Episode 4: Podcasting as a Comms Channel + Audio Strategy Wake Up Call for Brands

It’s fair to say we’re entering a period of podcast-palooza. As much as it seems like “everyone” is launching a podcast (waves), things are just getting started. It has a slight feel of the .com boom where suddenly everyone had a .com they wanted you to visit. Podcast consumption is tipping into mainstream usage with 100 million Americans listening at least once a week. Big media agrees, with major acquisitions happening in the space (hello Spotify and Gimlet) and plans for providers to offer promotional platforms and discovery tools.

Podcasting, despite the buzz, creates a fascinating and highly viable communications (and marketing, sales, etc.) channel for professionals. But, as with any new shiny technology, we have to stop and ask - do we (should we) integrate this into overall strategies? When and where does it make sense? What does it take to make it successful and when does it not make sense to even start?

I had so many questions about where the industry and this comms channel are headed, and best practices for success, that I asked my production company’s founder, Nick Ruffini of Revoice Media, to join me for a sit-down. We walk through a range of topics important to anyone thinking of starting a podcast, for themselves or a business. Nick also dives into thoughts on why podcasting, smart speakers, the rise of voice and associated content creation, is crucially important for brands and media to be paying attention to, and in turn so do we.