by Tara Khandelwal
Podcasts are the next big marketing tool. There is something very intimate about reaching your customers directly through audio. Most podcasts are between 5 minutes and 1 hour long and run for at least one season, if not weekly releases. And in this time, the host and the listener develop a close relationship of trust and authority.
There is literally so much noise around us – and the task of differentiating oneself is becoming harder and harder. Developing a great content series that answers your consumers’ questions, engages them, shows them your personality and includes them in your journey is now more key than ever. Now the question is how to make the content authentic and not just another form of advertisement.
Most branded podcasts don’t advertise or talk about their products directly. For example, a brand that makes sanitary napkins might choose to create a podcast or sponsor a podcast that talks about women’s reproductive health. Marketing is never about selling your product directly, but is about establishing yourself as a credible authority by talking about subject matter that can be linked to the brand.
We have found that people like to consume long-form content. In short form content, it’s harder to organically integrate a brand’s message.
Podcasts are interest focused. This means your potential consumers have already gathered in one location, which is very rare. Advertisers can target a group of people all at once – for example a publishing house knows readers will listen to a books podcast, and that might be a good place for them to advertise.
Podcasts are the natural successor to radio, which has a track record of being an effective marketing tool. People listening to podcasts are already paying attention, and the concept of ‘grabbing attention’ doesn’t apply to podcasts in the same way as it does to Instagram or any other social platform.
So, how can you assess if a consumer came to your brand through a podcast? You can put some call to actions in place: offer a contest or mention a discount code in the episode. Make announcements about the brand in the episodes and gauge performance and interest. At Bound, we often announce special contests and services only for our podcast listeners.
Is it a worthwhile investment? If you gain a critical mass of consistent listeners, this may be your most powerful marketing tool.
If you are interested in exploring podcasts as an option for your brand, check out Bound’s podcasting services!
If you want to join our podcasting community and mingle with other podcasters, join our PodSquad WhatsApp group!
About the author
Tara Khandelwal is a writer, editor and podcaster. She is a graduate of Barnard College, Columbia University and the Columbia Publishing Course. She currently works with Asia’s largest literary agency, Writers’ Side. She has worked with Penguin, BloombergQuint, SheThePeople.TV and more. She is the founder of Bound which provides skill building for creatives through writers’ retreats, workshops, writing coaching and editorial services.