Stakeholder Podcasting

A talk discussing key aspects of the podcasting industry and medium. It covers the extreme income inequality where the top podcasts take most revenue, the importance of Joe Rogan in growing the industry, the peak and recent slowdown in new podcast launches, the still fast growth and high advertising rates for top podcasts, and reasons why podcast ads outperform other digital ads including the intimate listener relationship. Action items involve researching the podcast advertising market potential and targeting podcast sponsorships.

Extreme Inequality in Podcast Monetization.

A few top podcasts take nearly all revenue and profits. Podcasting is likely not self-sustaining outside the top 1000 shows. The advertising market concentrates heavily among the top 500 podcasts.

Joe Rogan's Pivotal Impact.

Joe Rogan has been crucial in driving podcasting into the mainstream. His show defines key aspects of the medium and has fueled tremendous industry growth.

Podcasting Growth Peaking.

Podcasting saw over 1 million new shows launch in 2020 but only 220,000 in 2021. Existing shows are also exiting as growth slows despite still being faster than most other media.

Top Podcasts Remain Highly Profitable.

The top podcasts can operate profitably at scale with production costs around $500k-1m annually. Their high 60-90% ad margins and $40-45 CPMs make them great small media businesses.

Intimacy Drives Strong Engagement.

Listeners feel personal connections to hosts by hearing voices in intimate contexts over time. This drives 70-90% ad listen-through rates and higher engagement versus other digital ads. Listen to the full episode

Passive decisions kill companies.

Here's how to save yours and switch from cultures that drive corporate atrophy, to ones that drive hyper-growth.

Gavin Kennedy asks Colin Iles whether corporates should make podcasts. His answer? It really depends on your decision-making culture! Connect with Colin

A common complaint is poor communication in the workplace - from both sides!

Sarah Gill joins our Host, Vanessa Marks, to discuss Storytelling as an effective way to ensure your message is heard.

Employers complain that their efforts to communicate with employees falls on deaf ears, while the employee will bemoan that the message was never sent.

Often it is not what was said but how it was said that makes someone listen and understand.

Storytelling is a creative and effective method to bridge the communication gap and Sarah Gill shares with us her last 20 years of using creative ways to get the message sent, and received, as intended, acknowledging and addressing diversity at all levels in the workplace. Blue Moon Website · Connect with Sarah · Connect with Vanessa

Guests:

Tshepo Kgapane (Founder | Youth Money Circle)

Teboho Ntimane (Marketing Manager | Youth Money Circle)

Standwa Nongauza (Co-brand manager | Easy Equities)

Gavin Kennedy (Founder and CEO | Solid Gold Podcasts)

Easy Does It is an innovative podcast collaboration between Easy Equities and Youth Money Circle.

This symbiotic team has harnessed the power of podcasting to garner 52,000 sign-ups for Easy Equities and over 70,000 followers for Easy Does it in eight months.

How many other media platforms out there can boast these results?

Podcasting is the fastest growing medium, and is sitting on the precipice of the next communication explosion. If you aren't producing the spoken word content in the next two or three years from now, you're not going to be in the mainstream of search engine results pages.

Easy Equities and youth Money Circle prove in this podcast, how effective, and important podcasting is marketing and reaching your stakeholders.

[08:11, 08/12/2021] SGS Tshepo Easy Does It Kgapane: Youth Money Circle is a social enterprise that delivers fun and engaging financial education using various platforms like podcasts, webinars and blogs.

EasyEquities is an online platform which allows anyone to buy shares in the brands and companies they love. For as little as R5, $10 or whatever amount they have available to invest (and with no monthly brokerage fees) newbie and seasoned investors alike can grow their wealth. Easy Equities · Connect with Standwa · Connect with Tshepo · Connect with Teboho · Connect with Gavin · Connect with Vanessa · Youth Money Circle · Solid Gold Podcasts #BeHeard

Andrew de Blocq (Birdlife SA) Avitourist Project Manager discusses Birdlife SA's new methods to communicate

Engaging with a diverse stakeholder base can be challenging for any business, however for some organisations their very existence depends on it. The traditional ways of in-person meetings has been demolished by Covid and new methods are being explored. Andrew de Blocq discusses with Vanessa Marks the journey Birdlife SA are embarking on using technology to reach this diverse but vital group stakeholders and they make some interesting and pleasant discoveries. Birdlife SA Website · Connect with Andrew on LinkedIn

Vanessa starts the Stakeholder Podcasting journey by chatting to Solid Gold Podcast CEO and Founder, Gavin Kennedy.

The more stakeholders you have, the more complex your communication challenges.

Welcome to the future of Stakeholder Communication - podcasts.