How Mamamia has become the largest women’s podcasting network

Mamamia’s growth in recent years has been nothing short of extraordinary. Since early 2014 to today, staff has increased from 30 to 100 full time employees. And that rise has coincided with its embrace of podcasting. From zero podcasts in 2014 to 18 different shows today, Mamamia is the world’s largest women’s podcasting network.

In episode 7 of BE Podcasting, we speak with Kylie Rogers, Managing Director of Mamamia Women’s Network, about the pull podcasting has for its audiences and the subsequent attraction for advertisers to this powerful medium.

“Women have an insatiable appetite for content, but we’re generally very busy,” Kylie explains. “So, there’s a limit to screen time. What podcasts offer is mobility.”

“We have something like 82% ad recall for all of our clients who are sponsoring our podcasts and it is very, very effective.”

“The way we’ve seen our women embrace podcasting is phenomenal,” she says. “What’s great about podcasts, is that it’s really intimate and women are leaning in — they’re choosing to better understand what content we’re tackling in that podcast.

“And we have something like 82% ad recall for all of our clients who are sponsoring our podcasts and it is very, very effective.”

Podcasts fit in perfectly with Mamamia’s overall strategy of content production. In creating women’s podcasting content they also have a clear understanding of the drivers of their audience.

“We have three focus points I guess: to make women laugh, to make women learn and to help women in all facets of their life,” says Kylie.

“The way we’ve seen our women embrace podcasts has been phenomenal, and that is only going to grow.”

You can listen to the full interview with Kylie Rogers in Episode 7 of BE Podcasting – Engage Your Audience.

Want to learn how you can engage your audience through podcasting? Contact us to schedule a consultation about including podcasting in your content strategy.

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