As the world of marketing, content and communication evolves, so too does the use of podcasting as a form of content. If you have a strong marketing strategy, you are likely using various types of marketing tools and creating content in many formats, such as branded video content, blogging, social media, YouTube videos, email newsletters, and webinars. You may also be considering podcasting as a way to create and deliver content. But how can podcasting fit into the rest of your brand content?

Creating content in and of itself is challenging. What’s even more challenging is creating content that is consistent and aligns with the goals of your brand. Podcasting can be an effective way to provide a steady stream of valuable, engaging content that your target audience will find useful—and it can also help you achieve your overall business objectives.

In this article, we will break down how starting a podcast can work together with your other existing brand content and marketing initiatives. We will look at how to create a podcast that is consistent with your branding, how to use the podcast content itself in other mediums, and what kind of ROI you can expect from podcasting.

What Are Your Main Types of Branded Content?

Before you dive into podcasting, it is important to have a good grasp of the main types of content you are already creating and how they fit together. Are you currently focusing on blog posts, videos, social media or something else? Are any other mediums included in your mix? Once you have established what content makes up the bulk of your content strategy, you can begin to look at how podcasting could fit in.

As a podcast production company, we are probably slightly biased in our suggestions, but we absolutely recommend using podcasting as at the center of your content strategy. It is an extremely effective medium for creating engaging content that can be used in a variety of ways.

Why is Podcasting Worth Considering?

This likely goes without saying, but podcasting is an incredibly versatile medium that can be used in a variety of ways. It is also an excellent way to create long-form, in-depth content that is more difficult to produce with other types of media. Podcasts are also highly portable and easily accessible, making them great for busy people on the go.

Let’s dive into seven reasons why you need a podcast and why it should be at the center of your brand’s content strategy:

1. Engagement

The fact of the matter is that podcasts are engaging. They provide an opportunity for you to develop a deep connection with your audience. Why? Because when listeners tune into a podcast, they are not only giving their full (or almost full) attention to the content and your brand, but they can hear your voice. Listening to a podcast episode can be incredibly immersive and personal, providing an opportunity for you to really connect with your audience on an emotional level. They may not remember every single detail from an episode, but they will certainly remember how it made them feel. This is one of the main reasons that people are so loyal to their podcast subscriptions, and it’s a great way to secure a following for your brand.

2. Consistency

Podcasts allow you to create content that is consistent with your brand’s voice and image. When you produce a podcast, there is a certain consistency to the content. This helps your audience get to know you and your brand better and makes them feel more connected with what you have to say.

3. Reach

Podcasts have the potential to reach a wide variety of people, as they are easily accessible and shareable. Podcasts are also often shared amongst friends, coworkers, and family members. This can help to increase the reach of your content and introduce more people to your brand.

4. Quality

When done right, podcasts can be incredibly high-quality pieces of content that really stand out from the rest of your branded content. Podcasts allow you to create engaging, in-depth content that delves deeper into a specific topic or issue. Your podcast should reflect the quality and creativity of your brand, but it should also provide valuable information to your audience.

5. ROI

Podcasting can be a great investment for any brand. It is relatively inexpensive to produce and has the potential to generate a significant return on investment. The more people who listen, the more opportunities you have to convert those listeners into customers and gain new followers. Furthermore, podcast content can be used in multiple ways, such as being repurposed for blog posts or other pieces of content, leading to additional ROI from your investment.

6. Speed

Podcasting is an incredibly fast medium. It is much faster to produce content in the form of a podcast than it is to write and publish blog posts or create videos. This makes it ideal for brands who want to quickly create content that resonates with their audience.

7. Thought Leadership

Producing a podcast is also a great way to establish yourself and your brand as thought leaders in your industry. Podcasts allow you to delve into specific topics and share valuable insights with your audience, helping them become more informed about their industry or topic of interest. But it’s also a great way for you to come up with your next big idea. Podcasts can provide insight into emerging trends and offer you an opportunity to get ahead of the competition.

How Does Podcasting Come Into Play?

To see how podcasting fits into your existing content strategy, let’s break it down into three categories:

1. Content Creation: How can you use podcasting to create more content?

2. Content Promotion: How can you leverage the content of your podcast to promote across other channels?

3. Content Monetization: How can you monetize your podcast through sponsors or advertising?

By understanding how each of these categories work together, you can begin to create a comprehensive content strategy that includes podcasting. With a strong idea of what type of content you want to create and how you will deliver it, you can begin to think about what type of podcast would be most effective for your brand.

Content Creation: Creating Consistent Content with Podcasting

Creating a consistent brand across all mediums is essential for creating an effective content strategy. This means that the same message should be communicated and the same visuals should be used across all channels. A podcast is no different—it needs to align with your brand’s message and look in order to be successful.

When creating a podcast, it is important to think about who the target audience is, what topics you will cover, and how you can make sure that the content is consistent with the rest of your branding. You can use existing visuals and colors, a particular format or structure to the podcast, and even certain musical elements to ensure that all of your content is cohesive.

Content Promotion: Using Podcasts Across Other Channels

A great way to get more out of your podcasts is to repurpose them for other content channels. For example, you could create a blog post around the topic of one of your podcasts and include snippets or quotes from it in the post. You can also share clips on social media or link to full episodes in emails.

This is an excellent way to get more out of your podcast content without having to create all new material from scratch. It also helps you get more eyes on your content, as the channels you share it on may have different audiences than those who regularly listen to your podcast.

Content Monetization: Generating Revenue with Podcasts

Like any other form of content, podcasts can be monetized in a variety of ways. One way is to work with a sponsor who pays you to mention their product or service in an episode. You can also use advertising platforms such as Google Ads and Apple Podcasts Connect.

Using podcasts for monetization is becoming increasingly popular, and it can be an effective way to generate revenue from your content. It does require some upfront work and research to ensure that you are selecting the right sponsors and advertising networks, but it can be a great way to monetize your podcast in the long run.

In Conclusion

Podcasting is an excellent way to create, promote, and monetize content for your brand. By understanding how each of these elements work together, you can create a comprehensive and effective content strategy that includes podcasts as an integral part of your overall plan. Doing so will not only help you keep up with the latest trends but also provide valuable insights into your audience and create opportunities for monetization.

Once you have a solid content strategy in place that includes podcasts, you can start to draw more attention to your brand and increase the reach of your message. With the right tools and strategies, podcasting can be a powerful tool for expanding your reach and creating an engaging content experience for your brand.

If you need help getting started, reach out to the Sorrentino Media team. We offer a full suite of podcast production services, and our professional audio editors and producers would love to bring your audio stories to life.