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Insights for Marketers Making Podcasts and Video Shows

Marketing Showrunners covers the movement of marketers making shows to build brand affinity.

By: Jay Acunzo on January 6th, 2020

Inside REI’s Podcast Strategy and Show Development Process


REI owns and operates some incredible (and surprising) podcasts. Today, we talk to their head of podcast strategy, Chelsea Davis, about what it takes to make a truly resonant show without throwing budget at the problem.

Chelsea owns the end-to-end show development process across all of REI’s shows — and there are several ambitious programs she needs to think about. Additionally, she’s had to grapple with the brand’s changing strategy of who they serve, balancing hardcore outdoorsy people with more casual nature-goers and hikers.

She’s got a ton on her plate, and she handles it with genuine care for craft and for the audience. Best of all, her words of wisdom and her generous disclosure of their approach can help us all realize: Success in podcasting is about what’s between your ears, not what’s in your wallet.

 

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3 Clips is a podcast for marketers who make podcasts. Each episode helps us understand great podcasts … a few little pieces at a time. New episodes release every Monday morning so you can start your week inspired.

 

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The clip played in this episode was taken from the REI podcast Camp Monsters.

Follow Chelsea Davis on Twitter @omsandhoney

Follow Jay Acunzo on Twitter @jayacunzo

 

THANKS TO OUR SPONSOR

3 Clips is sponsored by Casted, the world’s first B2B podcasting platform, helping marketers upload, distribute, market, and measure your show. Casted is building tools specifically for us marketers who make shows, with an eye towards B2B for things like sales enablement, lead nurturing, and full-funnel use cases for your show. Casted is not only a great partner to MSR in this movement, they’re focused on our niche alone. No more using tools meant for the media or hobbyists — only marketers.

 

Learn more at Casted.us.

 

 

Join Our Weekly Journey to Answer One Crucial Question:

What does it take to create your audience's favorite podcast? Join peers from Red Bull, Adobe, Amazon, Shopify, Salesforce, Roku, the BBC, the NY Times, and thousands more creative, audience-first marketers.

Founder of Marketing Showrunners, host of 3 Clips and other podcasts and docuseries about creativity, and author of Break the Wheel. I’m trying to create a world where people feel intrinsically motivated by their work. Previously in content marketing and digital strategy at Google and HubSpot and VP of brand and community at the VC firm NextView. I write, tinker, and speak on stages and into microphones for a living. It’s weird but wonderful.

Get in touch anytime: jay@mshowrunners.com // Speaking inquiries: speaking@unthinkablemedia.com

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