Let’s face it, we’re all consumed with stories. Whether it’s what’s happening in the world today, what your friends got into over the weekend, or that great new drama on Netflix. Stories, big and small, are literally everywhere — news, movies, television, books, radio, social media, in conversation. And, if you’re reading this, you probably already know how important storytelling is in marketing.

Our Influencer Strategist, Brad Carpenter (a.k.a “The Podcast Guy” around here) has a knack for discovering the best stories and bringing them to life. So, we rolled over to his desk – or “podcast land” as he likes to call it – and dug a little deeper into the importance of every marketer’s new favorite tactic.

Why Podcasts Matter in Marketing

According to Brad, people are instantly attracted to podcasting because: (1) it’s easy to set up; (2) there is a low barrier to entry in terms of cost; and (3) podcasts are an excellent medium for on-the-go consumption, unlike video or blog content that requires more attention.

Podcasting is intimate. It allows you to connect on a deeper, more emotional level with your listeners (much like musicians do with their fans) and those you’re in conversation with. While you are reading this blog post, you might not know my tone of voice, how I enunciate, if I am trying to be sarcastic or even what words I am stressing, but when listening to a podcast, you do. So yeah, podcasting is personal. 

According to Podcast Insights, as of January 2020, there are currently over 850,000 podcast shows and 30 million episodes. Stats from the last year show that 49% of podcast listening is done at home and 22% in the car. Within the past three years, the number of podcasts has nearly doubled. So, it’s safe to say that the medium and its platforms are still growing. 

How We Utilize Podcasts in our Marketing

Podcasting has been a growing force here at the agency, becoming one of our biggest tools for networking and business development. It has allowed us to connect with numerous influencers, creators and businesses. We all know that standing out is key in the marketing world. People want to talk about themselves, their businesses, experiences and they want people to know their stories, which is where we come in. 

We’ve created and feature numerous podcasts under our DS Originals umbrella. DS Originals is created content from (guess who), us! The goal is to take DS Originals beyond networking and dive into the world of entertainment, tech, fashion, social media and beyond. We want to create a place where people can share their stories across numerous industries through podcasting and building a slate of shows with a strong underlying foundation. 

Now, let’s break down some of our podcasts. 

Best Behavior Creative Club, a flagship for DS Originals:

FIRED UP!, an extension of Ignite Fan Insights from DS Intelligence:

Of Note: A Podcast on Innovation, a partnership with our client Scribble:

With additional shows already in contracted and in the works, we’re continuing to invest in our network, talent and partnerships.

How To Start Your Own Podcast 

If you’re looking to get into the podcast game, Brad has three tips for you:

Lastly, the world is full of opportunities. If you are interested in sharing your story with us, reach out to Brad and let’s get this podcast show on the road.