• P4B04: Introduction to Podcasting for Brands

  • May 18 2021
  • Duración: 5 m
  • Podcast

P4B04: Introduction to Podcasting for Brands

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  • Resumen

  • What is podcasting for brands all about. , I've produced over 1000 podcasts and worked with brands like McKinsey. IBM. An AirAsia in my time. And I found that the problem roughly breaks into three areas for brands. One is concept two is conversation and three is community. Let me break these down for you. One concept. A business podcast is fundamentally different from a consumer podcast. Now that's a challenge because most of what we understand and experience. In podcasting today is popularized through consumer podcasts names, such as cereal. That true crime podcasts that , brought millions to the formats. From Serial to Real Dictators. To my favorite murder, rich audio, narrative formats. Deep in storytelling and research have really pushed the envelope in terms of what's possible in podcasting today. And while these consumer podcasts raise the bar of expectation for everybody. They are not business podcasts. They certainly give us ideas about how we can increase engagement with audiences and produce more engaging narratives for business podcast. But there are objectives are different. Whereas the goal of a consumer podcast is ultimately to create advertising real estate. For business, the concept is different. So what is the concept of a business podcast? Ultimately a business podcast has to move the needle on the business objectives. Those business objectives can be one of four potential outcomes with a podcast. Firstly, campaign awareness, secondly, brand or authority. Thirdly news and analysis. And lastly business development. I'll share how that works in this guide. These all boil down to ultimately thought leadership because thought leadership means attention and attention leads to trust. And trust converts into business outcomes So, how do you convert all those amazing conversations and that talent within your organization? Into content that people care about. This is the second area for podcasting, for brands, which is conversation. In podcasting for brands, conversation, challenges often manifest in a number of different questions. Those questions can be, for example, who hosts our branded podcast? Secondly, people may be wondering who they should get as guests. Thirdly, do we use the podcast to sell our products and services or do we talk about other things? I'm most commonly asked, what should we call our branded podcast? The last challenge for brands when it comes to starting and building successful podcast. Is community. Because without a community. Every podcast is simply a vanity project. As our client podcasts grow. One of the areas we focus more time on is audience building. Once you're through the proof of concept, stage two It's all about engaging your community and growing your audience. And to do this, we found that you need a number of factors, which I'll talk about in this guide. Firstly, you need good data. Understanding of what's worked in the past, but also understanding of what's working on store with platforms like Spotify and apple. These platforms have hundreds of millions of listeners. And if you understand how they work and design your podcast with them in mind, You can tap into large jet streams of organic audience. That's why? One of the things I'll stress in podcasting for brands. Is working smarter as opposed to working harder and this is no different when it comes to building an audience. As they say in the old world, if you want to find the gold, mine where the gold is. and the gold Is on spotify and apple. The last factor to consider in podcast audience growth is how do you relate to the community? How is your podcast taking them on a journey? Quite often when a brand comes to me with a podcast idea. It starts with a conversation about, this is what we want to talk about. My challenge is to take that starting step and help the client realize that ultimately it's about what the audience wants to hear. A key step in the planning process of any good podcast. Is identifying the ideal customer profile. What we call at the agency, the audience avatar, and it's worth spending time scoping out the audience avatar. In the planning process of your business podcast, Because if you can't see the target, how can you hit it? I'll explain how to develop an audience avatar in this guide. And the loss factor in community. Is the content narrative. Which is really about why will your community and your audience come back? The goal in building a podcast today for businesses. Isn't necessarily getting The biggest celebrity guests. It's not even about getting guests at all. Whilst guests are important. You have to remember. And what we'll discuss in this guide is that the audience always comes for the guest, but stays for the host. So the host has to be a pivotal part in driving the narrative and creating a compelling reason. For why, that listener will come back for a future episode. .
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