Case
Podcast: The Real Estate Podcast
your guide to buying, selling, renting, and leasing property. Discover now!
Look at this client story
You put a lot of time, attention and energy into your new podcast project, but it is struggling to find its audience. That’s a pity. The fight against the dominant distributors is also unfair. But we should still ask, what exactly is success in podcast land? Don't let the size of their audiences intimidate you. You're not the only plucky underdog making a podcast.
Newsworthy
If there's a holy grail to getting your podcast to resonate, it's newsworthiness. The investigation into the SS camp commander in The Disappeared SS Commander, Walter Heinrich, featured in several newspapers and TV reports. Trouw, AD, NOS, NRC, and many more big titles reported on this podcast. The highlight was featuring on the NOS 8pm news broadcast on Sunday evening with 2.4 million viewers. Watch your downloads numbers skyrocket.
Visual
Visual appeal. Think of the station kiosk. It’s the book or magazine that looks the best that stand out. Or look at the Netflix, HBO Max, or Prime Video catalogues. The poster has to be distinctive and fit the story. The same goes for podcasts. Too often we see a colourful background, a microphone icon, and the title of the podcast. That is not interesting or eye catching and certainly does not invite you to click on it.
Social
Social media and podcasts aren't really friends yet. On platforms that support embedded video you are adding an extra, but limited reach step. After all you can say: 'Listen to the podcast on Apple, Spotify, Google, Podimo...' But that cannot be the end of your promotional activities. Nowadays, the method used by celebrity talk shows is commonplace. They record the conversation and make short teaser clips for LinkedIn, Facebook, Instagram, X and also TikTok.
Subscribers
This is a very important one. These are potential regular listeners if your podcast is good. Subscribers receive a notification that there is a new episode. Or they'll regularly see the podcast appear at the top/front of their library. This allows you to build a fan base, and lasting relationships with your target group.
BONUS: Want to measure your success? Use the following parameters.
Downloads
Downloads or sessions are often used to indicate the success of a podcast. There is a big difference between 10,000 and 1,000,000 downloads. Both are still very good, depending on the size of your target group. If you are going to make a podcast where an investment advisor discusses the latest tips and developments on the stock market, then 10,000 downloads per podcast is very good. But if you made a podcast about finding a missing Nazi and you end up with 10,000, then there will be some disappointment. And for internal podcasts: if your company consists of 100 people and you have 100 downloads per episode... Then you just have a raging success, don't you?
Charts
Apple and Spotify's charts are used to measure the popularity of podcasts. In addition, listeners often search for new podcasts through these types of lists. So it's important that your podcast can be found easily. But how are those charts actually compiled? To add to the challenge, Apple and Spotify have a different algorithm, which is officially secret, but in Apple's case it seems to have been cracked...
Our branded podcasts
Case
Podcast: So, how did it go? (Jobat)
a podcast that guides young professionals in entering the job market.Look at this client story
Case
Podcast: War Wound
This audio story tells you all about the doctors' resistance called 'Medisch Contact' during WW2 in the Netherlands.Look at this client story
Case
How can a historical hunt for a missing SS Officer increase museum visits by 30%?
iO and National Monument Kamp Amersfoort teamed up to tell the story of Walter Heinrich — the missing SS officer — in an eight-part podcast.Look at this client story
Case
Podcast: 1347 days
A director spends an average of 1347 days on the board. On behalf of KPMG, the editorial board of KPMG RAAD interviews supervisory directors, directors, and supervisors from the Dutch business community about how they made it to the top and life in the boardroom.Look at this client story
Case
Podcast: "In Perspective" (UWV)
For people who are – for whatever reason – not involved in the labour market, having a job is the best thing there is. You matter and a bright future looms on the horizon. The podcast In Perspective – In search of happiness at work revolves around the real experiences of people that receive the WIA or Wajong benefit.Look at this client story
Case
Podcast: The Guide
Entrepreneurship is a fun, but it can also be challenging. It's all about feeling and experience. Making choices, seizing opportunities, overcoming challenges and in how to access the financing you need to grow your company.Look at this client story
Case
Podcast: The NOW podcast
Around 140,000 employers used the first NOW application period in 2020. In The NOW Podcast we talk to Ingrid Arts, NOW programme manager at the UWV.Look at this client story
Case
Podcast: Time is running out!
Birth, marriage, death. Divorce, move, new car. Every event in life raises many questions. How should I deal with this? Am I properly insured? Difficult questions that generally require a long answer.Look at this client story
What we do
Create your own branded podcast with iO
Creating a strong, branded podcast starts with finding the most compelling stories, identifying the right format, and selecting the most convenient release frequency.Read more
Blog
6 Tips for creating a successful podcast for your brand
Podcasts are hugely popular nowadays and provide an excellent way to get your brand or business in front of a wide audience. However, creating a podcast can seem intimidating if you have no experience with recording and producing audio. Here are some tips on how you can create your own branded podcast.Read more
Blog
5 reasons your branded podcast won’t succeed
Two microphones, a recording device, a little jingle to top it off. Your branded podcast is ready to go viral, right? Not quite. Let’s discuss several pitfalls that come with creating a branded podcast, along with tips on how to avoid them.Read more
Blog
How do you add a podcast to your media mix?
Is a podcast one of the content assets in your campaign? It's easy. Exploit the podcast’s special qualities: a chance to go deeper.Read more&w=1920&q=75)
Dossier
Dossier: Discover the power of branded podcasts
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Case
How do you craft a captivating podcast journey for young train travelers?
Embark on a thrilling train adventure across the Netherlands with ‘Het Spoor Bijster’, a fuction podcast by the NS and iO.Look at this client story