This is an invaluable episode for marketers looking to create an authentic and successful brand podcast. Lee-Ann Hyland, Director of Marketing at Care Plus Pharmacy, shares how she launched their award-winning podcast "Care Plus Conversations" which targeted first-time mothers.

She talks in-depth about the research they conducted to identify this niche audience and determine their needs. She explains how they found passionate experts in the field to serve as guests who provided real-world advice and shares why authenticity and quality are paramount when it comes to building trust with the audience.

The episode also details Care Plus's strategic promotion plan, from their extensive pre-launch efforts to ongoing social media promotion and influencer outreach. Lee-Ann shares the various metrics they used to measure success beyond just downloads. Most importantly, they were able to track how the podcast converted listeners into lifelong pharmacy customers as intended.

The entire episode provides a best practice template for marketers considering a branded podcast. It covers all aspects of ideation, production, promotion and evaluation that marketers will find invaluable as they look to connect with their audiences through this engaging content format.

THINGS WE SPOKE ABOUT

01:50 How podcasting differs from social media 

03:17 The lifetime value of customer relationships 

06:20 The value of real expert guests 

09:21 Trying something new and asking for help 

11:09 Promoting your podcast to the world 

16:03 Measuring success outside of metrics 

21:06 What makes a brand podcast successful

 
QUOTES

There's very few distribution channels or opportunities to create evergreen long form content that really, really engages an audience, that can build a community, that can bring in storytelling. 

It's easy to say, ‘Okay, let's set up a podcast’, but it really has to be relevant to your audience. Otherwise, it feels a bit like you're not doing it for the right reasons.

We knew from the outset that we don't have the internal abilities to do that and host it, we need to find a partner, we need to find a producer to help with this. 

Don't underestimate the power of your guests. Your guests are very, very happy to tell people that they were on a podcast. 

 It's definitely an effort game, the more effort you put in, the more you get out of it.

We know that people have discovered our brand through the podcast. 

 
GUEST DETAILS
 
Lee-Ann Hyland is an experienced marketing professional with a demonstrated history of working in luxury fashion retail, pharmacy retail and hospitality industry. 

Care + Conversations chat to experts in the world of pregnancy, postpartum and baby health, to help parents navigate the daunting firsts of parenting. A host of industry experts offer tactics, insights and advice to help new parents tackle a variety of topics, including preparing for birth; the 4th trimester, breastfeeding mother's emotional and mental health; and all things baby health.

Linkedin: https://www.linkedin.com/in/lee-ann-hyland-6b475421/

Podcast: https://podfollow.com/1648486085/view

MORE INFORMATION

If you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. 

You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io.  

KEYWORDS

#businesspodcast #brandpodcast #awardwinners #storytelling #pharmacy #parenting