From Off Menu to That Peter Crouch Podcast, Acast is the engine behind some of the most popular podcasts today. I spoke with their Chief Communications and Brand Officer, Lizzy Pollott, to understand how organisations can create sustainable podcasts that deliver lasting value, rather than chasing short-lived trends. Here’s what I learned:

1. Podcasts are Content Hubs

Pollott believes in the power of storytelling, and sees podcasts as the central hub. Acast’s mission is to “empower anyone, anywhere to connect through and create value from podcasting.” This isn’t just about creating audio content; it’s about building a rich resource that can be repurposed across your entire marketing ecosystem – from blog posts to social media snippets. Think of your podcast as a content engine, constantly feeding your other channels.

2. Navigating the Podcast Landscape:

With Acast hosting and monetising 92,000 podcasts globally, Pollott has a bird’s-eye view of the industry. She acknowledges the fragmented nature of the podcasting world, with different players specialising in different areas. This means businesses need a laser-focused strategy. Are you aiming for audience growth, monetisation, or both? Understanding your goals is crucial for navigating this complex landscape.

3. The Internal Comms Revolution: Beyond external marketing, Pollott revealed a game-changing application for podcasts: internal communications. Private podcast channels offer a secure and engaging way to share targeted content with employees. This not only keeps everyone aligned but also fosters a stronger sense of community within the company. Switch out the dry all-staff emails with engaging and authentic audio updates.

To hear more from Lizzy Pollott on the future of podcasting and how your organisation can leverage its power, listen to our full conversation here.

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