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Branded Audio and Growing Your Podcast Audience When Just Starting Out

Business

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Podcasts are re-emerging as one of the preeminent storytelling and communication mediums. Listenership is up 23% since 2013, and we’re seeing a massive proliferation of traditional media outlets getting into the podcasting game.

And with this rise, brands are also looking to see how they fit into the landscape. Dating app Tinder and veteran tech company eBay are two prime examples. Both partnered with Gimlet Creative, the branded content department of Gimlet Media, a company founded by veterans of This American Life and NPR, to help them tell their stories in new, creative ways.

But, for businesses that are considering podcasts to entertain or inform consumers in a clever way, it’s not always easy to get the ball rolling and actually attract listeners. This is what Gimlet Media says is their special sauce. They understand not only how to craft and deliver incredible stories, but they also know how to find the right people when just starting out.

At #SMWNYC, the very delightful Cofounder at Gimlet Media, Matthew Lieber, gave some advice to businesses and organizations that want to enter the world of podcasts.

Further analysis and commentary from Matt’s #SMWNYC talk

Watch the full video of this session by signing up for our video platform, SMW Insider, which also features 100+ hours of past talks and interviews with industry experts.




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