HOW

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HOW TO PODCAST:   Making Successful Podcasts with Brands 

By POD MIRROR

11 August 2022

The Most Important Things About Making Successful Podcasts with Brands 

learn

...only you can make 

What stories have you got to share that no one else has? What guests can you arrange that no one else can? What area or subjects do you have a special expertise in? What unique perspective of yours can you share?

Listening is transactional 

Podcasters want listeners’ time and attention. In exchange, podcasters need to offer listeners: entertainment, information, companionship. Understand listener motivations and key drivers of appeal

Bar for brands is higher 

Branded shows need to stack up favourably on merit next to non-branded shows. Podcast listeners know when they’re being marketed to. For brands, the competition isn’t other branded podcasts — it’s every other media product.

Don’t make it all about you 

Many successful podcasts from brands aren’t about the brands themselves. Instead, they’re about the common interests of the brand and its intended listeners.

Listeners hire podcasts 

Successful podcasts solve problems for listeners. Savvy brand marketers understand the job they’re hiring a podcast to do.

Show for “everyone” is a show for no one 

If your audience is too broad, it is difficult to market your show. If your audience is too narrow, you will leave potential listeners on the table.  Design your show for multiple audiences, rather than a single monolith

Podcast by sampling 

The job of podcast promotions is to encourage listeners to sample your show. To give it a try. After that, it’s the show’s job to keep listeners engaged.

Pick the low-hanging fruit first 

The best bang-for-buck in podcast marketing is here...

Internal —> 

Your team should be the strongest word-of-mouth advocates for your show.  If you can’t convince people inside your organization to listen to your podcast, how will you convince others?

Owned — >

Brands have large owned channels that nobody else gets to use. Take the loudest megaphones and point them in the same direction

Earned  — >

Podcasts spread through recommendation. Other people’s newsletters, best-of lists, and in-app editorial placements can help you reach new prospective listeners.

Paid  — >

You can also use paid media to reach audiences you otherwise can’t reach. Try it it works...sometimes

Eyes first, ears second 

Your show’s artwork, copy, and marketing materials should be an accurate and a reflection of the audio product within.

You can’t trick someone 

The foundation of podcasting is listener commitment, habit, and a continuous opt-in connection. No amount of clever marketing will be able to dupe people into doing these things.

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www.podmirror.com