Brian Grant, associate director of marketing and communications at Odyssey Behavioral Healthcare, explains how you can take your branded podcast out of the studio to reach listeners directly.
Branded podcasts look different and serve different functions depending on their industry, but Odyssey Behavioral Healthcare Associate Director of Marketing and Communications Brian Grant argues that one thing always remains true: A quality branded podcast is one that nurtures the relationship between the company and its customers or prospects.
“When you’re selling to people who are used to having very relationship-based interactions with people, you want to build that interaction with them long term,” he explained.
In this episode of Brandcasting, we sat down with Grant to discuss the power of nurturing relationships through content. He also shared some strategies that he used to formally help MEDHOST leverage their podcast as an effective content marketing tool.
Focus on reaching listeners where they are
In order to even begin building a relationship with potential customers, Grant said it’s important to reach them in whatever mode helps them learn best. Some people learn by reading while others best absorb information by watching or listening. Because of this, it’s important to deliver content in a variety of formats.
“Take that piece of information or that idea that you want to make sure is shared and make sure it’s available to people in the ways that they’re naturally wanting to take that information in,” Grant said. “Podcasting is a key one of those.”
For MEDHOST, that meant transcribing their podcast episodes, creating accompanying blog posts, using key quotes for social media and working to make their content accessible to their audience across numerous platforms.
“[Podcasts are] a great way to capture an interview and then be able to take that content and leverage it in a lot of different ways so you can still share that person’s story through the modality that your recipients most want to receive that information,” Grant shared.
Grant also likes to leverage the power that podcasts have to bring in a diversity of voices within an industry. In healthcare, he explained, there are a lot of leaders who have deep knowledge about their industries and can really draw listeners in.
“You’re getting the perspective of independent individuals within that market to be able to tell their stories, and so you’re connecting yourself to them through that,” he said.
Provide value to create loyal listeners who convert
Getting listeners to tune in once or twice is one thing, but nurturing a loyal following requires you to create a product that listeners want to come back to.
Grant argued that if a podcast’s content is fluff, listeners will start to think the whole brand lacks substance. To create valuable content, he’s found success in using the breadth of the healthcare industry to work with experts from all different areas of expertise.
“As people are looking for information, they’ll go, ‘Oh, I’m a clinician. This is from a clinician. This is something I want to listen to.’ Or someone that’s in finance will hear from someone in finance and go, ‘This is great. This relates directly to me,’” Grant said.
From there, it’s all about turning listeners into customers.
“We try to also map content to where someone is in the sales process. At the beginning, for instance, it’s more about who the company is,” Grant said. “What are the products you have? What do they do? Making sure that this company is a fit to what they’re looking for.”
Take your branded podcast to live events
When it comes to truly nurturing relationships, reaching listeners where they are and turning audiences into brand loyalists, live podcast events are a key strategy for Grant and his team.
“It ends up being really easy to have someone who is a customer or a prospect within your booth for about 45 minutes without having to really try very hard. They’re generally interested to be there, and that’s a lot more time than you typically have with someone within a booth,” Grant said. “Podcasting for us at events has been a really positive experience for being able to partner with the different organizations that we work with in a very different way.”
He explained the marketing that happens via live podcasting comes about in a very natural way, as podcast guests promote episodes to their own audience, leveraging the trust that their followers have in them. In that way, you can begin to expand your network of valuable relationships.
“Getting visibility in a highly crowded market is always going to be tough. You’re trying to create your niche. You’re trying to make sure that the people who need to know about you recognize who you are and know what you do,” Grant shared. “The more conversations you have with the people that you want to talk to, it’s really important. And I think podcasting has been a great way for us to do that.”
Don’t miss a single episode! Follow Brandcasting wherever you get your podcasts and for more content like this, subscribe to our newsletter. Ready to build your own branded podcast? Let us help you get started with a free consultation.