Does your company need a podcast?
Long form audio may be one of the biggest trends in content marketing, but if a tree falls in the forest…? Here’s what you need to know before launching a brand podcast.
In 2019, the The New York Times’s T Brand Studio debuted its first-ever branded custom podcast, a six-part series called The Special, which was created for its advertising partner BMW. In the three years since, they’ve launched many more—including Accenture’s Built for Change and Why Women Kill for CBS , the latter of which made Spotify’s best-of short list in the true crime category. More than a dozen years after its first editorial podcast, The New York Times Book Review, launched in 2006, podcasts sold as branded content have become big business—and audiences seem to be eager for more.