Companies looking to reach the growing global podcast audience have been creating their own shows, known as branded podcasts. These podcasts are an extension of the brand and can be created for several important reasons such as thought leadership, having control over your brand, and creating positive engagement around your brand. Usually, these types of podcasts are created in-house and your company is fully responsible for the content, including any references to your brand’s products/services.
Here are a few ways companies can benefit from having a branded podcast:
The first way branded podcasts are beneficial to your company is that you have full control over your content in contrast to inserting ads in other podcast shows. Since the brand creates all of the content in the podcast series you can decide how you share the brand with audiences. Your company can strategically place these brand mentions within an episode which could provide a more effective way for listeners to understand the usefulness of your products or services.
By creating your own podcast, a brand can pick and choose how, when, and where to advertise their products or services within the episodes. These product plugs can be done in a way that’s obvious or in a way that is more discreet.
An example of a company using a branded podcast to have full control over their messaging is The Message podcast by General Electric (GE). “The Message” is a science fiction podcast in a journalistic style. In the podcast, scientists work to decode extraterrestrial messages using real technology developed and sold by GE. This is a great example of how GE decided to tell
their brand story in a truly original and creative way. They had full control over how they expressed their brand through the podcast medium.
By starting a branded podcast you have created another way for potential customers to interact with your brand. This can help your brand seem more approachable and for larger businesses this can be the key to being viewed as more personable. Another benefit is that you can tell your brand story to your audience over time (daily, weekly, monthly) through digestible podcast episodes. As long as you’re creating high-quality podcast content on topics your audience cares about, you’ll be able to deliver your message to them consistently.
The way to discover if audiences are enjoying your podcast episodes is through engagement and analytics. Are there a high number of listeners tuning in to each episode? Is there conversation being sparked online as a result of your episodes? Branded podcasts have the potential to create positive online conversations around your brand.
The Thank God It’s Monday (TGIM) podcast by Shopify is an example of a branded podcast that has created positive engagement around a company. The show includes inspirational stories about entrepreneurs that turned their ideas into a successful startup. Shopify has received a lot of positive reviews for this podcast which shows that their listeners are engaged.
Branded podcasts can be part of your company’s marketing arsenal. They can be used alongside your other forms of content marketing and lead generation to help the company become a thought leader on a specific topic. This strategy will drive a lot of traffic to your website and product offerings. As a result of this content, your sales have the potential to increase.
These podcasts can be about any topic even ones not necessarily directly related to the brand itself. An example of a branded podcast is one created by Slack. While Slack is in the business of using software for collaboration in the workplace, Slack did not just focus their podcast on
software. Instead, they created a branded podcast called ‘Work In Progress’ about the workplace as a whole. This is smart marketing because a podcast about software would never be that popular, but Slack understands that people are interested in the future of workplaces. Therefore they are able to expose listeners to their brand over longer periods of time with content they really care about, that still relates to their business.
Another way branded podcasts can be beneficial is by creating an internal one for your team. An internal podcast is one produced by the company for its employees. There are several reasons why an internal podcast can be useful for a company such as delivering internal communications, culture building, learning and development, and onboarding new employees.
An example of a branded podcast produced for a company’s internal team is the Tell Me Why podcast by American Airlines. The company made their show because they have many employees who admitted in internal surveys that they wanted to know more about corporate policies. The podcast has various episodes that share this information with American Airline employees in an engaging way.
Starting a branded podcast can help your company become a thought leader, create positive engagement around your brand, and allow you to completely control your content. Since starting a branded podcast isn’t very expensive, companies should consider starting one to reap the benefits of this medium. If you’re interested in hiring help to get your branded podcast up and running or to support your ongoing production needs consider hiring one of our freelancers.
Amanda Desouza is a Toronto-based content strategist and writer for Quill. She is passionate about covering stories related to business, lifestyle and tech.
Podcast conferences are an excellent opportunity to interact with and learn from other like-minded individuals involved in the podcasting industry. Featuring special guests and keynote speakers, these events can benefit both aspiring and seasoned podcasters alike. Speaking from personal experience, we highly recommend checking out one of our following top 5 picks for MUST attend podcasting conferences in 2020.
When: February 12-15
Where: Millennium Biltmore - Los Angeles, California
Cost: $169 - $519
At Podcast Movement: Evolutions, there is something for everyone. Whether you’re a Creator, Professional Podcaster, or Industry Professional, this experience will be hugely beneficial. With over 100 speakers and panelists ready to share their expertise, this is one conference this year that you don’t want to miss.
When: March 4
Where: New World Stages – New York, New York
Cost: $349 - $450
Featuring an array of experts in podcasting, audio innovation, research agency, brand perspective and executive-level marketing, the RAIN Podcast Business Summit will explore a variety of topics in the digital audio space.
Podfest Multimedia ExpoWhen: March 6-8
Where: Orlando World Center Marriot - Orlando, Florida
Cost: $349 – $1,099
With the goal of bringing together passionate and like-minded individuals, Podfest Expo will provide an experience that is both educational and inspiring. Whether you’re preparing to launch your first podcast or a seasoned expert, this conference has something for you.
When: June 25
Where: Millennium Biltmore – Los Angeles, California
Cost: $299 - $469
Specifically targeting enterprise-level marketing teams, this conference aims to provide education on the many benefits of podcasting. Whether you are seeking to create your own branded podcast or advertise an existing one, Listen In will provide the required insights to assist with your success using this medium.
Podcast MovementWhen: August 5-8
Where: Hilton Anatole - Dallas, Texas
Cost: $249 - $459
With an expected attendance of over 3,000 podcasters, this massive conference is an incredible opportunity to network and learn from others in the industry. Featuring a trade show with over 100 exhibitors and 200+ educational sessions to attend, this event should be at the top of your list.
Since 2005 when Steve Jobs announced that podcasts would now be supported on iTunes, this audio-only method of entertainment has been steadily increasing in popularity. In an age where “video is king”, how is it that this continues to be the case year after year? Although simple in format, podcasts possess unique qualities that appeal to their listeners for a wide variety of reasons.
They can be listened to while on-the-goSince podcasts only require one of your senses, they are great for multi-tasking. Content can be easily consumed in a variety of situations as we go about our busy lives. A recent compilation of several studies found that 22% of listeners are tuning in while driving and 11% while at work. 4% even listen while at the gym. The ability to listen to a podcast on a smartphone also makes it a portable form of entertainment that can be carried with you in your pocket.
The variety of lengths that podcasts come in also means that they can be listened to no matter how much time you need to fill. Have an hour-long commute? Dive into an intricate true-crime podcast to help pass the time. Have only a quick 15 minutes before your dentist appointment? Listen to a daily news roundup to keep yourself informed.
With modern technology providing so many different avenues for connection, podcast listeners have the opportunity to engage with other like-minded individuals from all over the globe. Many podcasts have their own Facebook groups or utilize other online communication platforms where listeners can easily connect with one another. In many cases, the podcast hosts will even ask for feedback from their listeners and incorporate this into their shows. These personal interactions create a sense of community and belonging amongst a group of individuals with shared interests who would likely not otherwise connect.
There are podcasts about EVERYTHINGWith over 800,000 podcasts in existence and approximately 30 million episodes as of December 2019, odds are that you can find one which covers a topic that you are interested in. From politics to comedy, to relationship advice, there truly is something for everyone. If you need inspiration, browse through the TalkShoe library for a wide selection of content and start listening to your new favourite podcast now!
With such a vast and diverse potential audience, podcasting is an excellent way to get your thoughts heard on any topic that interests you, no matter how niche. Lucky for you, TalkShoe makes it incredibly easy to get started and is completely FREE! We offer unlimited hosting, storage and easy to use RSS feeds to help extend your reach and ensure that your content finds its way between the ears of your target audience.
Congratulations! You have carefully crafted your engaging audio content and are ready to start sharing your podcast with the world. This may sound like an overwhelming and daunting task and you are probably wondering where to begin. In this technological age, social media is often an excellent place to start!
The most effective strategy includes a combination of several different social media channels but for the purpose of this article, we will be discussing how to leverage the immense power of the platform backed by approximately 2.45 billion active monthly users – Facebook. Read on to learn how to utilize this platform to its fullest potential and effectively spread your message to a massive potential audience.
Create a “Page” for your podcastOn Facebook, creating a separate page specifically for your podcast is the best place to start. It is the most effective way to have all of the information that your listeners will require in one place. To do so, sign into your personal Facebook account, click on the “Create” button in the top right-hand corner, and then select “Page” from the drop-down menu. Be sure to fill in all of the relevant information and include a link to your podcast’s web page (if using TalkShoe, this would be your podcast’s main home page).
Now that you’ve created your podcast’s Facebook page, it’s time to get sharing! In order to encourage engagement with your followers, it is best to use a variety of content. This can include a combination of text, photos and videos. You can also share content posted by others that your specific demographic would find relevant and intriguing.
According to a 2019 survey of over 777 million Facebook posts, those which included a video component received 59% more engagement than any other type of post. Consider taking a short video clip during your next recording session or creating “audiograms” using a program like Headliner.
Inform your followers of new episode releasesEach time that you release an episode, ensure that you share a new post to Facebook. Make the journey simple for your followers by including the episode’s web link directly in the post. As a tip, tag any guests that you have on your show to make it easy for them to share with their followers as well.
When users comment on your posts, try your best to respond promptly and authentically. Stay true to the tone of your podcast and answer all questions thoroughly. You can also seek feedback from your followers and allow them to help steer the direction of your show. When people feel a more personal connection with you and your brand, they are more likely to continue tuning in to each new episode.
The TalkShoe platform ensures that all of your behind-the-scenes podcasting needs are met, including unlimited hosting and storage - for free! With tons of cool features, we make sure that podcast hosts have everything that they need before taking their show to the social media masses and sharing their message with the world.
Who exactly is listening to podcasts?In 2019, there are statistics and data available for almost anything that you could think of. Lucky for us, podcasting is no exception! If you have clicked on this blog post, I am guessing that you are interested in finding out what the data says about who exactly is listening to podcasts. Whether you are a current or aspiring host, this article will provide a concise summary of the latest statistics that answer this question (data provided is from the United States).
Who?Between men and women, the divide is fairly equal with 56% being men and 44% being women. Podcast listeners are typically educated and have above-average incomes (over $75K).
51% of the population has listened to a podcast before with 22% listening weekly. With a population of over 300 million in the United States, this provides hosts with a massive potential audience.
Of those who regularly listen to podcasts, the average person consumes 7 episodes per week and subscribes to 6 different shows. 80% listen to the majority of each episode with 35% listening to completion.
This is important to keep in mind when reviewing your own podcast’s stats to see if you are effectively keeping your audience engaged for the episode’s entirety. If not, what could you change to ensure that they are hanging on your every word?
Where?Although one might believe that the majority of listeners are tuning in during their morning commute, the statistics tell a different story. 49% of listeners are doing so from their homes while only 22% are doing so from their cars and 4% while on public transit.
Podcasting is a medium that is rapidly gaining momentum and shows no signs of slowing down. A new article from Deloitte has found that the podcasting and audiobook markets are actually growing faster than the overall media and entertainment market. If you have been thinking about starting your own podcast, the time is definitely now.
Because podcasts are awesome! That’s why.
The statistics show just how much potential podcasts have for spreading your message to an incredibly large audience, so why not take advantage of this? With TalkShoe, we provide hosts with everything that they need to get started. With amazing features like FREE unlimited hosting and storage, we make podcasting both simple and affordable.
Your voice is an extremely powerful tool and when used properly, can make the difference between a dynamic and engaging podcast and one that is quickly passed over. This is something that many hosts do not give adequate attention to. Sure, content is incredibly important, but if you mumble or rush through your delivery, no one is going to tune in.
Follow the tips below and I guarantee that your voice will convey your message in a way that will pull your listeners in.
Start with your postureSit up straight. This sounds like a no-brainer, but it is often forgotten in practice. When you slouch or hunch your back, the muscles involved in vocal projection tense up and can strain your voice. This prevents you from speaking clearly.
The instinct of many people is to have their mouths so close to the microphone that they are almost touching it. This is too close! I recommend 4 inches away for the best audio quality. However, each mic is different so you will need to test this out – especially if you are using the built-in mic on your computer.
When people know they are being recorded, the tendency is often to speed up their speech and rush through delivery. Take time to pronounce each word carefully so that nothing is missed by your listeners, and they are easily able to hang onto your every word.
Be conscious of “um”Although you might not notice yourself using this space-filler in everyday conversations, it is quite apparent when overused in a podcast. Be mindful of this once you hit the record button and don’t be afraid of a few seconds of silence while you gather your thoughts. Trust me - your listeners prefer this!
Do a few test recordings beforehand to make sure that your content comes out sounding the way you intended. This exercise gives you a chance to catch yourself saying “um” too often or rushing through your sentences. If you notice this before you start, you can be mindful of it when it is finally time to hit record.
Now that you are ready to start recording, why not make the most of all of the free features and benefits that TalkShoe has to offer podcast hosts like yourself? With unlimited hosting and storage, this platform takes care of it all!
Finding that your mic at home just isn’t cutting it? If you live in Toronto, you can come down to the TalkShoe recording studio in stackt market and use ours!
Sam Laliberte is the Host and Producer of the Freedom Lifestyle podcast - a show that is empowering the movement and entrepreneurial shift towards flexible work. Sam has been working remotely and traveling the world as a Digital Nomad for the last two years and throughout her journey, created "Launch a Podcast on a Budget". She has been running this workshop for aspiring podcasters in Toronto and also offering it online.
We interviewed Sam in this latest blog post to uncover some of the podcasting tips you can expect from her course.
A: I launched my podcast in November of 2017 and for the last year I have been helping aspiring podcasters online and in Toronto launch shows of their own!
A: No topic is too niche – seriously! There are podcasts about EVERYTHING. Find a topic that’s going to keep you engaged as the key to success with podcasting is consistency and sticking with it.
What are the topics you want to learn more about? What do you love talking about or sharing? What’s something unique you could bring to a podcast listening experience? These are the questions I would start with and then follow up with some market research to know what other shows exist on this topic. For a few more tips, you can check out TalkShoe’s recent blog post on this subject!
A: Personally, I like to mix it up and create different types of content! While the majority of my episodes are interview style, I’ve also recorded solo ones that focus on my own story and insights. What’s great about having guests on your show is that you’re always offering your listeners a new perspective and can diversify your content more. When it comes to recording solo episodes though, the responsibility falls on you to create compelling content each time.
Q: Do you need professional recording equipment in order to record a podcast?A: I like to refer to podcasting equipment as the “core four” needed to produce a show. You’ll need: a mic, editing software, a hosting provider and distribution channels.
Most of these you can get for free - like through TalkShoe’s all-in-one podcasting platform - but the one thing I always recommend is a professional microphone to capture quality audio.
The type of microphone you need will depend primarily on whether you’ll have guests on your show (versus a solo podcast) and if so, whether you’ll interview them in person or remotely.
For in-person interviews, it’s important that you find a bi-directional microphone (records audio from both ends of the mic) so you can place it in between you and your guest(s). I personally use and recommend the Yeti ($150). It comes with a built-in stand and has a USB cable for connecting directly to your laptop.
If you’ll be doing a solo podcast or plan to conduct your interviews virtually, then you can get away with a slightly cheaper option. In this case I would recommend the Snowball (~$70).
A: There’s no black or white answer here as it’s going to depend on the type of episode you’re creating and for whom. For example, interview episodes that cover someone’s story and various pieces of advice tend to be longer than a solo episode which might be focused on simply one topic. If you try making all of your episodes the same length you might find yourself having to cut out great parts of your conversations to save time or adding in lower quality content to fill it.
Q: What is the best way to increase exposure of my podcast?A: Lean on your guests! Make it super easy for your interviewees or special co-hosts to promote the episodes they’re on by giving them all the promotional material ahead of time. Let them know when the episode will be going live and follow up that morning so that they feel like part of its release.
Don’t assume your guests will share the episode just because they’re on it - unfortunately not everyone will! By making the process simple for them and actually asking them to share, they’re much more likely to. This is a great way to tap into diverse audiences and attract new, loyal listeners.
A: I’m saving that one for the workshop! You’ll have to join us in Toronto on Nov 26 or online at launchapodcastonabudget.com.
Come check it out!
Want to learn more tips and tricks from podcast expert Sam Laliberte? You’re in luck! On November 26th she is hosting a ‘Launch a Podcast on a Budget’ workshop in downtown Toronto! You do not want to miss this. Click here to register and use code “talkshoe” to save 20%!
Whether you are just starting out with a brand-new podcast or seeking inspiration for an existing one, it is common to have difficulties with deciding on a specific topic to discuss. But not to worry! This guide will help you get those creative juices flowing and steer you in the right direction to create a podcast that you are excited to share with the world.
Get ready to throw down all of your ideas! Use the following questions to guide your brainstorming efforts:
· What topics are you most passionate about?
· What is your area of expertise?
· What message or information are you hoping to share?
· What is topical right now?
· What tone would you like your podcast to take?
· What made you want to start a podcast in the first place?
Listen to other podcastsIf you are having a hard time with this exercise, check out Kyle’s 4 Favourite Podcasts and give some of them a listen! (Yes, we trust Kyle!) Listening to other podcasts can help you develop not just your topic, but also the tone and style that you will take. If you are looking for a wider selection to browse through, you can always check out the TalkShoe library!
One you have written all of your ideas down, see if there is any way to bring two or more of them together. Is there a topic that you are both passionate and knowledgeable about? Or a subject matter that is both topical and in-line with the message that you are hoping to share? By going through this process, you will see potential podcast topics emerging right before your eyes!
Test them outIf an obvious winner is not determined after completing this exercise, choose a couple of your favorite ideas and create an outline of what an episode might contain for each one. Next, try speaking about these topics out loud. Does the conversation flow naturally? Are you feeling inspired by what you are discussing? If the answer to these questions is yes, you are ready to go!
Now that you are ready to start sharing your message with the world, why not take advantage of the amazing FREE services that TalkShoe offers podcast hosts like yourself? The platform allows you to record and stream your podcast live from anywhere! With unlimited hosting and storage, TalkShoe makes it easy so that all you have to worry about is creating your content.
Live in Toronto? You can come down to our state-of-the-art studio inside Stackt Market and record an episode here with us!
Inviting guests to join you on your podcast can be an effective way to add variety to your show and reach a wider audience. The guest can bring a new perspective to the table or share insights on a topic that you are not overly familiar with. However, regardless of how interesting or knowledgeable this person might be, it is YOUR job as the host to craft engaging interview questions that will elicit the responses that pull your listeners in.
Put yourself in your listeners’ shoesWho is it that you expect will be listening to your podcast? How old are they? What do they do for fun? What are they passionate about? Putting yourself in your listeners’ shoes will help you to discover what type of content they would find most compelling. The test for each question that you craft should be “How will my guest’s response intrigue and engage my specific listeners?”
As the podcast host, you will sound most authentic when asking questions that you are truly interested in. If you have any burning questions for your guest, it is likely that your listeners do too! Feel free to add these questions to your list and incorporate them throughout the interview.
What is your guest passionate about?Do your research beforehand to learn all that you can about your guest and their specific area of interest or expertise that will be discussed on your podcast. This knowledge will help you to anticipate what topics they will get most excited about. Writing questions that incorporate your listeners’ interests and your guest’s passions will result in a flow of conversation that is engaging for everyone involved.
Although you’re coming up with a well thought out list of questions for your guest, you have to be able to improvise and ask meaningful follow-up questions to further the conversation. For each question that you write, anticipate how your guest might answer and jot down a few ways in which you can build off of their responses.
You’re ready to go!Now that you’re ready to record, why not take advantage of all the amazing features that TalkShoe has to offer podcast hosts like yourself? Bring your guests into our state-of-the-art studio, conveniently located in downtown Toronto’s stackt market! Your guest can’t make it in person? No problem! The TalkShoe platform allows them to easily join the conversation by phone or web.
Start recording with TalkShoe today and take advantage of all these features and more that will help elevate your podcast to the next level and get your voice heard!
Another year at the Podcast Movement, another exciting and successful week for TalkShoe! With over 3,000 attendees and 150+ speakers this year, the conference has grown beyond our expectations. Being the world’s biggest gathering of podcasters, this convention is such a spectacular way to meet members of the community who are just as enthusiastic about podcasting as we are. The energy of everyone there was contagious. It was hard not to reach out and grab every opportunity to both speak out about your own desires and achievements, and to listen to what everyone else had to offer. Although we came as sponsors seeking to educate podcasters on our product, we were just as much students and there to learn. Our team has been continuously improving the product since the re-launch last year. The results have been so positive, and it’s becoming increasingly easier to promote TalkShoe, especially with the help of The Podcast Movement.
We are passionate about podcasting, and strive to create the best experience for the community. This annual conference not only allows our team to promote our product, but it also gives us an opportunity to stand face-to-face with our customers and see WHO you all are. Being surrounded by podcasters and sponsors alike allows us to connect more intimately with the people who are genuinely excited about how far this creative broadcasting medium can go. From those who have yet to begin their podcast, to those who have been in the industry for years (and everyone in between), the desire is the same. The art and skill of podcasting will be forever evolving, and TalkShoe will continue to grow with it.
The mission behind the Podcast Movement is to unite aspiring podcasters in hopes to educate and inspire community members as individuals, and to expand the podcast industry as a whole. With featured events from keynote lectures hosted by inspiring guest speakers, to winding down and the networking parties, we can say with confidence that they have executed their vision with success in every aspect of the convention.
Our booth featured two tables with four ElectroVoice microphone sets each, giving podcaster the opportunity to record on TalkShoe live from the convention. Giving people the chance to use the platform for themselves has proven to be the most effective form of promotion. The TalkShoe team works hard to make the most affordable, accessible, and forward looking product for podcasters. In addition to that, we seek opportunity in partnerships to excel our offerings beyond what we’ve created. We’d like to give a special thanks to our equipment sponsors, ElectroVoice, for providing our booth with the microphones and for giving away four RE320 mics to our well-deserving attendees. For those who recorded live with us, thank you for broadcasting your voice and letting your story be heard, whatever it may be! With the combination of an interactive set up and vivacious crowd of podcasters, exhibitors, and press, getting brand awareness for TalkShoe was easy to achieve. The TalkShoe Pavilion 
provided attendees an engaging space to mingle with others beyond recording at our booth, and the people who showed up most definitely took advantage of it.
Thank you again to everyone who signed up for TalkShoe and entered to win the raffle for microphones. We are beyond excited to have so many new members of our community and passionate advocates for TalkShoe. 
Congratulations to our four lucky winners of the RE320 ElectroVoice Microphones: Lilian Myers, Jerry Dugan, Simone Cavallaro, and Caitlin Darras.
With so many new incredible bonds and relationships, we want to stay as connected as possible. The 2019 conference may have ended, but we can continue to grow and learn from one another online, at least until Podcast Movement 2020. Keep up the good work pocasters!
If you didn’t get a chance to check out Talkshoe, be sure to sign up free
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