Branded podcasts have become a fundamental tool for companies to strengthen their brand image, enhance their reputation, and ultimately drive sales. In a world where there are as many podcasts as people, these productions have adapted to commercial and communication needs, positioning themselves as an effective channel for delivering valuable messages to specific audiences.
Although the podcasting landscape is highly diverse, many of these productions—especially those with commercial objectives—can be classified into three main types, according to Gaia Passamonti, podcast marketing expert and author of Podcast Marketing: Dare voce al brand per una content strategy di successo. This categorisation not only helps to better understand the different approaches and strategies a brand can adopt to effectively engage with its audience, but also opens up a world of possibilities in storytelling and corporate communication.
The three main types of branded podcasts
Passamonti has identified three types of branded podcasts that can help your company take the leap it needs:
1.- Journalistic podcasts
Journalistic podcasts are characterised by well-defined narrative structures, adapting to different formats depending on the purpose and depth of the content. There are flash format podcasts, offering short and up-to-date analyses on market trends, finance, or leadership—ideal for keeping the audience informed quickly and concisely. On the other hand, in-depth analysis programmes explore business strategies, success stories, and innovation, incorporating expert interviews, testimonials, and key data to provide context and strategic insight.
This type of podcast provides a structured narrative approach to understanding the business world, offering listeners an informative and immersive experience backed by specialised sources.
2.- Educational podcasts
This type of podcast has a predominantly instructional or informative approach, designed to educate and guide the audience on a specific topic. They often include detailed tutorials explaining how to use products or services, providing step-by-step guides to enhance the user experience. They may also cover discussions about a brand’s features, innovations, and market trends, analysing its evolution and positioning.
Additionally, educational podcasts commonly explore the technical aspects of an industry as a whole, breaking down complex concepts in an accessible way and featuring expert interviews that provide specialised insights. As a result, they become a valuable tool for those looking to stay informed and gain specific knowledge in their area of interest.
3.- Editorial or narrative podcasts
The editorial or narrative podcast stands out for its creative and dynamic approach, making it an ideal medium for storytelling in an engaging and innovative way.
Unlike other formats, this type of content uses various editing techniques and combines sound elements to create immersive atmospheres and evoke emotions in the audience.
One of its most notable features is its structural versatility. It is not limited to a single format but can take on different forms, including fiction stories, investigative journalism, literary adaptations, or audio documentaries.
Each of these formats allows for different storytelling techniques, enriching the listener’s experience by offering a broad range of creative resources.
Would you like to start producing a branded podcast for your company? At PGR Marketing & Technology, we can help you make it happen.
