![\"Image](\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/01\/equalizer-153212_640-300x187.png\")
COVID-19 has been a media disruptor, but podcasts have emerged as a relatively pandemic-proof way to reach a Canadian audience. As audio continues to explode in popularity, brands are eager to get into the space. But how do you know if a podcast is right for your company? How do you achieve your brand objectives without alienating listeners? And how do you pull it off during a global pandemic?<\/p>\n
Here is what you should consider if your company is thinking of creating a podcast this year:<\/p>\n
As a brand, who are you trying to reach? Is a podcast the right way to reach them? If they do listen to podcasts, what do they listen to? What are their interests and hobbies? And how can you create something that adds value to them? <\/p>\n
Journalists and creatives are storytellers by trade \u2013 and always put the \u201cstory first.\u201d Think carefully about what that story is \u2013 outline what would make it compelling, episode by episode. A big part of your story is who will tell it. Pick a capable host who can engage your audience. <\/p>\n
And think about how this story can be told amid COVID-19 restrictions that may limit the ability for in-person recordings. Only after all of these steps should you consider how your brand fits within the story. This isn\u2019t the medium for a 25-minute commercial.<\/p>\n
There are more than 800,000 active podcasts available globally. We live in a world of never-ending content. And with major players stepping into the podcast space, it\u2019s going to get more competitive. Respect your audience\u2019s time because you are competing for it. If they don\u2019t like what they hear, if they feel like the facts are disingenuous, if it feels like a commercial, they will tune out. And they\u2019ll certainly let you know how they feel in the review section of Apple Podcasts.<\/p>\n
This isn\u2019t to say you should avoid integrating your brand into a podcast\u2013 it means finding a level of brand integration that serves the story and feels like a natural fit. And there are different ways to find the right fit – it could be host-read ad copy, a custom podcast ad, featuring relevant guests or simply connecting the podcast theme to the ethos of your brand.<\/p>\n
Podcasts are more time and resource heavy than other mediums in the best of times, but COVID-19 adds another layer of challenge to production. Usually, the preference is to have the production team in the same room, with the host and guests in a recording studio where the producer can easily instruct and control the audio. Remote recordings look a lot different: from blanket forts to experimenting with different remote recording platforms \u2013 you need a team of patient experts who can get creative. <\/p>\n
Has your team created a podcast before or is this your company\u2019s first foray into podcasting? Assemble a team of experts \u2013 both internal and external. Empower the people in your organization who can help and partner with external vendors to fill your knowledge gaps. Be prepared for it to use up a significant chunk of time and money to meet the quality standards that are expected in the industry for a professional recording. <\/p>\n
Recent data shows that podcast listeners are less likely to avoid ads than in any other media. On top of this, nearly 60 percent of podcast listeners recall taking action as a result of a podcast ad, with one in four saying they found out about a product or service they hadn\u2019t heard about before.<\/p>\n
People are actively listening, so make use of the 15 to 30 seconds you have to make an impression. Don\u2019t reuse ads from other broadcast mediums. If you choose to run ads, or if this is your only brand integration in the episodes, take the time to make them fit. <\/p>\n
Make your podcast habitual for your listeners. Whether that\u2019s daily, weekly or monthly, stick to a consistent rollout schedule for publishing. Podcasts are a long-tail product – even with proper promotion, you build an audience overtime. Don\u2019t be disheartened if you don\u2019t see the results after a month. <\/p>\n
Podcasting is relatively new creative terrain. There\u2019s a lot of room for experimentation, but there also may be hiccups along the way.
\nEmbrace the journey \u2013 remember these steps and at the end you\u2019ll have created something that your brand can be proud of.<\/p>\n
<\/p>\n
<\/p>\n
Kiran Rana is executive producer of podcasts for Globe Content Studio<\/a>, a division of The Globe and Mail. She oversees end-to-end production for Globe-branded<\/a> and advertiser-branded<\/a> podcasts. For more information about audio storytelling, contact her by email<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":" COVID-19 has been a media disruptor, but podcasts have emerged as a relatively pandemic-proof way to reach a Canadian audience. As audio continues to explode in popularity, brands are eager to get into the space. But how do you know if a podcast is right for your company? How do you achieve your brand objectives without alienating listeners? And how do you pull it off during a global pandemic?<\/p>\n Here is what you should consider if your company is thinking of creating a podcast this year:<\/p>\n","protected":false},"author":141,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[110,681],"tags":[244,841],"acf":[],"yoast_head":"\n