Brands are increasingly coming on board with podcasting, and more specifically, what the industry calls branded podcasting. Branded podcasts are not strictly promotional. They tell great stories.

Liz Horowitz, founder of Sonic Strategy Consulting, recently published an article on LinkedIn titled Winning Without Ads: 10 Reasons Brands Are Embracing Branded Audio. When I first came across the article, I was not familiar with the term “branded audio.” And after reading, I immediately thought I needed to get Liz on the show to elaborate on the subject.

We had a great conversation about what exactly branded audio is, why so many brands are starting podcasts, and if they aren’t, why they should be. She also gives a few examples of great branded podcasts out there including shows from Trader Joe’s, Ford Motors and State Farm.

Liz is a business growth coach serving companies specifically in the audio space. For most of her career, she worked in audio as an advertising executive, which includes a stint at WNYC Studios. There, she took a particular interest in branded podcasts and developed a partnership with Target’s Corporate Responsibility division for a six-part branded podcast series, Future at Heart, according to her website.

Branded podcasts offer “compelling ways to bring your audiences closer to you; bring your customers more aligned with you,” says Horowitz.

“What’s better than having 30 minutes to tell your stories as opposed to 30 seconds?”

In this episode, we chat about the benefits of creating a branded podcast, as well as the tools that can help you measure success, such as Signal Hill Insights, Chartable and FieldCast.

I learned a ton from Liz, and I hope you will too!