World Nomads uses the principles of Content Marketing in its Paid Earned Shared Owned marketing model. As part of the overall content publishing schedule, the podcast follows, and compliments, the editorial calendar and is used to showcase and highlight content published in written or video form on the site. The podcast is both a "value add" for existing customers and a lead generation tactic to attract new customers.
The simple premise behind the strategy is to produce a high quality, entertaining podcast in line with our values and beliefs in responsible and ethical travel, which will garner an audience not previously exposed to the brand, and thereby introduce them to the range of our content. Once engaged with our content tactics of inbound marketing nurture the listener through micro-conversions towards making an insurance purchase. In line with principles of content marketing we do not engage in a "hard sell", instead providing content of high utility which builds trust and loyalty to the brand.
The 100th episode is published on December 24th 2019 and the total number of unique listens has surpassed 260,000. From the launch of the first episode in October 2017 the monthly listens numbers has grown by an average of 17%. In the past 12 months there has been an average of 16,181 unique listens to the catalogue of episodes each month. Each episode has averaged 2,113 unique listens putting it in the top 15% of podcasts. Goals set for the podcast included driving an average of 3,000 sessions to our website each month (we achieved 7, 750) an average completion rate of 75% (we achieved 73.98%) and an email capture rate of 0.23% (we achieved 0.38%). 335 email leads have been generated for re-marketing purposes. The podcast also won our in-house award for innovation.