Using B2B podcasts for financial marketing

Here at Audere Communications, we like receiving feedback from our clients, to find out how podcasting is working out for them and most importantly, if they’re enjoying it!

Russell Goldsmith recorded an interview with one of our clients, REFINITIV, part of London Stock Exchange Group (LSEG), and had a great chat with Joel Leeman, Senior Manager and Executive Producer, Content Development at the LSEG.

We took over production of the Refinitiv Sustainability Perspectives in November 2021, and have since recorded seven episodes at the time of writing this post, with more in the pipeline.

We were invited to produce season 6 of their already established podcast (launched in 2019), and they’ve had some impressive guests on the show so far, including Jonathan Oppenheimer, Sir Ronal Cohen, Gizelle George-Joseph, Lord Mayor of the City of London -Vincent Keavney and more!

Joel said that producing the podcast is very much about building different relationships with people in their ecosystem, whether that be important customers or influencers in the space. He can point to other examples of how they can measure metrics other than just with their numbers of plays, that includes an increase in brand awareness and gaining a reputable presence.

He said consistency, rhythm, and quality are key. They’ve created a governance model, in which they’ve set a benchmark for quality, production and marketing that needs to be in place to get them to where they need to be.

Joel said that producing their podcast has not only met but surpassed his expectations and continues to be a quality machine that people recognise both internally and externally. He added that the team behind it, both Audere as well as Refinitiv & LSEG’s internal teams have done an amazing job.

Thank you, Joel for giving up your time to record this video interview, it was a pleasure as always!

End of year rap 2021

As we break for Christmas, I wanted to thank everyone who has supported & trusted us to create content for them this year.  2021’s been a record year for Audere Communications, with new clients to add to those who we already have fantastic relationships with. Here are just a few highlights …

We’ve recorded seven new episodes of Octopus Energy‘s ‘Inside Octopus’, plus produced a video to support their sponsorship of the Grantham Climate Art Prize. I interviewed five-year-olds to talk about how to make the world a better place and chatted to each of their country heads outside of the UK, in Japan, US, Germany, Italy, Spain & New Zealand. We recorded at their new R&D centre and won silver at Communicate magazine‘s Digital Impact Awards.

SAP‘s continued to grow, now working UK&I, EMEA and Global teams. We’ve extended our relationship to work on a huge video project which has included filming in Paris, whilst editing their customer success videos. We released S2 of Eden Talks for SAP’s partner Edenhouse, part of Accenture, plus recoded two episodes of the csuite podcast for Emarsys, part of SAP.

We released 11 new interviews with unicorn leaders in partnership with Tyto PR, meaning in 2021, Brendon Craigie and I chatted to CEOs of companies with total value in excess of $34.5bn! 

Some of those new clients include McDonald’s. Whilst travel was still restricted due to Covid, McDonald’s International Design team tasked us with producing a video podcast to share the inspiration behind their new restaurant design, Luna, to internal stakeholders and franchisees. Guests joined from across the globe, two of whom from inside their new restaurants.  We also provided a version with Chinese subtitles.

We’ve also taken over production for Refinitiv, an LSEG business of their Sustainability Perspectives podcast. It’s been a pleasure to work closely with their team and we’re now producing another new series for them too – more on that soon!

We’re now working with Merck on their Navigate podcast, and have released three episodes a new member-only podcast for the British Private Equity & Venture Capital Association (BVCA).

A favourite project has been recording ‘This is U.S. Sustainability’ for The U.S. Sustainability Alliance as I got to chat to farmers across the whole of the US.

Other new clients included COMPASS PathwaysFinsen Tech, plus we recorded a voice over project for Reckitt in Mexico, were brought in by Frank to record from a school for KIND Snacks UK and recorded at our first post-lockdown event, back at Mad World for Make A Difference Summits.

It was also great to record content for existing clients inc. ADAMA AGRICULTURAL SOLUTIONS UK LTDOxera Consulting LLPFutureBrand and Globalization Partners.

And those are just SOME of the highlights! It’s been a busy 12 months. And all delivered by a remote working team. 

Thank you to everyone involved in those projects this year and here’s to a successful 2022.

Stay safe and Merry Christmas!

Julie Pabion

Interview with Julie Pabion, host of ‘The Bubbling Adventure’ podcast

Audere Communications has recently partnered with The Bubbling Adventure Podcast and so we had the pleasure of sitting down with the host and creator, Julie Pabion, to hear her thoughts.

The Bubbling Adventure is a podcast all about positive education and conscious parenting, which Julie believes has a huge impact on children’s lives as well as society as a whole. Each week on the podcast, Julie speaks to guests on various different topics; everything from school phobia to foster families.

Over the past few years there have been many neuroscience studies that have shown the impact of ordinary educational violence on children, including such things as blackmail or threats, not only physical harm but everything that has been used on children as a means to ‘educate’. And so, from this, Julie understands conscious parenting and positive education as helping to make informed decisions in how you choose to educate your children.

It’s not about being a ‘perfect’ parent, the perfect parent doesn’t exist.  

A few years ago, Julie came across an article all about positive education, which she found very interesting. She also came to the conclusion that even if you are not/ have not been a parent, you were once a child and therefore it is important to come to terms with your own childhood and the impact that it still can have on you today. However, when it came to sharing these ideas, particularly in English, Julie couldn’t find exactly the words to say, so she started The Bubbling Adventure. She believes that this podcast is very important today as it is giving people a voice, and one that is often not as well represented. Many parents have to do things on their own, which can feel very isolating, and this podcast brings those people together so that they can see they’re not alone. On top of this, podcasts are much more personal than an article, for example.

The audience that The Bubbling Adventure brings in is mostly parents, although there are some doctors, teachers, and nannies as well. In the future, Julie would like to see more dads involved and listening to the podcast, as currently, it is mostly mums engaging. Julie said that we don’t hear from the dads as much, but their role is equally important in the development of a child. Julie also has a global audience, explaining that one of the many highlights of starting this podcast is hearing that it has been played in over forty countries, from Taiwan to Finland, to her that means more than simply just the number of listeners because it is easier to visualize, and it shows just how far spread the podcast has become.

This partnership between Audere Communications and The Bubbling Adventure will bring much more variety to the podcast, adding value not only for Julie but for the community she has created as well. It’s always important to hear from a range of voices and branch into new topics that you may not have considered before. Some examples of brands that Julie has already had involved in the podcast are Mindful Champs, a business that focuses on mindfulness in children, a skill that can be so beneficial, especially when learned early on. She has also worked with Parent Ping, a community app for parents to interact with other parents.

Julie said that she has learned many valuable lessons from her guests, but one thing that they always come back to is self-care. You cannot look after someone else before you have looked after yourself, much like the importance of putting your own oxygen mask on before helping others on a plane. Many parents may feel guilty for taking some time for themselves and not being with their child all the time, but the reality is, once you’ve taken that time you come back more present and spend much more valuable time with your child.

Even though podcasts seem like a fairly new ‘trend’, Julie believes that brands shouldn’t be afraid of partnering with them. It’s all about content. Podcasts can provide that, as well as a way to build a real connection between a brand and their consumers. Julie said that selling is not enough anymore and that brands need to have a sense of passion and purpose – a podcast is a great way to transmit those brand values. It can bring a story to life in the way that an article can’t, listeners are able to really get to know the brand and the people behind it, which today is very valuable.

If you have a story to tell and are interested in partnering with The Bubbling Adventure, then please don’t hesitate to get in touch via our contact form!

Podcast highlights from the Digital News Report 2021

The Reuters Institute Digital News Report 2021 has just been released today, looking at digital news consumption across the globe and specifically this year, how COVID-19 has affected this.

The report is one of the most comprehensive of its kind, surveying 92,000 online news users from across 46 markets.

We use this report religiously to keep up to date with podcasting trends and statistics and regularly refer to it in our podcast workshops.

One of the questions we’ve been asked over the last year was that, as many podcasts were listened to on the commute to and from work, would it be fair to assume the number of people listening to podcasts had decreased during the pandemic as people were forced to work from home.  However, other research we refer to in our workshops proved this not to be the case, with listening actually increasing in many cases.  The Digital News Report also confirms listening hasn’t dropped at all, stating that 31% of people listened to a podcast in the past month.

In some regions, that listening figure is much higher, with Ireland topping the chart at 41%, followed by Spain (38%), and then Sweden, Norway, and USA (all 37%).

Here in the UK, the report states that only 22% of people have listened to a podcast in the last month. However, it goes on to comment that the lower number reported in the UK could be due to the fact that many people are listening through public service radio apps, such as BBC Sounds, and therefore perceive this as on demand radio as opposed to podcasts.

On top of this, due to the pandemic, there has been a growth in video podcasting due to recording podcasts online through tools such as Zoom. In fact, we’ve experienced this with our own csuite podcast and many of the podcasts we record for our clients, including Octopus Energy, SAP and Compass Pathways plc.   Having the video version of the podcast widens the range of options for distribution, such as uploading the content to YouTube, and further confuses the definitions of podcasts for researchers and survey respondents.  In fact, YouTube (26%) has overtaken Apple (22%) as the most popular platform to consume podcasts in the US according to the report. 

Finally, whilst we recommend promoting your podcasts through social media, PR, promotion and paid social, the report states that the majority of people still discover new podcasts through recommendations from friends and family.

Full details of our podcast workshop can be found here.

Image by Michal Dziekonski from Pixabay 

Using B2B Podcasts to engage with the c-suite – Interview with Jon Tipple, FutureBrand

I was recently invited to present a seminar in The Network One’s Business Growth for Agency CEO’s series, one of a number of mini series they run for Agency Owners, CEO’s and Managing Directors. 

The theme of this particular series was looking at client acquisition, and The Network One’s owner, Julian Boulding, asked me to talk about how B2B podcasting can be used to build relationships at c-level from companies you want to engage with and help generate new business.

Ahead of my session, I recorded interviews with two of Audere’s agency clients who we produce podcasts for.

This first one is with Jon Tipple, Global Chief Strategy Officer, FutureBrand.

We’ve produced six podcasts for FutureBrand to date, recorded in partnership with our csuite podcast, but that are also hosted on their own FutureBrand podcast channel, with two more already in the planning. 

When we were first approached to record a podcast about their FutureBrand Index, we were asked to simply to record an interview with Jon discussing the findings of the report.  However, we suggested that the opportunity would be far more valuable to them if they invited senior executives on to the podcast from those organisations that they were keen to engage with and create the content together.  The result was a fascinating discussion between Jon, Jeremy Waite, IBM’s Chief Strategy Officer and, Kerry O’Callaghan, VP for Global Brand at GSK, who also kindly allowed us to record at GSK’s offices (job titles correct at time of recording).

In my chat with Jon for The Network One, he shared his thoughts on why our strategy for B2B podcasting works for FutureBrand. 

Jon said that clients are more interested in hearing from each other than from agencies and so the more you are able to facilitate that conversation and use that content with other clients, the richer and more informed you become as an agency and more valuable you become as a partner. 

He talks about how the value is in the qualitative data and therefore you should create KPIs that are more meaningful to the business as opposed to just measuring things that are easy to measure, such as the number of plays.  For Jon, it is more about how they have built relationships with influential people at some of the major global organizations they want to work with and in fact, he can point to three or four examples where FutureBrand have gained more business with existing clients, grown their presence in a particular sector or category, or have won new business.

Thanks so much Jon for giving up your time to record this.

Digital Impact Award Winners

We were thrilled to pick up another award with our clients, KPMG UK, for our work on the ‘The Business of Brexit’ #podcast that we helped produce and launch – now renamed ‘Perspectives on the New Reality’.

The podcast won ‘Best use of digital from the professional services sector’ at Communicate Magazine’s Digital Impact Awards

This has been a fantastic project to work on and after producing the first twenty episodes, we’ve now handed over the production to KPMG UK’s in-house team.

PRCA Digital Award Winners

We were thrilled to pick up another award with our clients, KPMG UK, for our work on the ‘The Business of Brexit’ #podcast that we helped produce and launch – now renamed ‘Perspectives on the New Reality’.

The podcast won ‘Best Use of Audio in a Campaign’ at PRCA’s #PRCADigital Awards

This has been a fantastic project to work on and after producing the first twenty episodes, we’ve now handed over the production to KPMG UK’s in house team, whilst we now work on a new project for them, creating social assets for their internal WFH Podcast series.

Podcasting for Healthcare Marketing

In this talk, Russell Goldsmith and Zuleika Burnett, Executive Director, Creative and Innovation at Havas Life Medicom, update the talk they gave at Cannes Lions in 2019 on the ‘Power of the Spoken Word and benefits of podcasting for healthcare marketing’, which they presented to the team at Havas Health & You in the US.

Power of the spoken word – Podcasting for Healthcare Marketing from Audere Communications on Vimeo.
The session features clips from two csuite podcast interviews:

  • Haiyan Zhang, who was Innovation Director, Microsoft Research at the time of the recording, talks about ‘Project Emma‘ and the wearable device initially created to help a specific person suffering from Parkinson’s, Emma Lawton, to compensate for the intentional tremors in her hands
  • Praful Akali, Founder & MD of Medulla, and Pooran Isarsingh, a terminally-ill patient from India at the time of recording, who sadly passed in 2019, discuss their campaign ‘Last Laugh’, which won a Cannes Lions award for the The Indian Association of Palliative Care.

They share updated stats on podcast listening, and crucially own research, carried out on our behalf by Yolo comms, where we look at how many UK listeners are listening to healthcare podcasts, the topics they listen to and why they listen.
They also talk about BBC’s ‘You me and the Big C’ and give their thoughts on why it’s built such a loyal community of listeners, plus share an interview with healthcare podcaster, Petra Velzeboer on why she thinks her listeners listen to her mental health podcast ‘Adversity to Advantage

CIPR adds new csuite podcast episodes to its CPD programme for 2019

We are thrilled to confirm that for the third year running, the Chartered Institute of Public Relations (CIPR) has added more csuite podcast episodes to it Continuing Professional Development programme (CPD).
The CIPR states that CPD puts its members in the driving seat of their own career, gaining the knowledge and skills they need to progress.
Over 2000 of the CIPR’s members take part in CPD, which is the only route for them to become a Chartered PR Practitioner.
Eleven episodes of our csuite podcast series, that we produced over the last twelve months, have been added to the programme, meaning that those CIPR members taking part in CPD will receive 5 CPD points for listening to each podcast if they log it at their My CPD.
The episodes added to the programme are:

The Internet of Things
Produced in partnership with the European PR agency Tyto, in this episode, we discuss their Hype Report on the Internet of Things, hearing from a number of experts who contributed to it. Featuring:
Practical Futurist, Andrew GrillAbraham Joseph, Founder of IOT insightsStephanie Atkinson, CEO of Compass IntelligenceDan Yarmoluk, Director of Business Development for IoT and Data Science at ATEK Access TechnologiesRich Rogers, Senior Vice President for IoT Product & Engineering at Hitachi Vantara (at the time of recording); Tyto’s Managing Partner Brendon Craigie
 
 
 



Mental Health & Wellbeing in the Workplace – Mad World Forum
Recorded at Mad World, and produced in partnership with Nuffield Health, our guests were:
Sir Ian Cheshire, Chair of Barclays UK and Campaign Chair of Heads Together; Professor Dame Carol Black, Principle of Newnham College, Cambridge and Expert Advisor on health and work to the Department of Health and Public Health England; Brendan Street, Nuffield Health’s Professional Head of Emotional Wellbeing; Dr. Shaun Davis, Global Director of Safety, Health, Wellbeing & Sustainability, Royal Mail Group; Jessica Hayes, Head of Talent, McCann Worldgroup; Jack Parsons, CEO, Big Youth Group; Becky Thoseby, Group Head of Wellbeing, Department for Transport; Ian Howarth, HR Specialist in Wellbeing at Fujitsu; Dr Judith Grant, Director of Health & Wellbeing, Mace
 
 


World Travel Market
Recorded at the World Travel Market, 2018, we partnered up with some of the exhibitors and delegates to get a flavour of what was being discussed at the event. Our guests were:
Mark McVay, Chairman, UKinbound; Dr. Kevin Ashbridge, VP for Global Travel & Leisure Solutions, SDL; Hon. Edmund Bartlett, Minister of Tourism, Jamaica Tourist Board; Richard Fraiman, Chief Executive, Good Hotel Guide; José Luis Egas Ramirez, Undersecretary of Markets, Investments and International Relations, Ministry of Tourism of Ecuador
 
 
 


Behavioural Finance
Recorded in partnership with CFA UK from their conference in London on the topic of ‘Behavioural Finance in the age of algorithms’, we interviewed the five speakers from the event. Our guests were:
1. Markus Schuller, Founder and Managing Partner of Panthera Solutions
2. Philippa Clough, Portfolio Manager at JP Morgan Asset Management International Equity Group
3. Kristina Vasileva, Senior Lecturer in Finance at Westminster Business School
4. Shweta Agarwal, a member of BlackRock’s Risk & Quantitative Analysis Group
5. Magda Osman, a Reader in Experimental Cognitive Psychology at Queen Mary University of London
 
 
 


Social Mobility
Produced in partnership with the UK’s Ministry of Justice, to coincide with Social Mobility Live, our guests were:
Shaun McNally CBE, Chief Executive, Legal Aid Agency and Social Mobility Champion at the Ministry of Justice;
Jenny Baskerville, Co-Head of Inclusion, Diversity and Social Equality, KPMG; Nicholas Cheffings, Partner and Past Chair, Hogan Lovells and Chair of PRIME
 
 
 
 



How Connected Brands Drive Growth
The latest FutureBrand Index highlighted how the most future proofed companies consistently align the totality of the experiences they create with their wider corporate purpose and that was the focus of this episode, which was produced in partnership with FutureBrandand featured:
Kerry O’Callaghan, VP for Global Brand at GSK; Jeremy Waite, Chief Strategy Officer at IBM; Jon Tipple, FutureBrand’s Worldwide Chief Strategy Officer
 
 
 


VC and Female Founders Report
Produced in partnership with British Business BankDiversity VC and British Private Equity and Venture Capital Association (BVCA) to coincide with the release of a new report from all three organisations, commissioned by HM Treasury, which highlights the fact that female start-up founders are missing out on billions of pounds of investment.  Our guests were:
Alice Hu Wagner, Managing Director for Strategy and Economics, British Business Bank; Francesca Warner, CEO and Co-Founder of Diversity VC; David Mott, Chair of the BVCA’s Venture Capital Committee and Founder Partner, Oxford Capital
 
 


How To Create Award-Winning Corporate Content
Produced in partnership with CFA Society of the UK and recorded at their Professionalism Conference, this episode features some great interviews, including:
Produced in partnership with Communicate Magazine, where we spoke to two of the winners of their Corporate Content Awards.  Our guests were:
Brittany Golob, Communicate’s Publishing Editor; Dagmar Mackett, Director of Film, Video and Motion, DRPG;
David Boardman, Director of Communications and Engagement, MyCSP
 
 
 


Fintech Interactive Forum
Recorded in partnership with CFA UK from their Fintech Interactive Forum, ‘Asset management: Rise of the machines’, our guests included:
Mikey Shulman, Head of Machine Learning, Kensho; Vinay Jayaram, CEO and co-founder of Envizage; Julie Chakraverty, CEO and founder of Rungway; Yasin Rosowsky, Head of AI Research at Arabesque; Clare Flynn Levy, Founder and CEO, Essentia Analytics; Tim Grant CEO, DrumG Technologies; Geoff Kates, CEO, HTF Group
 
 
 


How Businesses Are Innovating For Long-Term Success
Produced in partnership with FutureBrand to coincided with the launch of TerraCycle’s groundbreaking LOOP initiative in North America our guests were:
Jon Tipple, FutureBrand’s Worldwide Chief Strategy Officer and Laure Cucuron, General Manager of TerraCycle
 
 
 
 
 


FutureBrand Country Index
Produced in partnership with FutureBrand to discuss the launch of their latest FutureBrand Country Index.
Ben Bland hosted the show and was joined by Jon Tipple, Global Chief Strategy Officer, FutureBrand; Rowan Williams, Creative Lead, Panasonic Design London, with contribution from Conrad Bird, Director of the Great Britain campaign at the Department of International Trade
 
 
 
 


All previous shows of the csuite podcast series are available at csuitepodcast.com as all podcast apps – search ‘the csuite podcast’.
There is also a growing community on Facebook, LinkedIn, Instagram and Twitter, where you can get involved in the discussion.
Finally, if you subscribe to the show, please do give it a positive rating and review on iTunes in particular as this helps it up the charts!

The Power of The Spoken Word

I’ve taken the csuite podcast to Cannes Lions since 2016 and in that time have had the pleasure of chatting to 49 of the most inspiring speakers, judges and award winners who were at the event.  My guests have come to the festival from as far and wide as South America and India to Canada and Australia and have included agency leaders, brand owners, a social roboticist, a music producer, a spoken word artist and a body architect, with their ages ranging from Young Lions Award winners to an 86-year-old terminally-ill patient.

But what’s been consistent in all those interviews is that every single guest has had a fascinating story to tell … in their own words.
And therein lies the power of podcasting.
With no cameras filming the guests, coupled with the fact that we’re not broadcasting live, and perhaps thanks to the odd glass of rosé too, each interviewee immediately relaxes, resulting in an informal chat that allows them to be themselves, delivering authentic and engaging stories, whilst educating and hopefully entertaining the listeners at the same time.

Chatting with Zuleika Burnett (left) and Lucy McRae

Global podcast listenership has exploded since my first trip to Cannes.  Podcasts are easy to access and subscribe to on a mobile device and there are topic areas for everyone.  People listen in the car, in the gym, on the commute, out walking or running, as well as at home or at their desks of course.  And with radio stations now podcasting their programming, or creating exclusive content as a podcast, plus popular celebrities hosting their own shows too, podcasting is forming an increasing part of our daily media diet.
This has opened up a huge potential for brands to be using podcasts as a credible medium and so this year I’ll be presenting at Cannes myself alongside Zuleika Burnett, Executive Director, Creative and Innovation, Havas Life Medicom.  We’ll be looking at how the most difficult narratives can be harnessed to deliver healthcare stories as podcasts and how brands can rise above the noise of the other 500,000+ active podcasts to reach their audiences.
Russell Goldsmith & Zuleika Burnett are presenting on the Healthcare Insights Stage, Palais II on Monday 17th June, 12:45-13:15

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