Nikki Gilliland says, “Since MailChimp ran a 19 second advert at the beginning of each episode of Serial, its brand name has become known to millions.

It is just one example of a company capitalising on the popularity of podcasts, and since then, many have started to produce their own.

Here’s a look at why podcasts are such an interesting medium, as well as a few brands that have been experimenting with them.

Subtle branding 

We’re constantly being told that storytelling is the ultimate tool for customer engagement.

By telling relevant, informative and valuable stories in meaningful ways, brands are able to connect with consumers and build a loyal audience.

But unlike a blog or online article, where audiences are likely to be more aware of brand-involvement, audio content enables a more subtle approach”.

Three reasons brands are using podcasts as part of their content marketing strategy

Econsultancy

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