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Branded podcast: Three mistakes to avoid

Podcasts have become THE media trend of the moment, and many companies are creating a branded podcast simply to follow suit.

The result: Lots of blunders! 😵

Because we want to help you make your show a success, we’re sharing the three pitfalls to avoid when getting into branded podcasts. 🚀

Here are some examples of successful branded podcasts!

Branded podcast mistake #1: Targeting too broad an audience

The first trap to avoid is trying to target too broad an audience in the hopes of reaching potential new prospects. It’s just like in life: you can’t appeal to everyone! So we may as well simply try to appeal to the people who are important to us.

Your podcast should be designed and built the same way you design and build your products and services. You start with your target!

But who is your target, exactly? 🤔 To make your branded podcast appeal to the right people, ask yourself the following questions:

What are the issues facing your target group, and what types of frustration can your company address?
What are their aspirations and areas of interest?
Is your target an expert in your subject or is this more of a learning experience?
Are they mainly men or women? How old are they? What are their professions?
When are they most likely to listen to your podcast?
Who would be your typical listener?

By profiling your audience in this way and gradually building your personas, you’ll more easily arrive at a podcast topic that’ll interest your target. 💪

Example: Decathlon, Advice from Competitors

In its podcast “Advice from Competitors”, Decathlon gives its listeners tips and advice on all aspects of sports and answers the questions we’ve all asked ourselves at least once regarding the topic.

Here, Decathlon is clearly speaking to its customers. The target of its podcast is the same as for its products. Why swap out a winning team?

Branded podcast mistake #2: Only talking about your brand

The podcast is a new method of communication that allows you to free yourself from the traditional ways of advertising so you can speak differently to your consumers.

It pushes you to establish a more intimate relationship with your target by whispering your message in their ear. 👂

As such, it’s out of the question to hammer your advertising messages and sales pitches into it! Imagine a commercial lasting 30 minutes… 🤯

With the branded podcast, subtlety reigns supreme. 😎 Rather than putting your company front and center, look for the story behind it.

Who are the men and women that make up your company?
Would you like to highlight your customers, your employees or your partners?
What makes you an expert in your field?
What are your brand values, and how can they be personified in terms of audio content?

By answering these questions, you have your story! 👏

Example: Azzzap, Alexandre Zermati of Orange

The Azzzap podcast, sponsored by Orange, discusses soft skills to develop within companies. Over the course of the episodes, experts and authors in the field of management, communication and innovation take the floor and give their advice.

This is Orange’s opportunity to talk about a theme that’s quite far from its main activity but is part of the company’s values.

Now, the mistake would be to create your podcast around your business…and not around your chosen theme.

To avoid falling into the trap, keep in mind that your brand image is not based on your name, but on the content you produce.

The better your content is and the more interested your target audience is, the more value you’ll create for your brand.

It’s a win-win! 💪

Branded podcast mistake #3: Not making branded podcasts part of your overall strategy

A podcast rarely stands alone.

You can expect some listens just by broadcasting it to the various platforms through Ausha. But in order for it to be visible and to meet your brand awareness and marketing goals, you’ll need to think of it as one of your products. 💪

Once your target and theme are defined and your first episodes are published, take it to the next level by putting together an overall communication strategy around your podcast. 🚀

Press releases, publication on social networks, newsletters, articles…get your branded podcasts on all your communication channels and analyze the impact of these actions by tracking your listener statistics. 🎧

Example: Dior Tales from Dior

Needless to say, the House of Dior doesn’t do anything halfway. After launching Dior Talk, a series of interview-style podcasts featuring the brand’s specialists in the areas of jewelry, art, fashion, company history, etc., Dior is launching “Dior Tales”, a series of enchanting podcasts for children.

The brand has constructed a well-oiled communication machine around these podcasts with a page dedicated to this type of audio content on the house’s website as well as press releases in the biggest fashion magazines.

Gain inspiration from our Listener Course for implementing an effective communication and marketing strategy for your brand. Following each step allows you to significantly increase your audience.

Lots of brands use a podcast agency to help them create a top-notch show, so consider that option as you put together your plan.

And finally, if you still aren’t sure if a branded podcast is right for you, check out our blog post, “Why create a branded podcast?” Having a clear idea of why you are creating a branded podcast can help you avoid common mistakes.

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Launching a podcast for your brand is not an easy task. But once you have these three golden rules in mind, you’ll be well on your way to making your business even better. Got it? 😉 Now it’s your turn!

Emma