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Podcasting, Voice Search and the growth of Audio Storytelling
14th November

08:30 - 09:00

Breakfast and Networking

09:00 - 10:30

Digital Breakfast

10:30 - 11:00

Questions: Panel Discussion

Voice is now taking centre stage in content marketing, whether it be brands experimenting with podcasting or companies trying to ensure they feature heavily in voice search on mobile.

In this month’s Digital Breakfast our panel of experts will look at the reasons for the growth of podcasts and why savvy brands recognise their unparalleled power to connect with prestige audiences. We will also look at how voice, via Alexa, Siri and Google, is impacting on the future of both content creation and distribution.

  • How should brands approach podcasts
  • What is the optimum time and length for podcasts?
  • How should brands ensure podcasts have significant reach?
  • What impact does voice search have on SEO and strategy?
  • How can brands best ensure a presence on home assistant?
Sold out

Speakers

  • Steve Ackerman
    Somethin' Else
  • Karl Newman
    Publicis Media
  • Katharine Kerr
    Wireless Studios

The podcast revolution: Everything you need to know about podcasts in 20 minutes.
Podcasting is growing at an incredible pace. But what is the the current podcast landscape? Steve will talk through examples of successful shows and explain the economics behind podcasting and the opportunities open to brands, through advertising or creating their own podcasts. He’ll also explain some basic dos and don’ts including format lengths, amount of episodes, and anything else he can squeeze into 20 minutes!

Somethin’ Else is the highly successful content company making TV and video, social media, audaio and podcasts for brands and broadcasters such as Amazon Prime, Penguin Random House, Interflora, Swarovski, the BBC, ITV, Sky, The BRIT Awards, and The Economist. Steve joined in 2000 and became Managing Director in 2006. In that time he's been part of the team that has evolved the company into a BAFTA and Cannes Lion award winning agency.

Sound Directions, Somethin’ Else’s podcast division creates podcasts for clients as well as their own self-funded releases. Their hits include Kermode and Mayo’s Film Review, Katie Piper’s Extraordinary People and the world’s first reality podcast, The Brights.

Steve is a regular panellist on The Media Podcast, a fellow of The Radio Academy, a long suffering West Ham fan and plodding runner!

Karl Newman, Interim UK MD, Publicis Media Content
Karl has over twenty years of experience in the media industry across the traditional and digital media marketplace. Beginning his career as a broadcaster selling spot, digital and partnerships to agencies, Karl went on to hold senior roles at Channel 5, The Africa Channel International and LiquidThread. His role at Publicis Media involves serving four different agency brands; buying media partnerships, running influencer campaigns, managing client’s social media, fulfilling content spaces with a creative department and driving relevance through content strategy.

Outline of the topic
Voice interactive advertising; can it be what the red button never was?
Recognising that radio listening is one of the key uses of a voice assistant
What comes with that is a natural space for advertising
Onto which can be layered a voice request or action; ‘Alexa tell me more about that’ ‘Alexa please send details to my phone’ ‘Alexa enter me into that competition’
What other layers can be added to radio broadcast or what other content can sit behind a natural call to action?
What are the benefits for brands, content providers and the tech platforms; Amazon and Google?
Where can this go? … into TV and beyond?
Who needs to get on board to make this happen?

 

 

Katharine Kerr, Senior Podcast Producer, Wireless Studios
 
 
With a background in both commercial radio and award-winning branded podcast content. She also runs Podcast Pioneers, a consulting and creative development platform for new writers and producers and podcasttalent.co.uk.
 
Working alongside Wireless Group and News UK's broadcast and newsroom talent. Combining expertise in digital audio production, marketing, sponsorship and creativity, this resource works with print, digital and radio colleagues to create world-class editorial as well as integrated audio solutions for clients.
 
Outline of the topic
By first considering what they want to achieve with the medium! It’s great that so may brands are leaping into the world of podcasting, but even if approaching it from a purely editorial perspective, you still need to know what the “why” is. A simple partnership and presenter read on a programme your audience is passionate about is high effective. If you’re creating branded content, then your reason should be integral to the editorial design. Also at this stage consider whether this is the most effective space for that particular message. It’s certainly affordable compared to some other platforms. A razor-sharp idea of audience and what success looks like will inform how best to utilise the amazing opportunities this sort of content brings to brands.
 
 

  • LOCATION

Etc Venues, 51-53 Hatton Garden, Clerkenwell, London EC1N 8HN

THE CMA

The Content Marketing Association (CMA) is the industry association for marketing, publishing, advertising and social agencies.

The overarching aim of The Content Marketing Association is to promote the use of content as an effective marketing tool to client marketers and showcase the channels it can be used for.

We also use our experience and expertise to advise and promote brands and media agencies wishing to enter the world of content marketing, an industry that’s now worth in excess of £5bn in the UK alone.

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work. This work now takes in all conceivable marketing channels – print, online, digital, video, mobile, social media – to produce fully integrated solutions that consistently perform above and beyond their clients’ expectations.

GETTING THERE

Close to both Farringdon and Chancery Lane station

DIGITAL BREAKFAST

Breakfast includes: bacon, egg, fruit, yoghurt, pastries, and a selection of hot/cold drinks

CONTACT

Please contact hugo.desoissons@the-cma.com if you require any help when purchasing tickets