How brands sponsor podcasts is important…
Considering using an Ad network? Read this article first. Link
If I had a penny for every brand that has told me they want to launch a podcast this last year I could probably afford someone else to write these newsletters for me…
And while it’s a great idea to make the most of the podcast industry’s increasing popularity and rise to mainstream media.
For most brands, doing this by launching a show isn’t the best approach.
Here’s why:
Firstly, Personal brands > Business brands:
Nobody wants to hear from brands.
Nobody wants to consume corporate content.
They want to hear from people they trust and see as reputable and knowledgeable within their industry.
Tesla is all about Elon Musk.
Apple is all about Steve Jobs.
Meta is all about Zuckerberg.
You get the gist… Business brands are dying, people buy into people not logos.
So a brand creating industry podcast content with a paid host or a random employee that fills in where possible is never going to get the traction of an individual, trusted, unbiased thought leader within the same industry doing the same thing.
Another big reason is the cost, time and effort required to succeed is underestimated.
A brand will invest 10s of thousands to launch a podcast which gets a handful of listeners and does nothing for the business.
Then, they won’t persist long enough to grow it into a leverageable asset.
The alternative?
Spend that same budget to leverage the trust, audience and reputation of an existing creators within the space by sponsoring podcasts.
Less cost in the long run
Way less effort
Much more predictable results
Faster feedback loop (Doesn’t take years to see results)
Association with thought leading creators
Why try and build your own audience from scratch with a budget that could be used to partner with someone who already has 10s of thousands of your ideal customers listening to them for an hour every week, who trust them and their recommendations more than any facebook ad or brand hosted podcast.
It really is a no brainer.
Leveraging the existing audience and trust of a creator vs trying to build your own audience.
One is much faster and less time consuming .
Not to mention provides better ROI.
So next time you and your marketing team talk about leveraging podcasts.
Stop thinking about launching a company pod, and consider who’s already doing it that you can partner with and can advertise through.
Need help finding the right creators to partner with? Drop me a line.
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