If you think you don’t have enough content, or that your content could be too niche or too sensitive, you need to listen to this episode.
We get behind the scenes with the hugely successful "Restitution" podcast launched by leading Australian law firm Shine Lawyers. Their Senior Media Advisor, David Lewis, shares how he dealt with highly sensitive stories, why they worked and how it generated new business leads.
He also details how the podcast continues to attract new listeners years later, constantly raising the profile of their lawyers.
Jump in now for an episode which delivers valuable best practices for any marketer considering a branded podcast.
THINGS WE SPOKE ABOUT
01:09 Indirect brand messaging through podcasting
03:46 Reaching a niche audience
06:31 Approaching guests with sensitive stories
08:35 The time commitment of a brand podcast
10:34 Accessing your target audience
12:53 Reusing podcast content for other mediums
14:48 Seeing the longevity of podcast content rather than counting numbers
16:04 Stories that have had a good impact for Shine Lawyers
20:25 How podcasting is a different beast to marketing
QUOTES
The story comes first and the firm comes second. That's how you get people in. People are more likely to think fondly about Shine Lawyers if we moved them. If they felt an emotional connection to our client, if they felt angry about an injustice, then we've succeeded. - David Lewis
We're dealing with people who, in some cases, have PTSD, and retelling this story can be traumatising. So yeah, some people were nervous, but I think they knew that it was a safe space. This was not a media outlet, detached from Shine with its own agenda. This is a firm they've worked with, it's secured for them an outcome they wanted. It was a celebration of where we've come and where we're going. - David Lewis
If you're, for example, a lover of Coca Cola, you're probably still unlikely to listen to a Coca Cola podcast. There has to be a compelling story that makes someone want to listen. That's how you get people in, and you've got to deliver on that promise. - David Lewis
If they got some sort of entertainment and information from the podcast, then we've succeeded. It's not about taking marketing slogans and jamming it down people's throats. - David Lewis
This was really about creating an origin story for shine, the podcast was seen as a everlasting resource. - David Lewis
If a marketing department is thinking about doing a podcast, the first thing that departments should do is reach out to an organization or an individual that has experience in storytelling, because podcasting is a very different beast to marketing. - David Lewis
You really need to know who is going to listen to this thing? And why are we doing it? Are we doing it because our competitors are doing it? And we thought it would be cool, because that's a pretty crappy reason to do a podcast? Or are we doing it because we've actually got so much amazing advice or information or stories to share, that we can hardly help ourselves. You really need to have that passion and that justification for doing it. - David Lewis
GUEST DETAILS
Restitution is an Australian law podcast about people who’ve been wronged and the legal teams trying to make it right. Each episode tells the story of a landmark civil case from the perspective of clients and lawyers at Shine Lawyers.
David Lewis is Senior Media Advisor at Shine Lawyers and presents the podcast. David is a passionate storyteller who worked for a decade as a journalist and now raises awareness of the inspiring work being done by personal injury solicitors at Shine Lawyers.
Linkedin: https://au.linkedin.com/in/david-lewis-23b27125
Podcast: https://podfollow.com/1612165755/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
#brandpodcast #storytelling #lawyers #australia #awardwinners
