[S2 E2] How Brands Can Exploit the Podcasting Boom

Podcasting has undergone a massive resurgence in popularity over the last couple of years, and the boom shows no signs whatsoever of slowing down. In fact, with Google entering the fray listening could as much as double in the next two to three years. Communications professionals, however, seem to be reluctant to embrace podcasts as a medium perhaps due to unfamiliarity with the technology and processes.

In this episode of the Digital Download podcast, I talk to MD of Brighter Comms and self-confessed podcast geek Sara Robinson in a bid to demystify the content form of the moment. We chat about why the opportunity for PR is ripe and how, if they act quickly, brands can leverage podcasting to maximise their messaging.

Here’s what you’ll learn in this episode:

  • How popular podcasting has become and why it’s booming
  • How voice recognition technology and Google are further driving podcast adoption
  • When and where people listen to podcasts
  • Why people listen to podcasts
  • What sort of people listen to podcasts
  • What the opportunity is for brands
  • Why research and audience insight are key
  • What makes good content for a podcast
  • Why PR and communications has such a great opportunity due to storytelling
  • Why the barriers to entry for podcasting are low


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