Developed from the idea that conversations should be the throughline to all marketing content, Casted is the only content marketing platform built to empower marketers to access, amplify, and attribute their brand podcast content to fuel their entire content marketing strategy.
Unlike other content marketing solutions, which are built to help marketers churn out more and more written content, Casted enables marketers to be more effective and efficient by taking the audio-first approach. With the Casted platform, marketers can harness the power of conversation to create rich, relevant, expert-driven content that serves a purpose and delivers proven results.
The 3 A’s Overview
The first step is to record a conversation with a subject matter expert. From there, the content of that conversation can be not only published as a podcast, but also repurposed into a plethora of marketing resources such as blog posts, social media content, eBooks and more.
Casted gives marketers a true return on their podcast investments through increased access to the audio content to be used by other team members, departments, and agency partners. The platform provides many ways to amplify that content across other channels. Lastly, Casted provides unprecedented attribution that reveals the impact that content makes on the brand and the business.
- Access: Harness the power of the insights you’re gleaning from conversations with industry experts, customers, internal leaders, partners, and more on your podcast by making the content accessible to other team members, departments, and agency partners.
- Amplify: Wring out every conversation into unique content that is rich with your perspective and expertise for maximum value to your audience to be used across every marketing channel.
- Attribute: Understand the impact your brand podcast has on your business with actionable data like engagement score and audience analytics.
By tapping into podcast content, the goal is for marketers to create a more cohesive strategy, one driven by a resource (podcasts) they’re already pouring time and effort into.
Conversational Marketing Best Practices
Start With a Conversation
From one centralized platform, marketing teams can harness the unique insights revealed in conversations with experts – not only as podcast episodes, but also as fuel for myriad other marketing channels.
First, Casted serves as a brand’s podcast hosting platform, publishing each episode to podcast players like Apple, Spotify, and Google, and creating a home for the show on the brand’s own website through pages created directly in the platform.
From there, Casted goes far beyond hosting and syndicating to provide easy access to that audio content to improve collaboration across teams to maximize the message from each episode by amplifying it across other channels. This includes customizable show pages, transcription to support SEO and supplemental written content, clipping and audiogram creation for social media, embedding for web and email content, integrations with platforms like HubSpot, Drift, and WordPress, and much more.
Finally, Casted provides metrics about audience engagement, helping marketers finally understand and share the impact the podcast and related content are making on the brand and the business.
Use Podcasting as the Throughline
At the center, brand podcasting is marketing gold: authentic conversations with experts that reveal original ideas, executive insights, and customer stories. With such powerful insights, podcasts should be at the center of a brand’s strategy, fueling all other content.
Far too often, though, these podcasts are siloed. The audio content is locked away from the rest of the brand’s content and left untapped by the rest of the organization. Why? Because podcast tools were not made for marketing teams and content marketing platforms were not made to work with podcasts. There is no easy way for teams to access that content and use it across other channels.
Enter Casted, the only content marketing platform built to empower marketers to access, amplify, and attribute their podcast content as fuel for their entire content marketing strategy. With an audio-first approach to content marketing, brand podcasting acts as the throughline to all other content channels.
Podcast Proof Point
Conversations facilitate connection not only between the individuals actually having the conversation, but also with everyone else who is listening in. The audience forms a bond with the humans having that conversation as well as with the brand behind it all.
These connections fuel conversions. When that audience feels connected to the brand, they are more likely to go on to become customers. Take this study done by the BBC concluded:
Brand mentions in the podcast deliver on average:
- 16% higher engagement and 12% higher memory encoding than the surrounding content. This is a unique effect, as global radio benchmarks show that brand mentions on average score 5% lower than content.
- The intimate and conversational nature of the podcast environment creates an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to generate lifts in awareness (↑89%), brand consideration (↑57%), brand favorability (↑24%), and purchase intent (↑14%).
94% of listeners consume podcasts while performing other tasks
People are listening to podcasts and mowing the lawn, going on a walk, folding laundry, or even working. This means brands who are creating engaging, interesting podcasts have the ability to get extra time with their audience.