Company: what are the advantages of a branded podcast?

Podcasts are on-demand audio content delivered via online platforms. Discover the benefits of this type of content for brands.

What are the advantages of branded podcasts for companies?

According to Médiamétrie, 17.6 million French people listen to podcasts every month. This figure, which proves the existence of this consumer market, also demonstrates the relevance of this type of content for brands.

These audio programs tap into the daily attention spans of millions of people. What are the real benefits of this form of content for companies and their brands? Find out here.

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Strengthening brand image

Podcasts are audio content broadcast on demand on specific platforms. The main advantage of creating this type of program is that it enables a brand to position itself as an opinion leader in its industry or in a specific field.

The brand: a reliable source of information

A podcast allows you totackle all aspects of a real issue. This distinguishes it from blog posts, which generally only deal with certain parts of a topic. As a result, a brand's ability to produce content and deliver clear, relevant and useful information to its target audience gives it a special place in their subconscious.

Now, before being a seller of goods and services, the brand is first and foremost a reliable source of information to which the listener (the potential customer) can turn for credible information. What's more, the brand's reliability is greatly enhanced when it regularly invites recognized experts to its podcasts.

These technical and explicit interventions enable listeners to obtain all the data they need on a given topic, and to satisfy their thirst for information. This makes them much more receptive to the brand's offers and services.

Podcasts: a practical solution for optimizing brand visibility

In general, branded podcasts are broadcast on specific platforms. Calling on the services of an agency specialized in the creation of branded podcasts enables you to appear on these different websites.

This is a definite advantage when you consider that one of the leading podcast platforms(Spotify) had 602 million active users in the last quarter of 2023(Statista). That's just as many listeners and potential customers to reach with relevant, informative content.

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Branded podcasts create a strong bond with audiences

In addition to building brand credibility, branded podcasts create a special relationship with the audience. As a reminder, a podcast is audio content. It therefore involves the use of a human voice. But the human voice has an uncommon resonance and capacity for engagement. It's far more effective than the words that make up an article on a website.

The timbre of a voice, through the emotion and commitment it conveys, captures the attention of listeners, creating a unique relationship. When the content linked to this voice highlights a brand's qualities, it immediately becomes a sure bet.

Similarly, the creation of a branded podcast offers the opportunity to create a community. Regular episodes, the quality of the content offered and interaction (comments, calls) make it possible to maintain a specific relationship with listeners who feel included in the program they are listening to.

Ultimately, the community of listeners is also a group of potential customers. This form of communication is therefore at least as effective as a newsletter.

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A highly effective marketing tool

In addition to the above-mentioned advantages, the creation of a branded podcast by a specialized agency also offers marketing benefits. As mentioned above, these programs offer the opportunity to create content on precise, specific themes. Because of this specificity, this content is aimed at an extremely targeted audience.

Brands are thus assured of reaching listeners potentially interested in the services they intend to offer. Despite the nature and form of the programs, podcasts can be used to subtly present the services offered by the brand. It is also possible to insert Calls To Action to get listeners moving.

What's more, podcasts improve website SEO. The occasional inclusion of an expert or popular personality in a podcast helps to attract its audience. This increases brand popularity, which in turn leads to a considerable increase in the number of listeners and potential customers.