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Today, more than ever before, people want to feel connected to brands that they love. It’s not enough for a brand to simply sell products; customers want to know who stands behind the label. And, with so many different social media platforms and apps emerging, it’s become easier than ever for consumers to find out exactly what they want to know about any given brand.
If you’re reading this post, chances are you work in marketing or have some sort of vested interest in branding. But have you considered how podcasting can help your brand? You might think of podcasts as something light and fluffy, reserved only for comedy aficionados and insomniacs.
However, there’s an entire industry built around them and their popularity shows no signs of abating. In fact, according to Statista, the number of people listening to podcasts has tripled over the last five years with an estimated 726 million listeners worldwide in 2023.
What is podcasting?
Podcasting is the process of recording audio and distributing it online via social media networks, apps, and audio platforms such as iTunes. It’s usually a series of audio files that can be played on demand, either as a whole or in segments. You can also host your podcast, so you don’t have to rely on third-party software or websites to host your content.
Unlike regular radio where a DJ or presenter chooses what gets played, podcasts are essentially radio shows you can listen to whenever you like. Not only does this allow for a more personal and interactive experience, but it also makes it easy for brands to get their name out there in a big way.
For example, your company could use a podcast to educate and engage with customers on a topic they are genuinely interested in, while also subtly promoting your brand. With the right strategy, it’s possible to attract a sizeable audience that repeatedly engages with your content.
What can your company talk about? Anything you like! You can create a how-to podcast, interview other experts in your field, or produce a daily news show. The great thing about podcasting is that it’s not just one-way communication. Your listeners can engage with your content by commenting on it, sharing it, and giving feedback. People love to talk about things that interest them, so if you have something valuable to say, there’s a good chance you will find an audience for your brand.
How can podcasting benefit your brand?
Podcasting works best when people talk about a topic they’re passionate or knowledgeable about while they’re recording their voice. A successful brand podcast allows you to engage with your audience in a more personal way. People who listen to podcasts are on average more engaged than those who watch video content, so you have more of a chance to grab their attention.
As well as being more engaged, podcast listeners are also more loyal to your brand and more likely to recommend your products to their friends and family. Research shows that most people are more likely to trust advice from a human being than a corporate entity. When you host a podcast, you become a trusted resource for your customers.
Additionally, a podcast can work as a virtual advisor to your target customers. It can help them with their problems and concerns, and at the same time, it can introduce your company and its products to them.
In the process, you’re likely to build a stronger connection with your existing customers. This can lead to higher conversion rates, more word-of-mouth marketing, and even a stronger desire among your customers to buy more products from your company.
Tips for creating a successful podcast
Choose your topics wisely
Make sure your podcast topic is both relevant to your brand and appealing to your audience. You don’t want to go so niche that you only appeal to a handful of people; however, you also don’t want to choose a topic that’s too general and uninteresting.
Choose the right length
How long your show is will depend on your goals and the topic you’re discussing. If you’re looking to keep things short and sweet, try a 5- to 10-minute show. For a more in-depth discussion, aim for 20 to 30 minutes or more. Some people even do hour-long shows, though this may be a bit long for most listeners.
You can also try different formats, such as interviewing guests for a 1-hour show or doing a series of 10-minute segments on various topics. To decide on a length, think about your target audience and why they would listen to your show. Are they looking for something quick and easy to consume or do they want something that offers in-depth knowledge? Where are they going to listen to your podcast primarily?
Create a solid schedule
Your audience wants to know when they can expect new content from you. Having a consistent schedule will help you build a loyal following who look forward to your new episodes.
Get the audio just right
While your company doesn’t need to break the bank to produce a top-quality podcast, you do need to ensure the result sounds crisp and professional. If your podcast sounds unprofessional, people are likely to tune out, even if they’re interested in the topic.
Use the right tone of voice
Hire a professional speaker or train one of your employees to become a proficient speaker. A strong accent or dull speaking may alienate some listeners, which can negatively affect your brand.
A few easy ways to improve your tone of voice include slowing down your speech and enunciating each word. Practice reading a paragraph out loud, and then record yourself. If you struggle to understand yourself due to the natural speed of your speech, then you need to slow down.
Another tip is to avoid speaking in a monotone voice. You may be reading from a script, and this is fine, but don’t read everything in a single pitch. Change it together with its volume while recording.
Add a recognisable opening jingle and signature intro
The first few seconds of your podcast are critical to grab your listeners’ attention and set the tone for the content that follows. If you jump right into the content it can be jarring, because it’s a lot like watching a TV show without any opening credits. Choose a catchy tune for your jingle and welcome your listeners with your signature message, always repeating the stame structure for the sake of consistency. Here is an example:
- Greet your listeners
- State your podcast name
- Introduce yourself
- Mention any new subscribers, and/or sponsors
- Introduce today’s topic
Background music throughout your recording isn’t necessary, but it can add a nice touch depending on your niche and make your podcast more recognisable. Choose it wisely so it perfectly matches your style.
To wrap up, finish every episode with your signature outro, which can have the same structure and jingle as your intro. You can thank your listeners for staying until the end and invite them to comment, follow you on social media, share your podcast with their contacts, and tune in for your next episode.
Create a visually appealing podcast cover
The first impression someone has of your podcast is likely the cover image. Make sure it’s eye-catching, includes relevant imagery, and best of all, ties back to your brand.
Follow the guidelines of the platforms where you’re going to publish your podcast so that your podcast cover appears at its best on the platform directory, on the search result page, as a thumbnail, etc.
What equipment do I need?
If you can’t afford to hire a professional podcast production company, make sure to get the right gear to improve the sound quality of your recording.
Microphone: No matter what type of podcast you’re creating, you’ll want to make sure that you have a high-quality microphone to record your audio with. The type of microphone you choose will depend on your needs, but almost any microphone will be an improvement over the built-in mic on your computer. You’ll need a good quality microphone that is suitable for recording voice only. This is because many microphones are designed for instruments and will pick up background noise otherwise.
Microphone arm: Buy a microphone arm. Its function is to isolate the microphone from noise coming from the keyboard or the desk at which the speaker is sitting.
Mixer: You can also choose to invest in a mixer to control the volume of each microphone separately. Mixers have a variety of features that can help you improve the sound quality of your podcast even further, including noise reduction and EQ settings.
Pop shield: A pop shield is a circular piece of mesh that sits in front of the microphone (usually screwed onto the mic stand), blocks out unwanted breath and reduces popping sounds occurring when you speak.
Soundproof room: Record in a soundproof room or at least one in which there are curtains or other elements on the walls that prevent echoes and reverberations.
It’s also important to make sure your recording levels are set correctly. To avoid distortion, adjust the volume level on your microphone until it peaks at about -12 decibels. Additionally, make sure your microphone isn’t too close to your mouth. You don’t want to blast your listeners with excessive static or feedback. You can reduce static by keeping any device generating electromagnetic fields away.
How do you record your podcast?
You can use a mobile app like Anchor or a desktop app like Garageband to record your podcast. There are also many free and paid podcast hosting platforms such as SoundCloud, Libsyn, and Podbean that allow you to host your show for free or for a small fee. You can also use tools like Audacity or Adobe Audition to edit your audio before publishing your podcast.
The best tools for podcasting should have all the following features:
- High-quality audio recording
- Built-in editing tools
- Ability to upload audio files (ideally, also a library of sounds and music to choose from)
Some tools also offer you to distribute your podcast episodes on several platforms. Or you can upload them directly to platforms such as iTunes or Google Play Music.
Always start with a quality script
A podcast will be successful either because it features a knowledgeable and capable speaker or because the content quality is top notch or… both! Before your company commits to recording a podcast, carefully plan the content and the schedule of the upcoming episodes.
Choose your topics based on the interests of your potential audience. Prepare the script for each episode in advance, without leaving (too) much room for improvisation, unless the person who will host the episode is really comfortable with ad libbing. But even then, an outline will avoid going off topic and give the podcast a more professional feel.
Add a transcript
Adding a transcript to the podcast can be a great way to improve scopability. When people search for content in Google or iTunes, they want to see the text of what you’re saying to get a better understanding of what it is that you’re talking about. This is especially true if your audience is international, and the Italian (or the language of your podcast) is not its first language.
If your podcast includes transcripts, you’ll show up higher in search results and more people will be able to find and listen to your content.
A transcript can be created in many different ways. You can manually transcribe each episode by hand, hire someone to do it for you, use an automated transcription tool or hire a professional transcription service. You’ll find more details on our article titled “5 ways to optimise your automatic transcription output”.
Whatever method you use, make sure that you have a clear, concise and easy-to-understand transcript ready before publishing your episode.
Conclusion
The corporate world is changing rapidly, and a lot of brands are starting to realise the benefits that a podcast can bring to their business. You don’t have to be a huge corporation to start podcasting. Even if you only want to create and distribute a few content pieces a year, you can still make a big impact.
If you’re just starting out, you should probably start with smaller goals like interviewing your customers, sharing your company’s story, or creating a how-to series. As you gain more experience, you can begin to think about tackling more complex topics, like marketing your products, raising money, or dealing with any other issue that you’d like to share with the world.
If you’re looking for podcast ideas, our copywriting experts can help you!
