Posts Under: podcasts

SIPAward-Winning Podcasts Benefit From Synergy and Timeliness

One session at SIPA Annual 2019 June 3-5 in Washington, D.C., that already has my attention is How 3 Publishers Became Award-Winning Podcasters starring Joseph Coleman, director of content, Coleman Publishing, Lynn Freer, president, Spidell Publishing Inc. and Stephanie Williford, CEO, EB Medicine.

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Podcasts Can Be Great for Marketing But Think Content and Interest First

"As you develop a podcast concept, expect it to morph and change. 'Our original thought with the podcast was to fill a gap in how IBM Cloud educated sellers and partners about new features,' say the hosts. 'We were going to do episodes on the new stuff. We quickly realized that 1) we couldn't keep up, and 2) episodes about new capabilities were really boring; like Ian and Steve fell asleep.'"

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The 'Shoe-In' Podcast Shows This Channel's Huge Potential 

Matt Priest, president and CEO of Footwear Distributors and Retailers of America, would attend events throughout the world and have entertaining, informative, off-the-cuff talks with cool people in the industry. It made him think. “If we can just take these conversations we’re having with executives and bring them to other people who aren’t CEOs, we would have something special.” Thus the Shoe-In podcast came to be. More than 100 episodes later, and the weekly "shoe" is going stronger than ever. Described as “covering the ins and outs of all things footwear, from sneakers to heels, loafers to slippers and every type of shoe in between," it’s hosted by Priest and a longtime friend. “My host is a little off the walls,” Priest said. “Who knew two suits from D.C. could be so funny?” Though he admits to it being “a little out of my comfort zone,” Priest also said it’s “a huge creative out ...

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Podcasts Can Attract New Sponsors in Addition to New Audience

According to a new study by the Interactive Advertising Bureau, the American podcast industry brought in an estimated $314 million in advertising revenue in 2017, up 86% from the $169 million reported the year before. It beat projections established in the previous revenue study, which predicted that the ad business would grow to around $220 million in 2017. The study further predicts that podcast advertising will hit $659 million by 2020.   Other findings from IAB's podcast study:   Pre-produced ads make up a third of all ad types among the companies doing podcasts. Host-read ads make up the dominant remainder. In the podcasts that I've listened to, those host-read ads come off very effective. Usually they're at the beginning when the music has just ended, some playful banter has begun, and the atmosphere feels breezy—but in a good-content-to-come way.   Branded podcasts grew from 1.5% to 6.5% of all ad revenue between 2016 and 2017, disp ...

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What Is Our Audience Struggling With, Successful Podcasts Ask?

Podcast numbers keep growing—about 35% of Americans ages 18-54 now listen in. "People are adding more podcasts to their media diet [each month]," said Edison Research in their April survey and subsequent webinar. And what's great about podcasts is that they don't have to be huge productions.   Witness CampWire, the podcast of the American Camp Association (ACA). It has aired 10 episodes so far, and the last one on staff training drew the biggest audience. Camp directors tune in, and it was May, so no surprise there.   Sam Hirt, communications data specialist at the ACA, launched the podcast and offered some tips in an article in Associations Now. We add some SIPA notes to it.   Know your audience and what they care about. "What do [listeners] want to hear about?" Hirt asked. "Can we talk for 40 minutes to an hour about it? And who is going to be the right voice for it?" Said Stephanie Williford, CEO, EB M ...

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8 Positive Outcomes That Podcasts Can Deliver

Answering a question posed recently on the SIPA Forum about video vs. podcasts, Stephanie Williford, CEO, EB Medicine, wrote, "We haven't done a formal test, but I think the old 'know your audience' adage applies well here. For ours (emergency physicians, who are notoriously ADHD), they can't stand to sit still and watch an educational video for more than a few minutes, but they love podcasts because they can listen and learn while doing something else too."

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