It’s no secret that podcasts are booming. People are spending hours and hours listening to their favourite true crime stories, comedy talks, business tips podcasts… At this point, I could go on and on with the list of genres. The amount of new ideas is increasing by the day, and podcasts are embracing all types of topics and reaching all kinds of audiences.
So – okay. You know that great content attracts people. And visual content is no different from audio content. With podcasts on the rise, your brand can benefit from it. Let’s dive into the world of podcasting, and more specifically: how it can engage your audience and help you reach more people.
Be loud in the noise of marketing
Everyone wants to be seen. Marketers are always fighting in a sea of shouting people. Trying to get ahead. Trying to be heard. It’s a never-ending battle to get the most attention. And in the midst of all the promotions and competition – podcasts can be the fun friend at a party with the best stories.
The focus is usually on that sales pitch, but podcasts bring something new to the table: it’s a conversation. Your brand can become the host. It can become the one to share insights, crack jokes and actually stand out in a wave of marketing noise. Podcasts can create a personal connection with an audience.
The Dirtbag Diaries: their brand is no longer only about outdoor gear, but it’s focused on storytelling. Sharing adventure, lifestyle tips and attention-grabbing narratives.
Long-term fans instead of one-night stands
Podcasts have a different power of connecting with an audience. People stick around for each episode. Why, you ask? Well, logos and products are not shoved down people’s throat in the same visual way they are used to. People actually enjoy listening and creating a connection with the personality of the voices speaking. Podcasts create a unique relationship with its listeners.
Let’s take Trader Joe’s as an example. A huge chain of grocery stores in the USA. They have their podcast ‘Insider Trader Joe’s’ where they turn grocery shopping into a community experience. People do love behind the scenes.
The beauty of multitasking
Have you ever tried reading a blog while jogging? Or maybe looking through your Instagram feed while at the gym? Not sure that is easy… And that’s the beauty of podcasts. Your audience can tune in while they are washing dishes, working out, commuting… Even while getting ready to sleep. Activities can be done while listening to your favourite podcast. It’s the perfect way to sneak in your brand without being too pushy. It doesn’t feel like an advertisement – but more like a conversation between friends.
You can start a podcast about your brand focusing on how the storytelling can be interesting to your audience. People can learn from your expertise while they are doing other activities. As HubSpot is doing with their podcast ‘The Growth Show’, where they create episodes to inspire their audience to start businesses and grow with their platform.
People buy from people
That’s the oldest saying in any marketing book. People buy from people. It’s the simplest truth I can say when talking about any work when branding. And podcasts humanise your content. Voices are powerful. They add the element of authenticity. It makes your brand seem friendlier, more approachable. Talking about your business successes, insights in your industry, even behind the scenes content – helps your audience think of the humans behind your brand. It’s your chance to seem more approachable and relatable.
Buffer’s podcast ‘The Science of Social Media’ is a great example of adding sound to their blog pages. People can tune in to their content without having to read the blogs. It’s a practical approach to sharing their expertise in various media topics. And they create an environment that feels like a casual conversation instead of a lecture.
Exposure is sweet, but revenue is a treat
I think it’s clear the benefits of podcasting when it comes to exposure. But some revenue never hurts anyone. Sponsorships, ads, exclusive content – it’s all marketing gold. You can benefit from it through your podcast show while your audience gains valuable content in return. It’s the perfect marketing strategy for a little side hustle.
Take the Tim Ferriss Show for example. He earns from sponsorships, ads, and by creating exclusive content for his audience. He plays ads during episodes promoting products, events, or services, which helps bring in the cash. To top it off, Tim gives subscribers of his Patreon or other membership platforms exclusive content and perks, such as bonus episodes, Q&A sessions, and access to private communities or events. This means that listeners get even more value, while the podcast makes a steady income.
And that’s a wrap!
Podcasts are not just any channel, they work as the perfect marketing megaphone. Helps humanise your brand, connect with your audience, and build a loyal fanbase with the opportunity of monetisation. Grab that mic, press record and give a voice to your brand!
