TRENDS REPORT | THE STATE OF THE STORY

Podcasting for Brands: A 3-Step Plan

Snapshot – Podcasting Brand Playbook – Global Trends Report – The State of the Story

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Podcasting - The 2020 Brand Playbook

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Podcasting continues to dominate as a prominent cultural storytelling format, but the environment is more cluttered than ever. The latest stats show that 700,000 active podcasts are currently being produced (up from 500,000 less than 2 years ago). However, it's one of the most loyal mediums: if you succeed in attracting listeners, 80% are more likely to consume most or all of your episodes. And, there's a strong appetite: an average listener spends over 6 hours a week listening to podcasts.

We’ve been getting a lot of questions about how to produce a podcast that creates a genuine connection with an audience, establishes a brand as a thought leader, and provides business value. To better serve our community, we held a live broadcast with our in-house experts, Megan Cunningham and Nikolay Bogomolov, to go through the podcasting playbook and have your burning questions answered.

We want to make sure our readers have access to this valuable insight into the creation and distribution of branded podcasts. We’ve got a recap below, and you can access the on-demand virtual workshop and the e-book by filling out the form at the end of the page.

Podcasting continues to dominate as a prominent cultural storytelling format, but the environment is more cluttered than ever. The latest stats show that 700,000 active podcasts are currently being produced (up from 500,000 less than 2 years ago). However, it's one of the most loyal mediums: if you succeed in attracting listeners, 80% are more likely to consume most or all of your episodes. And, there's a strong appetite: an average listener spends over 6 hours a week listening to podcasts.

We’ve been getting a lot of questions about how to produce a podcast that creates a genuine connection with an audience, establishes a brand as a thought leader, and provides business value. To better serve our community, we held a live broadcast with our in-house experts, Megan Cunningham and Nikolay Bogomolov, to go through the podcasting playbook and have your burning questions answered.

We want to make sure our readers have access to this valuable insight into the creation and distribution of branded podcasts. We’ve got a recap below, and you can access the on-demand virtual workshop and the e-book by filling out the form at the end of the page.

1 Creative Discovery

Creative discovery is the foundation of your brand’s podcast. It lays out your business objectives, editorial missions, production format, and tone & style of your podcast. In order to create a relevant podcast, your creative discovery needs to be captured in a showbible. It allows you to plan out important aspects of the podcast before you even enter hit "record". 

The business objectives must be set before anything else. They help you determine why you are making a podcast and how it will support your brand. Without this, the development of your podcast may feel lost. From writing your first outline to promoting your full set of episodes, sticking to your business objectives will help you understand why you are doing what you are doing.

2 Distribution

The distribution strategy of a podcast is one of the most important parts of the process. Without a thoughtful plan for distribution, there’s no one to enjoy the content you just spent so much time making. Planning how you are going to reach our audience before posting the recordings is one of the best practices when creating a podcast.

One of the best ways to drive traffic to your podcast is by finding alternative purposes for your content. By repurposing one episode of a podcast, you could create content for a variety of different platforms. Not only will you have a presence on the podcast-streaming site, but you can have a presence elsewhere by promoting the episode on Twitter, creating a quote-centered blog post, or editing together a video with clips. This will allow you to both leverage your content and direct viewers to your original episode.

3 Promotion

Podcast promotion is necessary for the success of your project because, without it, you won’t have an audience. There are two different types of promotion: paid and organic. Paid promotion is when you market your podcast by spending money on advertisements. On the other hand, organic promotion is when you drive traffic to your podcast without paying.

Paid promotion is a helpful tool for podcast promotion because it easily targets those outside of your traditional audience who would be interested in what you do. Placing ads on social media, on streaming platforms, or within other podcasts can be great ways to market to people who are brand new to your business. Organic promotion is useful to reach the audience you have already fostered in your business. By adding links to the podcast to your website or newsletter, creating content about it for social media, or promoting audience and guest engagement, your existing audience will be driven to the episodes.


 

Download the Playbook

If you are looking for an actionable plan to start a branded podcast, watch the recording of the workshop and receive your copy of Podcasting: The 2020 Playbook.

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