What a podcast can do for your business 

 Podcasts are digital storytelling modes of communication that are accessed through audio files, typically on audio streaming platforms like Spotify or Apple Podcasts. These digital stories usually focus on two different formats; interview style where the host interviews a special guest, or story-based where the host engages the audience in a relevant and captivating story. 

Interview style is more commonly used, as it’s the easier approach to engaging the audience since there is a clear beginning, middle and end. Meanwhile, story-based podcasts may be more difficult to format in a meaningful, high-quality experience for the listener, but they can be much more rewarding for the host and the audience. 

Although podcasts aren’t formally used in business marketing tactics, there are plenty of opportunities for companies to implement them into their strategy plan. These kinds of podcasts are usually called branded podcasting, but a company must be careful not to come across as too pushy and marketing-like or else a listener will click away just as fast as they’ve begun listening. 

 Utilizing a branded podcast in your marketing strategy can open up many doors for your business. A great place to start is to emphasize stories that are telling of your brand’s personality and values. Similar to social media tactics, podcasts can form meaningful connections with your clients, which in turn establishes loyalty to your business. 

By creating a podcast to connect with your clients, you may just end up establishing deeper friendships with clients than those created by influencers and social media ambassadors! Though, the success will all depend on the execution of your podcast, from content to quality of production, and more. 

 Another benefit of branded podcasting is your newfound ability to reach hard audiences. These groups of people are typically avid at avoiding advertisements and need a lot more encouragement and relationship building to gain their trust. Podcasts can reach these audiences 

more easily because rather than showing off a product or service, you captivate their attention with inspirational stories that touch on the history of your brand and the values behind them. 

If you find yourself unable to decide if your brand needs a podcast, or where to even start creating one, let VALLETTA know during a scheduled consultation and we’ll offer you any guidance you may need during this new venture!