A large consideration for brands in podcasting is: How do you make your branded podcast valuable for your listeners? Not just for people who work at your company.

While a potentially hard pill to swallow, it’s all too common for brands to get stuck in a bubble when it comes to content. The same interview styles, the same types of guests, the same central topics – you get it. 

But thankfully, with a medium as dynamic and immersive as podcasting, there are so many ways to elevate your brand’s podcast and provide valuable content to your audience – both on and off the airwaves. 

Let’s talk about A Better Way to Money™

To help us navigate the conversation and dive deeper into how brands can elevate their podcast content, we turn to Northwestern Mutual’s podcast, A Better Way to Money™. 

Hosted by Jennifer Borget, a former broadcast journalist turned award-winning digital creator, the podcast answers the questions we all ask ourselves—"Is there a better way to save, spend, splurge, invest, or retire?"—and provides real, actionable insights into how we can make our money work harder. 

Through deep conversations with experts, A Better Way to Money™ covers everything from navigating life’s big moments or raising financially savvy kids to setting yourself up for a secure retirement.

With the podcast as our guide, let’s dive into the most effective ways future-focused brands are enhancing their podcast content.

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Partner with influencers 

One way companies are choosing to level up their branded podcast content is by featuring beloved influencers in their series. Whether this is someone with a large following in your podcast’s niche or a thought leader on social media, influencers have been proven to be extremely effective in helping brands establish trust and build affinity with their target audience.

When we think of influencer marketing our minds typically go to social media; however, podcasts lend themselves to a more intimate and long-form conversation. Brands are leveraging this ability to connect more deeply with Millennial and Gen Z audiences in particular – and it’s been effective. 

So effective in fact that AdWeek calls podcasts “the new—and more powerful—influencer marketing.”

By featuring influencers as guests on your show or hiring them to host your series, brands can:

• Build connections with their target audience: 66% of Gen Z and Millennials say they trust influencers’ opinions the same way they do recommendations from friends.
• Establish and grow thought leadership content: 63% of marketers report that influencer content performs better than brand-focused content.
• Enhance lead generation efforts: 63% of consumers are likely to buy products from an influencer they follow.

The power of influencers in A Better Way to Money

Episode two of A Better Way to Money™ features TikTok star, Kat Stickler, who currently boasts over 10 million followers. She came on the podcast to discuss financial planning in the context of major life events, positioning Northwestern Mutual to connect with people who have kids in a way that was both approachable and genuine.

Throughout the episode, Stickler shared personal stories about her evolving money mindset, from launching her own business to raising her daughter. These stories were paired with expert insights from Northwestern Mutual’s Chief Portfolio Manager, Matt Stucky, who provided practical guidance on milestones like saving for college, estate planning, and risk management.

Ultimately, by combining her influence with expert financial advice, the episode brought financial literacy to a massive audience in a relatable and understandable way.

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Tap into topical events

Incorporating timely events, holidays, or trending topics into your podcast can significantly boost its relevance and engagement. By aligning your episodes with current happenings, your content feels fresh, exciting, and in tune with your audience’s interests. This approach also helps you tap into larger conversations within your niche or area of expertise. 

Here are a few ways you can do this:

• Tie content to trending news: Address current events or breaking news that aligns with your podcast's focus. Whether it’s a major policy shift, industry development, or cultural moment, incorporating these timely topics into your episodes can capture the attention of listeners interested in the latest updates, expanding your reach and visibility.
• Seasonal themes: Create episodes that tie into the seasons, such as holiday-themed episodes, tips for navigating tax season, or back-to-school budgeting hacks. These episodes are more likely to resonate with new and existing listeners as they’re already in the mindset of these annual shifts.
• Industry-specific events: If your podcast is focused on a specific industry, referencing major conferences, product launches, or industry awards can make your content feel more timely and authoritative. Plus, you can offer expert commentary or insights that tie into these events.

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How A Better Way to Money™ is tapping into larger conversations of financial transparency

Northwestern Mutual’s A Better Way to Money™ podcast has become a powerful tool in engaging broader conversations around financial literacy and wellness, particularly during occasions like Talk Money Day, celebrated every November 8th.

By leveraging relevant events, the company amplifies its reach, positioning itself as a thought leader on financial topics that impact its target audience. For instance, the team aligns topical content with the day’s mission and the brand’s mission—encouraging open conversations about money management, planning, and financial transparency. 

This alignment enables Northwestern Mutual to address timely financial topics that resonate with their listeners and new audiences alike while strengthening its role as a trusted financial resource on a larger scale.

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Repurpose your podcast content

Podcasts no longer live on just one medium.

Rather than creating entirely new content from scratch, repurposing allows you to leverage your existing podcast episodes across various channels and mediums, extending their lifespan, increasing your reach, and driving audience engagement across multiple touchpoints. 

Here are some more reasons why 94% of marketers are repurposing their content:

• Boost SEO: Transcribing podcast episodes and creating related written content increases discoverability on search engines, driving organic traffic to your podcast and website.
• Save time and resources: Repurposing content from one podcast episode into multiple assets (videos, articles, audiograms) maximizes the value of your original content, saving time and effort in creating new material from scratch. You can also use AI tools to streamline the process. 
• Increased engagement: Not everyone has the time or desire to listen to a full podcast episode. By accommodating these preferences, you can capture the attention of a wider audience and provide them with content in formats they find more convenient.

Some effective ways to repurpose your podcast content include:

• Blog posts: Convert your podcast episodes into transcriptions and turn them into blog posts. This makes your content accessible to a wider audience, including those who prefer reading over listening and improves SEO by making your content searchable.
• Videos: Repurpose your podcast into video format by snipping the most impactful moments into short-form clips for Instagram Reels, TikTok, or YouTube Shorts to increase visibility and engagement.
• Create audiograms: Create audiograms—short, engaging clips with waveforms and captions—from your podcast. These are perfect for social media and tease your audience with compelling moments from your episodes, encouraging them to listen.

A Better Way to Money™ – beyond the airwaves

Through valuable content across multiple touchpoints, Northwestern Mutual extends the life of its existing content all while attracting new audiences and engaging current fans. 

After each episode, the company publishes a detailed blog post summarizing the key points discussed, providing a valuable resource for those who may prefer reading over listening. These blog posts also serve as SEO-friendly content that helps attract new listeners organically.

Additionally, Northwestern Mutual supplements each podcast episode with downloadable resources, such as checklists, worksheets, and guides, which offer actionable takeaways based on the discussion. 

For instance, an episode on estate planning includes a downloadable Estate Planning Checklist, which helps listeners prepare for a meeting with their attorney. This added value keeps the conversation going after the episode ends. 

The company also makes the podcast accessible to a wider audience by providing full transcriptions of each episode. These transcripts not only improve accessibility for hearing-impaired listeners but also enhance searchability, allowing new listeners to find specific topics within each episode.

Lastly, with dedicated social media accounts, Northwestern Mutual shares compelling quotes and short snippets from episodes on platforms their audience frequents – like LinkedIn. They also post YouTube Shorts alongside full episodes on YouTube. This bite-sized content helps generate buzz and drive traffic back to the full episode. 

By repurposing its podcast content into various formats—blog posts, downloadables, transcripts, social media snippets, and even video content—Northwestern Mutual ensures that A Better Way to Money™ offers unique value through stand-alone content across multiple touchpoints. 

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Are you making the most of your branded podcast? 

From tapping into timely events to partnering with relevant influencers and maximizing the reach of your content through repurposing, there are numerous ways to elevate your podcast and connect with your target audience. 

By following the example set by A Better Way to Money™, brands can enhance their storytelling, reach new listeners, and create valuable resources that resonate beyond the airwaves.

Make sure to tune into A Better Way to Money™ wherever you get your podcast and learn more about the podcast on Northwestern Mutual’s website.