How to Get Listeners to Push Play on Your Podcast [Examples From Boss Brands]

By Jodi Harris

how-get-listeners-push-play-podcast

For a growing number of brands, the story of standout content marketing success in 2018 might just sound like a podcast.

Though podcasting certainly isn’t a new medium, it has come into its own as a content platform over the last few years. With the success of high-profile series like Serial and S-Town, highly successful podcast networks like Wondery and Gimlet, and the growing legitimization of audio content as a vehicle for high-caliber performers and other creative talent, consistent audio storytelling can offer businesses the chance to win massive audience attention for their brand messages – and do so in a way that many feel to be less “markety” than other scripted content formats.

Power of the podcast

Just how large an opportunity could podcasting represent for marketers? Consider these findings on its engagement benefits from Edison Research’s 2017 Podcast Consumers report:

  • Listener growth is strong: The percent of monthly podcast listeners has increased from 21% to 24% of the population year over year.

The % of monthly #podcast listeners has increased from 21% to 24% of the population YOY, via @EdisonResearch.
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  • Adoption is surging among younger adult audiences: Forty-four percent of consumers age 18 to 34 consume at least one podcast a month.

44% of consumers age 18 to 34 consume at least one #podcast a month via @EdisonResearch.
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  • Podcasts capture – and sustain – the audience’s attention: Fifty-five percent of podcast consumers listen to most of each episode they download, and 75% listen to more than half of each episode. And, while the format only accounts for 2% of the audio content consumed by listeners, it is the No. 1 audio source based on time of consumption (30%).

#Podcasts are the No. 1 audio source based on time of consumption via @EdisonResearch.
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Source:: content marketing

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