36 min
Building Brand Relationships with Original Podcasts Insider Interviews with E.B. Moss
-
- Marketing
Long-time podcast pro Steve Pratt, Vice President and Co-Founder of Pacific Content, tells Insider Interviews host E.B. Moss how his company makes “original podcasts with brands” – versus “branded podcasts.” The difference? Working together to “make a show that is designed as something that only that brand can make; you give a gift -- or create a significant amount of value -- for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their business problems.
But don’t forget about the marketing! Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” has created award-winning shows for podcast partners like Ford Motor Company, Rocket Mortgage, Slack, and Charles Schwab.
Learn how
● Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products
● To create a branded podcast strategy with a Venn Diagram between business goals and listener interests
● Podcasts drive loyalty
● To use original podcasts vs. advertising in another podcast...(And when does Steve suggest brands should call Bart Roselli at VeritoneOne, per episode 41 off Insider Interviews on effective ad campaigns?!)
Finally, what's Steve Pratt projecting for the business of podcasting in 2022!?
Like it? Find Moss Appeal's virtual tip jar at buymeacoffee.com/mossappeal and please share!
Long-time podcast pro Steve Pratt, Vice President and Co-Founder of Pacific Content, tells Insider Interviews host E.B. Moss how his company makes “original podcasts with brands” – versus “branded podcasts.” The difference? Working together to “make a show that is designed as something that only that brand can make; you give a gift -- or create a significant amount of value -- for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their business problems.
But don’t forget about the marketing! Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” has created award-winning shows for podcast partners like Ford Motor Company, Rocket Mortgage, Slack, and Charles Schwab.
Learn how
● Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products
● To create a branded podcast strategy with a Venn Diagram between business goals and listener interests
● Podcasts drive loyalty
● To use original podcasts vs. advertising in another podcast...(And when does Steve suggest brands should call Bart Roselli at VeritoneOne, per episode 41 off Insider Interviews on effective ad campaigns?!)
Finally, what's Steve Pratt projecting for the business of podcasting in 2022!?
Like it? Find Moss Appeal's virtual tip jar at buymeacoffee.com/mossappeal and please share!
36 min