That Podcasting Episode, Part 1


Howard Kosky, founder and CEO of 4DC, lifts the curtain on the tools and challenges of making a podcast.

With Spotify alone hosting 3.2 million podcasts, it would be easy to think we’ve hit a peak. However, Howard Kosky disagrees. In this episode, we discuss:

What a podcast allows brands to do:

“[Podcasting] allows the brand to have a slightly different tone of character about their voice. Podcasts allow the brand to be a bit more personal. People don’t want to listen to corporate puff.”

Why subscriptions are the key metric for podcasting:

“If you don’t have people that subscribe, so someone downloads [episode 1], listens to it click-to-play but doesn’t subscribe, you’re gonna have to do exactly the same level of promotion again, potentially, for the second episode.”

Whether your podcast should have its own social media channels, or even its own website:

“If you’re on mainstream BBC or ITV, you find that actually, people would build the brand of the show, not just the channel. I think brands can do exactly the same if they’re committed to it. But this is the thing; without bravery and commitment, you’re not going to do yourself justice in trying to get the most effective results.”

About the Guest

Markettiers4DC is a leading, independent broadcast marketing network headquartered in the UK, whose unique proposition is built around data-driven insights, market research, broadcast media relations, strategic podcast consulting, virtual/hybrid events and live streaming across the digital estate.

We are a specialist broadcast marketing network working with the world’s leading brands to deliver award-winning campaigns. Our business model gives us the ability to leverage insight-driven data, knowledge and expertise and offer our clients a structure of how-to win in the new world, delivering effective broadcast marketing campaigns across TV, radio, podcasting and online.

Markettiers4DC has an established blue-chip client base, with expertise in FMCG, Financial Services, Technology, Pharma, and Government sectors – high levels of client satisfaction, excellent client retention rates (90%+) and partnerships with key technical platform providers. 100% of our output is digital – with decades-long history of continuous product innovation and “Firsts” in the broadcast marketing sector.

Having been involved in broadcast PR/marketing for almost 30 years, the past few years have been re-energised by the swift pace of development of new channels, opening of global markets, and digital techniques available to provide even more effective solutions.

Experiences are too many to mention, but the goal remains the same, happiness, fulfilment, to wake each morning with a huge smile on my face, and to have almost as large a smile at the end of the day

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting webinars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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