In a landscape where marketing campaigns come and go, I am proud to work on a project that’s been running for over 10 years at Google. Firestarters, a series that has been igniting conversations for over 10 years, underwent a transformative journey in 2020 when it evolved into a video series. Hosted on YouTube, this series now boasts over 40 insightful videos, each a beacon of innovative thinking and industry leadership. In 2023, Firestarters made another leap, this time into the world of podcasts, launching on all major podcast platforms. This new format wasn’t just a change in medium; it was a strategic move to deepen audience engagement. The result was nothing short of spectacular, with over 16,000 downloads in it’s first year, proving the enduring appeal and relevance of the Firestarters content.

Why are podcasts a game-changer for businesses? It’s simple. They offer a level of engagement that other mediums struggle to match. Listeners tune in during their commutes, workouts, or even while making dinner – podcasts seamlessly integrate into daily routines, creating a personal connection that’s hard to replicate. For a brand, this means being a consistent presence in your audience’s life, building trust and familiarity.

But why a long-running, repeating format? Consistency is key in content marketing. A long-running series establishes a rhythm, a regular touchpoint with your audience. It’s not about a flash-in-the-pan campaign that fades from memory; it’s about creating a lasting relationship. Each episode is an opportunity to reinforce brand values, share insights, and continually engage with listeners. Over time, this approach not only builds a loyal audience but also establishes authority in your field.

This innovative podcast series wasn’t just a project for me; it was a journey in exploring how content can be both meaningful and impactful. It exemplified how content marketing should be – not a short, sharp shock of attention, but a consistent, engaging dialogue that grows over time, much like the relationships it fosters. I’ve also learnt a huge amount from the brilliant contributors.