Podcasts have become a popular form of content marketing, with millions of shows available for listeners to download and stream. But are branded podcasts a smart investment in 2024? According to recent data, there is still consumer interest in podcasts, with a growing listener base and increasing podcast ad spending.
Brands invest in podcasts for several reasons, including audience engagement, niche targeting, brand credibility, and content repurposing. Podcasts allow brands to connect with audiences on a deeper level, reach highly targeted demographics, establish thought leadership, and repurpose content for various marketing channels.
However, branded podcasts also present challenges, such as standing out in a saturated market, limited analytics for measuring campaign effectiveness, and the need for investment in production costs and resources. Marketers must carefully consider these factors before launching a branded podcast.
At Convince & Convert, the Social Pros podcast has been running for over 16 years, focusing on providing valuable content for a specific segment of marketers. The show’s objective is to tell real stories of people working in social media, rather than promoting products. The podcast has faced challenges such as production quality issues and guest scheduling, but has overcome them through strategic investments in technology, training, and partnerships.
Ultimately, the decision to invest in a branded podcast depends on how it aligns with your business strategy and content marketing approach. It is essential to determine if a podcast can create high-value content for your audience that they cannot find elsewhere. Rushing into launching a podcast without careful consideration can result in low ROI and limited listenership.
If you are considering starting a branded podcast, it is important to take the time to plan and strategize effectively. Whether you choose to run all aspects in-house or outsource certain tasks, the key is to create a setup that works best for your team and goals.
In conclusion, while there is still potential for brands to benefit from podcasts in 2024, it is crucial to evaluate the investment from a strategic perspective. By understanding how a podcast can support your business objectives and deliver unique value to your audience, you can make an informed decision on whether or not to pursue this marketing channel.