There is no doubt that podcasts are here to stay and that, when included in a strategic plan, they can connect and link the listener to a brand, company, or service.
Podcasting may not be a new phenomenon globally, but it has seen a surge in popularity in recent years. Some attribute this rise to the origins of audio blogging, however, the true emergence of podcasting can be traced back to 2004 with the release of the iPod and its widespread adoption. Almost two decades later, few people have ever listened to a podcast, and even fewer are unfamiliar with the concept.
But is podcasting a viable PR strategy for businesses and organizations to consider? And if so, how can the impact of this tactic be measured? These are important questions to consider as podcasts continue to grow in popularity and influence.
Podcast: a powerful awareness tool
Today, on the Portuguese scene, we find podcasts from different categories such as, for example, humor, politics, economy, finance, art, cinema, television, sports, games, or science. But how can this format be applied to a PR strategy different from the traditional media?
Experts in the field of PR and marketing have identified that podcasting can be a powerful tool for building brand awareness. The format allows for the creation of a personal connection with listeners, which can be beneficial for building trust and loyalty. However, it is important to be aware of the limitations of podcasting as a marketing tool. One significant drawback is the lack of concrete data on the audience, making it difficult for brands to know exactly who is listening to their content and where they are located.
While there are ways to work around this issue, such as using unique URLs, UTMs, or promotional codes, it is important to keep in mind that the lack of audience data should not be the primary focus when developing a podcast-based PR strategy. Instead, the focus should be on creating engaging and valuable content that resonates with the target audience and aligns with the overall marketing goals.
When comparing podcasts to other forms of social media, Instagram is perhaps the most similar in terms of format. However, Instagram does offer the ability to analyze and measure organic content metrics, which is not always possible with podcasts. Content must be presented several times before the listener organically visits a particular site. Listeners may not even see a specific link in the description of an episode, but if they liked what they heard, they will certainly think about it later and search for it on the page or another channel.
To create a successful podcast, the key is to have high-quality and consistent content. Once a podcast is established and has a dedicated audience, it can be a valuable addition to a PR strategy. One way to achieve this is by featuring experts on specific topics as guests on podcast episodes. If a company or brand spokesperson is heard frequently on a variety of podcasts in their industry, they will be recognized as a thought leader in that field. This, in turn, can lead to increased brand awareness and credibility.
Unlike a strategy based on direct marketing, such as social networks, the definition of a Podcast Tour in a company’s PR strategy will focus on brand marketing. Both paths will be positive for a particular brand, but the last one will bring more results. For example, when we think of brands such as Nike, Coca-Cola, or Apple, we have their products in our subconscious, but usually, it’s not the products they most communicate with. The awareness strategy creates a sense of trust and connection with these brands.
When developing a PR strategy that involves leveraging the power of podcasts for brand exposure, it is essential to start by defining the campaign’s main goal. From there, selecting a well-spoken and knowledgeable expert who can speak on a topic related to the brand is crucial. This person should be able to communicate effectively, clearly, and directly. The next step is to identify the thematic podcasts that align best with the campaign goal, and then send proposals to these podcasts highlighting the expert’s availability as a guest. It’s important to space out the proposals in order to give the podcast hosts time to promote the episode and listeners time to consume the content, creating anticipation for the next “meeting” in another podcast.
It can be challenging for a brand to immediately embrace a podcasting strategy, as there is often a lack of concrete data to support the investment. However, a leader who understands the potential impact of podcasting on brand awareness and reputation may be more willing to take the risk.
As we mentioned before, consistency is fundamental in a strategy of this type because, with few exceptions, some listeners will not remember a specific episode in which a particular content caught their attention. Still, they will remember the expert in a specific area who works for a particular company.
At FES Agency, we have been exploring the use of podcasts as a PR strategy.
This approach may not be suitable for every business, and it’s recommended to combine it with other traditional forms of media. Despite that, podcasts have proven to be a lasting medium, and when incorporated into a marketing plan, they can effectively connect listeners to a brand or service.
If you’re interested in learning more about this approach, please get in touch with us!
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