Thanks to the widespread adoption of high speed internet, podcasting is one of the best tools we have for building a brand online. Podcasts provide a much more sensory-rich experience than textual content, which helps to build a better relationship with your audience. This is eloquently explained by entrepreneur and digital outsourcing expert, Chris Ducker. He states:
“Podcasting allows us to realize the benefits of presenting information in audio or visual format. This in turn allows you to convey your personality in a much stronger way than is possible through the written word. That clarity in your message is seen and felt through your actions (on video) and the tone of your voice – all allowing you to emphasise important points within the podcast session.”
Additionally, podcasts are an easy medium to consume. You don’t have to focus your brainpower on reading any information – in fact, you can listen to a podcast while you’re at the gym or in your car during your commute. This makes podcasting an excellent medium for getting your message across in a world where people are perpetually distracted. If you’re serious about building your brand using podcasting, follow these guidelines:
1. Have distinct artwork
It’s important to remember that your podcast is an extension of your brand, so always ensure that the visual elements represent your brand with integrity. Always keep the same logo wherever your podcast is presented, and make sure your logo is well designed and appropriate for your niche.
For example, UFC commentator and comedian, Joe Rogan, hosts one of the most popular podcasts on the internet. Although the podcast is centered around mixed martial arts, a variety of other subjects are covered including: cryotherapy, seasteading, hunting, veganism, psychedelic experiences and more. Although his outrageous logo would be completely inappropriate for a corporate-themed podcast, for the topics he covers, it’s perfect and impossible to forget.
2. Expand your reach
One of the best things about podcasting is that it’s the perfect platform for interviewing industry experts. It’s not a huge commitment to appear on someone’s podcast, but it enables you to gain fans from a brand new audience that you may not have already been exposed to. John Lee Dumas, founder of Entrepreneur On Fire, kicked off his podcast by interviewing a new business expert every single day. Each person he interviewed brought a swarm of new fans to Entrepreneur On Fire, which is now one of the world’s leading podcasts on the subject of entrepreneurship!
3. Provide tonnes of value!
A podcast isn’t just an opportunity for you to broadcast your stream of consciousness to a global audience – it’s an opportunity to provide value to people and help them to improve their lives. In order for you to make the highest quality content possible, you really need to get inside the heads of your listeners. What are their passions, their ambitions and most importantly, their problems? Next, think about how you can use your expertise to deliver as much value as possible. Content marketing expert and entrepreneur, Neil Patel, is all about delivering actionable advice, as evidenced by his highly popular podcast which is appropriately titled: Marketing School.
4. Synchronise your brand
Remember to mention the numerous corners of the web where your podcast audience can find you, such as your social media accounts and website. While you may wish to direct your podcast audience to a specific offer on your site which you feel is highly relevant to them, try to avoid selling too frequently. Your podcast should always be an avenue for you to help people and build your brand in the long-term rather than make a quick sale from your listeners.
5. Purchase high quality equipment
To start a podcast, you don’t need your own studio like Joe Rogan, but it pays to make an investment in your equipment. Poor quality audio implies poor quality content, unfortunately, so don’t make this mistake. If you already have a computer, you can purchase a good quality microphone, pop filter, recording stand and headset for less than £200. If you go bargain hunting or buy used equipment, you can get everything you need for even less. For more information about podcasting equipment, check out this informative post by The Content Marketing Academy.
6. Conclusion
Podcasting is on the rise. Statistics from a recent survey show that podcast listening grew 23% from last year, and 64% of podcasts are being listened to using a smartphone or tablet! If you’re okay with putting your personality out there via visual and audio mediums and are committed to sticking to an upload schedule for the long-term, podcasting can be an excellent tool for building a brand in 2016 and beyond!
Tags: brand building, podcasting
