In our season three premiere, Sena and Stacy are joined by Paulo Dias, Head of Audio Innovation at Ultimate Media and co-founder of the South African Podcasters Guild, to discuss the local podcasting landscape. The conversation covers the growth of podcasting in SA and what drove its explosion over the last few years. They look into the challenges of discoverability and how content creators need to promote their podcast to reach their target audience. Paulo talks about how podcasting can be built into advertising budgets and looks at the pros and cons of sponsoring an existing show versus launching your own branded podcast. They also discuss ROI and what brands need to consider when starting a podcast, including the importance of patience and that success should be measured in engagement, brand affinity, and long-term impact. They close off the discussion by looking at future trends, including live podcasting events, the convergence of content creators across platforms and rewarding loyal listeners.A shout out to Ultimate Media for hosting us in their studio for this episode. If you want to learn more about podcast marketing, reach out to Paulo Dias on
[email protected] or visit ultimatemedia.co.za This podcast is produced by Laura Rapson Chapters:00:50 – Introducing Paulo Dias03:12 – Why podcasting is booming in South Africa04:42 – Are radio stations still controlling the podcasting space?06:07 – Discoverability - the biggest challenge for podcasters 9:55 – Why brands are hesitant to invest in podcasting 11:00 - Advice for how leverage podcasting as an advertising and marketing tool13:15 – Branded podcast vs. podcast sponsorship: What’s the best strategy?16:27 – Challenges of starting a branded podcast25:20 – How should brands measure podcast ROI?28:58 – What’s next? The future of podcasting in SA Hosted on Acast. See acast.com/privacy for more information.
South Africa