This blog delves into the less explore detail about podcast marketing: the types of podcasts. We’ll discuss some of the most common types suitable especially if you are using podcasts in your brand’s marketing strategy. And we’ll also explore some real-world examples of branded podcasts that nail the respective format. So, by the end of this blog, you should have a pretty good idea about the type of podcast to choose for your brand and some tips to execute it effectively. 

But first, there’s perhaps one question on your mind. Do brands need a podcast? 

Building Your Brand Through Audio: Why Podcasts Are Crucial in Marketing 

The below graph from Statista shows the steady growth of podcast listeners on Apple & Spotify. Clearly, Spotify is getting ahead in the podcast game and encouraging several brands to invest in audio. 

Such positive trends observed with popular audio streaming services evidently hint at the growing interest in podcasts. Therefore, if you think that marketing is about creating content that answers your customers’ questions in a format they enjoy, then investing in podcasts is definitely important. 

Secondly, podcasts are also being favored by the younger audience. Data shows that a staggering 47% of Gen Z tune into podcasts every month. 

Finally, podcasts also seem to have a strong cultural influence. Just like the increase in web searches related to popular cultural events, there also seems to be a significant boost in the search for podcasts related to popular cultural events. Data shows that there was a whopping 967% week-over-week increase in searches related to Barbie on Spotify podcasts. So, if you are looking to boost your reach by jumping on trends at the right time, podcasts can be of great help. 

With all these benefits to reap, what are you waiting for? Now is a good time to start working on a podcast for your brand, if you do not already have one. And among the many basic steps to launching your branding podcast, choosing the right types of podcasts is one. Let’s talk about that now. 

7 Types of Podcasts & Tips For Brands 

1. Interview podcasts

Interview podcasts are conversational and they involve inviting a guest on the show. This is one of the most engaging types of podcasts that can appeal to almost all types of listeners of all age groups. 

Nearly 30% of podcast listeners listen to podcasts to gather others’ opinions on different topics. What better way to cater to the expectations of these listeners than by inviting diverse guests to share their views? 

This is one of the most beneficial types of podcasts for brands because:

• Interview podcasts elevate a brand’s credibility. 
• They can be useful in reaching a wider group of audience by leveraging the guest’s popularity. 
• Moreover, with every geist you invite, there are some fresh perspectives for your listeners to take away. This keeps your podcast interesting and thus has your listeners coming back for more. 

Dior Talks from the popular luxury brand Dior exemplifies the effectiveness of interview podcasts. This consists of a series of interviews of prominent people within Dior as well as influential celebrities and more. 

Since interview podcasts are some of the most productive types of podcasts for brands to explore, here’s how you make them work: 

• Choose relevant guests who share a strong bond with your target audience. 
• Ensure that the questions you choose are such that the answers create value, entertain, and engage your listeners. 

KIMP Tip: Dior’s use of visually consistent podcast covers is a detail that’s hard to miss. The signature brand monogram, the name of the guest and their photo instantly communicate what the podcast is about. Hence this is a great podcast cover inspiration. 

Need help designing your podcast covers? Get a KIMP Graphics subscription! 

2. Niche podcasts 

Some types of podcasts connect with the masses. But there are other types of podcasts that connect with a very specific group of audience. And these are niche podcasts. 

Niche marketing is of great value to small businesses for a number of reasons. Niche podcasts help you tap into these benefits.

In simple words, niche podcasts are those designed to cater to specific interests, hobbies, or demographics. These are the best types of podcasts to allow brands to hyper-target their audience, thus building a loyal following and establishing themselves as experts in their field.

Volkswagen’s Air Cooled Legends podcast built for VW enthusiasts is one of the best examples of niche podcasts. It works by creating a dedicated community around a specific product line.

How do you make the most of niche podcasts? 

• Describe your ideal listener persona, right up to the nuances like what they like and dislike and what they love to talk about. 
• Create exclusive content and perks for dedicated listeners.
• Occasionally, consider collaborating with other brands or influencers in the same niche. This helps reinforce your focus on that niche. 

3. Repurposed content podcasts 

As the name indicates, these are the types of podcasts you create by repurposing your existing content. In most cases, these are audio tracks extracted from video interviews fine-tuned for the podcast listeners. 

You can also create these types of podcasts by repurposing blog posts, webinars, or even your case studies. Therefore, you have the core material to work on. All you have to do is post-processing this data to create something that sounds appealing in the audio format. 

This is one of the most practical types of podcasts for small businesses given that it can build on the available resources and improve your reach. 

TED Talks Daily is a good example of repurposed content podcasts. This podcast features audio versions of popular TED Talks, expanding the reach of these influential presentations. 

Let’s talk about some tips for using repurposed content podcasts in your marketing strategy: 

• Identify content that had a warm reception from your audience. 
• When repurposing text content like blogs, avoid reading the articles verbatim. The language and tone that are suitable for written content are different from those suitable for audio content. Therefore. adapt and enrich the content to make it suitable for an audio format.

4. Storytelling podcasts 

Fostering deeper and more meaningful connections with your audience will deifnitel be your priority. Storytelling can be an effective tool in marketing and for brands to connect with their customers through strong narratives, podcasts are a wonderful channel. 

This idea works because stories, whether fictional or based on real-life events, evoke emotions and create strong ties between the brand and their customers. 

LifeAfter/The Message by GE is a well-known storytelling podcast. Through fictional narratives, this podcast takes listeners on a virtual journey that helps them scale the “limits of technology”. Thus the core theme is aligned with the brand itself whereas the format is optimized to suit the listeners. 

How do you use storytelling podcasts in your marketing strategy? 

• Develop relatable stories and characters that embody your brand values and resonate with your audience. 
• Instead of sticking to the same storytelling format always, experiment with different options like serial formats, anthologies, or even episodic tales. 

KIMP Tip: When leveraging other channels to promote your storytelling podcasts, create audiograms with cliffhangers. Or with excerpts from the story that will intrigue the audience and compel them to listen to the whole episode. 

Need help creating audiograms to promote your branded podcast? Get a KIMP Video subscription! 

5. Industrial insights podcasts 

Industrial insights podcasts can be about in-depth analysis of topics specific to your industry, trends ruling the segment, or big news and updates making waves in your industry 

In short, these types of podcasts are designed to inform and educate listeners about the latest developments, challenges, and opportunities within their field of interest. Therefore, these are a valuable resource for professionals, industry leaders, and enthusiasts alike. 

Furthermore, these are the best types of podcasts where you can break down complex issues or even share data-driven insights to show your brand’s authority in the segment. 

AWS Industrial Insights from Amazon and The New Warehouse Podcast are brilliant examples of podcasts recommended for expert tips and insights within specific industries. 

Unlike interview podcasts, which primarily rely on external guests, industrial insights podcasts can feature in-house experts or industry thought leaders who provide deep dives into specific topics. Moreover, they are slightly different from niche podcasts by the fact that they cater to a slightly broader audience within an industry rather than narrowing down to a specific group. 

Now for some tips to create industrial insights podcasts for your brand: 

• Regularly collaborate with industry experts to discuss valuable insights. And when you do so, highlight the expertise of your guests or hosts.
• Timely insights are great to attract as well as retain listeners. Therefore keep your content relevant by covering the latest trends, developments, and challenges within the industry.

6. Panel Discussions 

These types of podcasts are a combination of industry insights and interview podcasts. To maximize the value that a listener can take away from the show, panel discussion podcasts bring together a pane of industry experts or influential figures in a specific industry. 

This format fosters dynamic conversations and sparks new ideas. Moreover, the diverse guests in the panel provide listeners with a well-rounded perspective on nuanced issues. Unlike interview podcasts, which focus on one-on-one conversations, panel discussions encourage diverse viewpoints and collaborative thinking. So from just one show, listeners grasp multiple perspectives making panel discussions some of the most impactful options if educating your customers is your top priority. 

Besides all these benefits, panel discussion podcasts also position your brand as a platform for industry experts. A go-to source for credible information. 

A notable detail in this type of podcast is that the experts in the panel are often from diverse interconnected fields. So, you will not only get an overview of the topic or an industry update but also some fresh insights about the possible transitions that these updates might bring. The possible impact the update might have on connected domains. Which means that you get the big picture instead of just a snippet of information. 

A prominent example of a panel discussion podcast is “This Week In Tech”. The podcast delves into some of the most exciting technological advancements and their pros and cons and the changes they bring with them. Most episodes have a panel of experts from various industries sharing their take on the chosen topic. 

7. Co-hosted podcasts 

These are conversational types of podcasts where there are two or three co-hosts running the show. While a single host builds familiarity, two or more co-hosts can add more energy and excitement to the discussion. This is particularly suitable when you want to create less formal and more engaging podcasts that don’t just educate your listeners but also entertain them. 

Sci Guys is one of the most popular co-hosted podcasts known for the quirky conversations and the fun discussions on diverse scientific studies. 

The different personalities of the hosts add different dimensions to the podcast and therefore make each episode unique and engaging. Stuff You Should Know is another great example of providing listeners with information but in a conversational and fun manner. 

Unlock the Power of Podcasts for Your Brand

Podcasts indeed offer a unique opportunity for brands to connect with their audience. And the key is to identify the right types of podcasts that work for your brand and for your audience. By leveraging them strategically, you can build a strong brand presence, generate leads, and drive customer engagement. 

However, to truly succeed in your podcast marketing, you need to have a strong visual content workflow. This is to tackle the diverse design needs like podcast covers, social media graphics, and audiograms to increase the reach of your podcast and promote it through social media channels. Evidently, this is an ongoing requirement and that’s where a long-term solution like an unlimited design service seems like the most practical move. 

Ready to take your podcast to the next level? Register now for a free 7-day trial of KIMP to understand how unlimited design service works.