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Right now, there are roughly 2 million podcasts on Apple Podcasts alone and according to Podcast Insights, in 2020 there were a total of 850,000 active podcasts which grew substantially from 500,000 active podcasts in 2018.

Despite these statistics, podcasting is hugely under-utilised by automotive brands as a form of content creation and marketing. One of the main reasons for this is that most simply don’t know where to start or understand what equipment is required. However, WDA has the skills and in-house expertise to create and produce engaging automotive-specific podcasts from the ground up.

Podcasting is a HUGE opportunity for automotive brands to reach new, highly engaged audiences. Businesses that invest in podcasting will drive increased brand awareness, boost brand affinity, improve and nurture relationships with prospects and customers, educate their audience and further establish themselves as the go-to brand.

The average weekly podcast listener in the US subscribes to six and listens to seven shows in an average week (Edison Research, 2019). More than half listen to at least four different shows a week, and 16 percent tune into just one podcast per week.

While listening to podcasts is still far more popular across the pond, the trend continues to grow rapidly here in the UK. In 2019, 14 percent of people over the age of 15 were listening to podcasts on a weekly basis, rising to 18 percent in 2020. We’d expect this to be well over 20 percent now, so that’s over 1 in 5 people in the UK consuming podcast content each week.

From a standing start, WDA can help you with audience research, setup and launch. This includes identifying and establishing the goal of your podcast, the name of the show and the basis of what each episode will be based around, depending on your automotive business and the potential interests of your audience. We can get everything set up and ready to go, including:

  • Finding a suitable podcast hosting platform
  • Creating podcast cover art that stands out
  • Devising memorable intros / outros
  • Creating a specific launch campaign
  • Episode comms plan

We’re able to take care of everything on your behalf. We’ll write specific shownotes for each episode, structured in a format that listeners can follow easily and get used to. On your approval, we’ll take the notes into our podcast recording booth, turn the mics on and hit the recording button!

Our recording booth is fully sound-proofed specifically for podcasting and we use state-of-the-art audio equipment to ensure the output is a professional sounding podcast with clear, crisp sound quality.

Post recording, our editing team will use the very best audio editing software to cut out any silences, pauses and mistakes that affect the flow of the podcast and apply specific best practices to improve the overall sound quality.

Our team will also add any sound effects where relevant and of course your intro and outro. Final episode recordings will be shared with you for sign-off before publishing.

WDA will distribute your podcast across all the main podcast platforms – including Apple Podcasts, Spotify, Breaker, Castbox, Google Podcasts, Overcast, Pocket Casts and RadioPublic.

Our distribution includes full episode description and title optimisation to maximise organic reach and visibility. We’ll even turn your podcast into an audio-only video with a thumbnail and upload it to your brand’s YouTube channel! 

If applicable for your brand we can look at monetisation strategies to enable your business to generate additional revenue streams on an ongoing basis. This would depend on sufficient growth to at least 100 downloads per episode.

Monetisation strategies can include donation links, member programmes / rewards, paid for guest interviews and sponsored segments / ad slots.

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What our clients say

White Stars

Like any investment we wanted a return, in this case through enquiries and increased profile to assist with our plans of business growth. Don’t engage them if you’re uncomfortable having your thinking challenged, they leave no rock unturned… If you’re genuinely looking for results, WDA have proven to be great people to have onside.

Richard Newhouse, Status Metrology

White Stars

I'm pleased to say that we've seen a gradual increase in sales since you started. In fact, Rimblades experienced their best ever 3 months of retail sales on engaging WDA, and were 20% up year on year.

Darren Bowden, Rimblades

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