Why Does Your Brand Need a Podcast?

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Podcast formats are far from new in our market, but the truth is they’ve experienced a real renaissance over the past few years. And, as every rebirth brings change, this "Season 2" has introduced something different — brands entering the podcast scene. Not just through traditional sponsorships we’re used to, but by taking an active role in creating podcast content themselves. In other words — brands are now launching their own podcasts.

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Here’s another fact: Artificial intelligence has truly shaken the ground under (digital) marketing. And while AI definitely makes our daily tasks easier, it’s becoming increasingly clear that some of our traditional roles are slowly losing their relevance and necessity. In that light, podcasts are a big deal — and we shouldn’t dismiss them as "just another trend."

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To create a podcast, you still need a real person to design and organize the entire project (sure, AI can assist with some parts), to have authentic conversations with other real people — conversations that convey the intended message, build trust, boost visibility, position you as an industry authority... whatever your goals may be.

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But — you need a solid podcast strategy.

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A good strategy will help you reach different target audiences — whether that’s business leaders, enthusiasts, or the general public. Podcasts are consumed on the go, making them easily accessible and highly engaging.

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By creating a podcast, you're also building long-term, high-value content — episodes stay relevant and can be listened to anytime, extending their marketing impact.

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Most importantly, podcasts give you a way to tell your brand’s story in a natural, engaging, and relatable way — through topics people actually care about, rather than through aggressive ads that often backfire. And that’s the last thing we want, right?

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Now, moving from facts to a personal confession: at first, I really didn’t see myself as part of the podcast audience. Maybe it’s because of what I like to call my "attention disorder" — my tendency to multitask obsessively — but I simply couldn’t sit still and listen, no matter how interesting the topic was.

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However, once I got involved — coming up with concepts, writing scripts, reaching out to the many fascinating guests we hosted, overseeing post-production — I realized I actually love podcasts! Beyond the freedom and creativity that these projects offer, there’s also the structured organization that I personally adore, and a strong connection to my original field of study — journalism.

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As they say, a match made in heaven.

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(If this sparked your interest in launching a podcast and you need help with ideas or execution, the SmartPoint team is here for you!)

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To sum it up: a podcast can definitely add real value to your brand.

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Because the truth is — today, we crave quality, purpose, and substance. We want content that enriches us, that’s useful, that teaches us something new. And you can achieve all of that by telling your story in a deeper, more meaningful way.

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And you know what? Even if nothing else, at least you’ll enjoy the process and meet some truly incredible people. You never know where that might lead!

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Written for Marketing Mreža by:
Ivana Tomić, Brand Specialist, SmartPoint Adria

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