THE STATE OF THE STORY — TRENDS REPORT
THE STATE OF THE STORY — TRENDS REPORT

Producing Podcast & Building Audience Playbook

Podcasting for Brands: A 3-Step Plan

Podcasting for Brands: A 3-Step Plan

BY MAGNET MEDIA 

BY MAGNET MEDIA 

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.

ON-DEMAND EXPERT SESSION

Workshop: Branded Podcast Production and Audience Development

THOUGHT LEADERSHIP

Contribute to The State of the Story 2021 Global Trends Report

Podcasting continues to dominate as a prominent cultural storytelling format, but the environment is more cluttered than ever. The stats of 2020 show that 700,000 active podcasts are currently being produced (up from 500,000 in 2018).

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.

In The State of the Story trends report, we offer an insight into how brands can creatively make their podcast discoverable, have a distribution strategy to reach their audience before posting the recordings, and what marketers can do to promote their podcasts, both paid and organically.

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.

Three Steps of Branded Podcast Production Workflow 

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 and 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". 

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.

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.

 

In 2020, we hosted a live workshop with our in-house experts, Megan Cunningham and Nikolay Bogomolov, on how brands can incorporate a Think / Make / Reach approach in their podcasting strategy. You can watch the workshop session on-demand here

 

Get the Download

If you are looking for an actionable plan to start a branded podcast, get your copy of the Playbook: Podcasting for Brands by filling out the form below.

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