Collective of Creators Join Forces to Launch the Marketing Podcast Network
For brands that market to marketers, efficient advertising just got a shot in the arm. The Marketing Podcast Network announced its formal launch Tuesday after a four month incubation period. The consortium of 25 shows includes offerings from marketing industry thought leaders Joseph Jaffe, Nick Westergaard, Amanda Russell, and Sarah Panus, as well as a new, “shorts” version of Shel Holtz and Neville Hobson’s long-running public relations show For Immediate Release.
The network was soft-launched in November of last year by social media and influencer marketing thought leader Jason Falls, who also hosts two of MPN’s shows.
“MPN was the happy accident of me looking for a marketing-centric advertising network to be a part of,” Falls explained. “I didn’t find any relevant options out there, so I created one.” While Falls admits the network is still young, it is already generating around 18,000 episode downloads per month which offers brands that offer products and services to marketing, advertising, sales and communications professionals an incredibly efficient way to reach their target audience.
“You can try to target marketers on larger ad networks if you like, but the Marketing Podcast Network can guarantee 100 percent of our audience is marketers,” Falls said. “Why would you spend your media dollars on a big network show knowing 80-90% of that audience will never consider your product when you can talk to one where everyone is in your target? It just makes better business sense.”
Advertising isn’t the only way brands can be involved with MPN. The network has company memberships that allow a brand podcast to sit alongside other MPN shows, building credibility for the corporate show. Corporate members also receive 50% off network advertising rates and access to MPN’s creator community as well.
The MPN community construct is distinctive and the “first of its kind” according to Falls. Advertising revenue is split evenly and transparently among all members contributing to the ad impressions available. Each show automatically includes cross-promotion insertions for fellow MPN programs, automatically helping fellow podcast community members increase exposure.
For marketing podcasters who do not wish to include advertising, MPN membership costs just $25 per month (or $250 annually) and includes all community benefits except revenue share.
Those benefits include the network cross-promotions, partner incentives and benefits, and access to a private podcast creator community platform for networking, mindshare and support.
“Podcasting is often a lonely pursuit,” Falls explained. “Every show creator inevitably craves someone to give them feedback, people to help them promote and grow their show and, in some cases, help turning their efforts into a revenue stream. So, we’ve created a community of like-minded podcasters to provide those for anyone interested.”
The MPN roster of shows includes podcasts based in both the United States and the United Kingdom, but expects to add creators from Canada, Australia and many European countries in the coming months.
Falls said marketing and communications industry organizations and non-profits also qualify for free podcast hosting if two network advertising insertions can be included as pre-roll advertisements.
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