In the Recorded Content podcast episode “How brands can create a connection with their podcast”, CEO and co-founder of Captivate.fm, Mark Asquith, discusses the challenges and opportunities of using podcasting as a marketing tool. Mark stresses the importance of content in creating a successful podcast, suggesting that it should be something consumers can align with or find entertaining, fostering trust and long-term relationships.
He also discusses the rising trend of private podcasting, where exclusive content is offered to specific audiences, enabling a more intimate connection. Mark encourages brands to seek feedback and be open to changes if engagement levels decrease. He also draws parallels between the struggles brands face with podcasting and small businesses with SEO, highlighting that both require ongoing optimization and proper metric measurement.
Lastly, Mark emphasizes that podcasting has a unique potential to create an emotional connection with audiences through storytelling, a factor he believes many marketing departments overlook. Despite the various challenges, he remains optimistic about the potential of podcasting, cautioning against treating it as a “gold rush” and instead focusing on the quality of content and brand alignment.