Podcast March 18, 2024
news corp australia growing distillery We've released a new podcast playbook.
On-demand expertise: The structure of a trusted audio advisor We provide a path to growth for brands looking to harness the power of podcasts.
The study found that to be successful, brands need to view podcasts as a platform for storytelling, connection, and building long-term relationships. Their message should enhance, not disrupt, the listener's experience.
Growth Distillery's research found that podcasts are emerging as a powerful medium for building loyal and engaged audiences in an increasingly fragmented media landscape.
Data shows that 92% of podcast listeners say they are engaged while listening, and that their engagement extends far beyond the episode. For example, listeners may read articles about your content, form a community to discuss your content, and follow you on social media.
The analysis also revealed that 73 percent of podcast listeners feel a genuine connection with their hosts, and podcast hosts are considered the most trusted source across all media.
He says brands looking to leverage podcasts to build relevance should focus on tailoring their advertising in three key ways:
- Motivation: Create impactful advertising experiences by aligning with listener intent and offering products that provide similar benefits.
2. Content: Match your podcast's topic and genre to ensure relevance among your already engaged audience.
- Host: Align with your host's personal preferences and leverage their endorsement to persuade and truly connect with your audience.
Bethan Hockey, Research Director, The Growth Distillery (pictured above) says, “In this podcast handbook, we delve into this unique landscape of what makes podcasts so appealing to consumers and impactful for brands.” Masu.
“Our research reveals the significant engagement and credibility of podcasts. By focusing on the appeal of podcasts, including their credibility, informative content, and role as trusted advisors, brands can provides insights and strategies to help you get the most out of your podcast and ensure your ads are on point and truly speak to your listeners.”
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