What Podcasts Teach Us About Branding
With smartphones and access to public radio within the last year, the buzz around Serial was practically inescapable: almost everyone was downloading it, listening to it, or quoting every bit of Sarah Koenig’s investigation to determine if there would be a way to bring justice to Adnan Syed.
Publications churned countless think pieces dedicated to solving Serial, perplexed by how and why audio is changing the stream and exchange of digital media. Even at a digital agency, we understand why podcasts are so popular: the medium inhibits cohesive storytelling that is made to matter, thus invaluable to audiences.
Have you heard this before? Probably on a podcast, but the medium enough is a testament to branding practices and strategy. Successful campaigns go beyond a sales pitch; they share stories that are relevant and fearlessly critical to their audiences. On one end, podcasts cater to virtual utility: if a user has access to iTunes or a mobile phone, they can quickly download a podcast and listen to it on-the-go; on the other hand, podcasts as a medium cater to the core of human engagement and customer service: empathy.
Podcasting is an intimate medium that recognizes listeners, in their reach, as humans first. These days, the humanity in users can seem distant in digital, somehow lost in the noise of video ads and the drive to make more of the data before us. Brands still need to build relationships with their lifetime customers and consumers. The strategy requires a relentless desire to engage and stay relevant, which makes the resurgence in podcasting even more pertinent.
Ultimately, podcasts reign successful as to why more brands should integrate content marketing practices into their overall strategy. When it comes to cultivating content for a target audience, people prefer to interact with characters and stories that resonate with them. This means your audience, and user base is the central focus of the story.
Podcasts are only one of the mediums in the realm of digital that thrives on the investment in great content. Great content demands discipline and planning in a time period that can be either stretched out or compressed. When it comes to long-term sustainability, brands aspire that their authenticity and brand advocacy can be found with their audiences.