Award Winners | Secrets of Award Winning Brand Podcasts DustPod.io

Marketing not-for-profit organisations can be challenging. You don’t have big brand budgets but arguably your message is more important.Today we hear about successful podcast strategies used by Childhood Cancer Ireland for engaging their audience, increasing awareness and empowering support.
Our guest Fionnuala Murphy is a Certified Digital Marketing Professional (CDMP) with 20 years experience in the sector. She launched CCI’s hugely successful ‘Gold Ribbon Conversations’ podcast which is now in its seventh season and has won recognition from the Irish Podcast Awards. 
Fionnuala shares how she started the ball rolling with one incredibly simple question, where the podcast adds value to the organisation and how she got such powerful and personal stories from guests.
THINGS WE SPOKE ABOUT
• How well stories work for brands and organisations• Importance of authenticity and connection• Utilising existing channels for bigger impact• Why consistency wins• Measuring success beyond numbers
GUEST DETAILS
Fionnuala Murphy has an amazing track record in communications and fundraising in the not-for-profit sector. Her experience spans some of the most well-known organisations including GOAL, National Council for the Blind Ireland and Childhood Cancer Ireland. She is a full member of PRII and a Certified Digital Marketing Professional (CDMP).
Find her on Linkedin:  https://www.linkedin.com/in/fionnuala-murphy-06621b27/Listen to the podcast here: https://childhoodcancer.ie/podcasts/
 MORE INFORMATION
If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 
You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io.  
QUOTES
I had this idea. Let's do a podcast. I didn't want to be too greedy because we were looking for favours, so I started asking for just one podcast. Luckily, I found our host is Sinead who supported me with all the background stuff as to how to set it up, what platform to use, how to get it out there. My job was is to find the stories, find the guests, and make sure they're happy sharing their story.Fionnuala Murphy speaking about how she got started.
It's really important to us that people are at ease, because we're asking them to share a very vulnerable time in their lives, be it currently or in the past. They need time to consider it. Time to think about it. Time to think about how they want to frame things and how much they're willing to share.Fionnuala Muphy on how she gets more by preparing podcast guests well. 
For me, it was very much about the mechanics of it. How am I going to get this across the line? Who can work with us? Who knows what they're doing? Who can we trust? For somebody else, I would say focus on the content and what is it that you want to say.Fionnuala Murphy on 
KEYWORDS#podcast # awardwinners, #evergreen #content #cancer #notforprofit #dustpod #brands

When your marketing goal is to get people out to exercise, and then Covid forces everyone to stay indoors, what do you do?
The team at VicHealth added a podcast to their 'This Girl Can' campaign, which successfully connected and motivated women using authentic stories of encouragement. How did they do this during a most extraordinary lockdown?
Our guest Alex Dandanis, VicHealth’s Strategic Communications Manager, walks us through why they used a podcast, how they created it professionally while keeping it authentic, and why it’s success has encouraged them to get deeper into podcasting. 
THINGS WE SPOKE ABOUT
How and why the podcast added to the overall marketing campaignBehind the scenes on production and how they kept it authenticPromotion used to attract audienceMeasuring KPI’s and ROIKey advice for marketers considering podcasts in a campaignGUEST DETAILS
Alex Dandanis is a digital native focused on driving behaviour change for good.  For five years she has acted as Stratigic Communications Manager for VicHealth Austrialia specialising in strategic communications, content marketing and social media.
Find her on Linkedin:  https://www.linkedin.com/in/alex-dandanis-b9210725/Listen to the podcast here: https://podfollow.com/1508941891/view
MORE INFORMATIONIf you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io.
You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io. 
QUOTES
The problem was research showed a lot of women were even less active than men. We wanted a way to connect to these women in their homes, give them inspiration and other women to connect to. – Alex Dandanis
It was really raw, we didn't want to over edit it, it was very much authentic in giving women the microphone and letting them kind of share their own stories and connecting on that deeper level with listens. – Alex Dandanis
It's evergreen content that we keep going back to. Our marketing team are well across the podcast as a solid asset which is a gift that keeps on giving. – Alex Dandanis
KEYWORDS#podcast # awardwinners, #evergreen #content #vichealth #melbourne #dustpod #brands

This is an invaluable episode for marketers looking to create an authentic and successful brand podcast. Lee-Ann Hyland, Director of Marketing at Care Plus Pharmacy, shares how she launched their award-winning podcast "Care Plus Conversations" which targeted first-time mothers.
She talks in-depth about the research they conducted to identify this niche audience and determine their needs. She explains how they found passionate experts in the field to serve as guests who provided real-world advice and shares why authenticity and quality are paramount when it comes to building trust with the audience.
The episode also details Care Plus's strategic promotion plan, from their extensive pre-launch efforts to ongoing social media promotion and influencer outreach. Lee-Ann shares the various metrics they used to measure success beyond just downloads. Most importantly, they were able to track how the podcast converted listeners into lifelong pharmacy customers as intended.
The entire episode provides a best practice template for marketers considering a branded podcast. It covers all aspects of ideation, production, promotion and evaluation that marketers will find invaluable as they look to connect with their audiences through this engaging content format.
THINGS WE SPOKE ABOUT
01:50 How podcasting differs from social media 
03:17 The lifetime value of customer relationships 
06:20 The value of real expert guests 
09:21 Trying something new and asking for help 
11:09 Promoting your podcast to the world 
16:03 Measuring success outside of metrics 
21:06 What makes a brand podcast successful
 QUOTES
There's very few distribution channels or opportunities to create evergreen long form content that really, really engages an audience, that can build a community, that can bring in storytelling. 
 
It's easy to say, ‘Okay, let's set up a podcast’, but it really has to be relevant to your audience. Otherwise, it feels a bit like you're not doing it for the right reasons.
 
We knew from the outset that we don't have the internal abilities to do that and host it, we need to find a partner, we need to find a producer to help with this. 
 
Don't underestimate the power of your guests. Your guests are very, very happy to tell people that they were on a podcast. 
 
 It's definitely an effort game, the more effort you put in, the more you get out of it.
 
We know that people have discovered our brand through the podcast. 
 GUEST DETAILS Lee-Ann Hyland is an experienced marketing professional with a demonstrated history of working in luxury fashion retail, pharmacy retail and hospitality industry. 
Care + Conversations chat to experts in the world of pregnancy, postpartum and baby health, to help parents navigate the daunting firsts of parenting. A host of industry experts offer tactics, insights and advice to help new parents tackle a variety of topics, including preparing for birth; the 4th trimester, breastfeeding mother's emotional and mental health; and all things baby health.
Linkedin: https://www.linkedin.com/in/lee-ann-hyland-6b475421/
Podcast: https://podfollow.com/1648486085/view
MORE INFORMATION
If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 
You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io.  
 
 
KEYWORDS
#businesspodcast #brandpodcast #awardwinners #storytelling #pharmacy #parenting 

If you are considering launching a branded podcast but aren't sure where to start, this is the podcast for you.
Our guest is Allan Grego from Moneris, one of the largest payment processors in Canada. A few years ago, Allan came up with the idea to start a podcast called "Yes We Are Open" that would showcase small businesses that use Moneris. In this podcast, Allan discusses the challenges he faced getting merchants on board at first and how focusing on compelling storytelling helped overcome those objections.
The podcast has been a huge success. After refining their promotion strategy in the second season, Allan saw downloads skyrocket. Even better - some new merchants signed up with Moneris just so they could be featured! Allan shares the promotion tactics that worked best.
You'll also learn how the podcast has given Moneris an entirely new level of personality with their customers. He explains how they measure impact beyond just downloads too. 
If you've been wondering how to launch a branded podcast but in a way that really moves the needle for your business, this episode is a must-listen. You'll walk away inspired and with new ideas to consider. Give it a listen now!
THINGS WE SPOKE ABOUT
01:20 Understanding your brand message 
02:40 How podcasting lets your brand personality shine 
04:29 Using podcasting to communicate with your internal team 
05:52 The process of finding guests 
07:36 Attracting listeners through storytelling 
09:45 Channels to use to promote your podcast 
11:35 Why measuring podcast success isn’t all about numbers 
13:59 Advice for marketers considering podcasting   
QUOTES
The impact of a podcast is you're in somebody's ear for a certain amount of time, they are actively listening. They're listening because they're interested in what you have to say, so we're getting a very niche audience. Every brand is looking for that targeted audience to market to - Allan Grego 
 
I do ask all of our business owner guests if Moneris did anything to help them, but other than that it's all about them. The more genuine I am about listening to their story, the listener gets their story. It shows our personality as a business. - Allan Grego 
 
We thought we’ve got to fish where the fish are, if you want to advertise a podcast, you should probably be advertising on other podcasts. - Allan Grego 
 
Yes, We Are Open is showing off the personality of the company. Listeners feel like they know a little bit about the culture of the company because they've listened to our show. - Allan Grego 
 
We are getting some people switching to Moneris because they want be on the podcast - Allan Grego 
 
Find a way to represent your company without being a sales pitch. Why would anyone voluntarily tune into a 2031 hour long commercial for your company? Find a way to entertain or educate,  provide some kind of value.  - Allan Grego 
 
GUEST DETAILSAllan Grego is Emerging Channels Communication Manager at Moneris, and is producer and host of the award-winning 'Yes, We Are Open' podcast and 'Just Good Business' podcast. 
“Yes, We Are Open” is a podcast that tells the stories of small businesses in Canada, their successes, failures and what we can learn from them. Allan travels the country to tell these stories of challenge and perseverance. Whether you’re a small business owner yourself, or you’re thinking of starting one someday, these cautionary and motivational stories will provide you with the lessons and inspiration to help you on your way.
Linkedin: www.linkedin.com/in/allan-grego-98362021 Allan: https://found.ee/algrego Podcast: https://podfollow.com/1582710578/view

MORE INFORMATION
If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 
You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun s

If you think you don’t have enough content, or that your content could be too niche or too sensitive, you need to listen to this episode. 
We get behind the scenes with the hugely successful "Restitution" podcast launched by leading Australian law firm Shine Lawyers. Their Senior Media Advisor, David Lewis, shares how he dealt with highly sensitive stories, why they worked and how it generated new business leads. 
He also details how the podcast continues to attract new listeners years later, constantly raising the profile of their lawyers. 
Jump in now for an episode which delivers valuable best practices for any marketer considering a branded podcast.
THINGS WE SPOKE ABOUT
01:09 Indirect brand messaging through podcasting 
03:46 Reaching a niche audience 
06:31 Approaching guests with sensitive stories 
08:35 The time commitment of a brand podcast 
10:34 Accessing your target audience   12:53 Reusing podcast content for other mediums 
14:48 Seeing the longevity of podcast content rather than counting numbers  
16:04 Stories that have had a good impact for Shine Lawyers 
20:25 How podcasting is a different beast to marketing 

QUOTES
The story comes first and the firm comes second. That's how you get people in. People are more likely to think fondly about Shine Lawyers if we moved them. If they felt an emotional connection to our client, if they felt angry about an injustice, then we've succeeded. - David Lewis 
 
We're dealing with people who, in some cases, have PTSD, and retelling this story can be traumatising. So yeah, some people were nervous, but I think they knew that it was a safe space. This was not a media outlet, detached from Shine with its own agenda. This is a firm they've worked with, it's secured for them an outcome they wanted. It was a celebration of where we've come and where we're going. - David Lewis 
 
If you're, for example, a lover of Coca Cola, you're probably still unlikely to listen to a Coca Cola podcast. There has to be a compelling story that makes someone want to listen. That's how you get people in, and you've got to deliver on that promise. - David Lewis 
 
If they got some sort of entertainment and information from the podcast, then we've succeeded. It's not about taking marketing slogans and jamming it down people's throats. - David Lewis 
 
This was really about creating an origin story for shine, the podcast was seen as a everlasting resource. - David Lewis 
 
If a marketing department is thinking about doing a podcast, the first thing that departments should do is reach out to an organization or an individual that has experience in storytelling, because podcasting is a very different beast to marketing. - David Lewis 
 
You really need to know who is going to listen to this thing? And why are we doing it? Are we doing it because our competitors are doing it? And we thought it would be cool, because that's a pretty crappy reason to do a podcast? Or are we doing it because we've actually got so much amazing advice or information or stories to share, that we can hardly help ourselves. You really need to have that passion and that justification for doing it. - David Lewis 
 GUEST DETAILS Restitution is an Australian law podcast about people who’ve been wronged and the legal teams trying to make it right. Each episode tells the story of a landmark civil case from the perspective of clients and lawyers at Shine Lawyers. 
David Lewis is Senior Media Advisor at Shine Lawyers and presents the podcast. David is a passionate storyteller who worked for a decade as a journalist and now raises awareness of the inspiring work being done by personal injury solicitors at Shine Lawyers.
Linkedin: https://au.linkedin.com/in/david-lewis-23b27125 Podcast: https://podfollow.com/1612165755/view
MORE INFORMATION
If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 
You’ll find guides on how podcasts wor

This episode will inspire you to find the story in what you do and create engaging podcasts which can literally move people. 
Our guest Kerri Worral shares how Greater Anglia Rail used podcasting to successfully promote their new fleet and services. 
Their "Lives on the Lines" podcast was a resounding success, gaining over 1000 listens in the first month through organic social media promotion alone. Paid social ads drove those numbers even higher, with listeners providing positive feedback and plans to visit locations featured.
Kerri shares how she created this award-winning podcast. She details the process of finding guests, production, promotion and measuring impact in addition to best practices on repurposing content and comparing effectiveness to video. 
You'll be inspired by how Greater Anglia harnessed the power of podcasting to boost their brand and explore opportunities for your own marketing.
THINGS WE SPOKE ABOUT
01:35 Informing customers about a new product 03:06 Approaching a new marketing format 
04:55 Utilising guest you already have access to 
05:58 Using an agency to save on time commitment 
07:01 Professional presenter vs internal presenter 
10:03 Getting your podcast into the world 
11:10 Paid advertising for podcasts 
12:59 Analytics and feedback success 
15:09 Podcasting vs Video 
17:50 Expanding your marketing mix with podcasting 
 
QUOTES
If you've got the vision for how you can really bring your organization or your product to life, it's a really good idea to try and have as many elements in your marketing mix as possible. They really were a value for money because we were able to continue to engage with people and offer them something of real value. It was a really good use of the PR budget. - Kerri Worrall 
 
We didn't want it to just sound like an advert for getting on a train, we really wanted it to be about the the history, the culture, the community. - Kerri Worrall 
 
We worked with a really brilliant agency and because of that, actually the time commitment wasn't too much. It wasn't a burden. It's such an exciting process to be involved in. - Kerri Worrall 
 
We entered it for a number of awards, so we were able to say that it's helped improve the reputation of the company. It’s not only the quantitative element of your analytics, but also feedback from people saying, I loved this and I am going to take a train journey because I've listened to this.  - Kerri Worrall 
 
It would be really easy to repurpose some of the podcast and use it in different ways, in blogs for example. I think once you've done it, you've just got this fantastic piece of content that you can then look at repurposing in as many ways as you want to. - Kerri Worrall 
 
We're all really pleased that we did it. It was an experiment that we feel was a successful one. - Kerri Worrall 
 
GUEST DETAILS
Lives On The Lines takes you on an audible journey by train to meet fascinating people living and working across our Great Anglian landscape.
The railways have connected communities and counties across Britain for nearly two centuries, and that time has seen enormous innovation in the trade, work opportunities and lifestyles of the British people. Rail has tracked lives through innovation, migration, boom and bust, and today the Greater Anglia rural branch lines connect communities here for work, days out and enjoying the beautiful East Anglian landscape.
You can enjoy a journey through history, culture, art and nature and it might just inspire a few adventures of your own. 
Lives on the Lines is created on behalf of the Community Rail Partnerships with Greater Anglia.
Our guest Kerri Worrall is a PR consultant for the Greater Anglia Rail Service. 
Website: https://www.greateranglia.co.uk Podcast: https://podfollow.com/1552213970/view
 
MORE INFORMATION
If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 
 
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