By MuddHouse Media Team
Podcasting is a medium that has exploded in popularity in recent years. Branded podcasts offer a unique opportunity for businesses to create valuable content and build deeper connections with their target market.
But there’s a lot of uncertainty from brands when it comes to podcasting, as for many brands, it's not a medium they have explored before. Despite their rising popularity, there are still some misconceptions surrounding branded podcasts.
Here are four common myths about branded podcasts.
Myth One: Branded Podcasts Are Too Much Work
Yes, podcasts require a lot more work than other forms of content marketing that are short form. While long form content creation can be a heavier lift than short form, it has benefits that short form content does not deliver. For example, podcasts are a uniquely intimate medium that more easily allows you to convert a dedicated listener into a customer or client.
Ensure that before embarking on a branded podcast, you surround yourself with the right team. Companies that create podcasts internally with non-podcasting experts often become overwhelmed with the workload or don’t see their ROI because podcasting is not their core business. Working with a podcast production company is a fantastic way to offload your branded podcast into expert hands if you decide it is too much to handle.
Myth Two: Podcasting Isn’t the Right Fit For My Brand
Some think a branded podcast isn’t the right marketing tool for their brand. The truth is that with the new media landscape, brands are now like media companies, expected to create content that engages and to join the cultural conversation. Brands that are not doing this are losing out on consumers whose purchasing decisions are made because of their content consumption and their affinity for brands with personalities.
An additional benefit of podcasts: they are a fantastic fountain of content for the rest of your company's digital platforms. You can share quotes, behind-the-scenes photos, and highlights from your podcast on social media, in newsletters, and in SEO-rich blogs. You can also repurpose clips from your podcast as short form videos on platforms like TikTok and Instagram to drive brand awareness.
An omnichannel strategy can help your podcasts attract listeners to your other channels and vice versa. The best way to increase brand awareness through podcasting is to let your listeners know where else they can interact with you. Make sure you have a clear call to action in your branded podcast.
Myth Three: A Branded Podcast’s ROI Cannot Be Calculated
Another misconception about podcasting is that ROI can’t be calculated. Since podcast metrics can be limiting, it can be challenging to interpret the metrics you do have.
Building a successful branded podcast takes time and consistent effort. Like any marketing initiative, podcasts require patience and dedication to see tangible results. It takes time to grow an audience and establish the brand as a trusted voice in the podcasting space.
Brands should approach podcasting as a long-term strategy rather than expecting immediate returns. As the podcast gains popularity and the audience grows, the brand's influence and potential for generating leads will increase gradually.
Using a branded podcast hosting platform, such as CASTED or CoHost, is a great tool to make the most of the information at your disposal. You can access a wealth of data points through their platform to help you calculate your ROI.
Myth Four: Branded podcasts are a passing trend
The podcast industry has experienced exponential growth in recent years, and the trend shows no signs of slowing down. As long as there is an audience for audio content, branded podcasts will continue to be a relevant and effective marketing tool. Furthermore, podcasts offer a unique and intimate way for brands to connect with their audience, making them more than just a passing fad. Brands that embrace podcasting early on can establish themselves as industry leaders and gain a competitive edge in the long run.
Branded podcasts are a valuable marketing asset that allows companies to showcase their expertise, foster meaningful relationships with their audience, and stand out in a crowded marketplace. With strategic planning, engaging content, and a commitment to long-term growth, branded podcasts can become a powerful tool in any brand's marketing arsenal.
If your company is interested in exploring launching a branded podcast and driving results, reach out to the MuddHouse team, we would love to help. Let’s chat!