The Secret to Exponential Brand Growth Through Podcasting and Atomization

Jess Ostroff, Managing Editor and Executive Producer for Convince & Convert, joins the Content Pros Podcast to share her secret to building long-term brand recognition and credibility through content.

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Full Episode Details

jess-ostroff-instagramBecoming The Trusted Voice

If you are here, then you are likely already familiar with the ease and accessibility of the podcast medium. Listeners benefit from informative, entertaining shows that fit perfectly in the hectic, multi-tasking, on-the-go lifestyle that so many people have these days. But what does a brand get out of it?

If you ask Jess, podcasting is one of the best ways for a brand to build credibility and connections with their audience. It gives a unique depth to your company’s presence that is not replicated through any other social media platform out there; it literally gives your brand a voice. When done properly, this voice (and, by association, your brand) becomes THE trusted, go-to source for accurate information on topics that matter most to the listener.

When presented with a choice in the marketplace, a buyer will go with the one they trust, and by focusing on podcasting development, that choice can be you.

In This Episode

  • How the evolving world of marketing leads to learning on the fly
  • Why producing in the modern media realm means doubling as IT support
  • How podcasting leads to a more unique and personal connection with an audience that builds your credibility and brand
  • Why maintaining credibility means keeping a healthy amount of skepticism for new developments
  • How content atomization leads to wider reach and greater insight into what your audience wants
  • Why building your brand up means drilling down in content


Quotes From This Episode

“Many of us who are in this space had to learn as we went along.” —@jessostroff

It’s almost distracting to hear the low level of quality of some podcasts, and we want to avoid that at all costs.” —@jessostroff

“Our goal is to be thought leaders in the digital marketing space and the way to do that these days is not to just have a blog.” —@jessostroff

“It’s not just about writing anymore.” —@jessostroff

Audiences want to see, hear, feel, and touch. They want to use more than one sense to get a feel for the brand or the company they are interacting with.” —@jessostroff

“Podcasting is a unique way to jump into someone’s head with your voice and make a more personal and relatable connection with them.” —@jessostroff

“Sometimes the feedback we get anecdotally is the biggest, most important metric.” —@jessostroff

“The best way for a podcast to grow is for the host and the guests and everyone that is listening to talk about them.” —@jessostroff

Organic conversation can really show whether a podcast is resonating or not.” —@jessostroff

“We’re trying to build an editorial calendar around the things that people want and care about.” —@jessostroff

“We’re reaching different people in different ways, but it’s all pointing back to this big, important thing that we’ve created.” —@jessostroff



Content Pros Lightning Round

Do you play any musical instruments? I play the oboe (seriously) and dabble in the ukulele

Best concert you attended in 2016? Dave Matthews Band in Toronto, where I got to see Randy!

Did you or did you not use Vine? No, too scary! Too much pressure.

Favorite state you have lived in? Colorado.

If you had to quit your job and start a new career tomorrow, what would it be? I would open my own restaurant or wine bar.

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