Ten years ago, marketers rushed to create blogs in hopes the emerging medium would offer a new, more personal way to tell their stories, but marketers quickly figured out that building a loyal audience was hard—especially if your brand didn’t have anything particularly interesting to say, reports Adweek.

The Adweek item, in part, added:

“Now, thanks to the boom in popular podcasts like Serial and This American Life, brands including eBay, GE, Netflix and State Farm are betting on audio shows as the next great opportunity for customer engagement.

“And this time, wisely, they’re not doing it alone.

“Brands are partnering with established podcast companies who not only have the skills and expertise in audio production, but also the existing base of popular shows that can be used to cross-promote branded content that generates a new source of revenue.”

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