You Get a Podcast Strategy! And YOU Get a Podcast Strategy!

I’ve spent the last 8 years trying to convince brands to even consider podcasts at all. But it’s not enough to just decide to “do a podcast”.

There are many different ways brands can leverage the power of podcasting, but it’s easy to fall into the trap of thinking there’s only one standard way that brands use podcasts. Every brand faces unique challenges and concerns.

So how can we expect one podcast strategy to serve each and every brand? 

To highlight the diverse opportunities podcasts present for brands, I thought it would be fun to imagine four distinct brands with unique business challenges, then share the tailored podcast strategy I would recommend for each.

Scenario 1: An academic institution 

Challenge: Recruiting a broader demographic of students to the medical research department

Opportunity:  Build a relationship and trust with diverse students who feel undervalued by other institutions, attracting new talent and creating a space where students can thrive

Solution: A narrative, seasons-based podcast sharing the stories of groundbreaking medical research made possible by the unique experiences of diverse scientists. 

The podcast demonstrates that the institution values diverse perspectives and experiences, building trust in students who are looking for a campus where they can feel comfortable and respected for their academic contributions. A narrative approach emphasizes the human side of scientific discovery, leveraging the intimacy of audio to inspire an emotional response and build a lasting relationship.

Scenario 2: A social media management company

Challenge: Being seen as an essential tool for social media managers

Opportunity: Becoming part of the day-to-day habits of social media managers and providing essential information for their jobs

Solution: A twice-weekly conversational podcast with studio-recorded cutdown video clips. In each episode, one host breaks down a current social media trend, explaining its origins, significance and implications to their co-host. 

The tone of the show is lighthearted and entertaining, but features essential tips to help social media managers stay on trend and avoid backlash, positioning the company as an authority in the space. The regular release cadence allows for habitual listening, and the conversational tone resonates with a target audience familiar with influencer-hosted chat shows, and the video assets provide engaging content to populate social media feeds.

Scenario 3: A recently launched non-alcoholic beverage company

Challenge: Quickly increasing brand awareness & broadening market base

Opportunity: Demonstrate that the beverage can be enjoyed while performing various activities that can’t be (safely) done while drinking alcohol, positioning the drink as a product not just for those who have chosen to be sober or are looking to cut back on alcohol, but also a fun drink for anyone to try

Solution: A host-read podcast ad campaign featuring the host trying new hobbies like rock climbing, pickleball or beekeeping– all while enjoying the non-alcoholic beverage. Recorded in-field, these short, attention-grabbing ad spots leverage the existing relationship listeners have with the host, making the ads more compelling. This approach allows the brand to borrow an existing audience, ensuring rapid reach and quick brand awareness, and positions the beverage as a versatile and enjoyable option for various occasions. 

Scenario 4: A trade association

Challenge: Retaining members who spend significant time working with their hands or driving and have little time to engage in professional development videos or written materials

Opportunity: Engage members more deeply by offering an easily accessible podcast that can be listened to while driving or working in isolation, providing more value and increasing member satisfaction

Solution: A private podcast feed with walled access, available exclusively to members. The podcast offers practical tips for blue-collar business owners on local marketing, hiring reliable employees, scaling operations, and strategic pricing. By requiring an email address for access, the trade association can track who is listening to which episodes, providing valuable insights into which content is resonating with which members. This creates opportunities to follow up with individual members with opportunities related to their specific interests. 

Facing a unique challenge for your brand?

I bet we could come up with a solution in podcasting.  With a thoughtful and tailored approach, podcasts can address so many business needs. From top-to-bottom of the funnel, broad audiences to the most niche targets, podcasts can do so much more for brands than you may have even considered. Reach out to collaborate with the most creative minds in podcasting and explore innovative solutions to solve your business challenges.