By MuddHouse Media Team
Consumers love content that they can connect with. Branded podcasts fulfill that need by creating content their audience loves to consume around their products and services, or addressing the interests or challenges of their consumers. In this way, branded podcasts have become a key content marketing tool that can heighten brand awareness and build a more loyal audience that trusts your brand.
Oftentimes, it can be difficult to quantify the ROI of a branded podcast when success is measured qualitatively rather than quantitatively.
Here is what to do if you are unsure how your branded podcast is resonating with people and how to evaluate it.
Have Your Colleagues Take a Listen
Your colleagues have strong ties with your brand, and they can often be the best people to provide the first set of feedback.
Launch Test Episodes
Launch a few episodes to gauge audience interest and ask yourself the following questions:
Is the content engaging your target audience? Understand that podcasting is its own type of content with a vastly different format and structure than content on other channels. When trying this new format, is your target audience actually engaged?
Second, does the production quality reflect the quality of your brand? How does the podcast sound? Make sure that people can understand your hosts and guests clearly. Also, be sure to add music and sound effects to enhance your listeners' audio experience.
Third, does the content highlight the best parts of your brand? Everything that has the brand's name on it will reflect the brand's reputation, so make sure you highlight important traits is absolutely necessary.
Monitor Your Branded Podcast
Tracking your branded podcast on a backend website will help to know if there is a correlation between your brand's exposure and your branded podcast. Do your listener numbers change as the episodes progress? Does your branded podcast have subscribers? Are they using platforms, such as Apple Podcasts or Spotify, to be able to listen to your podcast, or are they listening from the brand's website? Which episodes are performing better than others? These questions will help you determine how to get your branded podcast to be successful.
Create a Brand Podcast with MuddHouse Media
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.
Want to learn more? Head on over to our Corporate Podcasting page for all the information!