{"id":5128,"date":"2017-08-24T12:32:55","date_gmt":"2017-08-24T16:32:55","guid":{"rendered":"http:\/\/responseblog.wpengine.com\/?p=5128"},"modified":"2018-10-17T11:59:42","modified_gmt":"2018-10-17T15:59:42","slug":"donts-and-dos-of-making-a-branded-podcast-hit","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2017\/08\/donts-and-dos-of-making-a-branded-podcast-hit\/","title":{"rendered":"Don\u2019ts (and Do\u2019s) of Making A Branded Podcast Hit"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">After over a year of strategic, conceptual, planning, production and execution work, we finally launched the branded podcast, <a href=\"https:\/\/hackablepodcast.com\">\u201cHackable?\u201d by McAfee<\/a>. \u00a0It has been a huge hit by branded and non-branded podcast standards. \u00a0Downloads and subscriptions are off the hook. \u00a0The podcast launched in the #1 spot in Apple Podcast TechNews and has maintained that position since.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hackable? is our first foray into the podcasting space. \u00a0As you can imagine, working on this project we learned a great deal. \u00a0This shares just a little of what we know with you. <\/span><\/p>\n<p><b>DON\u2019TS<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Don\u2019t just jump on the bandwagon.<\/b><span style=\"font-weight: 400;\"> \u00a0Podcasting isn\u2019t for everyone. \u00a0In our case, Hackable? fit beautifully into McAfee\u2019s strategic imperatives to build thought leadership, positive consumer sentiment, and provide cyber security education in an entertaining way. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Don\u2019t think like a brand marketer,<\/b><span style=\"font-weight: 400;\"> think like an entertainment company. A well-done, highly produced branded podcast needs to be first and foremost entertaining. If it isn\u2019t then you are just throwing your money out the window. Do you have an idea that is strong enough for audio storytelling? \u00a0If not, go back to the drawing board. Once you have a strong idea and the pilot episode is produced, do some research by letting a small sample of your audience listen and get their reactions. \u00a0Based on the feedback you can make adjustments to your show and\/or plan. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Don\u2019t stifle the creative process.<\/b><span style=\"font-weight: 400;\"> This isn\u2019t advertising, it\u2019s a show. One of the reasons the TV Series, Seinfeld was so successful is because Larry David and Jerry Seinfeld had creative freedom. \u00a0They broke rules, took chances, and scored a huge win. \u00a0It\u2019s the same with podcasting. Brand marketers need to guide the process from a strategic perspective, but try hard not to muck up the creative process.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Don\u2019t over brand.<\/b><span style=\"font-weight: 400;\"> Branded podcasts aren\u2019t advertisements, but rather audio drama that sucks the listener in with highly entertaining storytelling that happens to be brought to you by a brand or company.<\/span><\/li>\n<\/ul>\n<p><b>DOS<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Do bring in the experts.<\/b><span style=\"font-weight: 400;\"> \u00a0Many brands have tried doing podcasts and have failed because they didn\u2019t understand the space, the craft of superior audio production or the intricacies of audience development and distribution. \u00a0We partnered with branded podcast experts, Pacific Content, to produce our show, Hackable? By McAfee. We would have never been able to navigate the podcast waters without them. \u00a0Plus, their production, editing and sound engineering capabilities are second to none. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Do fish where the fish are.<\/b><span style=\"font-weight: 400;\"> \u00a0It is highly unlikely that you will convert non-podcast listeners to podcast listeners with your branded show. \u00a0Leave it to This American Life, Serial, and S-Towns of the world to bring new podcasters into the fold. \u00a0When doing your marketing plans to support the launch of your show, put the majority of your budget into in-podcast advertising. Supplement in-podcast efforts with highly targeted social advertising. \u00a0Broader efforts using PR, owned media, and partnerships should be part of the mix as well.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Do zero in on Apple Podcasts.<\/b><span style=\"font-weight: 400;\"> Getting featured in any of Apple Podcasts categories\/lists is huge for visibility, and consequently, downloads. \u00a0Nobody knows for sure how the Apple Podcasts algorithms work, but here\u2019s what we think is important: <\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send quality inbound traffic to Apple Podcasts. \u00a0Direct all of your advertising efforts to your show on Apple Podcasts. \u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do as much as you can to get downloads and subscriptions quickly. \u00a0Heavy up your marketing in the launch week. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ask for ratings and reviews. \u00a0Obviously, the more ratings and reviews the better, but you won\u2019t get them if you don\u2019t ask for them. <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Listen to Hackable? on <\/span><a href=\"https:\/\/geo.itunes.apple.com\/podcast\/us\/id1257232208?mt=2&amp;at=1010lbVy&amp;ct=mcafeehackable_R_Blog\"><span style=\"font-weight: 400;\">Apple Podcasts<\/span><\/a><span style=\"font-weight: 400;\">. \u00a0<\/span><a href=\"https:\/\/geo.itunes.apple.com\/podcast\/us\/id1257232208?mt=2&amp;at=1010lbVy&amp;ct=mcafeehackable_R_Blog\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5130 aligncenter\" src=\"http:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/16_3304_PodcastSocialArtwork_101NS-1024x538.jpg\" alt=\"Hackable? by McAfee\" width=\"598\" height=\"314\" srcset=\"https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/16_3304_PodcastSocialArtwork_101NS-1024x538.jpg 1024w, https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/16_3304_PodcastSocialArtwork_101NS-300x158.jpg 300w, https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/16_3304_PodcastSocialArtwork_101NS-768x403.jpg 768w, https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/16_3304_PodcastSocialArtwork_101NS.jpg 1200w\" sizes=\"auto, (max-width: 598px) 100vw, 598px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re exploring a branded podcast, we can help you avoid the pitfalls, develop an entertaining concept, oversee production and develop and execute a winning marketing plan. <a href=\"https:\/\/response.agency\/contact\">Drop us a line<\/a>. \u00a0We\u2019d be happy to help. \u00a0<\/span><\/p>\n<p>In the meantime, this AdWeek article, &#8220;<a href=\"https:\/\/www.adweek.com\/digital\/major-brands-are-betting-big-podcasts-and-it-seems-be-paying-173035\/\">Major Brands Are Betting Big On Podcasts, And It Seems To Be Paying Off<\/a>,&#8221; is also an excellent read.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After over a year of strategic, conceptual, planning, production and execution work, we finally launched the branded podcast, \u201cHackable?\u201d by McAfee. \u00a0It has been a&hellip;<\/p>\n","protected":false},"author":8,"featured_media":5129,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[172,189,659,649],"class_list":["post-5128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-advertising","tag-branding-2","tag-podcasting","tag-storytelling","post-grid"],"jetpack_featured_media_url":"https:\/\/responseblog.wpengine.com\/wp-content\/uploads\/2017\/08\/Geoff-Photo-For-Blog-Post-e1503593844774.png","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.4 - 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