why brands should bet big on podcasting #sejsummit

#SEJSummit#Searchmetrics

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Benchmark competitors.

“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”

Sebastian Wenzel, Webanalyticsbook

Use with

multip

le teams

#SEJSummit#Searchmetrics

•Host of The Lede

•Host of The Showrunner … coming tomorrow!

•VP of Rainmaker.FM (formerly VP of Marketing

for Copyblogger Media)

#SEJSummit#Searchmetrics

3Takeaways

On-demand audio content is a rising power.

The big opportunity for a land-grab is now.

Create, leverage, or do

both

Shifting landscape

#SEJSummit#Searchmetrics

• Then: Some content available, but audience wasn't ready.

• Now: Content plentiful, with emerging, engaged audience.

• 33% of Americans have listened to a podcast.

• 15% of Americans have listened to a podcast in the last month.

• 1 billion iTunes subscriptions (as of mid-2013)

• Future: Content overload with a saturated audience.

The Rising Power of On-Demand Audio

What is driving the shift?

#SEJSummit#Searchmetrics

• Audience expectations• On-demand and Convenient• Entertainment or Education

• Mobile, mobile, mobile• 90% of Americans own a cell phone• 58% of American own a smartphone (Pew)

• Accessibility of content creation

• Democratization of content distribution

The Rising Power of On-Demand Audio

Where can we see the shift?

#SEJSummit#Searchmetrics

• ESPN: Big brand (Subway) advertising on all existing content, including podcasts.

• Serial: The explosive power of podcasting to capture a big, mainstream audience

• Rainmaker.FM: Viability of networks as a content marketing strategy

The Rising Power of On-Demand Audio

#SEJSummit#Searchmetrics

BIG OPPORTUNITY FOR BIG BRANDS

Land Grab Opportunity

Quick review…

• Now: Content plentiful with emerging audience

• Future: Content overload with saturated audience

Now is the perfect time.

#SEJSummit#Searchmetrics

How brands can get involved?

1. Create

2. Leverage

3. Or both

BIG OPPORTUNITY FOR BIG BRANDS

#SEJSummit#Searchmetrics

Create

• Apple Keynotes

• Grantland

• Rainmaker.FM (EGC)

BIG OPPORTUNITY FOR BIG BRANDS

#SEJSummit#Searchmetrics

Leverage

• Subway

• MailChimp

• FreshBooks

BIG OPPORTUNITY FOR BIG BRANDS

#SEJSummit#Searchmetrics

HOW THIS MIGHT WORK FOR YOU?

Hobby Lobby

Sponsor a network of podcasts about crafting (or even more generally about parenting)

#SEJSummit#Searchmetrics

HOW THIS MIGHT WORK FOR YOU?

Medieval Times

Advertise on history podcasts (TONS of them) or create a network

#SEJSummit#Searchmetrics

HOW THIS MIGHT WORK FOR YOU?

La Quinta Inn

Sponsor a travel podcast or a series

#SEJSummit#Searchmetrics

3Takeaways

On-demand audio content is a rising power.

The big opportunity for a land-grab is now.

Create, leverage, or do

both

#SEJSummit#Searchmetrics

Twitter @JerodMorris

Linkedin JerodMorris

Google+ +JerodMorris

#SEJSummit#Searchmetrics

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