Missed Opportunities in Brand Podcasting

Who do you picture when you think of a stereotypical podcast listener?

They’re probably a Millennial, right? Likely the intellectual type with an advanced degree who enjoys highbrow content and proudly sports their public radio tote bag on their way to their 9-5 white collar office job.?

And let’s be honest, you probably pictured a white dude.

Am I far off here?

Well, things have changed. The average podcast listener no longer looks like that stereotypical listener you might have first envisioned.

The problem is that most brands don’t seem to know this. And that means, they could be missing out. By targeting the “stereotypical podcast listener”, just like everyone else, there’s a lot of competition.

Instead, if you look to new podcast listeners, you may have more success.

So, I’ve started this series: Missed Podcast Opportunities. Over the next few weeks I’ll be exploring some audiences that are often overlooked.

First up: Blue Collar Workers.?

You can read the full piece here. And if you want to keep up with the series, find me on LinkedIn or keep an eye on Lower Street’s blog.

Make Your Employees Super Fans.

Your own internal team could be the secret sauce to growing your podcast. BlackRock’s podcast has transformed casual listeners into dedicated brand champions. In turn, they boost brand awareness and favorability.

Stevie Manns - producer and podcast consultant on The Bid - is joining us on November 13th to share how they made this happen.

Registration is free, and replays will be available in case you can’t make it live.

Latest at Lower Street

- ICR is in the business of strategic communications, which means making their clients look good. What better way to do that, than with a podcast? Welcome to the Arena allowed them to nurture and retain existing client relationships, while also fostering new ones. Find out how they made it happen in our case study.

- 1,000 shows have joined Brands in Audio. BIA is the first-ever directory exclusively for branded podcasts. It aims to help bring transparency to brand podcasting. The platform was launched in collaboration with Sounds profitable. If you want to share your show: enter your RSS feeds and profiles at brandsinaudio.com.

- Nickel & Crime won both a Bronze and Listener’s Choice Signal Award. That adds to their trophy case with Gold W3 Award. Keep them in your queue - Season 3 will be out soon!

Podcast News

- Podcasting is the way to reach younger audiences. Especially Gen Z.?

- Scared your show won’t have a big audience? Don’t be: 80% of listeners tune in to niche podcasts. Take a risk and stand out, your audience will love you even more for it. Check out more stats from Acast’s Podcast Pulse.

- There’s a shift in presidential campaign communication. And this year both candidates have chosen to do full podcast media tours - answering more personal questions. So, how much of an impact do podcasts have here? Voxtopica showed us that 85% of registered voters trust podcasts more than other media. If you are interested in reading more, EuroNews shared a great article.