For a branded podcast to be successful, you need to have a clear aim and a proper format and themes that matter to the audience. Marketing companies hoping to create a podcast that works with their broader content strategy can look at existing examples.
In this blog, we’ll break down 6 brand podcast examples, the content marketing insights behind them, and practical approaches to create and measure a branded podcast.
6 Brand Podcast Examples Worth Studying
Brands utilize podcasts to educate customers, offer industry insights, tell tales, and establish communities. Here are some examples –
1. Trader Joe’s: Inside Trader Joe’s
Inside Trader Joe’s takes listeners inside the grocery store chain, its products, and the people behind its stores. We hear stories on the podcast about product development, corporate culture, and the decisions that impact the customer experience.
Trader Joe’s uses a conversational, relatable tone to help listeners understand the business beyond products. It makes common retail subjects more intriguing and gives customers reasons to engage with the brand.
Why does this method work?
The podcast builds on the brand’s existing identity and gives listeners vital context about the business. Such features lead to a more intimate relationship with the audience.
- Telling the story behind the tale: Employees and company representatives describe the story of products and activities.
- Customer education: Episodes answer questions and explain the logic behind certain products.
- Brand personality: A discussion is the most realistic way to express the corporate culture.
- Lesson for brands: Give your audience a cause to dig further into your business. Sharing the people, processes and stories behind your products can help your brand feel more relatable.
If you want to learn more about using podcasts to promote your brand and reach the right audience, then read Airmeet’s guide to podcast marketing for brand promotion.
2. Shopify Masters
Shopify Masters is a show that features interviews with entrepreneurs and business owners about developing and expanding their organizations. Topics cover marketing, product development, client acquisition, business operations, etc.
The podcast bridges Shopify’s audience to real experiences from business builders. Listeners can learn from genuine difficulties, decisions and experiences given by founders.
Why does this work?
Shopify is all about the questions entrepreneurs end up asking while they’re running and then trying to grow their businesses. So the content kind of stays useful for business owners at different moments in the journey.
- Practical advice: Guests talk about lessons that listeners can use in their businesses.
- Founder stories: The real experiences are shared so you see how people actually respond to setbacks and how they decide on the spot.
- Audience relevance: The topics really land with what entrepreneurs and e-commerce professionals are going through day to day.
Lesson for brands: Develop episodes around the issues your clients are trying to address. Helpful discussions can position your brand as a trusted source for industry expertise.
3. Dell Technologies: Trailblazers
On its podcast platform, Dell Technologies has been exploring technology, innovation and how organizations are adjusting to industry changes.
On its Trailblazers podcast, it took a look at how new technologies and ways of doing business could transform industries.
The program included interviews and presentations with experts on topics that affect organizations and their future ambitions. It was a way for the listeners to make sense of tech through the stories about business and the industry.
Why does this method work?
Dell connects emerging technologies with the strategic decisions organizations must make to adapt and remain competitive. Expert perspectives help translate technological developments into practical business implications.
- Technology in context: Industry experts explain how technological shifts could influence business models, operations, and long-term planning.
- Research-based content: Talks are based on research from the workplace, which provides relevant evidence.
- Related themes: Episodes are on productivity, teamwork and changing workplace habits.
- Professional audience focus: Topics are workplace-relevant and relevant to company decision-makers.
Lesson for brands: Help your audience understand what industry developments mean for their work. Connect emerging trends to practical decisions rather than discussing innovations in isolation.
And it matters to plan the production process for expert-led content. For more information on organizing podcast production, see Airmeet’s podcast recording & streaming workflow guide.
4. Microsoft WorkLab
The Microsoft WorkLab podcast analyzes how work is changing, looking at research on the workplace, productivity and employee experiences. The material ties research and expertise to questions that matter to today’s organizations.
WorkLab extends Microsoft’s workplace research into content that helps organizations understand evolving employee expectations and rethink how they approach work.
Why does this strategy work?
Research gives Microsoft a foundation for exploring workplace challenges, while expert perspectives help translate findings into insights that organizational leaders can apply.
- Research-led content: Workplace research underpins talks with relevant evidence.
- Relevant themes: Episodes focus on productivity, teamwork, and changes in working habits.
- Professional audience focus: Topics are relevant to workplace and company decision-makers.
Lesson for brands: Turn proprietary research into a distinctive content asset. Original findings can give your podcast a stronger point of view and offer audiences insights they won’t find in generic industry discussions.
Marketing teams may take it a step further and repurpose podcast conversations into articles, short films and social postings. Airmeet discusses this strategy in its instructions on how to create more content by recording and live streaming.
5. American Express: Build It Braver
American Express created Build It Braver, a podcast show that focuses on the lived experiences, problems, and lessons of entrepreneurs and business owners. It feels made for the people who want to learn, not theory, but from real situations.
In the episodes, there are stories and chats about entrepreneurship, and it also touches on the questions business owners really deal with while they’re juggling clients, handling money decisions, managing teams, and trying to push business growth forward. So yes, the whole thing gives the brand a solid way to connect with its business audience using stories that actually matter.
Why does this strategy work?
The approach of the podcast works in three different ways, which are:
- Audience-specific content: The show keeps the focus on entrepreneurship and on the daily realities of running a business.
- Learning through stories: These entrepreneurial journeys can bring listeners new viewpoints about obstacles, choices, and the openings that show up at the right time.
- Brand alignment: The podcast matches American Express’s bigger mission around supporting business owners and small businesses.
Lesson for brands: Build your podcast around the interests and the everyday problems of your target audience. When episodes talk about the questions people are already thinking about, and when the experiences shared are practical, listeners end up having more reasons to come back and get more involved with your brand.
For a related approach to audience building, see Airmeet’s advice on growing a branded podcast audience.
6. Slack: Work in Progress
Slack’s Work in Progress addressed the connection between people and their work via stories on careers, identity and professional life. The podcast aired from 2016 to 2017 and is an example of historical branded storytelling.
Instead of product demos, the event asked larger questions about what work meant to people. It also allowed the company the ability to engage with listeners through experiences and thoughts about working life.
How does this method work?
The show used human stories to explore a topic that resonated with its professional audience. It was how it conveyed the story that made the concept accessible to listeners from different backgrounds.
- Storytelling has a human side: Personal experience helped illustrate bigger ideas about the workplace.
- Emotional connection: Stories helped listeners think about their job experience.
- Broader brand relevance: The topic was relevant to Slack’s professional audience, without having to be about its product every episode.
- Lesson for brands: Pick a topic that is relevant to your audience’s experiences. Stories about their goals, challenges, and everyday decisions can make branded content more memorable.
Conclusion – Building a Strong Podcast Strategy
Companies use brand podcasts to share their knowledge, convey important stories, and develop long-term relationships with their audience. Companies are using podcasts to educate their audience and give information about their industries.
First, know your audience, select the right themes, and create a framework that you can stick to. Keep track of your results and use audience comments to inform future episodes.
As you arrange your next episode, consider how you will record, share, and reuse each session. In this, Airmeet can help you explore ways to integrate your podcast into your broader content strategy. Visit Airmeet and learn more about building engaging online experiences and ways to make your material more valuable to your audience at Airmeet.
FAQs
Branded podcasts are another opportunity for companies to educate their customers and demonstrate their expertise. Teams can also turn episodes into blog pieces, social media content, email newsletters and short movies.
The appropriate frequency for publishing will depend on your audience, format and resources available to you. You can do a weekly, biweekly, or monthly publication plan if your team is disciplined enough to stick to a timetable and provide useful content.
Businesses may see listening metrics, audience growth, engagement, website traffic and appropriate lead creation. The correct metrics depend on the podcast’s goals and should be looked at in tandem.
Brands can use social media, email newsletters, related blog pieces, guest collaborations, and their existing marketing channels to promote episodes. You can also take useful bits from each episode and repurpose them to target folks who prefer shorter content formats.
