Podcasting Essentials

SoundCartel•soundcartel.com.au

Audiences are increasingly tuning in to podcasts. Is it any wonder? Podcasts are easier to access, the quality is better than ever, and more podcasts are available on a range of topics and interests. The number of consumers who regularly listen to on-demand ‘talk’ audio is in the millions in Australia and steadily growing. Research continues to show that podcasting provides a deeper level of engagement than many other forms of media – podcast audiences are actively listening to their favourite podcasts. What does this mean for brands, advertisers, media companies, and entrepreneurs looking to connect with new audiences? That’s what this podcast series aims to explore. Every fortnight, we talk with experts in the industry, bring you case studies and analyse the trends around the world in this newest and most engaging on-demand medium. Podcasting Essentials is produced by SoundCartel, specialists in audio production for Australia’s leading brands for 35 years, and producers of the world’s longest monthly business audio magazine, Business Essentials. https://soundcartel.com.au/

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Episodes

S1E8 Why podcasting is powerful for online communities; Podcasting is a long-term game

Online marketplaces and digital platforms are ideal candidates for podcasting as it personalises their brands and allows for a deeper connection with consumers. Digital strategist, Bec Kempster , discusses some of the ways online marketplaces and communities can use podcasting, what brands are doing it well and how podcasting differs from other forms of communication, like video. Also, we hear from Sarah Mitchell , Director of Content Strategy at Lush Digital Media, who was sceptical of podcasti...

Jun 27, 2017•26 min•Season 1Ep. 8

S1E7 Mamamia's podcasting network is taking the world by storm

With more than 18 weekly podcasts and close to 20 million downloads, Mamamia is the world’s largest women's podcast network. Kylie Rogers , Managing Director of Mamamia Women's Network, explains why the company has embraced podcasting, and how it’s been instrumental to Mamamia's extraordinary growth in recent years. She says women have an "insatiable appetite for content," but time is limited for busy women in front of a screen. The mobility of podcasts allows its audience to consume content whi...

Jun 12, 2017•25 min•Season 1Ep. 7

S1E6 Best ways to promote brands; Secrets to ranking high in Apple Podcasts; Podcast industry awards

Podcasting is a lean-in experience. Listeners are strongly engaged with their favourite podcasts – and that makes podcasting different from radio, says Omny Studio CEO, Sharon Taylor . This engagement can provide unique opportunities for brands to be involved, so long as it's done properly. Sharon offers her ideas on how to incorporate ads into podcasts. And, we discuss Apple's dominance in the world of podcasting, as Sharon explains how to get into Apple's New and Noteworthy section. Also, we s...

May 29, 2017•28 min•Season 1Ep. 6

S1E5 Aussies are hooked on listening to stories

Audiobooks – close cousins to podcasts – are exploding in popularity thanks to the advances of mobile technology, increased production quality, and the voices of well-known actors. A significant player in this burgeoning medium is Audible – the audio content arm of Amazon. In Australia and New Zealand its headed by Matthew Gain , who explains why audiobooks are resonating with audiences, as well as Audible's plans to create audiobooks specific to an Australian audience. We also speak with Jarrod...

May 15, 2017•26 min•Season 1Ep. 5

S1E4 The power of podcasting for brands

The opportunity for brands and advertisers in the podcasting space is very healthy as Australian audiences become increasingly aware of the new medium. We speak with Corey Layton of Whooshkaa, who’s very upbeat about the industry and how companies can be creative in conversing with new and existing markets. Corey – and many of the Whooshkaa team – is from a radio background; and, although similarities exist between radio and podcasting, he explains why a radio-type advertisement in a podcast sim...

May 02, 2017•23 min•Season 1Ep. 4

S1E3 Secrets to making money from podcasting

If you're not already famous, forget the third-party advertising route to making money. We interview Aussie podcasters who through trial and error have separately landed on a successful business model. Mysterious Universe (MU) blends high-quality sound design with compelling content on the weird and paranormal, presented by two hilariously entertaining chaps from their recording studio in Sydney. Aaron Wright and Benjamin Grundy are living the dream by turning MU into a fulltime business. Despit...

Apr 13, 2017•25 min•Season 1Ep. 3

S1E2 Podcasting is only to get bigger: a US perspective

With more than 60 million regular podcast listeners and around $200 million in projected annual revenue, the podcasting wave in the United States continues to gain momentum. And the ripple is expected to wash across Australia’s shores in the future. For an understanding of how the industry's taking hold and what the future might bring, we speak with a leading commentator on podcasting in the United States. Nick Quah writes a weekly newsletter, Hot Pod, for thousands of subscribers; and for those...

Apr 13, 2017•26 min•Season 1Ep. 2

S1E1 Future trends of audio content

What is podcasting and why is it becoming such a powerful new medium? What makes a good podcast and how does it help brands engage with an audience? Those questions and more we put to radio futurologist, James Cridland . James is an award-winning copywriter, sought-after speaker and radio consultant. He was Digital Media Director at Virgin Radio in London before joining the BBC where he was involved with BBC iPlayer for radio. These days James commentates on the current technological development...

Apr 13, 2017•25 min•Season 1Ep. 1

New podcast series on the power of podcasting

A new podcast series will shine a light on the podcasting industry itself and the ways in which smart marketers are using this fast-emerging medium to connect with and build their audiences. To be launched on April 18th, BE Podcasting is aimed at brands and digital agencies wishing to discover more about how the podcasting process can be utilised to raise brand awareness and increase market share. The first three episodes -- launched simultaneously -- will feature some of the leading experts on ...

Apr 13, 2017•59 sec

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