Podcasts have changed how people consume media, delivering powerful brand awareness and recall, and making them mission critical for every business. The Podcast Empire team is helping clients use bespoke, professional audio to tell more of their story.
Why have podcasts become so important?
Podcasts have become one of the most disruptive evolutions of the marketing landscape since social media channels like Facebook reached saturation point.
According to the latest Infinite Dial Australia report, Australian podcast listenership has hit a new high with an estimated 9 million people listening to podcasts every month. Australia has officially overtaken the US as the biggest podcast-listening nation on the planet!
They’re also listening for longer, with the same report revealing that Australian podcast listeners spend an average of just over seven hours each week listening to their favourite episodes and subscribe to eight podcasts.
Why are branded podcasts so effective?
Unlike video, listeners can engage with podcasts while doing almost anything else! Think gym workout, chores, running, driving, listening while at work. They deliver brilliant cut-through. Oh, and if you do it well? The BBC found branded podcasts boost brand awareness and consideration of products and services by 89% and 57%, respectively.
So how can brands – either B2B or B2C – meet clear audience demand and leverage this opportunity to connect? By developing a well researched and professionally executed podcast strategy that reflects their brand and tells a unique story.
What could your brand’s podcast do?
Podcasts can come in a wide range of formats, and achieve multiple touchpoints as part of a cascading content strategy, so let’s look at some of the popular formats:
- Interviews: The right topic, interviewer and subject lends itself to a powerful interview podcast series, complemented by extensive cascading content options for ‘bite sized’ audio and video to attract new audiences.
- Live events: Running a conference or activation means speakers and brand ambassadors are at hand! Leverage a powerful opportunity to record and podcast key take outs from your event.
- Histories: Many brands have fascinating histories or legacies. Whether it’s a landmark theatre, an innovating building design or well-loved hospitality venue, recording histories with immersive sound design tell incredible brand stories.
- How-to’s: Youtube has become a major source of product information (e.g. how do I start my generator, or locate the battery in my vehicle?). Making product information via podcasts means less reliance on access to ‘visuals’, while also reducing the cost of expensive video production.
- Brand-adjacent: Some of the most interesting podcasts focus less on product, and more on consumer benefits. Think about makeup brands doing tutorials or interviewing innovators, a health foundation doing fitness or food podcasts, or a cookware brand doing a regular cooking show.
- Corporate Social Responsibility: So many brands are seeing excellent CSR outcomes, which are rich with potential podcast opportunities to lend more support to programs and share stories. Showcase your sustainability credentials, or highlight the work of the not-for-profit that your business supports.
- Product reviews: Product reviews are seen as a major influence on buying decisions. Would you dare to tackle these head-on in a podcast format designed to explain and celebrate?
- Case studies: The classic case study is a trusted tool for spotlighting innovative and beneficial outcomes your business has delivered for clients. These testimonials are easily transformed into a meaningful listening experience.
- Industry news: In a fast, newsy industry? Could you see yourself doing a weekly industry news wrap? We could.
- Walking tours: Any city council, park, art venue or community group can benefit from podcasts that people can listen to while enjoying the facilities, with a unique and immersive sound experience.
- Internal communications: Short, sharp podcasts are the perfect way to onboard new team members, bring staff up to date on key developments, and cost-effectively deliver training modules. Notifications to advise a new upload means your team can listen while eating breakfast and be up-to-date by the time they start work!
- Audio versions of web and other assets: Providing accessible content is more important that ever. Audio content, aside from being an alternative content delivery tool for the neurodivergent and visually impaired, can be easily and conveniently consumed enjoyed by everyone. All you need is a smart phone and set of headphones.
Why should you take the leap?
Right now, if you have a podcast on your radar, you’re already ahead of the curve. Own your space and set the agenda in your industry.
The Podcast Empire team is here to help your business craft a bespoke, engaging and creative podcast that your clients and customers will rave about. Let’s talk.