Today’s consumers are more discerning than ever with short attention spans and the desire for personalized, intimate connections with brands. In the search for new ways to engage audiences, marketers are turning to branded podcasts.
We surveyed 6 Quill clients on the impact, lessons, goals, and next steps of their podcasts. These insights will help brands understand the impact of corporate podcasting and reveal strategies for integrating podcasts into their content marketing strategy.
Brand awareness and thought leadership are the top podcast objectives
Branded podcasts most noticeably add value through increased visibility and awareness
Podcasts primarily support a brand's social media promotion
67% of brands report that podcasts foster stakeholder and audience engagement
Highlight the sector and industry-specific benefits of podcasts
Reveal what goes into creating a podcast
Explain how podcasts directly impact brands
Equip brands with insights to determine if podcasts align with their 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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