What Brands Should Know About Podcasting: A Long-Term Strategy Guide

Are you considering starting a branded podcast for your business? As a brand, you may be wondering how to ride the wave of the podcast boom and get long-term benefits. In this article, we share our insights on podcasting as a long-term strategy and how to maximize your content to build a loyal community.

Treat it as long term

Podcasting is an affordable medium compared to other media, but it takes a long time to see results. To make it viable, you need to have a long-term view and keep producing content even when it seems like nothing is happening. Choose a podcast partner who can provide a sensible growth and audience-building strategy, not just a few mics, a music library, and an Anchor account.

Maximize your content

People don’t typically listen to branded podcasts for more than 40 minutes. Consider shorter-form content that can attract audiences quickly. Cut your podcast into smaller pieces, convert them into video posts, and share them on social media. Have key points cut into tweets and send them out to your base. Promote your podcast internally with staff, clients, and suppliers. They are your first audience, and these little pieces of content and the momentum they build will eventually get people into the main event.

Don’t count listeners, count your community

Your branded podcast is not about worrying about listeners. You’re doing it to build a connection with your customers, staff, and suppliers. They need to engage with you, and that’s why you’re giving them lots of content to engage with. When you’re tracking your performance, remember that the person who liked and shared your four 30-second promo pieces about the show is just as important as the person who spent 40 minutes listening. The people who follow your podcast’s page on Facebook are as much a part of your community as the person who rates and reviews your weekly show.

Support the podcast through the whole business

A branded podcast that has flopped often lived in isolation. The brand needs to support the show. Promote it internally and incentivize people to listen. Share it with stakeholders, and then use your budget to promote it to the public. The difference between a vanity exercise and a really powerful tool is internal promotion, internal incentive to listen, and budget to promote it.

Know your place in the podcast world and accept it – it’s a great place

People will listen to branded podcasts, but they will never be The Joe Rogan Experience. This is a communication tool for your business, not your way of getting rich and famous. It gives your brand a real voice,