PaaP*: more than a podcast

The reality is that branded podcasts often have a limited number of listeners. It is not obvious to scale a podcast to an established listening base of several hundred or thousands of listeners. Those hyper-quality touch points are very valuable, but often not enough to justify the production investment of a podcast series.

You buy a new outfit tomorrow. Perfect fit, the look is just right… and yet, you only wear it at home for your partner, your dog, and two friends. That’s a shame, right?

The same applies to a great podcast series (or video production) that you spread too thinly. The real value of a podcast lies in the rich long-form content, which you can break down into a series of other formats.

These individual items, when shared via social media, newsletters, or intranet messages, will be consumed more frequently and widely. Moreover, they are an ideal way to drive your audience towards those full episodes. It’s also logical to first trigger interest before asking for too much effort from your audience.

With PaaP, we see a podcast as a full-fledged hero for a campaign. With smart recording and filming, each podcast episode is a content platform for:

• 1 long audio episode
• 1 long video
• 2-3 medium-length montages around a sub-theme
• 5 video snacks
• 5 quotes
• 1-3 blog articles based on the transcript
• 1 newsletter

A great example of this is The Pause Talk / La pause où on cause, where the podcast also formed the basis for the always-on social media content plan.

See the full case

Packaged in a sharp and attractive concept, such a base of content is a pleasure for your social managers and your colleagues from internal communications to work with and further explore. Think of realizations or an activation that perfectly match the content and can thus be put in the spotlight again.

And yes, media is part of this. Targeting declinations as paid assets or a media partnership will obviously give your podcast's reach a significant boost.

We are committed to cleverly conceiving, producing, declining and distributing every podcast. That way we get the most return on the production investment, give the podcast reach and frequency in the short term, and give the series oxygen to build a full-fledged fan base in the long term. From that philosophy, we also founded That Sound, a podcasting studio that helps shape your podcast as a sparring and production partner.

Read more about That Sound