Blogs and podcasts are great marketing tools to expand your brand’s reach online. Which one has a better outcome for your brand?
Before you decide to implement a blog or a podcast, consider the following to help determine which platform will work best:
Podcasts are a marketing tool that allows your brand to establish itself as a storyteller, bringing it closer to listeners, right at their fingertips. Storytelling provides your brand an opportunity to become its most authentic self by becoming a thought leader about a certain topic in your industry. Your listeners will look to you for guidance to navigate anything they not only want to know, but need to know. Because of this, podcasts also build strong relationships.
Your audience is made up of a variety of different people from employees of your company to possible customers who want to learn more. Also, your audience can subscribe to your podcast, allowing a relationship to build out over the course of your series, as well as adding new listeners with the release of every episode.
As for the technology, podcasts allow for your audience to listen whenever they want for free. People have the ability to listen as they drive, exercise, or even do household chores.
Before you decide to create a podcast for your brand, recognize that podcasting does not attain results for your brand as soon as you would expect, and can be hard to measure performance if you don’t set the right KPIs and have the right expectations.
Podcasting requires a lot of time and energy to create because your brand needs to find the right podcast production team, how to divide the episodes with a variety of topics and guests, and an understanding of the equipment. Someone to book the guests, a producer to record every episode, and a marketing team to help promote your brand’s podcast are required to get your branded podcast off the ground in a successful way.
Even with a lot of effort being put into the podcast, your podcast will take time to generate good results. Consistency with your episodes is key because as you build your podcast, your audience will build with each episode. Your audience has to know that your podcast not only exists, but also has to resonate. When your podcasts resonate with your audience, they will subscribe to your show. As for your branded podcast’s performance, there is no right or wrong way to look for success, depending on how your brand defines its success. Your brand could focus on the downloads of each episode, how many subscribers your series has, or a conversation rate on social media. Facebook, Instagram, TikTok, and LinkedIn are great resources to see how your content is resonating with your audience.
Blogs are an effective way to market your brand because to power your SEO. Your brand will appear on different search engines, like Google, if you are planning blog topics, targeting keywords, and most importantly, producing great content.
As for reputation, your brand will establish itself as a thought leader because your audience would find the answers to their questions by reading your blogs. You would earn your audience’s trust if you create a wide range of content that is meaningful to people who are looking for answers for their brand, or are interested in your brand and its leadership.
Even though blogs provide brands with great opportunities, they do take a lot of time to find the right audience and time to create. Similar to podcasting, blogs take time for your brand to be discovered because your brand is not going to find success from writing one blog. Your brand will need a strategy on how to divide up content that will keep your audience engaged, as well as how to get your brand in front of search engines.
Your audience will build overtime, if you keep being consistent with your content. Unlike podcasts, blogs are implemented by brands to increase their awareness. If you decide to make blogs a part of your marketing strategy, you will be competing with many other brands who are looking for the results that you are.
When deciding whether you believe podcasts or blogs will be better for your brand, you should know that both are great tools to help expand your brand’s presence. Just remember that you should consider your audience, your team, your content, and how you want to best represent your brand.
Interested in developing a branded podcast?
At MuddHouse Media, we are a team of experienced media professionals who specialize in expert storytelling. We’ll help you find the right story (or stories) to tell through a podcast, and we’ll be with you every step of the way. Learn more.