It is common that when we talk about content brands we think of thematic websites or blogs, since large brands have strengthened their role as leaders in certain industries thanks to them. However, in recent years in this type of strategy, podcasts have gained a lot of strength to spread messages and reach audiences. In the study “ The state of content marketing in Peru 2021 ”, prepared by MU Marketing & Content Lab, this channel was already beginning to emerge as a favorite among companies for the dissemination of their content.
It is a market that brands must exploit, since according to Statista , approximately 350 million people listened to podcasts in the world at the end of 2022 and it is expected to exceed 600 million in 2027. In addition, according to the 2021 Pod Survey carried out in Peru, Argentina, Mexico, Colombia, Uruguay, Chile, Spain and the United States, 40% of the people surveyed started listening to podcasts in the last two and a half years, which demonstrates the growing interest in the content disseminated on these channels.
In a podcast, brands can address specific topics related to their turkish mobile number industry, with the presence of experts or guests who discuss with arguments and information that is useful for their listeners. In this way, according to the impact and interest of the community itself, the program will position itself and gain more listeners.
The podcast represents a versatile format that can be rooted in visual content such as videos on platforms like YouTube. A notable example is “ Let’s Learn Together 2030 ,” a BBVA podcast that was created with the mission of “making the opportunities of this new era accessible to everyone,” and goes beyond the financial sphere in which BBVA operates. Through a series of episodes featuring notable characters, it offers educational content focused on vital topics such as leadership, personal development, and emotional intelligence, among others. Its unique approach demonstrates how podcasts can be an effective tool for communicating diverse ideas and knowledge, even by financial institutions.
Likewise, Charles Schwab, an investment firm, has Choiceology , which explores the lessons of behavioral economics and exposes the psychological traps that lead to costly mistakes. Also featured is Teamistry , by Atlassian, a podcast about the fundamentals of teamwork to achieve goals. Among other alternatives, there is Tema Libre , by the publisher Anagrama, in which the firm's authors discuss their experiences in different fields.
The particularity of these successful podcast examples , as with any content brand proposal, is that they are not advertising spaces where an attempt is made to sell a product or promotional windows for brands. On the contrary, they seek to establish close ties with their community through topics that really interest them and solve their questions.