Unlocking the Power of Podcasting for Your Brand
By Tyrell Lisson, Creative Director at Big Red Oak
I've embarked on a podcasting journey for nearly a decade. At first, it was a personal passion, a creative outlet. Little did I know that this journey would lead me to create a niche podcast, "The Band: A History," which has been going strong for almost five years, gathering a dedicated audience and helping me build an enduring brand. It's not about bragging; it's about sharing the incredible value that podcasting can bring to any brand. Now, at Big Red Oak, I challenge clients every day to think about how podcasting can expand their opportunities.
From Listener to Leader
Starting a branded podcast isn't just a question of following a trend; it's an opportunity to become a thought leader in your industry. It's your chance to shape and amplify your brand's voice and message. With my podcast, I've become a respected voice in the music community, leading to numerous media appearances, increased revenue, and people seeking my expertise: This is what podcasting can do for you and your brand. Whether you discuss the latest trends, emerging technologies, or industry shifts, it’s key that you're not merely an observer: You're an active participant in shaping your field's narrative. The bottom line is you need to own the conversation, set the agenda, and solidify your brand's position as an authority.
Your Brand, Your Story
Podcasting is the perfect tool to humanize your brand. It enables you to connect with your audience authentically. For certain clients' goals, scripted videos and "explainer" animations may feel too structured or distant. Let your guard down, share stories from your workplace, introduce the faces behind your brand, and let the passion that fuels your company shine through. Recently, I helped our client, the Canadian Nuclear Isotopes Council (CNIC), who wanted to pivot from talking-head videos to a podcast series that features a more in-depth, authentic approach to exploring the isotope ecosystem. Authenticity is key: Let personality shine. Listeners can spot insincerity from a mile away.
Connecting Beyond the Mic
Collaborating with industry experts and influencers can be a game-changer. It elevates your podcast's quality and authority. Building an audience can be tough, so target people who interest you and have a larger audience than yours. With CNIC, we had a subject matter expert on every episode. This strategy helped grow the client network, making significant connections that are leverageable. It also opens doors to valuable networking opportunities, thought-provoking discussions, and potential partnerships – and cross-promoting with collaborators expands your reach and credibility online.
Now, I understand some of you may be thinking pragmatically. You might be curious about investing time and money into a podcast, but you need to see the monetary value. That's a fair point, and I've got you covered.
From Audio to All Mediums
Creating a podcast isn't just about making audio content: You're building a versatile content hub. Podcast transcripts can become blog posts, quotes can turn into eye-catching social media graphics, and audio snippets can become teasers. When I started my podcast, it was in audio format only, which worked for a long time. It generated content and increased my social media following to twenty-thousand-plus followers in no time. Now I'm exploring video, allowing me to expand my content even further. Video remains a paramount medium, so I've seamlessly integrated it into my overall strategy. This multi-channel approach ensures your content reaches different audiences, catering to various preferences.
Ahead of the Podcasting Pack
The podcasting landscape has been booming this decade, and it's still a goldmine waiting to be explored by brands. There's never truly a right time to jump into something, but with our medical isotopes client, we were able to enter a space with little to no competition. This allows their podcast not only to benefit from being a fresh take but also to completely own the space. By identifying your niche and jumping in now, you demonstrate adaptability and innovation, setting your brand apart from competitors. Being an early mover helps you build a dedicated audience and establish your authority within your industry.
Data-Powered Podcast Perfection
Podcast analytics offer invaluable insights into your audience's behaviour. You can track metrics like downloads, listener locations, and episode performance to refine your content strategy. Identifying what resonates most with your audience allows you to tailor future episodes accordingly. For me, this data helped me expand my monetization opportunities by creating merchandise and services that I knew my audience would love. This data-driven approach strengthens your connection with your audience and can be applied to your other media, whether it is video or static assets.
In nearly a decade of podcasting, I’ve learned that what was once a trend is now an opportunity in more ways than one. Through thought leadership development, brand storytelling, industry connectivity, multi-channel message amplification, first-mover advantages, and insightful analytic learning, podcasting provides vast benefits to those who leverage this growing content platform.
For the last three years, I’ve been trying to help clients at Big Red Oak see the power of podcasting. We have extensive experience in podcasting strategy and production expertise to help you start your podcasting journey. Your audience is eagerly waiting to hear your unique story, and podcasting is the perfect medium to share it. Let’s connect and talk about how we can leverage podcasting to enhance your brand's presence and reach.