Driveway moments – how podcasts capture listeners in a content-laden world

With so much digital content competing for our attention in multiple social networks how do brands connect with their audience. What is the key?

In this era of disposable content, memes, vines, snaps, whispers, secrets and now ‘YO‘s, many brands are swinging to the polar extreme to keep users attention and to keep them interested. Thankfully there’s light at the end of the tunnel, in fact it’s an illuminated journey.

White shelters / \ #convergence

A post shared by Nick Allen (@nickwallen) on

There is a resurgence of long format content and a lot of it is supported by rich media like interactive graphics, videos and podcasts.

With a relatively short bus commute as part of my morning journey I have been consuming a lot of podcasts. Although not as rich as video, the format means I can tune in with a single sense and still go about my morning/evening commute and not feel too guiltily about mobile data charges. It’s a format that thanks to Soundcloud is simple to do with your phone, laptop or iPad.

A number of the podcasts I subscribe to really bring a rich narrative to their existing blog posts and or a closer look at a topic. Often, hearing about something is also a lot easier to digest than reading about it.

The luxury of a podcast is that you can compile segments as and when you get time. You have time to form a holistic narrative and unlike with video you don’t have to worry too much about matching sections, cutting intros and outros etc. There’s no other conflicting posts. Scheduled news, announcements and down time messages don’t interrupt it – you can focus on a singular message, or two.
The art is in creating enough value and keeping users entertained, hopefully creating a driveway moment.

What’s a Driveway Moment?

Hopefully I’ve encouraged you, if only just a little, to think about podcasts and consider them in your digital mix. If not, then maybe this list and their inspiring long standing podcasts will help.

Here are 5 exemplary podcasts that I find really interesting. Their topics challenge and I think improve my digital marketing knowledge, and help me grow. I’m on a journey too.

99percentinvisible.org
I have a lot of time for @romanmars and the crew at 99percent. Their mixture of informative and eclectic topics has me hooked and I get excited when their latest release appears in my soundcloud feed. Covering everything from walled cities to shoe design and the Chrysler vs Empire State building feud.

thewebpsychologist.com
Nathalie Nahai is the Nigella Lawson of the web theory, UX and UI design space. Her sultry voice and the amazing guests she has talking all things digital come psychology are awesome.

cc-chapman.com
C C picks me up and motivates me. He’s all about doing the right work and valuing connections. He’s also the source of my favourite content marketing quote. The miniskirt philosophy for content: Long enough to cover the essentials, but short enough to keep it interesting.

forimmediaterelease.biz
Although a long listen The Hobson & Holtz report is digital from a PR perspective. Two very smart minds from either side of the Atlantic cover the latest developments in the digital and online space. Seeing a UK and USA perspective in one is insightful.

newrainmaker.com
Brian Clark of @copyblogger fame also talks of the Hero’s Journey and explains well why we should not be social sharecropping – building your digital home base on land you don’t own.

I’d love to hear what podcasts you like or your Soundcloud / iTunes address so we can connect!

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