Why Podcasts are the Perfect Extension for Your Brand

Nov 28

Podcasting has been around since 2004, but surprisingly enough, this vehicle is still in its infancy stages. Many brands have not taken advantage of the creative extension this can have for an organization.

However, there is an uptick of companies jumping on board since the incubation of our new, virtual landscape. As these brands launch their own podcasts, they are experiencing first-hand that the perception of a company can be humanized overnight. Podcasting gives an exclusive opportunity to connect with consumers in a more natural and genuine way.

Here are a few ways that podcasts are playing a larger role in branded content for companies.

1. Natural Next Step.

Podcasting requires **little upfront capital** and can be done from virtually anywhere. All you need is a quality microphone, reliable recording software to get started, and a charismatic host.

*Find out how Audily can help you get started* with developing your own show topic, production, and asset creation.

2. Easy to Digest.

Podcasts fit naturally into people’s lives with the ease of consumption. You can listen to podcasts anywhere on any device. This **accessibility** means that it is easier to build a following unlike other types of content, such as videos or blogs.

3. Reach Niche Audiences.

When it comes to more traditional ways of marketing, the goal is to usually reach wider audiences. However, when it comes to podcasting it’s a different game. There is great value in being specific and **attracting a unique audience,** because it builds community and helps you to understand your company’s position in the market.

4. Cultivates Audience Engagement.

Once you’ve cultivated brand loyalty through podcasting, your listeners will be eager for more. These consumers will share and **promote episodes** to their followers for free, meaning your branded content is creating fans that will champion your products and services over time.

5. Creates Cyclical Content.

Think of podcasting as cyclical– a loop that keeps generating branded content for your followers. Each podcast episode can be leveraged and **packaged for multi-use**. For example, you can take one episode and recirculate it through a new medium:

New blog post
YouTube videos & shorts
Social media posts & stories
Infographics
Audiograms
eBooks

It can be challenging to achieve authenticity, but through a strategically, well-thought-out branded podcast show, you can resonate with your audience using the tips listed above.