why brands should bet big on podcasting #sejsummit
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#SEJSummit#Searchmetrics
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•Host of The Lede
•Host of The Showrunner … coming tomorrow!
•VP of Rainmaker.FM (formerly VP of Marketing
for Copyblogger Media)
#SEJSummit#Searchmetrics
3Takeaways
On-demand audio content is a rising power.
The big opportunity for a land-grab is now.
Create, leverage, or do
both
Shifting landscape
#SEJSummit#Searchmetrics
• Then: Some content available, but audience wasn't ready.
• Now: Content plentiful, with emerging, engaged audience.
• 33% of Americans have listened to a podcast.
• 15% of Americans have listened to a podcast in the last month.
• 1 billion iTunes subscriptions (as of mid-2013)
• Future: Content overload with a saturated audience.
The Rising Power of On-Demand Audio
What is driving the shift?
#SEJSummit#Searchmetrics
• Audience expectations• On-demand and Convenient• Entertainment or Education
• Mobile, mobile, mobile• 90% of Americans own a cell phone• 58% of American own a smartphone (Pew)
• Accessibility of content creation
• Democratization of content distribution
The Rising Power of On-Demand Audio
Where can we see the shift?
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• ESPN: Big brand (Subway) advertising on all existing content, including podcasts.
• Serial: The explosive power of podcasting to capture a big, mainstream audience
• Rainmaker.FM: Viability of networks as a content marketing strategy
The Rising Power of On-Demand Audio
#SEJSummit#Searchmetrics
BIG OPPORTUNITY FOR BIG BRANDS
Land Grab Opportunity
Quick review…
• Now: Content plentiful with emerging audience
• Future: Content overload with saturated audience
Now is the perfect time.
#SEJSummit#Searchmetrics
How brands can get involved?
1. Create
2. Leverage
3. Or both
BIG OPPORTUNITY FOR BIG BRANDS
#SEJSummit#Searchmetrics
Create
• Apple Keynotes
• Grantland
• Rainmaker.FM (EGC)
BIG OPPORTUNITY FOR BIG BRANDS
#SEJSummit#Searchmetrics
Leverage
• Subway
• MailChimp
• FreshBooks
BIG OPPORTUNITY FOR BIG BRANDS
#SEJSummit#Searchmetrics
HOW THIS MIGHT WORK FOR YOU?
Hobby Lobby
Sponsor a network of podcasts about crafting (or even more generally about parenting)
#SEJSummit#Searchmetrics
HOW THIS MIGHT WORK FOR YOU?
Medieval Times
Advertise on history podcasts (TONS of them) or create a network
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HOW THIS MIGHT WORK FOR YOU?
La Quinta Inn
Sponsor a travel podcast or a series
#SEJSummit#Searchmetrics
3Takeaways
On-demand audio content is a rising power.
The big opportunity for a land-grab is now.
Create, leverage, or do
both
#SEJSummit#Searchmetrics
Twitter @JerodMorris
Linkedin JerodMorris
Google+ +JerodMorris
#SEJSummit#Searchmetrics
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