Why GE, eBay, and other brands are turning to podcasts

John Patrick Pullen

Examines the rise in popularity of podcasting and provides advice for marketers on if, and how, they should adopt the medium.

There is a captivating magic in a story that's well told. The Odyssey. Snow White. Harry Potter. Game of Thrones. All these tales, written in different times for audiences of various ages, hold an indelible place in our collective imaginations because they imbue the reader (or listener, or watcher) with wonder – and wonder is a hard sensation to shake.

Storytelling in marketing is not new, but as audience size fractures into the emerging channels of a maturing digital landscape – one that includes streaming video, virtual reality, and other thoroughly modern...

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