Brands Using Podcasts: Elevate Your Marketing with Branded Audio Content

Overview of Branded Podcasts

Branded podcasts are powerful tools for brands looking to engage with their audience in a meaningful way. By leveraging branded audio content, companies can share their stories, showcase their expertise, and build lasting relationships with listeners. Brands using podcasts serve as an extension of the marketing strategy, providing valuable information, entertainment, or insights that resonate with their target audience.

Benefits of Branded Podcasts

Showcase Your Industry Expertise

Branded podcasts allow you to highlight your knowledge and insights, positioning you as a thought leader. The benefit of your own branded podcast is that you choose the content! Select topics you know best and divulge in your episodes. This extended audio content can help build credibility and trust with your audience.

Build Credibility and Trust with Your Audience

Creating valuable and engaging audio content helps establish a strong connection with your listeners. Engage directly with your listeners by asking them to submit their questions, then follow through by answering them directly on your podcast. Most of these FAQs will be evergreen content, creating episodes that can be shared for the lifetime of your business, providing another benefit of branded podcasts. By consistently delivering high-quality content, you will organically foster trust and loyalty among your audience.

Create Content that Sparks Conversations and Thought Leadership

Branded podcasts provide a platform for in-depth discussions and thought-provoking content. Industry deep-dive episodes engage your audience, encourage conversations, and enhance your brand’s visibility.

Connect with Niche Audiences

Podcasts offer a unique opportunity to reach specific and niche audiences. By tailoring your content to the interests and needs of your particular target demographic, you can create a more personalized and impactful listener experience. No matter the niche of your expertise, an audience will likely benefit from your branded podcast.

Whether you’re sharing personal stories, answering listener questions, or delving into specialized topics, the benefits of branded podcasts are immense. Creating engaging audio content provides a versatile and impactful medium for enhancing your brand’s visibility and establishing a loyal audience.

Key Facts:

• 86% of branded podcasts tested resulted in a lift in affinity for the brand responsible for the podcast. This means listeners who heard the podcast are more likely to rate the brand as Very Good or Excellent, compared to those who didn’t hear the podcast (Signal Hill Insights).

• On average, 61% of listeners say that the podcast made them feel more favorable toward the brand (Signal Hill Insights).

• Even with exposure to just a single episode, 51% of listeners recalled the brand responsible for the podcast unprompted (Signal Hill Insights).

A Branded Podcast Success Story

One powerful example of a brand using podcasts to drive growth is Banking Transformed, hosted by Jim Marous. Marous is the co-publisher of The Financial Brand, and owner and publisher of the Digital Banking Report. Banking Transformed uses branded audio content to delve into the latest trends and innovations in the banking industry.

In an episode from August 2023, The Promise and Peril of ChatGPT in Banking, Marous dives into the facts of generative AI and its increasing impact on banking. In this episode, Jim invites Brian Roemmele, President of Multiplex to discuss the ethical considerations and regulatory challenges to AI in banking.

By focusing on relevant topics and featuring industry experts, Banking Transformed has successfully positioned itself as a leading voice in the financial sector. Marous is continuously recognized by organizations as an industry leader. In recent and consecutive years, Jim Marous has been named the #1 Global Thought Leader and Influence in Fintech by Thinkers360.

Jim found the sweet spot with podcast sponsorships. Brands can enjoy the benefits of a branded podcast without their own show by taking advantage of integrations that exist.

Quote from Jim Marous: "While I was initially concerned that sponsors would dilute the value of their podcast by making it a commercial, virtually none have done that. In fact, some of our sponsored episodes are the best we create."

Among branded podcasts, sponsored episodes are often the most popular episodes produced, proving the effectiveness of well-executed branded audio content. By interviewing industry experts, both organizations see an increase in credibility and business growth.

Brand-Sponsored Episodes Enhancing Credibility and Leveraging Audio Content

• The Increasing Need for Talent, Inclusion, and Diversity in Banking This episode features an insightful discussion with Priya Gore from Microsoft, highlighting the company's initiatives in diversity and inclusion. The episode boosts brand recall and affinity for Microsoft, which also sponsors the episode, giving them additional exposure. As more companies navigate the return-to-office movement, management teams face an increased urgency in finding, training, and retaining quality talent while creating an inclusive environment for hybrid working. Long-term relevance lies in leveraging human capital, requiring cultural changes for banks and credit unions to win the war for talent. Joining the discussion is Jill Nowacki, president and CEO of Humanidei and O’Rourke, who discusses the challenges and opportunities financial institutions face in building future-ready workforces and cultures.
• Square: An Increasingly Strong Power Player in Financial Services In March 2021, Square Financial Services launched its bank after receiving its Industrial Loan Company license from the FDIC. Joining the discussion is Lewis Goodwin, CEO of Square Financial Services, who discusses the strategy behind building a bank for small businesses and the challenges facing fintech players in North America. Sponsored by FIS, this episode also highlights the GoCart payment solution, simplifying payments and increasing sales. This episode delves into Square’s growth and innovation in the financial services sector, underscoring its role as a major industry player and enhancing its brand image. Find out more at GoCartpay.com/podcast.
• The Increasing Importance of Data Resilience A conversation on data resilience and its critical importance in today’s financial landscape, positioning the featured brand as a forward-thinking leader in data management. Joining the discussion is Rick Vanover, Senior Director of Product Strategy at Veeam. Sponsored by Veeam Software, this episode highlights Veeam’s Kasten K10 solution for protecting Kubernetes data with security and compliance features like end-to-end encryption and RBAC. Find out more at Kasten.io
• Alkami Unveils Game-Changing Digital Maturity Assessment Tool for Financial Institutions This episode explores Alkami’s innovative Digital Sales & Service Maturity Model Assessment, enhancing brand recognition and authority within the financial sector. In an era where digital transformation is reshaping the financial services landscape, Alkami empowers banks and credit unions to evaluate their digital maturity and provides actionable insights to navigate their digital journey. Joining the discussion are Allison Cerra, Chief Marketing Officer at Alkami, and Casey Hogarth, Senior Director at Emerald Research Group, who emphasize the importance of understanding where financial institutions stand in their digital journey. Sponsored by Alkami, this episode delves into how the assessment tool can revolutionize digital strategies. Take the 5-question assessment to benchmark your institution’s digital maturity.
• Inside Story: Ally & Microsoft’s Groundbreaking AI CollaborationThis episode covers the innovative AI collaboration between Ally and Microsoft, showcasing how both companies are pushing the boundaries of technology to deliver superior financial services. Focused on productivity, security, and improved customer experience, this partnership highlights their commitment to technological advancement. Joining the discussion are Priya Gore from Microsoft and Sathish Muthukrishnan from Ally. Sponsored by Microsoft, this episode explores how strategic partnerships can drive responsible AI adoption in financial services. More at Microsoft.com/financialservices

Jim has also been featured on Forbes, The Wall Street Journal, New York Times, CNBC, CNN, The Financial Times, The Economist, The American Banker, Fintech Finance, and Accenture and has spoken to audiences worldwide. Please visit the official Jim Marous website for more information.

Learn more about opportunities for sponsoring or advertising on a podcast, and see how integrating your brand with a popular podcast can boost your visibility and credibility. Sponsorship packages range from single-episode sponsorships to long-term partnerships, providing targeted exposure to an engaged audience. Align your brand with high-quality content and industry thought leaders to enhance your reputation and drive business growth.

From ladies sipping wine, to generational stories, medical experts, and more, here are other examples of brands using podcasts as marketing leverage in their field.

Get Started Today

Ready to elevate your brand through podcast production? Contact us today to explore how Evergreen Podcasts can help you achieve your podcasting goals. Let's create something amazing together! For more information on how branded podcasts can benefit your business, visit our Branded Podcasts page.