Overview

Michele Dale, head of strategy at Wonder Media Network, and Shantae Howell, executive producer of Acast Creative, discussed creative brand storytelling in a fireside chat.

Michele highlighted Wonder Media Network's mission to uplift underrepresented voices through original content and brand studio services, working with clients like Nike and Pfizer. She emphasized the importance of long-term partnerships and aligning content with mission-driven brands.

Shantae shared insights on Acast's approach to branded content, including full takeovers and branded podcasts, stressing the need for content that resonates with audiences rather than just filling a niche.

Both speakers underscored the value of direct client relationships and proactive planning, especially for large events like the Olympics. They also touched on the significance of metrics and audience engagement in evaluating the success of branded content.

Core Concepts

Building and Nurturing Long-term Partnerships

Maintaining and growing long-term partnerships with clients is essential for sustained success and impactful projects.

Key Points:

• Long-term relationships allow for deeper understanding and alignment with client goals.

• Direct relationships with clients, rather than through agencies, can lead to more personalized and effective collaborations.

• Regular engagement and proactive brainstorming sessions help in anticipating client needs and creating relevant content.

Examples:

• ActBlue's evolution from a sponsor to a full podcast series with Wonder Media Network.

• Pfizer's long-term relationship with Wonder Media Network, leading to multiple podcast series and a cohesive global audio strategy.

Quotes:

ActBlue was a perfect example of a client that came from bespoke segments and grew into a longer-term relationship.

We have really invested in that relationship, both ways, with Pfizer.

Mission-Driven Content

Aligning content with a mission or values can attract like-minded partners and audiences, creating more meaningful and impactful projects.

Key Points:

• Mission-driven content can differentiate a brand and attract partners with similar values.

• Avoiding traditional CPM models in favor of mission-aligned sponsorships can lead to more authentic and engaging content.

• Mission-driven content can also resonate more deeply with audiences, fostering loyalty and engagement.

Examples:

• Wonder Media Network's climate poetry podcast, "As She Rises," sponsored by the National Resources Defense Council.

• Planned Parenthood sponsoring a season of "The Brown Girls Guide to Politics."

Quotes:

We like to align some of our original content with partners that are in that mission-driven space.

Mission-driven original sponsorship could do that went beyond this CPM advertisement.

Creative Flexibility in Branded Content

Offering a range of branded content options allows for tailored solutions that meet client needs and budgets, enhancing the overall impact and effectiveness of the content.

Key Points:

• Branded segments, episodes, and full podcasts offer different levels of engagement and investment.

• Creative ideation sessions can help in developing unique and impactful content ideas.

• Flexibility in content creation allows for leveraging existing feeds and audiences, maximizing reach and engagement.

Examples:

• Acast Creative's branded podcast "Roundabout," sponsored by State Farm and Nissan, focusing on road trips and storytelling.

• Wonder Media Network's collaboration with Nike for the Olympics, featuring bonus episodes on "Womanica."

Quotes:

We really think about that as your brand being positioned as the partner that's allowing them to have more access to the creators that they love.

We had a really fun, kind of creative ideation session where we were thinking, if we had millions and millions of dollars and we were Nike, what's the coolest possible thing that we could get them to say yes to in an Olympic year?

Conclusion

The discussion highlighted the importance of building and nurturing long-term partnerships, aligning content with mission-driven values, and offering creative flexibility in branded content. By maintaining direct relationships with clients and engaging in proactive brainstorming sessions, companies can anticipate client needs and create relevant, impactful content. Mission-driven content can attract like-minded partners and resonate more deeply with audiences, while creative flexibility allows for tailored solutions that meet client needs and budgets. Understanding and leveraging detailed metrics is crucial for demonstrating the value of podcast advertising to clients.

Food for Thought

• How can companies further leverage mission-driven content to attract and retain like-minded partners and audiences?

• What are some innovative ways to measure and demonstrate the value of podcast advertising to clients?

• How can companies balance creative flexibility with maintaining a cohesive brand identity across different types of branded content?