Join the Podcast Revolution

At our latest event, we were joined by Penguin’s Executive Audio Producer Katie Bilboa and podcasting duo The Cinemile, as well as our own resident expert Jack Baine who used to create podcasts at the BBC.

It’s a booming time for podcasts. Six million adults tune in to them each week, according to Ofcom. What’s particularly exciting is the format’s versatility. It’s something that can be owned not just by individuals but also brands, whether that be in the entertainment space, like the cult Love Island podcast, or even as a form of internal comms.

Here are four key takeouts for brands operating in the space:

1.       Content is key

The cost barriers to creating a podcast may be low, but the barrier exists in creating high quality. It needs to engage and cut through the noise. Take Mastercard’s Fortune Favours the Bold series. It tackles difficult and often dry financial topics in a highly entertaining format.

Make sure your concept is unique. There are loads of film-reviewing podcasts, but the fact The Cinemile’s is recorded on the move helped to differentiate.

2.       Ask yourself why

Think strategically about how you want to present your brand. Do you want to take a subtle approach? GE’s podcast ‘The Message’ uses a soft sell tactic, and is the most listened to branded content in podcast history. Conversely, Penguin’s podcast is overtly branded, to leverage their credibility as content publishers already.

3.       Involve the experts

Kate Bilboa emphasises the importance of investing in the right resources, infrastructure and talent. For example, your podcast will only be a good marketing tool if you first market it for visibility.

This doesn’t mean your concept has to be complicated. When we created the podcast ‘Sausage FM’ to promote British Sausage Week, It featured the sounds of sizzling sausages and was a hit with media where it made it onto BBC 1;s Have I Got News For You.

4.       Consider the wider opportunities

If a whole podcast series isn’t right for your brand, there are loads of other options. One-off podcasts, held as live events or coinciding with specific marketing activity, can be equally impactful. This works well for Penguin, who time book launches with author-focused podcasts.

To summarise, if you can ensure your brand’s audio content is strategic, engaging and considered, you’ll be able to seize the brand lift podcasts can deliver.