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  • Dave Howard

Get your brand a podcast - without the hassle of making one

If you have a brand or business you want to promote, you've likely already considered podcasting.

You might have dismissed it because it sounds too hard, or you don't have the time or technical knowledge.

(By the way, Bespoken can help you with that, but that's a different post...)

Here's the thing. You don't actually have to do any of the hard work.

Your business or brand can support the vision and creativity of others by lending its name and financial backing to their podcast.

The benefits to you? They can be enormous and long-lived.

Podcast listeners are famously loyal; they are part of that podcast's community or following.

If their subject focus or niche dovetails with your brand, you have a direct route into the ears of the people most likely to be interested in what you do.

You can get time in each episode to tell those listeners about your offer. (Call this an advert if you like, but - done skillfully - it is no more obtrusive than a quiet acknowledgement from the programme's trusted host.)

Moreover, their audience will be kindly disposed to you because your brand - and your money - means they get to keep their favourite podcast. It's a genuine win-win.

Case study: onFARM

Take, as an example, our client Scene and Herd PR. We helped set up their onFARM podcast in January 2020.

It's a magazine-style show intended to showcase all that's great about rural Scotland and the people who live and work there.

They publish every Monday morning, and have recently completed a run of 14 episodes in partnership with the Royal Highland and Agricultural Society of Scotland.

With Bespoken's production support, onFARM's listenership has grown to the point where it performs in the top 25% of podcasts globally.

We know, both anecdotally and from the programme's download statistics, that onFARM is already a trusted voice for rural and farming communities, particularly in Scotland.

As presenter Anna Davies says in this promotional clip, downloading and listening to the programme is "in the weekly routine for hundreds of farmers".

Currently, onFARM is looking for a sponsor (or sponsors) to put them on a sustainable future footing.

If you are a brand or business that shares their values, and has an interest in reaching rural audiences, it is well worth considering partnering with them.

They have already done all the hard work of developing a format, launching a podcast, and growing a loyal audience.

At this stage, you get to sweep in and take your share of brand awareness and targeted messaging.

Make no mistake - there can be an element of philanthropy in embarking on a partnership like this - but the right brand partnering with the right podcast can pay huge dividends.

Best of all, people will continue to find your podcasts longer after they are published.

This kind of partnership will benefit your brand weeks, months, and even years down the line.

To discuss sponsoring onFARM, contact host Anna Davies directly:

For all other aspects of podcast training and development, just get in touch with the team here at Bespoken.

Recording an episode of onFARM with Standup Farmer Jim Smith, on his Perthshire farm. From left to right, Floss the dog, Jim Smith, onFARM presenter Anna Davies, and Bespoken's Dave Howard
Recording an onFARM episode with Stand-up Farmer Jim Smith (click the image to listen)

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