Using B2B podcasts for financial marketing – Client interview with LSEG
By Russell Goldsmith, Founder at Audere
Here at Audere, we love receiving feedback from our clients as to how podcasting is working for them in terms of achieving their business objectives.
Last week, I managed to grab 15 min with Lauren Reilly, Manager & Multi-Media Producer at London Stock Exchange Group (LSEG) – a client we’ve been working with for over three years across two shows, the Sustainability Growth Podcast and Hedge Fund Huddle.
Lauren said that her aim for the content they produce is not to talk about themselves but to bring new and insightful content to their customers and the various industries that they work in, to raise awareness for LSEG and all that they do.
She explained that they don’t want to create content in silo and so all of their podcasts are linked back to their bigger campaigns, whether that’s around sustainability and the green economy or D&I, or if it’s related to a new report. In each case, they think strategically about what their audience wants to hear, which customers need to be spoken to and what would be most interesting to them.
Lauren feels they differentiate their podcasts through their hosts, who are both personable but very knowledgeable in their respective sectors. She felt that many podcasts can be very serious but whilst LSEG are talking to a corporate audience, they we want to be human and friendly and want the audience to enjoy listening. Of course, the guests they choose are also key and Lauren is always trying to find a unique perspective to things that are already being talked about.
Finally, her three top tips for any other finance brands looking to produce their own series of podcasts, or any leader who is thinking about using podcasting as a route to engage their audience, internal or external, were:
- Find a good production partner like Audere [I promise we didn’t ask her to say that!]
- Really look at who your audience is and what they want to hear about and how you’re going to bring something different to them
- Just take the plunge because what you got to lose, and you’ll only find out once you start going!
Thank you so much Lauren for giving up your time to record this video interview.
