{"id":14805,"date":"2021-06-23T16:03:58","date_gmt":"2021-06-23T14:03:58","guid":{"rendered":"https:\/\/castos.com\/?p=14805"},"modified":"2024-01-21T15:29:17","modified_gmt":"2024-01-21T20:29:17","slug":"branded-podcast","status":"publish","type":"post","link":"https:\/\/castos.com\/branded-podcast\/","title":{"rendered":"Why Every Company Should Start a Branded Podcast"},"content":{"rendered":"\n

Are you intrigued by the idea of a branded podcast? Wondering whether you should start one for your brand?<\/p>\n\n\n\n

Storytelling has been a key component of brand marketing<\/a> for decades. Companies use stories, culture, education, and entertainment to build their brands, showcase their values, and further their missions. And so, considering the popularity of podcasting<\/a>, the emergence of the branded podcast<\/strong> is no surprise.<\/p>\n\n\n\n

Companies of all sizes are starting their own branded podcasts, either on their own or with the help of the major podcast production companies<\/a>, such as Gimlet, Panoply, or Pineapple Street. It\u2019s a powerful way to tell their stories and engage with their fans on a deeper level than blogging and tweets could ever provide. <\/p>\n\n\n\n

What exactly is a branded podcast? Are they effective tools to foster your brand? In this article, we\u2019ll explain everything about them, show you some examples, and help you get started.<\/p>\n\n\n

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<\/path><\/svg><\/span>Action<\/span><\/p>\n\n\n\n

Read to start your own podcast?<\/strong> Learn the nitty-gritty details of starting your own show in our comprehensive guide. Learn how to start a podcast<\/a>.<\/p>\n\n<\/div><\/div>\n\n\n

What is a Branded Podcast?<\/h2>\n\n\n\n

A branded podcast is a marketing initiative by a brand that\u2019s not strictly promotional, but definitely, ties into the brand\u2019s messaging. These kinds of podcasts exhibit the same storytelling marketing<\/a> qualities of a typical podcast while aligning with the brand\u2019s mission. In 2018, Fast Company called branded podcasts<\/a> \u201cthe ads people actually want to listen to.\u201d<\/p>\n\n\n\n

Lex Friedman, the CRO of Midroll, puts it succinctly<\/a>: <\/p>\n\n\n\n

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No one wants to listen to a 10-episode podcast about how great ZipRecruiter is at finding a job or helping hire the right applicant. But if we can create a show with someone like entrepreneur and author Seth Godin about what it means to be successful and being the most productive person around, that\u2019s going to appeal to exactly the kind of people that ZipRecruiter wants to reach.<\/em><\/p>\n<\/blockquote>\n\n\n\n

Some branded podcasts are more promotional than others. Inside Trader Joe\u2019s<\/em><\/a>, for example, gives fans a behind-the-scenes look at the store\u2019s history, employees, and operations. The show is entirely about Trader Joe\u2019s, but it produces content that Trader Joe\u2019s shoppers care about: health, sustainability, environmental impact, etc.<\/p>\n\n\n

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\"Example<\/a><\/figure><\/div>\n\n\n

On the other end of the spectrum, General Electric\u2019s The Message<\/em><\/a> (and it\u2019s sequel Life After)<\/em> is an eight-part science fiction podcast series that follows a group of cryptographers investigating mysterious transmissions using real technology developed and sold by General Electric. It\u2019s a unique way to bridge the gap between entertainment and GE’s commitment to tackle the world\u2019s biggest challenges. <\/p>\n\n\n

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\"Another<\/a><\/figure><\/div>\n\n\n

Are Branded Podcasts Effective?<\/h2>\n\n\n\n

A BBC Global News neuroscience study<\/a> discovered that branded podcasts are more effective than TV or radio ads. Researchers surveyed 2,500 consumers across four continents and measured their \u201csecond-by-second brain activity\u201d while respondents consumed content. <\/p>\n\n\n\n

They learned that brand mentions within a branded podcast tended to stand out from the surrounding content, delivering 16% higher engagement and 12% higher memory encoding than the surrounding content. That\u2019s 5% higher than radio. Furthermore, their engagement, emotional intensity, and memory encoding around brand mentions beat TV benchmarks by 22%.<\/p>\n\n\n\n

The same study found that this engagement leads to better brand growth the eyes of listeners: <\/p>\n\n\n\n