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12 March 2020  •  Dave Feistel

How podcasts can impact your brand

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Podcasts have been around since 2004, gained popularity at the start, fizzled a few years after launch, and came back with a vengeance a few years ago! They are now more popular than ever. According to Podcast International, over half of the US population, 65 million people, have listened to a podcast. As much as they are entertaining and insightful for the listener, they can be just as impactful when it comes to overall branding for a company looking for ways to grow their awareness.

Podcasts have been around since 2004, gained popularity at the start, fizzled a few years after launch, and came back with a vengeance a few years ago! They are now more popular than ever. According to Podcast International, over half of the US population, 65 million people, have listened to a podcast. As much as they are entertaining and insightful for the listener, they can be just as impactful when it comes to overall branding for a company looking for ways to grow their awareness.

When you dive deeper into the impact of podcasts, you quickly discover that with a podcast interview the interviewee can shape their own brand narrative. They can answer questions that tell the story of their brand, and all in content that can be controlled. Unlike traditional press interviews, with podcasts the interviewee is in the driver seat.

As a public relations firm that works to promote brands, we are often in situations where we identify the type of podcasts that would work best for our client’s brand voice. How do we know what podcasts are a good fit? It comes down to research and aligning our client’s brand with a topic or host that speaks to items that align with their business. With over 700,000 active podcasts, there are podcasts on all types of topics, such as marketing, small business, life tips, inspirational and motivational advice, entertainment, where to eat, what to cook, how people fall in love and endless other topics.

By aligning with the right subject and by providing the right narrative about your business and brand, podcasts also build strong SEO (search engine optimization) solutions that are invaluable because it supports organic search terms which Google ranks as number one. In addition, Google has made audio searchable and began indexing podcasts at the beginning of 2019. Want people to find you via search terms on the internet – do some podcast interviews!

If storytelling and controlled content, tied with strong SEO results aren’t enough proof to consider adding a podcast program into a business’s marketing efforts, add in the networking component and connections built through like-minded audiences and we are sure you will see the value and overall impact that podcasts have on a brand.

If you are wondering what type of podcasts your brand would benefit from, reach out and let us help you connect with podcasts that can help your business grow today.

Interested? Fill in the form and we’ll make sure the right person connects with you.
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