Podcast as a Marketing Tool: How to Grow Brand Awareness

5 min readJul 17, 2020

With almost more than five billion people owning a mobile device, listening to podcasts is one of the ways individuals of the modern world find information and seek entertainment. Right now, there are an estimated 54 million podcast episodes, coupled with 800,000 active podcasts around the globe. The state of podcasting in America alone indicates that 70% of people are familiar with this audio content. With these astounding figures, it is evident you need to leverage the podcast for brand awareness. Here are some benefits of choosing podcasts as your marketing tool.

Related Read: Top podcasts for marketers

Podcast For Brand Awareness: Building Relationship and Trust

Podcasting paves the way for your business to have a strong voice. With your chosen content, you can showcase the thrust, personality, and character of your organization. Consequently, you can attract more clients and increase your sales goals in a natural way. Unlike pushy and traditional advertising that consumers no longer trust, podcasts allow you to build more authentic client relationships. In business, trust is vital in creating a loyal following in the market that is already saturated with products and services. And most of all, trust equates to more sales!

For the new brand building trust is even more challenging and podcasts are a great tool to start connecting with the audience. A great example is Trailblazers Podcast, launched by Dell technologies, a new brand created in 2016 when Dell and EMC Corporation merged. The podcast isn’t about the brand but a collection of inspiring business stories. This is also a good example of engaging content, speaking with the audience, interested in entrepreneurship and real-world business experience.

Podcast For Brand Awareness: The Fine Art of Engaging Content

Remember that the world loves listening to podcasts because they cover a broad range of engaging topics. Your clients can multitask and listen whenever they want. Your audience can download your episodes to save for later, or they can listen to them the moment they are released. Starting a podcast also gives you the freedom to explore any format-you can be a solo host, do tandem hosting, invite guests, do a drama, perform a comedy skit, and more. Moreover, your messages can be as varied, allowing you to focus on unique stories, give advice, share experiences, play music, or whatever you want. No two podcasts are exactly alike because you can use your imagination.

The perfect example of working engaging content is Hackable — branded podcast for McAfee, a software security company. Cybersecurity nowadays is vital for every aspect of life, but it’s not so easy to engage people with this topic — not many of us care and talk about cybersecurity until something goes wrong. Hackable managed to become super successful because of the perfect combination of humor, entertainment, and educational content.

Podcast For Brand Awareness: Reach New Audience and Generate Better Conversion

With your podcast, you can target a niche audience that will be loyal followers of your content. All you need to do is just get behind your mic and start sharing your knowledge in the most exciting manner. Once your passion for the subject shines through, you boost your company’s credibility. As your clout and authority increases, you will be able to generate attention. Your audience will likely approve, share, and comment on your podcast, helping your brand reach more people and expand your client base. As a result, generate more leads and create better conversion to boost your company’s profitability.

Marketer Of The Month Podcast by Outgrow

We can see that even world-famous brands, such as TEDTalks start their podcasts to stay up-to-date for their audience with a fast-paced lifestyle.

Podcast For Brand Awareness: Easy and Quick to Produce

Podcasts are easy and affordable to produce. All you need for production is a quiet room, a microphone, a recording device, and an editing software. A free one by Audacity is a good starter option. Another important thing not to miss is your podcast description. After your podcast name and logo, the next thing potential listeners look at is your podcast description. So you’ve got to make it good. You can start it with a question, add episode highlights, insert helpful, interactive information, like an online flipbook, etc. Once you’ve produced a podcast episode, you can share this in your blog and social media channels. Apart from promoting your brand, you can monetize your podcasts through advertisements, sponsorships, collaborations with prominent brands or personalities, media summits, affiliate marketing, and more.

As an added tip, you can always consider summarizing your podcast into explainer videos. Thereafter, you can upload those videos onto Youtube. This allows you to expand your audience to the Youtube’ ecosystem. When you are creating a video for Youtube, be sure to always add in a short animated intro video for greater brand recognition.

In today’s scenario, it is very critical to use Podcasts for brand awareness. Because podcasts are convenient, they are one of the best ways your clients consume content in this modern era. Engaging podcasts are habit-forming. With the right mix of info, fun, light-hearted bantering, and music, your audience can’t just help but plug and tune into your show.




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