No matter the size of your brand or what industry you’re operating in, a podcast can be an extremely powerful tool in helping you reach a wider, captivated audience.
But there are a variety of common mistakes branded podcasts make that can impede the progress of your podcasting efforts. Here are a few of those common issues and how your own brand can avoid them.
Common Branded Podcast Mistakes to Avoid
Understanding Your Scope: Thinking Too Big or Small
One of the biggest mistakes in podcasting is failing to understand the appropriate scope and position for your brand. This issue plays out differently for large organizations and individual influencers:
For Brands and Organizations
Thinking too small: Many big brands treat podcasts like a side project, investing minimal resources and treating it as an internal experiment.
Risks of small thinking: Poorly produced podcasts can damage your brand’s reputation if released to the public, especially for recognizable names. Think of your podcast as a marketing arm as important as anything else. If you’re a major, recognizable brand, what opinion would you want people to have of your podcast when it’s released? The importance of a professionally produced brand podcast can’t be understated for companies of all sizes.
Treat podcasts as a customer-facing tool: Just like any other major marketing campaign, podcasting should be approached with the same level of discipline and care.
For Influencers
Thinking too big: Influencers often try to do too much from the start, overwhelming themselves with video production, high-end gear, and extensive marketing. Start with the basics to get a foothold on your own podcasting process.
Scale gradually: Start with audio only, like many successful shows, and build into larger productions as your audience grows. Focus on the core message first before adding elements like video, ads, or live events for your podcast.
Embrace Imperfection and Developing a Cadence
Establishing a cadence and rhythm is critical in podcasting. Unlike many traditional media forms, podcasting allows for live iteration as you grow:
Allow for Imperfection
Iteration through intention: Many businesses are trained to avoid mistakes and aim for perfection, but podcasts thrive when allowed to evolve.
Podcasting is about adapting and growing with your audience. Feedback can provide valuable insights, helping to steer content in directions that may not have been initially planned.
Examples of Iteration
Shows grow over time: Successful podcasts often start small, but with time, they add new formats, features, and production quality.
One of our clients started with audio-only podcasts and slowly added video, newsletters, and live events after the foundation was set.
Break the Rules. Be Bold.
Successful podcasts often break the traditional rules of marketing and content creation:
Break the Rules First, Play It Safe Second
Many new podcasts, especially from brands, tend to play it safe by sticking too closely to rigid marketing strategies.
Podcasting allows brands to create a new personality and voice that may be bolder and more engaging than conventional marketing campaigns.
Embrace the Personality of the Podcast
A podcast is an audio brand ambassador, which allows more flexibility in tone, approach, and content compared to traditional mediums.
Rule-breaking can mean delivering surprising or unconventional content that resonates with listeners, creating memorable and unique moments.
Podcasting as a Conversation
At its core, podcasting is a conversation, and successful brands understand the art of storytelling through dialogue:
The Art of Conversation
Podcasts succeed by turning simple points (like health tips) into engaging, relatable stories. Listeners feel like they’re eavesdropping on an authentic, insightful conversation.
This medium allows for expert-level knowledge to feel accessible and intimate, unlike traditional advertising or structured content.
Creating Compelling Conversations
Avoid being too scripted: Allow the podcast to flow naturally and explore topics organically.
Eavesdropping effect: A great podcast makes listeners feel like they’re overhearing a private conversation, drawing them deeper into the content.
Hire a Professional for Your Branded Podcast
While it’s possible to start a podcast with minimal resources, to achieve a high-quality, scalable show, hiring professionals who understand the nuances of podcasting can make a significant difference. From production to editing to distribution, expert help ensures your podcast reaches its full potential.
Final Thoughts
Podcasting is a powerful tool, but like any medium, it requires a thoughtful approach. From understanding the scope of your brand to embracing iteration, breaking rules, and creating engaging conversations, these steps will help you avoid common pitfalls and create a successful podcast that resonates with your audience.
