Steve Pratt: Earn It

You likely know Steve Pratt's name from his days as founder of
Pacific Content. The company that created stories about brands
set the bar for branded podcasts in the late 2010's. The company
was later sold to Rogers in 2019 and just recently sold to Lower
Street in the UK. Unlike our interview with (former Pacific
Content Director of Audience developement) Dan Misener, we are
going to ask Steve about his thoughts when it was announced
Rogers would be mothballing the company he started.


In this episode, we discussed Steve's career evolution from
television to podcasting. He highlighted his work at YTV where he
was in charge of "The Zone", CBC Radio 3, and later Pacific
Content, emphasizing the importance of creating unique,
audience-focused content. Steve shared insights on the challenges
and successes of branded podcasts, such as Slack's "Customer
Success Podcast", Charles Schwab's "Choiceology" and Red Hat's
"Open Source," which avoided direct brand promotion. He also
discussed the impact of AI on content creation and the need for
high-quality, differentiated content.


Steve's new book, "Earn It: Unconventional Strategies for
Brave Marketers" offers strategies for earning audience
engagement through creative storytelling.


A video and transcript of the episode can be found on the network
website.


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