If there’s one thing that all marketers know, it’s that audiences love rich media – anything that isn’t boring, whether that be images, videos, or audio. 

As of 2014 with the help of Serial, podcasts have solidified their place amongst other “rich media.” To put this into perspective, in 2014 only 30% of Americans had listened to a podcast. Now that number sits at 64% and to top it off, 42% of Americans listen to podcasts every month.  

The industry itself is valued at $23.56 billion. Podcast ad spending is projected to reach  2.5 billion dollars and ad revenue is expected to reach 4 billion dollars in 2024 alone. 

Needless to say, podcasting has grown a lot – and fast. 

In case those numbers haven’t convinced you, we put together a blog that goes over why we think branded podcasts need to be a part of your content marketing strategy going into 2024. 

Let’s get into it. 

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1. Convenience is key

To put it simply, podcasts are easy to consume. Listeners can listen whenever, wherever. Today, people are out of time – everyone is too busy to sit down and digest information. Podcasts are zero commitment. 

In fact, 71% of people say that their primary motivator for listening to podcasts is that they allow listeners to multitask. This is reflected in consumption habits. Only 15% of podcast listeners consume audio content when “relaxing” or “doing nothing in particular.” The vast majority listen to podcasts while they’re doing housework (59%), driving (52%) or cooking/baking (50%). 

Can you do that with videos or blogs? Of course not.

As consumers move towards mobile devices, podcasting becomes even more effective with 79% of listeners tuning into podcasts on their cellphones. Podcasts are made for when your customers are on the go and give them the ability to multitask. Think about the engagement time - it’s a marketer’s dream. 

With the rise of on-the-go consumption, podcasts align perfectly with changing consumer behaviors. As audiences increasingly seek convenient and on-demand content, offering engaging audio experiences on the go caters to their preferences. 

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2. It’s time to stand out 

In today's landscape, companies need to focus on what makes them different. Podcasts are a great way to achieve this. 

If you’re producing high-quality content that provides value to your audience, then you can build a trustworthy relationship with your customers through an intimate medium that brands are only starting to leverage.

Here are a few notable ways that podcasts help differentiate a brand from the competition:

• Showcase your brand’s story: Branded podcasts allow companies to craft their narrative and showcase their personality authentically. By sharing stories, insights, and values through audio content, brands can create a distinct voice that resonates with their audience. This unique storytelling sets them apart, fostering a deeper emotional connection that competitors might struggle to emulate.
• Expertise and thought leadership: Through engaging and informative podcast content, companies can position themselves as industry experts and thought leaders. Consistently delivering valuable insights, interviews with industry leaders, or thought-provoking discussions helps establish credibility. This expertise elevates the brand's reputation and sets it apart as a go-to source for information in the field.
• Partnerships and collaborations: Branded podcasts offer opportunities for collaborations and partnerships with influencers, industry experts, or complementary brands. These collaborations not only expand the podcast's reach but also create unique content that stands out while leveraging the credibility and reach of partners.

Ultimately, podcasts provide a unique and intimate way to engage with audiences. The audio format offers a more personal touch compared to traditional marketing channels. This distinctive delivery method distinguishes the brand's content from competitors, creating a memorable and impactful experience for listeners.

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‍3. Conversion central‍

Ah, conversion. The term that we love to hear and the goal we want to hit. 

And podcasts can help you do just that. 

Podcasting holds an unparalleled conversion rate of 34% compared to the conversion rates of digital display (1.1%), print (2.4%), and TV (3.1%), highlighting the unique and transactional nature of the medium. On top of that, ​​traffic from podcast interviews converts 25x better than blogs.

These figures prove that listeners are more likely to trust and engage with podcasts than other marketing and advertising channels. This isn’t entirely surprising as podcasts manage to captivate devoted listeners for up to 42 minutes on average – that’s a lot of time to forge a connection. 

Quill Tip: If you’re interested in learning more about podcast conversions and how to measure them, check out our complete guide which breaks down four ways to measure branded podcast conversions.

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‍4. Connect with your target audience

Podcasts have the unique ability to reach audiences on a more personal level through the influence of voice. 

By fostering a sense of community and delivering valuable content, a branded podcast can create meaningful connections that go beyond the transactional nature of traditional marketing and advertising channels.

Here are a few reasons why podcasts can cut through surface-level connections: 

1. Authentic connection: 

Branded podcasts offer an opportunity to forge authentic connections with your audience. Unlike traditional advertising, where messages can feel forced, podcasts allow brands to engage with their listeners on a deeper level. 

2. Relevance and trust: 

Your audience is more likely to engage with content that is relevant to their interests and needs. When you tailor your podcast to a specific audience, you become a trusted source of information or advice, strengthening brand loyalty. The Pew Research Center reports that 31% of people who get news from podcasts say they trust that news more than the news they get from other sources.

3. Dedicated communities and niches: 

Branded podcasts often foster communities around shared interests or niches. When your audience feels a sense of belonging to your podcast's community, they are more likely to engage with your content, share it with others, and participate in discussions related to your show.

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5. Multi-channel integration and content repurposing

94% of marketers repurpose their content and 46% of them believe that repurposing is more effective than creating new content from scratch. Plus, 65% agree repurposing is more cost-effective than building new content or executing minor updates on published content.

The numbers don’t lie. Repurposing content becomes a powerful strategy for marketers to extend their reach and provide valuable content across different platforms – and podcasts can help with that.

Repurposing podcast episodes into blog posts, social media snippets, newsletters, or video content creates a cohesive brand message across platforms. This integrated approach sets the brand apart by offering a diverse yet consistent experience for the audience. 

Here are some common ways to repurpose your podcast content and integrate your show into your wider marketing mix:

• Transcribe your episodes and compliment them with corresponding blog posts
• Create audiograms and social media posts with snippets of your show
• Feature your podcast content in your newsletter 
• Write reports or whitepapers with insights from your podcast episodes 

Quill Tip: If you’re interested in saving time when repurposing content, check out our article where we dive into different ways you can leverage AI tools to repurpose your podcast content in minutes rather than hours. 

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6. Humanize your brand

Podcasts give your company a voice and are a great place to show off your brand personality. Your podcast can show the people behind your brand and your values,  cultivating a distinctive image amongst your targeted audience. 

This is especially important for brands, as it’s rare that audiences see the voices and faces behind a company. In this way, podcasts are great avenues to add the human element back to your brand.

Unlike other marketing channels, podcasts create a space for guests to share their stories, opinions, and experiences, making the listeners feel like they are part of an authentic conversation that goes beyond surface-level engagement.

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Are you betting on podcasts?

At the end of the day, it’s the information age. Your audience is researching information, so why don’t you deliver it in an engaging format? Produce content that can answer all of their questions, while making your product/service their solution.

Embracing the world of branded podcasts isn’t just about tapping into a popular medium; it's about crafting immersive storytelling experiences that resonate with your audience. Through podcasts, brands can transcend traditional marketing tactics and forge meaningful connections that endure beyond a sales pitch.

If you’re interested in learning more about how a podcast can fit into your brand, reach out to the Quill team!