The business of podcasting with Sounds Profitable's Tom Webster
Tom Webster has a long experience in podcasting and researching the industry. In this episode he explains how podcasting is finding new audience and helps brands engage in a unique way. Tom shares tips on how to approach setting up a podcast and how to zero-in on your target audience. He also shares his perspective on how AI can help content creators including podcasters.
Your host: Amanda Downie, IBM Editorial Strategist, Blogs & Podcasts
- The podcast audience is growing, especially among younger listeners. Podcasts now reach almost as many 18-34 year olds as radio or TV.
- A study by Sounds Profitable found podcast ads outperform radio and TV ads on brand metrics like awareness, favorability and purchase intent. This is due to the podcast medium as well as its younger audience.
- Podcasts work well for both B2C and B2B companies if the content matches the audience. Branded podcasts can be effective if entertaining beyond just promoting products.
- Understanding your target audience is key - their interests, behaviors and context for listening. Craft the show to appeal to them rather than starting with your own goals.
- AI can assist creative professionals but won't replace the need for compelling, original podcast content. Overall AI can help raise the quality of writing.