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Branded podcasting forecast to double in 2017

Branded podcasting forecast to double in 2017

2001 saw the launch of the ‘must have’ digital audio device of its age, the iPod. A lightweight gadget that could carry the entire content of an individuals’ audio library in the small confines of their pocket. From that point onwards, the iPod would revolutionise the way people listen to music for years to come.

Placed within the iPod’s technology, was an innovative means for consumers to access narrative audio content known as Podcasts. For the following years, podcasting would become a niche genre for many years that followed. Despite the lull in the podcast market that occurred from early 2010 until recently, podcasting has seen a resurgence lately and has provided brands with an extra avenue in which to create new business opportunities.

Writing for Digiday, Max Wilens, forecasts that 2017 will show a marked increase of brands that will provide branded shows for their consumers:

“Barely more than a year after GE and Panoply debuted “The Message,” a Cannes Lion-winning science fiction podcast that was compared to “War of the Worlds,” branded podcasts have come en vogue: Publishers including Gimlet, Midroll and Gannett have all launched brand studios, pulled in new advertisers, gotten existing ones to fork over more money, and some industry observers expect that branded content in podcasting will more than double in 2017.”

Matt Turck – Chief revenue officer of Panoply confirms 25% of its podcast revenue is generated from customer content.

“It is kind of exciting and hot right now,” says Turk.

Why brands are turning to podcasting in 2017

More and more people are turning to podcasting as part of their daily digital media diet. It is suggested that consumers like the fact that they don’t have to engage with a screen for their fulfilment. When you consider the amount of time many of us spend in front of screens today – whether for work or leisure – this is an easy concept to appreciate.

Brands are realising the digital marketing potential that can be gained through podcasting. Jay Baer – writing for Convince and Convert – provides research conducted by Edison, the report claims that podcast listening in the USA grew by 23% between 2015 and 2016. This evidence suggests that podcasting has now become an established part of the digital media landscape.

A primary reason for the growth in podcast usage in recent years is largely down to the change in the way they are accessed. Podcasts were traditionally accessed via computers, but modern day technology – such as tablets and smartphones – allows consumers to access their podcast shows and broadcasts wherever they are, not just in the confines of their home.

Businesses benefiting from branded podcasting

Case studies provided by Adweek show that high profile, USA based company – Intercontinental Hotels, have produced two 20 minute stories for their podcast, and the success of those broadcasts have motivated them to produce many more in 2017.

The report suggests that many more well-established brands such as, HBO, State Farm Insurance and General Electrics are set to follow suite. It appears that businesses who are searching every possible avenue to increase their client base are finding podcasting as a creditable means to engage with new and existing audiences to drive sales.

Technology colossus – GE have found unprecedented success through their highly popular series The Message. The broadcast ran between October and November in 2015 and attracted an astonishing 4.4 million downloads with an average of 450,000 consumers tuning in per episode.

The success of this branded podcast has inspired GE to follow up with a second series. A ten-part show by the name of LifeAfter. Further success was anticipated and with feedback from they decided to make the next series even bigger and better than the last by making the shows longer in length.

Andy Goldberg – GE’s global chief executive confirms how branded podcasting has benefitted their organisation:

“The Serial format works for us—we’ve built a strong audience, It’s more in the entertainment world than it is in the advertising world.”

To get the best advice of how podcasting can benefit your company. Contact the expert team at Effective Group. Our friendly staff will guide you on your path to designing and implementing a successful and profitable podcast. 

Landing Pages


How to design landing pages that will win you clients

You’ve spent time agonising over the design and structure of your website and after much hard work you are happy with the end-result. However, to maximise the potential of your site, it is imperative to make sure you are visible and accessible to internet traffic. To do this, the design of your landing page should be maximised to win you clients.

Landing pages are entry points for your website or a section of your website. By assuring that your landing page is well designed, you give your business the best opportunity of increased sales conversions via your website.

Writing for Finance Feeds, Adinah Brown of Leverate, explains how a well-designed landing page can attract more sales for businesses:

“A quality landing page is most conspicuous for its attention grabbing headlines and persuasive CTAs (Call To Action) and getting them right will be the defining attribute towards making your landing page a success. Often it’s a case of simply having big and highly visual fonts, which has been known to increase conversion rates by as much as 133%,” says Adinah Brown.

Useful tips for creating an effective landing page

Understand your customer: Obviously, it is imperative to establish your target market and by defining the profile of your ideal customer you place yourself in an excellent position to attract new business. Once you have painted a picture of who your customer is, you will find it easier to tailor your strategy and use your resources to suite that profile.

Encourage website subscription: An effective way of gathering a potential pool of customers is by enticing them to subscribe to your website. By visiting your website they have already shown an interest in the products that you supply, therefore it is useful if you can encourage them to re-visit as often as possible.

This can be achieved by running incentives on your landing page. It is imperative that any incentives that you provide are relevant and engaging to your audience. Try to avoid gimmicks such as offering a free mouse mat or pen. Instead try to offer an incentive that will add value to your customers’ everyday life – such as an e-book that offers useful tips and advice – which is relevant to the service that you provide.

The Finance Feed report shows that GrooveHQ discovered that over 8% of visitors to their website would register if there was an incentive running, and of that figure, 11% would convert into buying customers.

Provide content generated by clients: This is an excellent means to establishing buyer trust. We live in a world of cyber fraud and ‘cowboy’ tradesman, so even in this modern digital world, positive word of mouth is largely regarded as the best advertisement your business can have. Consider this, as a consumer – if your friend, neighbour or family member has had a great experience form a company and speak about them in glowing terms, you are much more likely to have faith dealing with that company yourself. Therefore, it is advisable that any positive feedback your business receives – whether it be from customers, regulatory bodies or from other companies – is displayed on your landing page.

State what makes your business special: Once you have gained the attention of your website visitor, it is essential that you emphasise the quality and benefits of the products that you supply so that your prospective customer will gain confidence in your brand. In essence, you’re telling the customer why they should buy your product.

Customers love video content: Video content helps to establish trust for consumers and a short introductory video, explaining what your business is all about and the services or products you offer, helps to establish buyer confidence. The landing page is an excellent means to deliver this and will save the visitor from any extra reading.

Provide consumer confidence by displaying reviews: It is accepted that up to 88% of consumers put their trust in testimonials and reviews. It is advisable to place reviews of your products and services on you landing page. This will not only promote what you offer, but also give visitors peace of mind of the company they are buying from and the purchase they are about to make.

For expert advice on how to design the perfect landing page, and with all other aspects of digital marketing, contact the professionals at Effective Group. We’ll guide you on how to maximise profit from your website.