5 Keys to a Great Branded Podcast

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1. Your storyline must be true to your brand.  You know what attributes your customers appreciate in your brand.   Above all, your story must reflect those. The Message is a science fiction podcast that allows GE the opportunity to promote its innovations. The Sauce unwraps the mystery behind McDonald’s limited edition but highly coveted Szechuan sauce.  And Why We Eat What We Eat is an educational pod perfect for Blue Apron’s brand voice.

2. Your branded podcast should check one or more of these boxes:  a) to be entertained; b) to learn new things or c) to stay up to date. These are the drivers of podcast listenership according to Edison Research’s Share of Ear study.  Brand Builder by Snack Nation and The Distance from Basecamp check these boxes each time they publish.

3. The best-branded work you’ll see is by people who understand their goals and their community.  It is rarely about downloads and instead about brand ‘lift.’

4. Does your episode “grab em” in the first 3 minutes?  Podcast listeners will engage in your subject matter. Yet, like all consumers, podcast listeners want to know QUICKLY whether your branded pod deserves their time and attention.

5. Do you have a sound promotional plan for the pod?  Many studies show people learn about podcasts in other podcasts.  You’ll hear about Inside Trader Joe’s in the Splendid Table.

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