Coming Soon On Demand
More Impact, Less Budget: Making a Podcast Work Harder in an AI and YouTube World
Sasha Franger (Senior Director, Thought Leadership and Content Marketing, Northwestern Mutual)
Andrea Rech (Vice President, Client and Content Marketing, Northwestern Mutual)
Location: Room 207
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
Get your pass now!
Session Type:
Session
Track:
Visual & Audio Experiences, CMWorld
Vault Recording: Video
As AI changes the search landscape and video-first platforms like YouTube become primary discovery engines, enterprise marketing teams are facing a new challenge: How do you create high-trust, authoritative content that actually gets found? At Northwestern Mutual, we've found that a strategically managed podcast is the ultimate "content multiplier" for the modern funnel.
In this session, you'll learn how to move beyond launching a show and start using narrative audio as a core driver for business impact. We'll show you how we strategically use our podcast to satisfy rising consumer demand for audio and video, while building a content engine that supports customers from their first search to their final decision.
This is a practical, under-the-hood look at how an enterprise team uses a podcast to navigate tighter budgets and changing consumer expectations. You'll see exactly how one episode turns into a multi-channel asset system—powering YouTube search, social engagement, and high-intent web content—allowing you to show up where consumers are and deliver the ROI that leadership actually cares about.
In this session, you'll learn how to move beyond launching a show and start using narrative audio as a core driver for business impact. We'll show you how we strategically use our podcast to satisfy rising consumer demand for audio and video, while building a content engine that supports customers from their first search to their final decision.
This is a practical, under-the-hood look at how an enterprise team uses a podcast to navigate tighter budgets and changing consumer expectations. You'll see exactly how one episode turns into a multi-channel asset system—powering YouTube search, social engagement, and high-intent web content—allowing you to show up where consumers are and deliver the ROI that leadership actually cares about.
Takeaway
- Optimize for Audio & YouTube Discovery: Learn how to map podcast topics to the real questions your customers are searching for on Google and YouTube, satisfying the shift toward video and voice-first discovery.
- Architect a Multi-Channel Asset System: See the practical model we use to turn every podcast interview into a stream of content that fuels your priority content themes across social, email, and web.
- Measure Influence Beyond the Download: Move past vanity metrics and learn how to tie podcast engagement to brand trust, search visibility, and specific business outcomes.