Brands spend valuable time making top-tier, engaging podcast content. But when it comes to getting the series in front of the right audience, promotion falls flat.
To help make your podcast marketing efforts more impactful, we put together a guide to effectively integrating podcasts into your marketing mix.
71% of people’s main motivation for listening to podcasts is that they allow them to multitask
Podcasts engage listeners for 42 minutes on average
79% of podcast listeners tune in on cellphones
86% of brands report increased brand affinity as a result of their podcast
Reveal top-performing channels and tactics to increase your show’s reach
Breakdown how to validate your channel-specific marketing efforts
Showcase different platforms and tools for tracking podcast performance
Explore the KPIs of branded podcasts and how to refine podcast goals
A branded podcast is a type of podcast that is created by a company or brand as a marketing and storytelling tool. The goal of a branded podcast is not explicitly focused on promoting or selling products or services.
Instead, it aims to create meaningful and valuable content that fosters a connection with listeners and builds brand affinity. By providing entertaining, informative, or thought-provoking content, the brand can engage with its audience in a more personal and intimate way compared to traditional advertising methods.
Branded podcasts have emerged as a crucial component of a robust marketing strategy for several compelling reasons.
Firstly, they provide an avenue for brands to establish thought leadership and expertise in their respective industries. By creating high-quality, informative, and engaging podcast content, brands can position themselves as trusted authorities and build credibility among their target audience. This helps to foster brand loyalty and increase customer trust, ultimately leading to long-term relationships and repeat business.
Moreover, branded podcasts offer a unique opportunity for brands to connect with their audience on a deeper, more personal level. Unlike traditional advertising methods, podcasts allow for a more intimate and conversational approach, where brands can share stories, insights, and experiences in a relatable and authentic manner. That is why podcasts generate up to 4.4x better brand recall than widely-used forms of digital advertising.
By leveraging this growing medium, brands can effectively differentiate themselves, build customer trust, and drive long-term business growth.
As of 2022, 62% of Americans have listened to a podcast in their lifetime and that number is only projected to increase. Valued at 25.85 billion in 2023, the podcasting industry is rapidly growing and has the potential to engage audiences that are largely inaccessible through other marketing channels or for an extended period. For instance,Videos under two-minutes in length get the most engagement; whereas, 43-minute podcasts are the sweet spot for listeners.
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