John provides some of the advantages for those companies that integrate podcasts into their marketing strategy. For those brands thinking about doing a podcast, Matt believes thinking of it as tentpole content that you can turn into other forms of marketing content is a great idea. Whenever a new marketing initiative is launched, looking at the long-term picture is critical. Matt gives over five things a branded podcast will leverage to guide them closer to their goals. In May 2018, Pocket Casts was acquired by public media organizations NPR, WNYC Studios, WBEZ Chicago, and This American Life.
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There are three things every branded podcast needs to have in mind before ever sitting down at the microphone.ĥ important characteristics of a successful branded podcast (26:03)Īs we’ve noted, branded podcasts offer so much more value than simply downloads. Its creators have been monetizing the app through its Pocket Cast Plus tier, which gives users access to desktop apps, cloud storage, watch playback, and themes and icons for 9.99/year. Matt provides some KPIs (key performance indicators) that brands can use to tell how successful their podcast is at meeting its goals. The number of downloads isn’t the most important metric branded podcasts need to be paying attention to. KPIs that are most important for branded podcasts (20:27) Matt breaks down some of the most common ones. There are a number of goals a brand could have with their podcast. What makes a successful branded podcast (19:13) This means they’re perfect for businesses looking to extend their reach, further engage with customers, and improve brand recognition. Podcasts have already shown their value, seeing a majority of listeners take an action after listening to a podcast. Matt and John go over what a branded podcast really is and some of the reasons they are great opportunities for brands. What is a branded podcast and why are they needed? (14:37) It’s a great opportunity for independent podcasters to step their game up and for the BBC to find some unique ideas and new content creators. Launching something called the “Audio Lab,” the BBC is looking to team up with a few podcasters to produce, distribute, and market new shows. The BBC is looking for the next wave of podcast creators. WordPress developer Automattic has acquired the podcast app Pocket Casts but why? John and Matt take a look at what Automattic might be thinking with this purchase and what we could see coming to WordPress. Matt and John discuss what Scribd’s valuation and IPO could mean for the podcasting industry. Scribd offers many of the same services Amazon does, including audiobooks and podcasts.
We will explore building deep integrations with and Pocket Casts, making it easier to distribute and listen to podcasts." Inferring from a statement on the official blog post, users will be able to add a podcast subscription block pattern to their WordPress website.Listen to John and Matt discuss branded podcasts:Īmazon competitor Scribd is looking to go public with a $1 billion valuation. Automattic will integrate Pocket Casts into its blogging and microblogging appsĪutomattic also reveals their plans of implementing Pocket Casts with WordPress as both of them use really simple syndication, or RSS feeds. "As part of Automattic, Pocket Casts will continue to provide you with the features needed to enjoy your favorite podcasts (or find something new). More than 80M people in the US listen to a podcast weekly, and this critically acclaimed podcast app(Pocket Casts) makes it easier for fans to discover podcasts and customize their listening experience." However, Automattic has not disclosed the amount to be paid for the deal. The official WordPress blog post related to the development reads, "We’re excited to announce that Pocket Casts will be joining Automattic, the parent company of . Automattic to buy podcast app called Pocket Casts Pocket Casts makes it easier for users to discover podcasts Co-founders Philip Simpson and Russel Ivanovic will remain in charge of the podcast app post the acquisition.
Along with it, Automattic is also looking for ways of incorporating Pocket Casts multi-platform nature into its blogging tools. Automattic, the parent company of a microblogging website called Tumblr and website-creator tool called WordPress is planning to acquire a podcast application Pocket Casts from public radio groups including NPR and BBC Studios.
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