You can’t force someone to listen to a branded podcast — you’ve gotta make it good enough for people to come.
And that’s what Gimlet Media has done with its branded podcast for eBay, Open for Business — a podcast on building a business from the ground up.
Leading podcast industry commentator Nick Quah says there are two major reasons why podcasting is rewarding for advertisers.
“One is this notion that you have not only a captive audience, you have an audience that explicitly chose to consume the thing.
One of the best ways for a sponsor to get involved with a podcast is by contributing content aimed at its target market. It helps a brand build brand authority and be a trusted leader in the market.
As podcasting becomes mainstream, digital platforms are set to benefit a lot more than other industries from its engaging nature.
Digital strategist, Bec Kempster, discusses why that is and profiles some digital platforms which are already using podcasts to talk with their online communities.
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.
With so much information bombarding consumers online, how does a brand compete for attention and truly engage an audience?
Some companies have discovered the power and intimacy of audio content, particularly podcasts, to connect directly with the listener and leveraging the trust-factor of the host in the process.