for BBB National Programs
Accelerating the future of independent industry self-regulation.
The client wanted to develop a monthly podcast that explores the many facets of corporate accountability from child-directed advertising law to data collection practices to international rules and regulations.
With standards, laws, and regulations in a constant state of flux and the pace of innovation accelerating, meeting stakeholder expectations and maintaining trust are persistent challenges.
The challenge was to develop a podcast that delivered commentary and perspectives from experts in ad law and independent self-regulation so that the listener can stay agile and compliant within the evolving regulatory landscape.
We immediately saw this as an excellent opportunity to enhance BBB National Programs' content marketing and advertising strategy and plan. The podcast would allow for longer format content that intimately connects BBB National Programs with their audience.
First, we determined which communication channels were most effective for engaging their target audience through the podcast. Next, we developed a content strategy and a detailed audio publishing plan to produce great content listeners want to hear.
Since 2016, THuS Marketing and BBB National Programs have successfully launched three podcasts and produced more than 230 episodes. This includes over 62,900 total show listens with 84% impactful plays, globally.
Through the years, we have helped our client launch three podcast feeds to connect with like-minded community members, communicate important messages about advertising law, learn more about specific topics through interviews with experts, and establish BBB National Programs as the authoritative voice in their industry.