Branded podcasts: why and how to integrate them into your marketing strategy?

Many companies have chosen to add podcasting to their communications strategy to attract and retain new customers. This medium, which has been on the rise since the 2010s, has taken on considerable importance in the digital world, especially since the containment of Covid-19. The branded podcast is an excellent tool for reinforcing your marketing strategy and enhancing your brand awareness, while creating an authentic connection with your audience.

In this article, find out why and how you can integrate a branded podcast into your communication plan by working with an expert audio content creation agency like Calliopé.

The branded podcast: an essential marketing tool

A podcast is digital audio content that your audience can listen to absolutely anywhere, anytime. In this audio content, you can cover a variety of topics depending on your audience's interests. Today, podcasts are widely used by companies seeking to build audience loyalty.

Indeed, according to a Médiamétrie survey reported by CB News, 18 million French people listen to podcasts every month, and this figure is growing by at least 17% every year. Which makes this format an incredible opportunity to reach a new, engaged audience.

Unlike traditional advertising, podcasts can tell stories, share testimonials and expertise, and create a strong emotional bond with your audience. It's a personalized, intimate medium that helps your audience memorize your message.

Integrating podcasts into your branded podcast marketing strategy has 3 main advantages:

• Capture attention by setting yourself apart in an original way
• Reinforce the authenticity of your brand with more human and transparent communication
• Create a lasting, personal bond by building brand loyalty among your audience.

Would you like to explore the extraordinary potential of podcasts for your brand? Discover here how Calliopé can help you create audio content tailored to your business and the needs of your audience.

How does a branded podcast boost your image and brand awareness?

Podcasts enable you not only to disseminate important information, but also to tell relevant stories and share your company's values, while positioning it as a benchmark player in its field.

In your podcast, for example, you can feature your experts to talk about technical subjects, or invite your collaborators to talk about their professional experience. This unique content deepens your storytelling and makes you more credible in the eyes of listeners.

To put it simply, you can use a quality podcast as part of a multi-channel strategy, sharing it on social media, inserting it into your newsletters, and even sharing it via your intranet with your internal collaborators.

If you're a tech start-up, for example, you can create a podcast on technological innovation and invite major players in the market to share their visions and experiences. This shows the general public that you have the know-how and willingness to share your expertise. This is where Calliopé can guide you, from conception to distribution of your audio project.

Key steps for integrating a podcast into your marketing strategy

Adding a podcast to your marketing strategy can't be improvised: it's a step-by-step process. To successfully integrate a branded podcast, you need to :

• Define your objectives: do you want to boost your visibility, generate quality leads or create engagement? Clear objectives help define the format and tone of your audio content.
• Identify your audience: who is the target of your message? What are your audience's expectations and listening habits?
• Choose the right format: debates, interviews, panel discussions, storytelling, testimonials... The format you choose must match your brand identity and capture the interest of your audience.
• Invest in quality equipment: a good microphone and professional editing are key to providing the most enjoyable listening experience for your audience.
• Promoting your podcast: the most important step in letting listeners know that your podcast exists, you need to use your communication channels (social media, website, emailing).

Brand podcast to enhance your company's image

Thinking about integrating a podcast into your digital marketing strategy allows you to stand out from your competitors, while creating audience engagement and boosting your online visibility. Podcasts are the perfect format for anything you want to share with your target audience, from inspiring stories and expertise to personal experiences. Podcasts are an extremely powerful tool for connecting emotionally with your customers.

With Calliopéyou'll benefit from tailor-made support to create a podcast that reflects the essence of your brand and enables you to achieve your objectives.

‍