New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Create tangential media to promote podcasts.

Given the “explosion” of podcasts, music streaming and smart speakers, an audio-strategy is not just “nice-to-have” but a “necessity,” states Matt Lieber, co-founder and president at Gimlet. Brands must consider topics they and their consumers could be passionate about.

The piece provides that around 90 million Americans listen to a minimum of one podcast per month. The author suggests creating tangential media to promote the podcasts itself, as according to Brooke Capps-Yaroni, editorial content director at Mastercard, getting people to video is a difficult task.

They must opt for a host that can not only reach an audience that the company can’t, but also someone who can be passionate about the brand’s content. Companies must focus on developing engaging shows, listeners and brand advocates are likely to follow.

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[5 minute read]

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