BBE Admin

Podcast Sponsors – Why brand monitoring is important for your business

Podcast advertisement will keep surging in 2021 and in this article podcast sponsors find out why brand monitoring is important for your business. How will you know which podcasts is talking about you/your brand?

Podcast sponsorship is heavily promoted towards podcast hosts, neglecting brand/business owners but this article will help podcast sponsors understand the importance of brand monitoring using online brand monitoring tools.

What is brand monitoring for podcast sponsors?


For podcast sponsors, brand monitoring is the art of tracking and tracing not only which podcast is talking about you/your brand. But more importantly, you’ll also have the opportunity to strategically and proactively monitor the reputation, growth and topics of your business to find out what is being said about your business in those conversations. Impressive right? 

Platforms like Wiselabs, Google Alerts, Talkwalker, Pulsar allow this to happen almost seamlessly for brands and business owners. Previously, brand monitoring was mostly used to track online content like articles, web pages, blogs, forums and social media channels however AI tech has now expanded this into medium into mainstream media: namely, audio/podcasting. 

brand monitoring tools
Visual of brand monitoring. Credit:

Brand monitoring platforms use AI analysis providing insights about your brand on all social channels in nearly 200 languages.

Think of brand monitoring tech like having an extra set of eyes or ears listening out whenever you or your brand is mentioned online, in a podcast or on social media. In other words, discover what customers really think about your brands and products in real time, allowing you to get a 360° view of what is being said about your products/service/brand/business.

Influencer marketing and podcast sponsorship.

Influencer marketing is at an all-time high and ClubHouse is one the latest social networking apps to create a wealth of niche micro influencer marketers. So why not tap into that resource?

Micro influencers (those with 1000 to 10,000 social media followers) are very important to brand marketing strategies because they both exemplify the behaviour of a typical customer. But, they tend to have better engagement (in comparison to macro influencers) due to the loyalty they’ve built their with their following, making them the perfect candidate for podcast sponsorship.

What should businesses know before sponsoring podcasts?

Before sponsoring a podcast, as a business you need to do your due dilligence to ensure that your goals will be achieved with the podcaster you’re working with. 

Recent advances in speech-to-text and transcription technology have made podcast monitoring scalable and affordable so why not find out what is being said about your brand.

Below is a list of questions to ask a podcast before sponsoring their show:

  1.  Analytics – Don’t be afraid to ask the podcast what their show analytics are because this will determine their reach and importantly, what they charge to promote your business/products/brand. 
  2. Engagement – Podcast engagement is also very important in brand advertisement because ideally you want your brand/products/service promoted by a podcaster who has an engaged audience.
  3. Social media is very important in creating one’s brand so check out the podcaster’s social media to ensure the podcast asking for sponsorship is in line with your business/brand ethos.
how to monetise your podcast in 2021
Click here!

How to sponsor a podcast?

Marketers will now understand and reach a whole new target audience, and PR teams will gain a new media outlet to pitch for their clients.

In summary, brand owners should utilise tech and other brand monitoring AI platforms to get more in-depth data of what is being said about your products/service.

Also remember that podcast analytics shouldn’t be the only metric that dictates whether you sponsor a podcast. Engagement is just as important particularly for niche/small business owners.  

Get the latest podcast news trends and tips by subscribing to our newsletter

2 thoughts on “Podcast Sponsors – Why brand monitoring is important for your business

  1. Ι tһink that is among the most important info for me.
    And i am satisfied studying your articⅼe. However want to observation on few normal issues,
    The website taste is perfect, the articles is in reality great : Ⅾ.
    Exсellent ɑctivity, cheers

Leave a Comment


Subscribe to Our Newsletter

Get information on our upcoming events and podcast news straight to your mailbox.