Remember when podcasts were just a niche medium for tech enthusiasts and true crime junkies? Those days are long gone. Today, podcast consumption has surpassed social media engagement, with listeners tuning in everywhere — from their morning commute to their evening workout. And for brands looking to make their mark? This shifting media landscape presents an unprecedented opportunity.
We’re thrilled to announce we’ve partnered with Brand Groupies to offer podcasting as an add-on service. The agency was founded by Carey Balogh in 2015 and its podcast division is led by Lauren Genest, partner and president. For nearly a decade, Brand Groupies has established itself as a leader in podcast strategy and execution, with its managed shows consistently ranking in the top 5-10% globally.
Lauren Genest, Partner and President, Brand Groupies
Why Podcasting? The Numbers Speak for Themselves
- Over 100 million Americans listen to a podcast each week – that’s more people than have Netflix accounts
- The majority of Americans aged 12-54 (53%) have listened to a podcast in the last month
- Podcast listeners are highly engaged: 80% listen to most or all of each episode
- 59% of podcast listeners spend more time listening to podcasts than using social media
“Yes, podcast consumption habits are even more prevalent than social media,” explains Genest. “With everyone walking around with a phone, it has become the ultimate multitasking medium.” This accessibility has transformed podcasting from a passive listening experience into a powerful business tool.
Think about it: When was the last time you had someone’s undivided attention for 30+ minutes to tell your brand story? Brand Groupies offers a Podcast Media Tour service where leaders from your company are consistently booked on leading industry podcast. As Genest points out, “You get booked to guest on a podcast, you have their undivided attention for X amount of minutes, and they’re asking you all about your story and your company.”
Beyond the Microphone: Creating a Content Ecosystem
But here’s where it gets really interesting – podcasting isn’t just about the audio anymore. The real magic happens when you leverage that content across platforms with video at the forefront. “Taking those sound and video bites and spreading them out strategically on social media creates a content ecosystem that keeps working for you long after the episode airs,” said Genest.
“We have so many companies that come to us saying, ‘We used to specialize in this, but now we do healthcare and aviation and life sciences, but nobody knows it,'” shares Genest. The solution? “Let us give you this platform to go on other people’s podcasts and talk about what you do, and then we’ll drip it out on social. Soon enough, people will start to understand how your business has evolved so you become KNOWN in your industry.”
The Secret to Podcast Success? Commitment and Strategy
Before you rush to launch your podcast or book that guest spot, remember this crucial insight from Genest: “Consistency is the key to a podcast. If you’re going to commit to doing it, you need to launch at least one new episode per month, and you need to be in it for the long haul to build momentum.”
This commitment, combined with strategic content repurposing and clear messaging, creates a powerful platform for:
- Building authentic connections with your audience
- Establishing thought leadership in your industry
- Creating evergreen content that continues to drive value
- Developing meaningful business relationships and partnerships
Ready to Amplify Your Brand Voice?
Through our podcasting partnership with the team at Brand Groupies, we’re excited to offer our clients access to expert podcast strategy and execution. Whether you’re looking to host and launch your own podcast, get booked as a guest via their Podcast Media Tour service, or integrate podcasting into your broader marketing strategy, we now have the expertise to help you succeed in this dynamic medium.
The future of brand storytelling is podcasting, and the time to claim your voice is now. Ready to explore how podcasting can transform your brand presence? Let’s talk.
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