Prarthana Sibal, Head of Business Development, Pikkal, and Co, A B2B Podcast Agency

Prarthana Sibal, Head of Business Development, Pikkal, and Co, A B2B Podcast Agency

  • Pikkal & Co is an Award-Winning Corporate Podcast Agency.
  • We help brands and leaders achieve their business goals through Award-Winning Podcasts.

 

Podcast

Overview

Content marketing comes in many shapes and sizes. Creators like you have a lot of options: blog posts, social media updates, visuals, videos, slide decks, and even more. You can even add podcasting to this mix. Audio is being used in clever ways to fit into the content plans of some top forward-thinking websites and blogs. Prarthana Sibal,  Head of Business Development, Pikkal and Co, A B2B Podcast Agency talks to us about podcasting.

EPISODE HIGHLIGHTS:

00:34- About Prarthana Sibal

Prarthana Sibal is the Head of Business Development of Pikkal, and Co, A B2B Podcast.

00:49- About Pikkal, and Co

  • Pikkal & Co is an Award-Winning Corporate Podcast Agency.
  • We help brands and leaders achieve their business goals through Award-Winning Podcasts.
  • Since 2018, we have worked with leading brands in Asia producing over 1,000 podcast episodes for Leap, IBM, Julius Baer, Standard Chartered, National Library Board, Singapore Institute of Management, Cloudflare, AirAsia, and Xero.

02:15- How does one market a podcast?

  • When it comes to marketing a podcast, it’s all about going for an omnichannel approach.
  • For the first six months to 12 months, you need to market to your first connections and your Second connections to start building your initial fan base around the podcast.
  • Don’t see the podcast as a standalone or one extra media channel, you need to go with an omnichannel approach to market it.

04:15- How does one build loyalty for a podcast?

  • It’s a very noisy landscape out there, what needs to create loyalty is the content itself.
  • A lot of people think that it’s the guest that will be able to create a very good fan base.
  • You might get a lot of listeners for that particular episode.
  • If you want people to keep coming back to you, then you want to be creating very relevant content.

06:03- What are some challenges a lot of podcasters face?

The main two challenges are:

  • The Podcast Host: Having the host committed from the beginning itself is very important.
  • The Audience: You don’t need a million downloads or so on to create a successful podcast.

You need to also be looking at the engagement percentage.

17:21- What format is working better with a young audience?

  • The average YouTube video attention span is about 80 seconds.
  • Facebook, and Twitter are in fact shorter but when it comes to the podcast 45% of the podcast listeners are listening to at least 75% of each episode with a business episode of average length being 43 minutes.

RESOURCES:

You can connect with Prarthana Sibal- LinkedIn

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Thanks for listening!

Profile

Head of Client Services at award-winning B2B Podcast Agency Pikkal & Co. Prarthana has managed over 1,000 Podcast Episodes from idea to launch. Branding , Public Relations , Corporate Communications, Brand Reputation and Podcasting for Brands. Born in India, Educated in SMU, Singapore. Based in Singapore.

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