The team at JAR Audio has put together the world’s biggest list of companies using podcasts in marketing (branded podcasts) to show you the breadth of possibilities, give you a glimpse into what’s going on in your category, and understand what some of the trends are in podcast content.
Each of these is a great example of how companies are building brand affinity with their podcasts, capturing their audience’s attention and holding it – which fixes the hole in their marketing funnel. You can see how brands have stuck to the most important thing to remember when producing a branded podcast is: it must deliver superior value to the listener.
In order to do this they’ve stayed laser-focused on the listener, and ask themselves:
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What does our audience need to be taught?
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Where does our audience need help?
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How does our audience like to be entertained?
They’ve then produced a podcast(s) that meets those needs. And, for the most part, they have steered clear of focusing on their product.
It’s a big list, but I’m sure we missed something, so please tweet at us (@JAR_Audio) if we are missing any. We’ll add you to the list.
B2C Podcasts:
Bank of America: That Made All the Difference
Bank of Montreal: Better Conversations. Better Outcomes. / Sustainability Leaders / Macro Horizons
Barneys New York: The Barneys Podcast
Ben & Jerry’s: Who We Are: A Chronicle of Racism in America
Blinkist: Simplify
Blue Apron: Why We Eat What We Eat
BMW: Changing Lanes
Boohoo: Get the Scoop
Bumble: Unsubscribe
Casper: Sleep Channel
Charles Schwab: Choiceology
Cineplex: Hello Movies
Cleveland Clinic: Butts & Guts
Comerica Bank: Comerica Podcast
Expedia: Out Travel The System
Facebook: Three and a Half Degrees
General Electric: Decoding Genius / Life After/The Message
General Mills: A Taste of General Mills
Glassdoor: In Pursuit
Goldman Sachs: Exchanges at Goldman Sachs
Gucci: The Gucci Podcast
Harrods: True Tales of Luxury
IKEA: The IKEA Sleep Podcast
Jack Daniels: Around the Barrel
JD Sports: In the Duffle Bag
John Deere: On Life & Land
Johnson & Johnson: See You Now / Notes On Nursing / J&J Innovation
KLM Airlines: The Journey
LinkedIn: Hello Monday
Lyft: Pick Me Up
Maison Margiela: The Memory Of…
MasterCard: Fortune Favors the Bold
McAfee: Hackable?
Melissa & Doug: Living Playfully
Mozilla: IRL
NatWest: Adapting to the New Now
Netflix: We Are Netflix / Netflix Is A Daily Joke / You Can’t Make This Up / I’m Obsessed With This / I Hate Talking About Myself / Strong Black Legends
New Balance: Dress Codes
NHS: Couch to 5K
PrettyLittleThing: Behind Closed Doors
Rasa.io: Pushing Send
RBC: Disruptors
Red Bull: How To Be Superman
REI: Wildfire, Camp Monsters, Wild Ideas Worth Living
Robinhood: Snacks
Saje Natural Wellness: Well Now
Sephora: #LIPSTORIES
ServiceNow: Now
Smead: Keeping You Organized
SONOS: Blackout
Strava: Athletes Unfiltered
Toyota: Toyota Untold
Umpqua Bank: Open Account
Wells Fargo: Working at Wells Fargo
WHOOP: The WHOOP Podcast
Zendium: 2 Minutes of Zen
B2B Podcasts:
1Password: Random But Memorable
Adaptavist: Adaptavist Live
Adobe: Adobe Martech Talk / Wireframe / The Digital Transformation Project
Andreessen Horowitz: The a16z Podcast / Bio Eats World / 16 Minutes on the News
AppDirect: Decoding Digital
AppsFlyer: Next in Marketing
Argo.ai: No Parking
Bannersnack: Drag & Drop Show
Barings: Streaming Income
Basecamp: Rework
Blackbaud: sgENGAGE Podcast
BombBomb: The Customer Experience Podcast
Buffer: The Science of Social Media / Breaking Brand
Carahsoft: The Atlassian Advantage
Casted: The Casted Podcast
Cerner: Perspectives on Health & Tech
Churn Buster: Playing for Keeps
Cisco: Security Stories
CodePen: CodePen Radio
Conga: Agents of Change
CoSchedule: The Actionable Marketing Podcast
CreativeLive: Chase Jarvis LIVE Podcast
Databox: Ground Up
DDI: The Leadership 480 Podcast
DELL Technologies: AI: Hype vs. Reality / Trailblazers with Walter Isaacson / Luminaries
Demio: SaaS Breakthrough
eBay: eBay for Business Podcast
Element AI: The Element AI Podcast
Freshbooks: I Make a Living
Frontline Education: Field Trip
Glassdoor: In Pursuit
Honeybadger.io: FounderQuest
Initialized Capital: Business Schooled with Alexis Ohanian
Intercom: Inside Intercom
InVision: The Design Better Podcast
Ionic: Bet on the Web
Jeffries Financial Group: Invisible Forces
Leadpages: The Lead Generation
LionTree: KindredCast
Mailchimp: Going Through It / Partners
MarketingProfs: Marketing Smarts
McKinsey: The McKinsey Podcast
Merrill Lynch: Perspectives
Microsoft: Microsoft Partner Network Podcast
Morgan Stanley: Ideas
Notation Capital: Origins
Notion VC: The Pain of Scale
Okta: Zero to IPO
Omnisend: The Cart Insider Podcast
OpenView Ventures: OV Build
Paycom: HR Break Room
Pendo: Product Love
Pluralsight: All Hands On Tech
ProfitWell: Recur Now
Red Hat: Command Line Heroes
RingCentral: Connection
Salesforce: Marketing CloudCast
SAP: Tech Unknown
Segment: Fixed That For You
ServiceRocket: Helping Sells Radio
Shopify: Vanguard
Sophos: Naked Security
Splunk: Hidden In Plain Sight
TechStars: Give First
iOffice: Workplace Innovator Podcast
Toast: The Garnish
Transistor.fm: Build Your SaaS
Twillio: Twillio Radio
Twitter Business: Character Count
Venrock: Running Through Walls
Village Global: Venture Stories
Workday: Workday Podcast
Woven: Scaling Software Teams
Y Combinator: Startup School
Zaius: The Empowered Marketer
Zendesk: Repeat Customer
ZipRecruiter: Rise and Grind
