Morning Brew - ☕ You go, Glen Coco

How Betches is monetizing with podcasts.
November 11, 2022

Marketing Brew

#paid

Happy Friday. If you’ve already polished off your Halloween candy and find yourself craving more, you’re not alone. Companies like Hershey and Mondelez saw rosy sales for their chocolate brands in Q3. Because nothing staves off fears of a recession and layoffs like chocolate trees shaped like turds.

In today’s edition:

—Alyssa Meyers, Jack Appleby

MEDIA

Get in, loser, we’re going shopping podcasting

six Betches podcasts Betches

All the cool digital media companies are podcasting. Presumably, they’re not just in it for the fun.

Podcasts present another potential path to monetization for publishers, who for years have been pitching advertisers on 360 campaigns that can include branded content, social media posts, and live events. For some, podcasts are now part of that mix.

Zoom in: Betches is one such company leveraging its podcast slate, which includes 13 original shows with a combined 30 million downloads, as part of broader offerings to advertisers.

  • It does offer advertisers the opportunity to home in on one channel but suggests a cross-platform approach whenever possible, Randi Windt, VP of sales and brand partnerships, told us.
  • Podcasts in particular have been “an increasingly popular medium of ours,” she added. Its podcast revenue is up 101% year over year from 2021 to 2022 so far, and podcasts have been a part of recent campaigns Betches ran for brands including Heineken and Pizza Hut.

We talked to marketers at Nature’s Bounty and E. & J. Gallo Winery about the podcast advertising they’ve done with Betches and the results they’ve seen. Read the full story here.—AM

        

TOGETHER WITH #PAID

Understand every upswing

#paid

Do you hear that? In the distance? It’s the sound of sleigh bells ring-ting-tingling—and registers cha-chinging.

The holiday (shopping) season is upon us! Wanna make sure your influencer marketing strategy capitalizes on the most wonderful time of the year? Use #paid’s comprehensive measurement suite to see what’s working and why.

#paid equips you with exclusive insights for your influencer marketing campaigns so you can leverage what’s performing and boot what’s lagging. See how each of your brand’s campaigns affect sales, traffic, and brand perception, and optimize in real time.

If a solid ROI tops your holiday wishlist, start informing your strategy with #paid’s customized data right here.

SOCIAL MEDIA

How social media can help you land a job

How social media can help you land a job Klaus Vedfelt/Getty Images

I was laid off in 2020—my first time without a job. It didn’t help one bit that I’d moved across the country for the gig only six months earlier, but that’s Covid for ya. That left me stuck in New York City, isolated in quarantine, with no income, the week my sublease was ending—not exactly my most comfortable self.

I turned to social media for help because of course I did—24 minutes after I tweeted I was available for hire, I got the DM that brought me to Twitch, my last role before joining the Brew.

Social media’s an incredible tool for finding your next job. Between pandemic layoffs, “quiet quitting,” and the long-overdue pursuit of work-life balance, people often want to help people.

I wanna share a bit on the mindset, strategy, and Twitter/LinkedIn tactics I’ve used when turning to social media for the job hunt. Read here.—JA

        

RECAP

DTC spotlight

Retro TV with Amazon remote

The DTC landscape is constantly shifting as brands in the space determine how to best reach their target audiences, especially post-Apple privacy changes. Some are looking toward TikTok, while others are tapping into a more traditional medium: TV. During the first half of this year, DTC ad spend on TV grew 20.5% compared to the year prior, according to iSpot.TV figures. Meanwhile, others are figuring out ways to foster community as a way to hopefully attract and retain consumers.

We spent some time last month talking to DTC brands about their marketing strategies. Check out each story below, or read them all here.

Once reliant on FB and IG, DTC advertisers move to other platforms

Why the benefits of samples could outweigh the costs for DTCs

How Eliqs is trying to brand your beer and wine

For influencer marketing, Instagram isn’t the only show in town anymore

TOGETHER WITH SAILTHRU

Sailthru

People of influence. Remember the parents and teachers who influenced your growth? To see your biz grow up right, pair it with the perfect influencer. Sailthru can help you soar by maximizing your influencer campaigns and strengthening your cross-channel personalization. Get all the secrets when you peep their case study on Morning Brew’s “FinFluencer” campaigns.

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Pencil it in: New to content marketing or looking to up your game? Here are seven skills that can help you improve.

Shopping spree: Get started with shoppable content with help from this guide.

Game on: If you want to start a competitive analysis but aren’t sure where to turn, click here.

Go off, marketers: Only 1 in 5 marketers feels prepared for their future—and a lack of training is to blame. Get the whole story with MarketingProfs’ State of B2B Marketing Training Report 2022 and take the 2023 survey.*

*This is sponsored advertising content.

EVENTS

Only 4 days left until the marketing event of the year!

Only  days left until the marketing event of the year!

We’re just four days away from the most action-packed marketing event of the year—but we have only a few tickets left. You won’t want to miss our incredible speakers from Magnolia Bakery, REI, Vans, and more, who will take to the stage to tackle the dizzying industry topics we love so dearly.

We’ll also have multiple breakout rooms where you’ll get to engage directly with presenters following interactive panel-style discussions, in addition to the overall unique opportunity to connect with fellow marketing professionals before and during the event.

Excited yet? So are we. You don’t want to miss this.

Take me to The Brief

WHAT ELSE IS BREWING

Here’s what the lesser other Brews have been up to over the past few weeks.

  • Retail Brew looked at how markdowns can impact luxury brand images.
  • HR Brew wrote about how social media is changing the recruiting game.
  • CFO Brew dove into the newest C-suite position for digital-first companies: the chief product officer.
  • Healthcare Brew explored why the healthcare industry is often slow to adopt new technology.

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AD FRAUD ANSWER

4. Nope, just holiday candy. For now.

   

Written by Alyssa Meyers, Jack Appleby, Minda Smiley, and Katie Hicks

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