Who are you and what’s your podcast about?

I’m Rachel Botsman, I’ve spent the past decade researching, writing, and speaking about trust around the world . I’ve given three TED talks, written two critically acclaimed books, and I’m the first Trust Fellow at Oxford University, Saïd Business School. I’m passionate about finding ways to connect my ideas with different audiences.

Rethink Moments is a journey into the hearts and minds of renowned innovators, creators, and leaders – to rethink a profound moment from their careers. In each episode, we’ll go behind a big idea or event to find out what went right, what went wrong, and what was learned.

What was the first podcast you ever listened to?

Revisionist History in 2016.

Why did you decide to start podcasting in the first place?

I’m interested in the art of finding and creating spaces to encourage different ways of thinking. I’ve done that in the past through books, talks and teaching and decided the audio space was a powerful medium to connect with people in a different way.

From a community of over 42,000 people built around a successful newsletter called ‘Rethink with Rachel’, I could see how people were keen to embrace power of ‘rethinking’. By going into the thought process behind breakthrough ideas and profound career moments, I hope I can unlock for listeners a better understanding of how humility can help us think differently about important decisions and events in our lives.

Which podcasts do you take inspiration from?

How I Built This with Guy Raz, A Slight Change of Plans with Dr Maya Shankar and Heavyweight with Jonathan Goldstein

Who’s your dream guest for the podcast?

It’s hard to pick one! Simon Biles, Ricky Gervais, Piers Morgan, and The Duchess of Sussex. They all have powerful rethink moments!

What’s the biggest lesson you’ve learnt so far as a podcaster?

I’m trying to get inside the head and backstory of the guest’s Rethink Moment. The best episodes are when you can almost hear the guests thinking! It involves earning the guest’s trust and getting them off-script. There is no single right way to do this, but I’ve found asking a different version of the same question multiple times is effective.

My most powerful lesson is the power of the pause – not rushing to the next question. In the pauses, the guests often share their true stories and are the most reflective.

Which episode would you say is the perfect introduction to your podcast?

Aza Raskin, episode 2 is called ‘Shift Your Attention.’ Raskin is a well-known tech entrepreneur, and he shares how even when one of his products or ideas is widely successful, he knows when it’s time to change purpose. My rethink moment in the episode was around attention – the most creative minds pay acute attention to what they give attention.

Where can the Pod Bible readers find out more about you?

You can find more about me at www.rachelbotsman.com and sign up to my Rethink Moments newsletter. I’m also @rachelbotsman and share a lot of ideas on LinkedIn.

Listen to Rethink Moments with Rachel Botsman on Apple Podcast, Spotify and other podcast players.

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Listen offered to share their blog post with us – and we asked Josh a few questions about the reasons behind the post.

Hi Josh! Your blog on the performance of the ‘Ry-Union’ podcast shared an aspect of the podcast industry that is often hidden. What has been the reaction? Have you had much feedback/kickback?

There’s been a positive reaction on LinkedIn with various people in the industry liking the post. It’s reached 1,300 on LinkedIn so far.

Bianca Bush, the Commercial Insights Manager at Acast re-shared the blog on her LinkedIn saying:

A great article from Josh Adley on the latest Sky Bingo and Ry-Union branded podcast performance. Loved evaluating the effectiveness of this on both the brand and podcast and love the podcast itself! I may be bias but 1000% agree with Josh that podcasts are a new media, there isn’t enough data shared on them yet (working on it!) and measuring effectiveness is key to evaluate holistic performance. Josh says it all with this really: ‘Research studies provided valuable insight’.

You wrote this blog because there’s “not enough transparency in the podcast sector.” What else would you like to see other companies share?

Generally speaking, podcast data isn’t as widely available as other content mediums. On YouTube it’s very easy to see how many people watched and interacted with a video. Likewise other forms of social media. With podcasts we tend to hear about the biggest shows globally and how many millions of downloads they get (eg Serial, Joe Rogan etc) but there isn’t much published outside of that. There are many podcasts that look like huge successes (because they have quickly topped the charts and created a buzz around their show initially), but we know that consistency is the key to podcast success and there are undoubtedly tonnes of shows with a huge listenership that many people aren’t aware of, or certainly aren’t aware of how popular they are.

We produce an entrepreneurial-focused podcast for Fiverr called Ninetwentynine, which consistently gets 20,000-35,000 downloads an episode (at just shy of 2million downloads total). It is, however, most likely a good example of a podcast that has been a huge success (with an engaged and dedicated audience each week), whilst not being spoken about as often as the biggest hitters. There are countless articles about Serial but very few about podcasts that aren’t in the top 0.01%. If we can talk about these kinds of podcasts more, we start to create serious value because it’s where most people entering the space should be setting their goals at. By all means look to become the next ‘How I Built This’, but start by consistently doing 30,000 downloads a week! And for those podcasts that to do that – let’s share our stories and how we got there. One very good example is this article by Dan Murray-Serter, which I would argue is more valuable to a budding podcaster than anything you’ll read on Serial or Gimlet.

When it comes to branded podcasts it’s still a fairly small sub-section of the podcast landscape. Growing it is beneficial to all manner of individuals and podcast companies. The more that brands see the value in podcasting, the better for those looking to attract sponsors and fund creative ideas. Not every branded client will be happy sharing the results of their podcast, but for those who are (like Sky Bingo), by sharing that data it should help other brands understand what success looks like. The podcast industry is built around a sense of community. That’s what attracted me in the first place and it’s what attracts so many people to become fans of their favourite shows. If we can take this community spirit one step further and share how we approach projects, what worked and didn’t and what the results were against the defined objectives, then we are helping the podcast community to set more accurate benchmarks, improve understanding and ultimately get more creative ideas made.

Thank you Josh! Read the full blog post:

How did our branded podcast perform?

There’s not enough transparency in the podcast sector. Download numbers aren’t public and appearances don’t tell the full story.
Whilst branded podcasts are growing, it currently relies on ambitious marketing teams, an experienced production agency and a shared belief to green light a project.

The more we share results, our learnings and celebrate successes, the more marketing directors will see the value in originating a podcast as part of their content plans.

With that in mind, I wanted to dig into ‘Ry-Union’ – one of the branded shows we launched in late 2021 with Sky Bingo and YMU.
Between Listen and our Sky clients we ran significant research studies to uncover what worked, how we fared against our objectives, and what we can build on for the future.

The objectives

• Increase awareness of Sky Bingo.
• Deliver everyday excitement, alongside exciting talent.
• Increase brand sentiment.

The method

• Engaging podcast format: reuniting celebrities from the worlds of music, film, TV and entertainment.
• A passionate host who genuinely wanted to ‘own’ the content as his own, rather than seeing it as a branded gig for hire.

Enter one of the UK’s most-loved entertainment presenters, Rylan.

• Strong guests and storytelling (unique stories that haven’t been told before).
• Dedicated PR throughout the series (Carver PR).
• Significant promotion plan (audio ads, talent posting, social ads).
• Bespoke social assets (videos).

The results

• 2 million video views across social.
• +82% engagement rate (vs benchmark).
• +50% uplift for brand awareness.
• +8% brand favourability.
• +9% brand trust.
• ~ 175,000 downloads in the first 3.5 months.
• 87% average consumption rate.
• Consistently in the top 5 Apple Podcasts Society & Culture chart.
• 325 pieces of press coverage including TV appearance on ITV1’s Lorraine and a magazine cover of The Observer).

Stats came from research conducted by On Device and Nielsen (in partnership with Acast).

For a fairly short-run series (10 episodes), these results were incredibly pleasing. Our objectives were met, our promotion campaign proved effective, and the team finished energised about what is next for Ry-Union.

Editorially, research told us which episodes were received best. We also learned a lot about the views and behaviours of those who heard our audio ad (eg recall of podcast, association with brand and talent, brand awareness and crucially that >1 in 2 people would take an action after hearing the ad with circa 50% planning to listen to the podcast).

Summary

There’s nothing game-changing about the strategy on this one:

• Strong talent + engaging content + strategic promotion plan = success.
• Diverse and well-invested marketing in combination with a phenomenal PR job = effective.
• Research studies provided valuable insight.
• And most importantly…. sharing results is a positive thing for the industry.

The post How do branded podcasts perform? Here’s an honest discussion! appeared first on POD BIBLE.

Who are you and what’s your podcast about?

Hi, I’m Jay Ludgrove the managing director of GLProUK a podcast content creation agency and the host of The Jaily Show. Each week we sit down with business leaders and talk about marketing, leadership, mental health, marketing, social media, content creation and whatever else comes to mind.

What was the first podcast you ever listened to?

The first time I ever heard of “podcasting” was about 8 years ago when my now-business partner Tony asked me to host a podcast he had started. I quickly did some research and found that one of my favourite film directors from my childhood, Kevin Smith, had started multiple podcasts! The first show I listened to was Jay & Silent Bob Get Old, I had no idea how varied podcast subjects could possibly be back then!!

Why did you decide to start podcasting in the first place?

To be honest my best friend and I were working pretty full on corporate jobs and podcasting was a brilliant excuse to see each other once a week and interview the most amazing people. Off the back of that first podcast we now run an international podcast production company GLProUK and have helped hundreds of podcasts launch over the last 6 years.

Which podcasts do you take inspiration from?

Most of the podcast I listen to personally are either comedy of business based shows. I’m a huge fan of Brian G Burns The Brutal Truth About Sales and I love Joe Rogan’s long form interview style but its hard to pin down one particular podcast.

Who’s your dream guest for the podcast?

I’d have to say Bill Burr. I’d probably be a terrible host as I would be laughing so much as Bill has a direct line to my funny bone but that would be an epic guest!

What’s the biggest lesson you’ve learnt so far as a podcaster?

Podcast has really taught me a lot, after interviewing so many people I have learned how to listen more actively and how to help a conversation continue without interrupting your guests flow. Ultimately podcasting has allowed me to have conversations with incredible people that I would have otherwise have had a reason to speak too. Its been an amazing journey and a phenomenal experience to learn from such a variety of interesting people.

Which episode would you say is the perfect introduction to your podcast?

The next one. Our show is focused on finding out about our guests and digging into their thoughts on the world around them, which means every episode really is completely different from the next.

Where can the Pod Bible readers find out more about you?

You can find me @JayLudgrove on all the major platforms, our podcast is available by searching GL Cast, or on YouTube by searching for GLProUK. We love talking to podcasters from those who have been doing this for ever to those looking to launch a new show so if you have any questions around podcast production or how to launch a podcast from scratch then please get in touch.

Listen to The Jaily Show on the GLCast on ACAST, SPOTIFY or your favourite podcast player.

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This article was produced as part of a paid advertising package. To enquire about advertising with Pod Bible email info@podbiblemag.com.

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