• Brands That Podcast

  • By: Lemonpie
  • Podcast
Brands That Podcast By cover art

Brands That Podcast

By: Lemonpie
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  • Summary

  • Brands That Podcast is the only podcast in the world sharing case studies, interviews, and stories of how companies are using podcasting (in all of its forms) to grow. If you’re a Founder, CEO, CMO, or VP of Marketing of a brand looking to grow, or you run marketing, PR, or internal communications for those brands...this podcast is your secret weapon. We’ll be showing you how to leverage podcast advertising, branded podcast production, podcast guest appearances, and private podcasts (for your internal teams). Audio is the next platform of consumer attention, and it’s still extremely early days. Your brand has a once-in-a-lifetime opportunity right now to jump into this channel, and we’ll show you how to do it.
    2022 Lemonpie
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Episodes
  • That's a Wrap on Season 2!

    That's a Wrap on Season 2!
    Aug 10 2022

    Hey BTP listeners! Claudia here, Lemonpie’s Content Marketing Manager.


    I hope you enjoyed season 2 of Brands that Podcast and all the incredible guests we had on the show. We are officially wrapped with this season but will be back for more in the future.


    In the meantime, make sure you follow us @LemonpieFM on LinkedIn, Twitter, and Instagram. And if you’re interested in reaching your audience on podcasts they love, be sure to check out www.lemonpie.fm.
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    1 min
  • Salesforce: Using a Storytelling Approach to Podcast w/ Michael Rivo

    Salesforce: Using a Storytelling Approach to Podcast w/ Michael Rivo
    Jun 1 2022
    In this episode, we talk to Michael Rivo, director of Salesforce Studios, about their incredibly produced show, Blazing Trails, and how they use podcasting to grow their brand.Tune in to learn more about Salesforce crafted its flagship show, how they built a network of shows for different audiences, how they work with their PR team to repurpose podcast content, and so much more.Guest-at-a-GlanceName: Michael RivoWhat he does: Director of Salesforce Studio and host of Blazing TrailsConnect with him: LinkedInKey TakeawaysIt all comes down to creating content that brings value to the listeners.The focus of the Blazing Trails podcast is to create content that helps people be better at work. In large organizations, it’s easy to fall into the mentality of thinking about yourself first and falling back on those company talking points. But Michael says it’s important, particularly in an intimate medium like podcasting, to have those conversations be really authentic and centered around how they’re going to help the listener.Take a newsroom approach to planning podcast content.One way the Salesforce team puts episodes together is by topic. They come together as a team, discuss what’s happening in the world, what’s most important, what’s top of mind for their listeners, and then figure out who would be the most interesting person they can bring to cover that topic. Then, they ask themselves, “Who at Salesforce is really tackling this issue? And how can we bring those people together?” It’s a very organic approach.Get your leadership team involved in the podcast.Provide your team a vehicle to have exciting conversations with thought leaders in their space. This will help you expand your network, bring value to the show, and helps foster relationships inside the organization. Salesforce connects directly with their SVPs and leaders in the company, presents them with a podcast topic, and asks who from outside the organization they would want to have a conversation with about that topic. It gives them a say in the content.If you’re going to use your podcast for product announcements, make sure there’s a story behind it.Don’t just think of it as an announcement. Really think about the why. Why is this coming out now? What’s important about it? What does this mean for a listener in another company? Explain the reasoning and story behind the product vs. just how they would use it. You can also bring on guests who believe in the mission of the product, use it regularly, and can talk about how it benefits them.Podcasts are the perfect medium for brands to employ storytelling.In most other marketing situations, you have a few seconds or minutes to grab your audience’s attention. Whether that be with a tweet, a 5-minute blog post, or a short 60-second video. The constraint of other marketing channels is they make it hard to have in-depth conversations. With podcasting, you’re able to be in someone’s ear for 45 minutes and really tell a story from start to finish.Think about your podcast like a Thanksgiving dinner.From one recording (i.e. Thanksgiving meal), there are so many other pieces of content (i.e. dishes) you can create to increase the number of touchpoints you have with your audience. Blog posts, embedded audio clips, audiograms, LinkedIn posts, Twitter threads. And now, with all those pieces of content, you’re better able to see and track the ROI of the podcast. Treat each episode as a content generation center point.Podcasting is a pretty level playing field.Nothing is stopping you from creating a top-level show. Particularly with remote interviews, you can now bring on guests from all over the world. All you need is a strong brand identity, compelling copy, a unique hook, and an interesting guest list. Anyone can do it. You just need to be willing to put in the work and be consistent with it long enough to really build an audience.Successful podcast hosts are not afraid to show their personalities.Your host doesn’t have to be a performer, but they do need to understand they’re creating an intimate relationship with the listener. They should approach it from a journalistic standpoint where they can be really authentic with their personality and are comfortable speaking and facilitating conversations.Interview prep is key.As a host, you need to take a couple of hours to prepare for each interview. You should be comfortable with the topics, the materials, and the guest’s background, and you need to come up with a strong set of questions to guide the conversation. But with the right prep, you’ll also be able to deviate from your list of questions and have a real conversation. Think about yourself as a stand-in for the audience.Less is more when it comes to creating a podcast network.You should only consider adding new shows to your network if the audiences you’re trying to reach really are so different that they need separate shows for each. Michael believes in the less is...
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    37 mins
  • Ahrefs: Maximizing Sponsorships w/ Tim Soulo

    Ahrefs: Maximizing Sponsorships w/ Tim Soulo
    May 25 2022
    In this episode, we chat with Tim Soulo, CMO at Ahrefs, about the power of podcast sponsorships. Ahrefs is a leading SEO tool with about 75 employees and $100M in annual recurring revenue. Simply put, they’re one of the biggest brands in marketing.Tune in to learn why Ahrefs spent $214K in podcast sponsorships over the course of a year, how they measure ROI outside of direct sales and leads, how they use qualitative attribution, and so much more.Guest-at-a-GlanceName: Tim SouloWhat he does: Chief Marketing Officer and Product Advisor at AhrefsConnect with Tim: LinkedIn | TwitterKey TakeawaysIf you’re looking to sponsor podcasts, make sure you pick shows with active audiences and credible hosts.Make sure you’re not sponsoring a show with inflated numbers or a host who is simply doing this as a hobby for themselves and their friends. This is crucial to ensuring your sponsored message actually gets in front of the right audience and is worth your investment.Podcast ads help you build brand affinity through the “mere exposure effect”.The “mere exposure effect” is a psychological phenomenon where the more people are exposed to your brand, the more likely they are to develop an affinity for it. When the listener is faced with making a choice between your brand versus one not on their radar, they will choose yours merely due to the fact they heard about you numerous times on a podcast.The best host-read ads come from hosts who’ve used your product.When a host can give a more natural read of your product because they’ve used it themselves, the audience will listen more attentively because they already know and trust the host. Your goal is to partner with hosts who will genuinely recommend your product, regardless of whether you sponsor them or not.Always negotiate sponsorship pricing.Podcast sponsorship pricing is all over the map. The best strategy is to reach out to at least 20 podcasts, gather pricing information, and figure out averages before you commit to anyone. This will help you determine who’s pricing is above standard and who is undercharging so you can negotiate better deals for your brand.Treat download numbers with suspicion.It’s commonly known in the podcast industry that download numbers aren’t the most accurate representation of the number of listens per episode. When you consider sponsoring a show, make sure the host is well known in the industry. Look at their social following to ensure they have a loyal audience versus worrying about their monthly podcast download numbers.Partner on a giveaway with the host in exchange for engagement.You can offer the host a free version of your product to giveaway to their listeners, and in exchange, they can ask listeners to leave reviews or subscribe to their show. Not only will this get you extra air time at no additional cost, but it will increase the attention span of the listeners because they’re getting something of value for free.Sponsor an interview question instead of a host-read ad for a more organic insertion of your brand.Rather than paying for the typical host-read ad at the start, middle, or end of an episode, consider sponsoring an interview question instead. This will give you the opportunity to create a natural plug for your brand within the conversation and won’t break the attention of the listeners.Convert hosts into brand advocates by offering them your product for free.If you’re targeting hosts who are your ideal customers, offer them your tool or product for free for a limited time, help them set it up, and help them understand what it can do for them so they give you a more genuine endorsement on their show and continue to organically talk about you outside of your sponsorship agreement.It pays to pay creators.When you sponsor creators, you form relationships through the process of educating them on your brand. You pay them for their time and for their work, and if your product is good, you essentially turn them into organic fans. Meaning, even after you stop sponsoring them, they will naturally continue talking about you.Think about sponsorships as paying for the creator’s work.In 2022, Ahrefs is investing exclusively in creators versus big advertising companies like Google, Facebook, and Twitter. Their philosophy centers around the idea of paying talented creators for their work, not their loyalty. Rather than investing in brand advocates, think about it as investing in a piece of work that would’ve otherwise not been created.MentionsAhrefs Podcast Advertising Lessons Learned ArticleAhrefs Podcast Advertising Lessons Learned Video
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    50 mins
Marketing Economics
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