Major Brands Are Betting Big on Podcasts, and It Seems to Be Paying Off

GE, eBay and more are seeing success with branded audio content


Are branded podcasts the new branded blogs?

Ten years ago, marketers rushed to create blogs in hopes the emerging medium would offer a new, more personal way to tell their stories, but marketers quickly figured out that building a loyal audience was hard—especially if your brand didn't have anything particularly interesting to say.

Now, thanks to the boom in popular podcasts like Serial and This American Life, brands including eBay, GE, Netflix and State Farm are betting on audio shows as the next great opportunity for customer engagement.

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