From Good to Unforgettable: Reinventing Podcasts for Brand Impact with Harry Morton

Smarter Podcasting: Making Podcasts Better

“In podcasting, it’s not about downloads; it’s about creating meaningful engagement.”

I talk with Harry Morton, founder of Lower Street Media, to explore the future of brand storytelling through podcasting. With over 7,000 episodes produced and high-profile clients like PepsiCo and Fidelity, Harry shares insider strategies for using podcasting to build brand credibility, boost audience loyalty, and attract high-quality leads.

Together, we dive into why podcasting is about more than just download numbers—it’s about creating meaningful engagement and forming emotional connections with listeners. Harry explains how narrative-driven podcasts can stand out, even in “dry” industries, by crafting unique experiences. If you're a brand, entrepreneur, or podcast creator looking to take your podcast to the next level, this episode is packed with actionable insights to help you make an impact.

Key Takeaways

• Understanding Podcast ROI Beyond Downloads – Discover why listen time and engagement are more valuable than download numbers.
• The Power of Storytelling in B2B Podcasts – Tips on creating emotional narratives in “dry” industries to increase listener engagement.
• Account-Based Marketing through Podcasting – Use your podcast to network with potential clients and create new business opportunities.
• Why Narrative-Driven Formats Outperform Interviews – The benefits of producing narrative-rich podcasts to differentiate your brand.
• Using Podcasts to Showcase Brand Creativity – How to build compelling audio stories for risk-averse industries like banking.

Chapters & Timestamps

02:00 - Harry’s Journey to Podcasting – From music production to launching Lower Street Media.
10:00 - Why brands should consider narrative-driven podcasting.
12:00 - Finding the emotional core in every story.
18:00 - How to pitch creative podcast ideas to conservative clients.
20:00 - Why listen time and engagement are the real metrics.
23:00 - Turning guests into clients through podcasting.

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章节

1. Harry Morton (00:00:00)

2. Introduction and Host's Journey (00:00:52)

3. Introducing the Special Guest (00:01:44)

4. Guest's Background and Podcasting Journey (00:03:08)

5. Challenges and Learnings in Podcasting (00:04:11)

6. Innovative Podcast Formats (00:09:07)

7. Exploring Fictional Podcasts (00:16:10)

8. Challenges of Pitching Creative Podcasts to Brands (00:17:59)

9. Understanding Brand Goals in Podcasting (00:18:31)

10. Creating Engaging Content for Brand Awareness (00:19:22)

11. The Power of Fictional Podcasts (00:19:59)

12. Competing for Listener Attention (00:20:53)

13. Measuring Podcast ROI: Beyond Downloads (00:21:56)

14. Using Podcasts for Networking and Business Development (00:25:38)

15. The Value of Independent Podcasting (00:30:16)

16. Reflections on the Podcasting Industry (00:30:59)

17. Conclusion and Final Thoughts (00:36:00)