BRANDED PODCASTING 101

There’s no debate that podcasting is exploding in popularity around the world.  For commercial organizations having an “audio strategy” is now a critical of an overall brand strategy.

However, developing a BRANDED PODCAST is a little different from creating traditional podcasts for a number of reasons.

  1. In BRANDED PODCASTING the editorial goals are often more sophisticated than traditional podcasts
  2. In BRANDED PODCASTING we are as interested in the impact of the content as we are the quality of the content
  3. In BRANDED PODCASTING we focus on the audience relationship as part of an overall relationship with the authoring organization

Although the technical processes for a BRANDED PODCAST is much the same as traditional podcasting, the program design, planning and management is much different.

There are FIVE key areas that need to be considered in the development of a Branded Podcast:

1. STRATEGY

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A successful Branded Podcast has a real and measurable impact on the organization that creates it. To do this branded podcasting takes some more up-front planning to ensure the podcast is aligned with the organization and its goals. So, the first step in producing a branded podcast is forking through the following topics:

  • Business objectives
  • Audience objectives
  • Program objectives
  • Organizational alignment (Brand, operations, legal, etc.)
  • Analytics objectives and method

2. IDENTITY & DESIGN

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The key to a successful podcast is a strong identity. For branded podcasts it’s also important that that identity be aligned with the authoring organization and its goals. Identity planning and design for a branded podcast should involve some more steps than a traditional podcast. Branded podcast identity planning usually involves planning for:

  • Voice/Talent
  • Themes
  • Messages
  • Branding
  • Visual identity
  • Digital channel activation

3. FORMATING

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Podcasts come in a wide range of shapes and sizes depending on the preferences of the producer. Branded Podcasts should align program format decisions with the strategic and identity goals of the organization. Branded podcast format decisions would include:

  • Series structure
  • Podcast format
  • Segment structure
  • Intro/Exit scripting
  • Visual digital asset specs

4. PRODUCTION

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Creating a high quality and supported branded podcast requires bringing together a number of moving parts. Branded podcasting not only needs to focus on high quality audio production and post production, but also the channels for distribution. This takes into account the support on websites and social media which requires parallel graphics and content production for each episode. Production planning involves planning for:

  • Location/technology
  • Scheduling
  • Production processes
    • Episode Prep
    • Recording
    • Post Production – Audio
    • Post Production – Digital
  • Publishing process
  • Episode promotion routines
  • Analytics and reporting routines

5. AUDIENCE DEVELOPMENT

audience_web

A successful Branded Podcast has a real and measurable impact on the organization that creates it. To do this branded podcasting takes some more up-front planning to ensure the podcast is aligned with the organization and its goals. So, the first step in producing a branded podcast is forking through the following topics:

  • Business objectives
  • Audience objectives
  • Program objectives
  • Organizational alignment (Brand, operations, legal, etc.)
  • Analytics objectives and methods

At Zedcast, we can help guide and or support your organization through some or all of these steps.

If you want to learn more about developing your own BRANDED PODCAST download our POCAST PLANNER to get started or contact us, we’d be happy to talk about how you can create a unique extension to your organization using BRANDED PODCASTING.