Podcasts might just be the next big thing in content marketing — or so many thought leaders are saying these days. It's understandable, however, that some marketers are skeptical. Unless you have an inherently compelling product—and most companies don't—it's hard to imagine casual listeners choosing to tune into a podcast about it week after week. To make matters even more difficult, podcast marketing requires a level of audience engagement that most other forms of content lack. Listeners cannot browse podcasts like they can browse buy email list articles. It takes a lot more time and focus to listen to a 20-minute podcast episode than it does to scroll through a brand's Instagram feed.
I never doubted it was possible, but believing in something and understanding exactly how to put it into practice are two different things. When you think buy email list of a successful brand podcast, you probably think of The Message , GE's wildly popular podcast that has built a sci-fi history around some of its most sci-fi initiatives. But The Message is a bit of an outlier. Most companies don't have Hollywood-grade products on which to build a suspenseful narrative or the production budget needed for high-quality audio drama. So what other avenues can a marketing department take? To answer this question, I went in search of some of the most engaging branded podcasts out there.
The four companies presented below are all very different from each other. But all four have managed to create podcasts that get high ratings and garner a steady following of casual listeners. Each of these branded podcasts taught me interesting strategies that almost any business can rely on to make their podcasts successful, and they were also quite buy email list entertaining. why we eat what we eat podcast banner Why we eat what we eat My first stop was Blue Apron's new podcast, Why We Eat What We Eat . This show mixes investigative reporting and storytelling to provide new insights into the unseen forces shaping our eating habits, examining topics ranging from the sudden kale craze to the evolution of Chinese cuisine in America.