How to start a branded podcast for Finance Brands

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How to start a branded podcast for Finance Brands

October 22, 2024 • About 15 min. read

Finance podcast

For B2B brands, launching a finance podcast can significantly enhance your authority in the industry and foster deeper connections with clients and prospects. In an era where businesses are increasingly leveraging audio content to communicate complex ideas, a finance podcast serves as an effective platform for sharing valuable insights, educating your audience, and building a loyal community. Whether you’re a financial institution aiming to strengthen your market position or a consultancy looking to showcase your expertise, a finance podcast can be a transformative asset. 📊

This guide will provide you with all the essentials for launching a successful finance podcast. We’ll explore key topics such as what a podcast entails, how to persuade decision-makers to invest in this medium, and benchmark examples of successful B2B finance podcasts. Additionally, you’ll learn critical steps for creating your show, from defining your podcast’s angle to selecting the right equipment and implementing effective promotional strategies. 🎤

Get ready to delve into the world of finance podcasting and discover how this innovative medium can amplify your brand’s voice and drive meaningful engagement in a competitive landscape! 🚀

What to Know Before Starting

What is a Podcast? 🎧

A podcast is a digital audio program that allows brands to communicate their message through engaging spoken content. For B2B companies, podcasts are not just another marketing tool; they represent a strategic opportunity to establish authority and build deeper connections with target audiences.

The primary objective of a finance podcast is to deliver valuable insights that resonate with industry professionals and decision-makers. By sharing expert opinions, industry trends, and financial strategies, brands can position themselves as thought leaders in the finance sector. This kind of content not only informs but also builds trust and credibility 🔑

Podcasts also facilitate a more personal form of engagement. Unlike written content, audio allows listeners to connect with the brand’s voice and personality, fostering a sense of familiarity and loyalty. B2B brands can leverage this intimacy to convey their mission, values, and expertise in ways that resonate deeply with their audience. Moreover, a finance podcast can serve as a platform for discussing relevant issues, addressing common questions, and providing actionable advice that enhances the listener’s experience and knowledge. 📈

Additionally, podcasts have the potential to reach a wider audience by being accessible on various platforms like Apple Podcasts, Spotify, and Google Podcasts. This broad reach ensures that valuable content can engage listeners where they are most comfortable, whether during their daily commute or while multitasking at work. For B2B brands, this means increased visibility and the opportunity to attract new clients and partners. 🌍


For those interested in a deeper understanding of the podcasting landscape, check out our article on What is a Podcast? 📚


How to Convince Your Boss to Start a Finance Podcast 🎤

Convincing your boss to launch a finance podcast can be a strategic move that enhances your brand’s visibility and authority in the financial sector. Here are some actionable tips to make a compelling case:

1. Highlight the Value of Thought Leadership 🌟

  • Establish Authority: Emphasize how a podcast can position your company as a thought leader in finance. Sharing insights from industry experts can enhance credibility and attract potential clients.
  • Engage with Industry Trends: A podcast allows you to discuss current trends and developments, keeping your audience informed and engaged.

2. Showcase Audience Engagement 📊

  • Build Community: Discuss how a finance podcast fosters a sense of community among listeners. It enables direct communication with your target audience, allowing them to feel more connected to your brand.
  • Feedback Loop: Highlight that podcasts encourage feedback, which can provide valuable insights into audience preferences and expectations.

3. Emphasize Content Versatility 🎧

  • Repurposable Content: Explain that podcast episodes can be transformed into written articles, social media posts, or infographics, maximizing your content’s reach and utility.
  • Guest Appearances: Invite industry experts as guests to enhance credibility and expand your network.

4. Illustrate the Return on Investment (ROI) 💰

  • Cost-Effective Marketing: Point out that starting a podcast is often more affordable than traditional advertising methods. The production costs can be minimized with the right tools and a consistent strategy.
  • Lead Generation: Discuss how valuable content can attract potential clients, leading to increased inquiries and conversions over time.

5. Offer Resources for Further Understanding 📚

  • Support with Research: Provide data on the growth of podcasting in the finance sector and its effectiveness in audience engagement. Include statistics that show how businesses that invest in podcasts often see an increase in brand awareness and client loyalty.

If your boss needs more arguments, we’ve created a comprehensive resource on how to convince your boss to launch a podcast. This guide provides additional insights and statistics that can help seal the deal.


Benchmark on Existing B2B Finance Podcasts 📈

Exploring existing B2B finance podcasts can provide valuable insights into what works and how you can carve out your own niche. Here’s a detailed look at five noteworthy finance podcasts, including their content, brand objectives, and the value they bring to their audience:

1. Invesco – Time in the Market ⏳

What it’s about: Time in the Market offers expert insights on investment strategies and market analysis. Invesco hosts financial analysts and industry leaders to discuss current market conditions, investment tactics, and economic forecasts.

Brand objective: Invesco aims to establish itself as a trusted authority in the investment sector, fostering brand awareness while building trust with listeners who seek reliable financial information.

2. Amundi – Outerblue 🌊

What it’s about: Outerblue is a podcast channel guiding professional investors on their financial journeys. It features four series focused on market analysis, economic insights, financial research, and responsible investing.

Brand objective: Amundi aims to establish Outerblue as a thought leader in finance, enhancing brand recognition while providing valuable insights that foster trust and authority among professional investors.

3. Circle – The Money Movement 💸

What it’s about: The Money Movement examines the transformative role of digital currencies and blockchain technology in today’s financial landscape. Jeremy Allaire engages thought leaders and innovators to discuss trends, challenges, and opportunities within the cryptocurrency sector.

Brand objective: Circle aims to position itself as an innovative leader, attracting an audience interested in the future of finance and establishing itself as a go-to source for cutting-edge financial information.

4. EY Professionals – The Better Finance Podcast 🌟

What it’s about: The Better Finance Podcast delves into the evolving landscape of the business world, focusing on what these changes mean for today’s and tomorrow’s finance leaders. This series features insights from industry leaders on critical topics shaping corporate finance.

Brand objective: EY aims to position The Better Finance Podcast as a key resource for finance professionals, enhancing brand authority while providing actionable insights that empower leaders to navigate the complexities of the financial landscape.

5. Stampli – Leaders of Modern Finance 🚀

What it’s about: Leaders of Modern Finance explores the fast-paced changes in the business finance landscape. This podcast features today’s finance innovators discussing emerging trends and challenges, making it a vital resource for finance leaders and enthusiasts looking to stay ahead.

Brand objective: This podcast strengthens Stampli’s brand by demonstrating its dedication to innovation and thought leadership, fostering trust and credibility with finance professionals navigating complex challenges.

When considering your own finance podcast, analyzing existing examples helps you pinpoint gaps and opportunities in the market. Each of the podcasts highlighted serves a distinct purpose and targets specific audiences, which you can learn from:

  • Identify your unique angle: Each successful podcast has carved out a niche. Consider what topics are underrepresented or how you can approach finance from a new perspective.
  • Leverage audience engagement: Observe how these podcasts engage with their listeners. Utilize social media and interactive content to foster a community around your finance podcast.
  • Clarify your brand objectives: Define what you want to achieve with your podcast. Whether it’s enhancing brand awareness, establishing thought leadership, or driving customer loyalty, clarity in your objectives will guide your content strategy.

By thoughtfully examining these existing podcasts, you can craft a finance podcast that not only resonates with your target audience but also fills a unique space in the industry. This strategic approach will position your brand as a credible voice in the finance podcasting landscape, ensuring you stand out in a crowded market. 🌟

How to Actually Launch Your Podcast

Launching a finance podcast involves a structured approach, starting with a clear understanding of your concept and angle. This initial step is crucial, as it will shape your content, attract your target audience, and set you apart from existing podcasts in the finance space 🎙️

Finding Your Concept and Angle

Before you can define your podcast’s concept, it’s essential to understand your listener persona. This involves identifying who your target audience is and what they want. Consider the following aspects when developing your listener persona:

  • Demographics: Who are they? (age, gender, location)
  • Professional Background: What industries do they work in? Are they finance professionals, business owners, or investors?
  • Interests and Pain Points: What specific financial topics are they interested in? What challenges do they face in their financial journeys?

For further guidance on developing your listener persona, check out our resource on how to create an effective listener persona. 📊


Choosing Your Unique Angle

After defining your audience, think about how your podcast can fill a gap in the current market. Ask yourself:

  • What unique insights can you provide? Consider your experiences, expertise, or a distinctive viewpoint on finance that sets you apart.
  • Are there underrepresented topics in finance that you can explore? This could include niche areas like sustainable investing, personal finance strategies for startups, or innovative financial technologies.
  • What format will resonate with your audience? Decide if your podcast will be interview-based, storytelling, or focused on panel discussions. Each format can convey your message in different ways, and selecting the right one can enhance listener engagement.

By crafting a compelling concept and angle based on a deep understanding of your listener persona, you can create a finance podcast that not only informs but also engages and retains your audience 🧭

Let’s talk Tools and Equipment !

When launching a finance podcast, investing in the right equipment is essential ! Here’s a list of necessary equipment to get you started effectively while maximizing your return on investment (ROI):

1. Microphone

A high-quality microphone is crucial for capturing clear audio. For finance podcasts, where clarity and professionalism are key, consider options like the Audio-Technica AT2020 or the Shure MV7. These microphones provide excellent sound quality and help minimize background noise, making them ideal for corporate settings 🎤

2. Recording Software 💻

The software you choose for recording can significantly affect your podcast’s production quality. Free options like GarageBand are user-friendly and provide essential editing tools, making them perfect for beginners. If you’re looking for more advanced features, consider Audacity, which is also free and offers extensive editing capabilities. For those planning to film their podcasts, Riverside is an excellent choice for high-quality remote recording.

3. Headphones

A good pair of headphones is vital for monitoring audio during recording and editing. Look for closed-back options like the Audio-Technica ATH-M50x. These headphones will help you hear the nuances in your audio without sound leakage, ensuring precise edits and a polished final product 🎧

4. Audio Interface

An audio interface allows you to connect your microphone to your computer while converting the analog signal into digital audio. Devices like the Focusrite Scarlett Solo are compact and user-friendly, providing high-quality preamps that enhance your recordings.🎙️

5. Hosting Platform 🌐

A reliable hosting platform is vital for distributing your finance podcast effectively. Ausha Pro is the all-in-one solution designed specifically for enterprises, agencies, and networks to launch and elevate branded podcasts. Here’s why Ausha Pro stands out in the B2B podcasting landscape:

  • Streamlined Distribution and Management: Ausha Pro enables rapid distribution across all major listening platforms, ensuring that your podcast reaches your target audience wherever they are. Its intuitive dashboard simplifies management, allowing you to focus on content creation while effortlessly overseeing your podcast’s performance.
  • Advanced Analytics and Measurement: Gain valuable insights with Ausha Pro’s robust analytics tools. Track your audience’s growth, understand their listening habits, and analyze your top-performing episodes in real-time. This data is crucial for refining your content strategy and driving engagement.
  • Seamless Integration with Your Brand: With customizable podcast assets and branding options, Ausha Pro allows you to reinforce your brand identity effectively. Integrate your podcast directly into your brand’s website with Smartplayer for a cohesive user experience that encourages listener engagement.
  • Enhanced SEO Capabilities: Ausha Pro’s PSO Control Panel optimizes your podcast’s visibility on search engines and platforms like Apple Podcasts and Spotify. Identify high-impact keywords and track your rankings, ensuring your content is easily discoverable by your target audience.
  • Custom Solutions for Enterprises: With features tailored to meet the specific needs of businesses, including multiple user access and customizable integrations, Ausha Pro provides the support necessary to succeed in the competitive finance podcasting market.

Maximizing Podcast Discoverability 🎙️

To thrive in the podcasting space, especially in the finance niche, understanding and leveraging discoverability channels is essential. Here’s how you can optimize your podcast’s visibility across various platforms:

1. Podcast Listening Platforms

These platforms are the primary source of discovery for most podcast listeners.

  • Optimize Metadata: Ensure your podcast title, episode titles, and descriptions are rich with relevant keywords. This helps your content appear in search results and attract the right audience.
  • Compelling Cover Art: Design eye-catching artwork that reflects your podcast’s theme. High-quality visuals can significantly improve click-through rates.

How Ausha Helps: Ausha’s PSO Control Panel, available even for non-hosted podcasts, enables you to optimize your podcast metadata effortlessly 💪

2. YouTube

As the second-largest search engine globally, YouTube offers immense potential for audience engagement.

  • Video Formats: Publishing on YouTube doesn’t mean you have to create full video content. Instead, you can transform your audio episodes into audio clips.
  • SEO Techniques: Incorporate keywords in video titles, descriptions, and tags to enhance discoverability. Creating a compelling thumbnail can also drive more clicks.

How Ausha Helps: With Ausha, you can easily auto-publish your podcast episodes to YouTube, maximizing your reach with minimal extra effort 📹

3. Social Media

Social media platforms are critical for engaging with your audience and building community.

  • Targeted Outreach: Identify where your listener persona is most active. Tailor your content strategy to engage these platforms effectively.
  • Engagement Strategies: Create content such as audiograms, polls, and live Q&A sessions. These formats promote interaction and sharing among listeners.

How Ausha Helps: Ausha’s Social Media Manager helps you plan and schedule posts for consistent engagement 📱

4. Word of Mouth

Personal recommendations can significantly enhance your podcast’s reach, with your employees serving as key ambassadors 👩‍⚕️

  • Employee Ambassadors: Encourage your team to share the podcast within their networks. Their genuine endorsements help build trust and create interest among potential listeners.
  • Shareable Assets: Equip your employees with easily shareable content to promote the podcast effectively. This makes it simple for them to advocate for your show and reach a wider audience.

How Ausha Helps: With Ausha’s Smartlink, you can create a single, customizable link that directs listeners to all available platforms where your podcast can be heard. This streamlines sharing and ensures your podcast reaches as many ears as possible.


If you’re looking to explore distribution and promotion strategies further, we’ve created a comprehensive checklist to ensure you don’t miss any crucial steps in launching your first podcast episode. Download it now.


Leverage Analytics for Podcast Success 📊

Access to robust analytics is essential for finance brands engaging in podcasting. Here are three key reasons why analytics should be integral to your strategy:

  • Informed Content Development: Tracking downloads and listener engagement helps identify the topics that resonate most with your audience. This insight allows you to tailor your content, enhancing listener retention and satisfaction.
  • Audience Understanding: Knowing who your listeners are—demographics such as age, location, and listening habits—enables targeted marketing efforts. This data helps refine messaging and strategies for greater engagement and growth.
  • Performance Benchmarking: Regularly reviewing your metrics against industry standards or competitors allows you to evaluate your podcast’s performance. Understanding where you stand helps set realistic goals and adjust your strategies to improve visibility and reach.

In terms of data to monitor, focus on metrics such as unique listeners, audience retention rates, and download trends. Additionally, consider analyzing audience demographics, listening devices, and the geographic locations of your listeners. These insights can provide a comprehensive view of your podcast’s impact and effectiveness.

How Ausha Can Help: Ausha offers an intuitive dashboard that provides real-time analytics, enabling finance brands to easily track their podcast’s performance. With access to advanced metrics and IAB-certified statistics, you can make data-driven decisions to optimize your content and marketing strategies effectively.

Conclusion

In summary, launching a branded finance podcast offers a unique opportunity to enhance your brand’s reputation and connect meaningfully with your audience. By prioritizing discoverability and leveraging analytics, you can create impactful content that resonates with listeners and drives engagement.

As you consider your podcasting strategy, remember that expert support can make all the difference. Book a demo with our team today to explore how we can help you elevate your podcasting journey. 🚀

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by Laura
October 22, 2024

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