What is a branded podcast?

Understanding and harnessing the power of audio marketing...The French are increasingly fond of podcasts, and we understand! Easy to use and available at any time of the day or night, podcasts enter listeners' private lives. They can listen to them while doing something else (cooking, sport, a walk in the woods), and brands are well aware that a flourishing market is beginning to emerge. Companies are launching branded podcasts to communicate differently, whispering their secrets in their customers' ears.

What are branded podcasts?

The term podcast comes from the contraction of the two nouns "broadcast" and "IPod", Apple's iconic portable music player. At the time, in the 2000s, podcasts were mainly reruns of radio programs that could be downloaded and listened to whenever you wanted. Little by little, native podcasts began to emerge. Today, companies are becoming aware of the power of podcasts and are integrating them into their brand strategy- in other words, branded podcasts. Thanks to audio marketing, brands can engage in brand storytelling, telling their own story, opening doors behind the scenes of their company, or showcasing their employees. Podcasts are an additional tool for getting closer to your audience, and can even be used to reach a new audience that you might not have reached via another medium.To understand the importance of branded podcasts, discover 4 examples of successful branded podcasts!

Why make a company podcast?

Corporate podcasts have many advantages:

• inexpensive to develop and produce;
• a multitude of possible formats (interview, fiction, story, etc.);
• an engaged audience and a podcast community;
• easy access for listeners...

With a branded podcast, you can play on your target audience's emotions: move them with interviews with celebrities or anonymous people, make them laugh with an offbeat podcast, scare them with bedtime stories... The important thing is to provide your audience with added value, an experience to build loyalty. You can also inform them with topics on current events in your industry. This will reinforce your position as an expert in your field. Thanks to branded podcasts, you can also improve your visibility and gain notoriety.

How do you create an effective branded podcast?

To launch a branded podcast, a company must first choose the format that best suits its target audience. With the market in full expansion, the possibilities are numerous: interviews, documentary series, biographies, etc. To help you make the right choice, as well as the actual production of your corporate podcast, you can work with a branded podcast agency like Calliopé. Its expertise will enable you to design a relevant podcast, and it will provide you with all its skills in recording, producing and broadcasting your corporate podcast. The podcast agency will also take care of the promotion of your podcast so that it reaches its core listeners more easily!

Margot BURON