While the number of Australians listening to podcasts in Australia rose from 25-37% in the past year alone, that’s still more than 60% that are yet to make their way to podcasts – representing a key opportunity for your finance brand to engage this unplugged audience with a finance podcast. Given the complexity of financial concepts, podcasts present the perfect platform to delve into topics in detail in a way that other types of media can’t.
In the latest episode of the Financial Marketer podcast The Dubs managing director, Josh Frith spoke to Ted Richards, head of digital strategy and growth at Wilsons – and host of two fantastic podcasts – about the key ingredients to creating a quality finance podcast. From knowing your audience and being yourself, down to what investors actually want from a podcast, Frith and Richards dissect the secret sauce of a good podcast to help finance brands overcome the intimidation of starting their own.
In this episode the Financial Marketer and Richards discuss:
- The key ingredients to a great investing podcast and whose doing it best
- Why you shouldn’t be intimidated to start a podcast
- What investors want to know and why podcasts are the right medium
- The secret sauce – good talent, hard work and time
- How to drive engagement and subscribers
- Amplify and repurpose – getting the most out of your investment
- Do we need more podcasts? (Spoiler alert, the answer is yes)