17. Josef Newton, Founder of Brand is Demand | The Age of Audio

Josef Newton, founder of Brand is Demand joins Graham Brown in this episode of The Age of Audio. The Age of Audio is a series of conversations with thought leaders and changemakers in the world of audio. Podcasts, Radio, Social Audio and Data are converging to create engaging and authentic content for a new generation of listeners. To get access to all the audio conversations and book content for Age of Audio, go to theageofaudio.com.
Josef Newton, founder of Brand is Demand joins Graham Brown in this episode of The Age of Audio. The Age of Audio is a series of conversations with thought leaders and changemakers in the world of audio. Podcasts, Radio, Social Audio and Data are converging to create engaging and authentic content for a new generation of listeners. To get access to all the audio conversations and book content for Age of Audio, go to theageofaudio.com.

Show Highlights:
  • I think the way that you approach a B2B podcast is very different and it's, it should really be about building and kind of cultivating an audience of your target ideal customer profile.

  • What I'm pitching clients on is like, look. Let's actually try and build a brand here and let's actually try and build an asset that is genuinely going to create demand for your service and products.

  • Building the asset is key here. That's what's scalable.

  • I think a lot of B2B companies are ties to like the interview format. That seems to be the only format. I think there's very few that have kind of pushed themselves out of that.

  •  Approaching your podcasts and branded content more like a media company, first of all. But then also, be willing to experiment with different formats and different shows, particularly when you've got lots of different profiles that you're trying to get in front of them and lots of different audiences.

  • I really feel that it's going to be, one podcast for every leader in the organization and that's the model we're going to evolve into overtime

  • I'd say it's the mindset change that doesn't come with quantitative data. It comes with qualitative feedback.