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In 2022, awareness about the power of branded podcasts continued to grow.
As an expanding medium, 2022 saw more brands creating podcast content, marketers talking about branded podcasts, and tools dedicated to branded podcasts built.
With everything that was done in 2022, we were curious to know how brands see podcasts evolving in 2023. We collected a series of quotes from industry leaders who have leveraged the power of branded podcasts to ask them about their predictions for 2023 in the audio space.
Here are 10 branded podcast predictions from brands:
Prediction 1: Omnichannel marketing for podcasts will become a focus
Omnichannel marketing in branded podcasts uses multiple channels to promote your podcast and drive listenership. This includes promoting the podcast on your brand’s social media accounts, website, and email newsletter, as well as reaching out to industry influencers or partnering with other podcasts for cross-promotion.
Hear from Oyster HR’s Content Marketing Manager and producer of the New World of Work podcast, Melissa Wankiewicz:
Prediction 2: Authenticity will help branded podcasts stand out and succeed
With the growth of branded podcasts comes an increase in competition. Branded podcasts must work to not only get in front of their desired audience but also retain them with quality content.
As the initial popularity of podcasts stabilizes, it’s the brands who know how to do a podcast successfully that’ll stick around.
Hear from Verblio’s Director of Content Marketing and host of the Content Bounce House podcast, Ryan Sargent:
Prediction 3: Hiring talent and creating creators will rise
A branded podcast isn’t just building the brand's name, it’s also building the host.
Choosing the voice for your podcast is no easy task. The host of your podcast has the responsibility to set the tone and style of your show, maintain flow and conversation, and resonate with your audience.
Hear from the host and creator of the Unthinkable Podcast, Jay Acunzo:
Prediction 4: Building trust and expanding audiences will be a key goal
Podcasting is an effective way for a brand to build trust with its audience.
Branded podcasts give listeners the opportunity to experience a more human side to the brand and get an insight into its ethos and culture. This sense of familiarity and connection helps build trust between the brand and the listener.
Hear from Expedia Group’s Director of Global Strategic Initiatives and producer of Powering Travel, Bridget Benelisha:
Prediction 5: Branded podcasts will be used to break down complex topics
It’s a marketer's job to take everything their brand does and distill it down into consumable information that’s easy for their audience to take in.
Although a variety of mediums achieve this, podcasts give brands and marketing teams the ability to share long-form information directly with their audience.
Hear from SickKids Foundation’s Senior Specialist, Development Writing, and host of the SickKids VS podcast, Hannah Bank:
Prediction 6: More brands will take advantage of sticky content
Branded podcasts are a powerful way for companies to establish a consistent connection with their audience over a long period of time. Because of this, branded podcasts can become a sticky, memorable piece of content when done well.
Hear from EQ Bank’s Content Lead and co-host of the Take Back Talk Back podcast, Sarah Zandbergen:
Prediction 7: Podcasts will become a necessity for brands
Branded podcasts are an effective way to leverage audiences across channels and mediums, only helping you and your time save time and resources.
It’s the brands who understand and take advantage of this that succeed.
Hear from The Juice’s VP of Marketing and host of the Modern Day Marketer podcast, Brett McGrath:
Prediction 8: Branded storytelling will continue to lead
Branded storytelling was a key marketing topic throughout 2022 and for a good reason. It’s challenging to get storytelling right, but that doesn’t mean you shouldn’t strive for it.
Hear from The Institutes’s Head of Enterprise Group, Paul Winston:
Prediction 9: More data and insights must be provided
Throughout 2022, it became apparent how much the podcast industry needs to provide more data and analytics for brands. Currently, brands have to get creative when it comes to measuring performance and ROI, and although it can be achieved, it’s not a seamless process.
Hear from Uberflip’s President and Co-Founder and host of The Marketer’s Journey, Randy Frisch:
Prediction 10: Brands will streamline how they use podcasts
Before a brand launches a podcast, it’s critical to understand what the goal of the show is and ultimately, have the ability to answer why you’re starting a podcast.
As we enter 2023, there will be a streamlining of how brands are using and benefiting from podcasts.
Hear from Moneris’s Emerging Channels Communications Manager and host of the Yes, We Are Open! podcast, Allan Grego:
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A look at branded podcasts in 2023
Based on what we’ve witnessed throughout 2022 and how brands are seeing podcasts in 2023, we’re only expecting the medium to continue to grow and develop. Although there’s work to be done, podcasts have proven to be beneficial content pieces for many brands.
- Prediction 1: Omnichannel marketing for podcasts will become a focus
- Prediction 2: Authenticity will help branded podcasts stand out and succeed
- Prediction 3: Hiring talent and creating creators will rise
- Prediction 4: Building trust and expanding audiences will be a key goal
- Prediction 5: Branded podcasts will be used to break down complex topics
- Prediction 6: More brands will take advantage of sticky content
- Prediction 7: Podcasts will become a necessity for brands
- Prediction 8: Branded storytelling will continue to lead
- Prediction 9: More data and insights must be provided
- Prediction 10: Brands will streamline how they use podcasts
