengthen brands, even during economic downturns.

Podcasting To Break Through the Internet Noise

During times of financial hardship, people become more mindful about where they spend their money and more selective about where they do business. Meanwhile, companies today are continuing to use tired tactics to attract consumers. Unfortunately, the money and effort spent on creating these internet promotions are often wasted, as they become lost in a sea of endless advertisements. 

The internet accounted for over half of total media ad spend in 2020, and today the web seems to be overflowing with advertisements. That means businesses must turn to newer, more innovative ways to stand out and spread the word about their brands. 

Branded podcasts offer a unique and refreshing marketing initiative for businesses.

But what advantages does podcasting offer businesses looking to grow their client base?

Let’s take a deeper look at how podcasting can be influential and lucrative for brands looking to gain a competitive edge.

7 Ways Podcasting Strengthens a Brand

Podcasting Attracts Attention

Traditional advertising is becoming outdated, as the influx of online promotions makes it challenging to gain consumers’ attention. However, podcasting is an out-of-the-box tactic that can help businesses use creativity to stand out in a crowded market.

Businesses can use podcasting to build brand awareness by creating captivating and informative content about a topic related to the brand. This can enable the company to display its expertise in the subject while informing listeners about the brand in a way that feels natural and authentic.

Podcasting will allow you to communicate your brand’s messaging how you want to. 

The flexible and creative aspects of branded podcasting means that you won’t be beholden to restrictive formatting, so can develop a show that fits your brand’s voice and message. You know your brand best, and you’ll be able to create a podcast that represents it in the best way possible.

Podcasting Helps Brands Become Leaders

People are searching for guidance during these economic downturns. Podcasting can position businesses as thought leaders in their sector. 

Becoming well-known within can help your brand stand out in its sector, influence others, and gain a customer following. 

Successful podcasts help brands gain notoriety within their industry. This reputation can result in building more loyalty and trust from consumers. According to Edison Research from 2022, 81% of podcast listeners say they trust host recommendations.

Podcasting Helps Brands Engage with More Listeners

Let’s face it, nobody enjoys sitting through an ad. 

However, the issue may be with how the ad is presented. The BBC’s Audio: Activated study displayed that ‘ad avoiders’ showed 22% higher engagement, emotional intensity, and memory encoding when listening to podcast brand mentions than TV brand mentions. 

The study also showed that listeners create implicit associations with the brand based on the language used in branded podcasts. 

Podcasting can be an effective way to get through to traditionally difficult-to-reach demographics and encourage them to form a positive opinion of your brand. 

The endless creative possibilities of podcasting can also help your brand engage with listeners and build positive associations. While other online advertising forces brands to conform to strict formatting, podcasting provides more flexibility to generate engaging content. This freedom can bring out-of-the-box advertising concepts to life, to create more dynamic ads that form deeper connections with your audience. 

Podcasting Can Help Brands Gain A Loyal Following

There is strength in numbers, and podcasting can build your brand’s following by facilitating a sense of community among your listeners. 

In uncertain economic times especially, people gravitate toward communities as a way to feel connected and accepted. As you attract an audience of dedicated listeners, your podcast can form an impassioned community centered around your brand’s messaging. 

More followers can also make your messages and initiatives more effective, as they will be accepted and supported by a wider group of individuals.

Podcasting is Cost-Effective Advertising

Podcasting is one of the most cost-effective platforms for businesses to reach a large audience making it an impactful marketing strategy, especially during economic downturns. 

This feature is always helpful, but during times of tough competition, it can help your brand gain an edge against the rest.

Podcasting can also be valuable for brands looking to gain revenue from their advertising efforts.

Podcasts provide additional opportunities for brands to generate income. For example, businesses with podcasts can earn revenue from potential brand sponsorship deals and partnerships.

Podcasting Generates Ongoing Revenue

Not only does podcasting drive revenue through brand marketing – but your podcast can pay for itself and then some through ongoing income. A branded podcast can produce passive revenue through continued consumption, meaning that as long as the podcast episode is available, it can continue attracting customers and generating value. 

Content creation and brand building through podcasting is an investment that accumulates over time, as it can bring traffic, attention, trust, and a positive reputation with your audience. 

According to Hubspot, 38% of marketers working for retail companies say podcast advertising is the media channel with the biggest ROI.

Podcasting is a Booming Industry

Podcast creation has gained extreme popularity in recent years, making it a profitable path for businesses. The Creator economy is a $104.2 billion dollar industry and is expected to continue growing. 

Research by Acast showed that digital audio had the highest return on ad spend (ROAS) compared to other media channels in the survey, performing 60% better than average at driving short-term sales. 

The ongoing popularity of podcasting can make it a long-lasting brand-growth tactic to help your company see continuous benefits as time goes on.

Podcasting Helps Brands Say More

When advertising a brand, you want to be able to get your points across. Podcasting offers a unique opportunity for businesses to tell their story and connect with their customers in a more personal way. They can help a business to communicate its long-form advertising content in a way that is easy for the audience to digest. 

Spoken word audio can be enjoyed while performing other tasks and requires little effort to absorb. According to a BBC Global News study, 94% of podcast listeners tune in while doing other tasks.

The consumable nature of podcasts means that long-form content is more likely to be consumed in its entirety, making it all the more effective. 

After all, 80% of listeners listen to all or most of every podcast episode they start!

Are You Interested in Creating a Branded Podcast?

If you want to take your Content Marketing to the next level, a branded podcast can get you there – if you develop an effective strategy. 

Luckily, Q’d Up can develop a podcast designed to expand your reach and strengthen your brand. 

With Q’d Up’s expertise in podcast planning, production, and marketing, you can produce high-quality content that aligns with your brand and resonates with your target audience. 

So visit our website to learn more about how Q’d Up Audio today can help you take advantage of this powerful marketing tool and strengthen your brand!