Podcast Content Marketing – Examples and How to Include It in Your Business

Strategies for Integrating Podcasts into Your Business

Examining successful branded podcasts can provide valuable insights into effective strategies and creative approaches. The following examples demonstrate how different companies have leveraged podcasting to achieve specific business objectives.

General Electric’s “LifeAfter”

General Electric and Panoply created “LifeAfter,” a science fiction radio drama that follows an FBI employee who uses real-world technologies made by GE to decode cryptic messages. This innovative approach to product placement allowed GE to showcase its technologies in an engaging narrative context rather than through traditional advertising. The podcast received rave reviews and demonstrated how brands can incorporate their products into content in ways that feel natural and entertaining rather than promotional.

The success of “Life After” illustrates the power of storytelling in branded podcasts. By embedding their technologies within a compelling narrative, GE created an immersive experience that captured the audience’s attention while simultaneously highlighting the company’s innovation and forward-thinking approach. This strategy positions GE not just as a manufacturer of technology products but as a visionary brand shaping the future.

General Electric’s “LifeAfter”

Microsoft’s “.future”

Microsoft’s “.future” podcast demonstrates how established companies can use podcasting to refresh their brand image and demonstrate continued relevance. The podcast explores how technology impacts our lives and what the future might hold, featuring discussions with experts, scientists, and thinkers. By positioning itself at the center of conversations about technological innovation and future trends, Microsoft reinforces its identity as a leading technology company still at the cutting edge of developments in the field.

The approach taken by “.future” exemplifies how brands can use podcasts to claim thought leadership in their industry. Rather than directly promoting Microsoft products, the podcast focuses on broader discussions about technology’s role in society, which naturally aligns with Microsoft’s brand purpose and values. This strategy builds credibility and trust with listeners, who come to associate Microsoft with thoughtful perspectives on technological advancement.

 

Microsoft’s “.future”

BCIT’s “Fireweed” Podcast

BCIT’s “Fireweed” uses a narrative style to discuss resilience, featuring leaders and graduates.

What makes “Fireweed” particularly effective is how it addresses BCIT’s specific business challenges. Coming out of the COVID-19 pandemic, the institution recognized the need to discuss global issues like climate change and social justice in a way that inspired resilience. By featuring recent graduates as hosts, the podcast also showcased the success of BCIT’s programs, creating an authentic connection with prospective students.

BCIT’s “Fireweed” Podcast

Best Practices for Podcast Content Marketing

At the top of the funnel, podcasts excel at building brand awareness and introducing your company to new potential customers. Educational content that addresses common industry questions or challenges can attract listeners who are seeking information or solutions related to your product or service category. By providing valuable insights without an overtly promotional approach, you position your brand as a helpful resource and begin building trust with potential customers.

The awareness stage is also where collaborations with guests who have established audiences can be particularly valuable. When influential figures in your industry appear on your podcast, they often share the episode with their followers, introducing your brand to people who might not have discovered it otherwise. This organic expansion of your audience can be more effective than traditional advertising, as it comes with an implicit endorsement from someone the audience already trusts.

Awareness Stage

Consideration Stage

As listeners move into the consideration stage, your podcast content can help differentiate your brand from competitors and demonstrate your unique expertise or approach. Case studies, client success stories, and detailed explanations of your methodologies all help potential customers understand what makes your offering distinctive. This type of content builds confidence in your capabilities and helps listeners envision how your product or service might address their specific needs.

The consideration stage is also an opportunity to address common objections or concerns that might prevent potential customers from choosing your solution. By proactively discussing these topics in your podcast, you can provide reassurance and clear information that moves listeners closer to a purchasing decision. The conversational format of podcasts makes them particularly well-suited to this type of transparent discussion, which can be more convincing than written content alone.

Consideration Stage

Decision Stage

At the bottom of the funnel, podcasts can provide the final push that converts listeners into customers. Episodes that offer exclusive discounts, detailed product demonstrations, or limited-time offers create urgency and give listeners concrete reasons to take action. Strategic calls to action that direct listeners to specific landing pages or contact forms make it easy for them to take the next step in their customer journey.

The trust and connection built through consistent podcast content become particularly valuable at this stage. When listeners feel they know and trust your brand through regular exposure to your podcast, they’re more likely to choose your solution over less familiar alternatives. This relationship advantage is one of the most powerful benefits of podcast content marketing, particularly for complex or high-consideration purchases.

Decision Stage

The line between content consumption and content interaction is increasingly blurring in the podcast space. Interactive elements like Q&A sessions, polls, and listener-submitted content are becoming more common as brands seek to build stronger communities around their podcasts. This two-way communication fosters deeper engagement and provides valuable feedback that can inform future content decisions.

Some forward-thinking brands are experimenting with more advanced interactive features, such as choose-your-own-adventure style narratives or augmented reality companions to podcast episodes. While these approaches require more technical sophistication, they offer unique opportunities to create memorable experiences that distinguish your podcast from competitors.

Video Podcasts and Multi-Format Approaches

The growing popularity of video podcasts on platforms like YouTube suggests that considering a multi-format approach could significantly expand your reach. Many successful podcasters now record video versions of their episodes, creating additional content assets and catering to audience preferences for visual content. This approach also opens up new promotional opportunities through video clips and highlights that can be shared across social platforms.

The visual component adds another dimension to your content, allowing for demonstrations, facial expressions, and visual aids that enhance the listening experience. While this approach requires additional equipment and production considerations, the expanded reach and engagement potential make it worth considering for many brands.