Podcasts: Your Brand's Unfair Advantage | STEVE PRATT, Pacific Content

TL;DR

Branded content is gaining traction, with companies like Pacific Content creating successful podcasts that put the audience's needs first.

Transcript

hi my name is emily bender welcome back to the beatle moment marketing podcast i am here with my very special guest steve pratt he is the vice president and co-founder of pacific content a company of 30 passionate podcast nerds that focuses exclusively on creating original podcasts with brands specific content joined rogers media in may 2019 they a... Read More

Key Insights

• 🤗 Branded content and podcasting go hand in hand, offering brands a unique opportunity to create valuable content and build deep connections with their target audience.
• 🪡 Making a great show that focuses on the audience's needs is crucial for the success of branded podcasts.
• 👶 Brands have the advantage of leveraging their existing marketing channels to promote their podcasts and reach new listeners.
• 👶 Smart speakers and voice search present new challenges and opportunities for brands to engage with audiences and optimize their content for voice-enabled devices.
• 🤩 Discoverability is a key issue for both podcasting and voice, and brands need to experiment with different strategies to reach their target audience.
• 💦 Remote work and the shift in priorities during the pandemic have highlighted the importance of rethinking meetings and finding ways to make them more effective.

Questions & Answers

Q: How did Steve Pratt get started in branded content and podcasts?

Steve Pratt's journey into branded content and podcasting began when he was working at Canada's public broadcaster, CBC, and saw the potential for podcasting to promote emerging indie music.

Q: What do successful brands understand about podcasting that sets them apart?

Successful brands understand the importance of putting the audience first and creating content that adds value without being overtly promotional. They focus on building deep relationships with listeners and changing the way they think about the brand.

Q: How does Pacific Content measure the success of branded podcasts?

Pacific Content believes that podcasting is an engagement medium, not a reach medium. They focus on creating quality content that drives audience engagement and loyalty. The number of downloads is not the sole benchmark for success.

Q: How can brands optimize their podcast discoverability in a crowded market?

Brands can optimize podcast discoverability by promoting their shows to existing podcast listeners through paid promotions or co-marketing campaigns. They can also leverage their own channels, such as mobile apps, websites, and social media, to reach new listeners.

Summary & Key Takeaways

• Steve Pratt, Vice President and Co-Founder of Pacific Content, discusses his journey into the world of branded content and podcasting.

• Pacific Content has worked with numerous high-profile brands, creating podcasts that have won multiple awards.

• The key to successful branded podcasts is putting the audience first and creating valuable content that earns their attention and loyalty.