Case study: how Mumbrella curated, recorded and published a thought-leadership podcast series
Exponential is a global ad serving platform, which differs from its rivals because of its focus on using data more intelligently. However, Exponential wanted to talk to our users not about its service, but instead to appear as thought leaders on some of the biggest topics in adland Australia.
All our podcasts were recorded in Mumbrella’s own sound-proof studio
Mumbrella’s insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What we did
Mumbrella curated, recorded and published a thought leadership podcast series, with each episode a panel discussion on a different topic. We were a one-stop shop that handled every aspect of this.
Curation
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- We worked with Exponential to create a brief of each episode – what would it cover, how should the conversation progress and who would be great guests to appear
- We used our unrivalled industry contacts book to arrange podcast guests and an independent podcast presenter, Al Crawford.
- Big-hitting guests included The Works founder Douglas Nicol, Hyland founder Virginia Hyland and Marketo MD Will Griffith.
- Exponential’s Tyler Greer appeared as a panellist on every episode, to help improve the association between the business and the series.
- We created a list of questions to guide the conversation in collaboration with Exponential. This was shared with all the guests in advance to ensure they were prepared.
- We also created a script for our presenter, including intros and outros as well as graphics to publicise it.
Recording and post-production
- Mumbrella recorded all three episodes on the same day in our very own soundproofed studio. We provided all the equipment, too.
- Each episode was recorded “as-live”, which led to a lively discussion and helped shorten our turnaround time.
- We handled all aspects of post-production, including the editing and also improving sound quality. We were able to level out the sound and reduce hiss, hum and echo so episodes sounded professional.
Publishing
- Each recorded episode was embedded within a news story, released every two weeks. See episode one, episode two and episode three.
- The news stories appeared prominently on the Mumbrella website, and also on Mumbrella’s newsletter, the biggest driver of traffic to the site.
- Those stories also appeared on our social media channels, including getting a sponsored boost on Facebook to increase reach.
- The recording also appeared on iTunes and SoundCloud, so users could listen on their mobiles.
- As well as the individual episodes, we created a dedicated Mumbrella homepage, with bios of the presenters and episode information. Our in-house designer created a podcast “album cover” as well as other graphics.
Post-podcast
- We were able to provide detailed statistics, including how many people listened and what countries they listened from. We were also able to provide details or how well articles on the site did
Mumbrella created graphics, including album covers and headers for the series homepage
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How it performed
The podcast gained a huge audience across all of our channels. In total, the three half an hour podcast episodes generated more than 1,000 listens. Meanwhile, the three news articles accumulated more than 2,000 views. Total combined reach on Facebook, meanwhile, stood at 20,000.
How do I get in touch?
Just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.
CONTENT SPONSORED BY Mumbrella Bespoke
