Why mobile technology players should create a branded podcast?

I still remember when Steve Jobs announced the Apple Podcast Index and how podcasting was exploding . At that time, the concept was revolutionary, almost futuristic. Today, the trajectory of the podcast world hasn't really changed: audiences continue to grow. The difference is that I no longer have to explain what a podcast is or how to listen to them.

The increase of published podcasts is really impressive: 8,000 in 2005 according to Steve Jobs, and 3 to 4 million in 2023 depending on the source. As podcast numbers surge, a specific trend has quietly been revolutionizing marketing strategies for tech companies—branded podcasts.

What is a branded podcast

To use fast company's expression, [branded podcasts are the ads you really want to listen to.](https://www.fastcompany.com/40533210/branded-podcasts-are-the-ads-people-actually- want-to-listen-to)

A branded podcast is a podcast created by a company for its benefit and not as a product in its own right. For this purpose, several styles exist, but really only two are being used for branded content.

Interview

The most popular format is the interview format. I suspect it's because this style's content makes it particularly effective at creating relationships with experts and establishing your business as an expert in your field. By interviewing your guests you create a special relationship with them. The content created is also very interesting for your customers because they can learn from the experts featured on your podcast.

The interview focuses on the guest. The brand is barely mentioned and is not the focus of the episode. The conversation is guided by the host to cover topics relevant to the brand's potential customers. This allows the audience to return to your content on a regular basis and be reminded of your brand.

An example is Subscription League for Purchasely

Scripted story

The scripted story format is a great way to bring to life what your company is working. You can work on the whole story of why you are working on something and the progress of that work. It humanize your effort and allow you to explain the decision you had to make on your product.

Another benefit is the spotlight you can bring on your team and employees. Your teams will be able to point their friend and family to the podcast to explain to them what they are working and why.

An example is .future for Microsoft

Subscription league, an example of a branded podcast

For example, Purchasely created the Subscription League with Startup Podcast by Mobdesign. An English-speaking podcast dedicated to in-app subscriptions for mobile application creators.

The benefits are threefold for Purchasely:

• The creation of new contacts and partnerships in the ecosystem

• Creation of unique content to share on social networks

• The positioning of Purchasely as a key player in an international market

Through the first 30 episodes, Purchasely had the opportunity to build relationships with VCs, subscription optimization experts, agencies across the ecosystem and potential clients. And those started by inviting them on the podcast through a natural conversation. It is a lot easier to build a relationship by inviting someone on a podcast than by doing cold calls.

Building those relationships has extra benefits. When those guest’s episode is published, the guest will share it with their network, giving Purchasely more visibility.

In exchange, Purchasely's audience will learn how to optimize your paywall as well as Blinkist, or how to build a business around an in-app subscription model like Mojo and much more through episodes.

Beyond audience size

In the end, a large audience for a branded podcast is not necessarily the goal. Each company operates in its niche and therefore serves this niche which is not necessarily very large. And so the audience will never become huge. Here are some of the benefits which are unrelated to audience size.

Niche Audiences and Thought Leadership

While precise, updated stats on niche podcasts' audience sizes are scarce, it's a well-known fact in the industry that niche podcasts may have smaller but highly dedicated and relevant audiences. For tech companies, this means reaching an audience that is genuinely interested in the subject, leading to higher-quality engagement.

Brand Recall and Trust

1. Brand Recall: According to a study by Nielsen, brand recall is significantly higher with podcasts, with a rate of 70%, compared to just over 50% for display ads, highlighting the effectiveness of podcasts in leaving a lasting impression on listeners.

2. Trust Building: The Reuters Institute Digital News Report (2020) noted that podcasts tend to be more trusted than many other forms of media. This is particularly relevant for tech companies looking to establish or reinforce trust in a sector often fraught with skepticism over new technologies or privacy concerns.

Listener Demographics

Affluent and Educated Audiences: The Edison Podcast Consumer 2017 report pointed out that podcast listeners tend to be more affluent and educated compared to the general population. Specifically, around 45% of monthly podcast listeners have a household income of over $75,000, and approximately 68% hold at least a bachelor's degree. This demographic could be particularly attractive for tech companies offering premium products or services.

Podcasts secret superpower

Podcasting is also very effective. A 2019 BBC Global News study found that branded podcasts are more effective than TV or radio ads. Here are the main findings:

• Branded podcasts are a particularly effective way to reach users who avoid ads.

• Branding stands out from content

• 94% of listeners consume podcasts while performing other tasks. This mode of listening really increases engagement with the brand

• They are consumed in a complementary way to the marketing mix.

• The language of a podcast creates subconscious associations with the brand

Noticed the first one? “Branded podcasts are a particularly effective way to reach users who avoid ads”. If you’re in the mobile space and have to convince a company to use your mobile tool, you know that people on the other side highly educated and hard to market too. Podcast is perfect to work your way in.

A treasure trove of content for your social channels

Podcasts offer a wealth of content that can be repurposed across various channels. A single episode can be transcribed into a blog post, summarized in an infographic, or highlighted through social media snippets. This creates a content ecosystem that broadens reach and ensures that audiences are engaged through their preferred medium. Additionally, featuring guests such as industry experts, partners, or clients in podcast episodes can foster stronger business relationships and offer cross-promotion opportunities, further extending the brand's reach.

A far from saturated medium

There are 600 million blogs, 51 million YouTube channels but only 4 million podcasts.

Despite the growing popularity of podcasts, the market is far from saturated, especially in the B2B tech space. Launching a branded podcast can differentiate a company from its competitors, offering a fresh and engaging way to capture the attention of potential clients. It’s an opportunity to not only showcase expertise but also to highlight what makes the brand unique. In a world where businesses are bombarded with information and pitches, a well-produced, informative, and entertaining podcast can cut through the noise and capture the attention of the desired audience.

Conclusion

All mobile tech companies have this problem. You must get your product and your company known in the mobile space. You want to position your company as an expert in its field. And for that, the branded podcast is great. It’s natural fit to build relationships in the mobile eco-system and positioning your company as an expert is not to be underestimated.