080: The Decline of E-Shots and the Rise of Podcasts with Adrian Saunders - Ecclesiastical

<p>Have you ever considered starting a podcast?</p> <p>In this episode, we’re thrilled to be speaking with returning guest Adrian Saunders, Commercial Director of Ecclesiastical Insurance. In conversation with Boston Tullis’ Sarah Myerscough, he discusses Ecclesiastical’s first foray into podcasting, Covered In 15, a bi-weekly series of conversations regarding various topics relevant to brokers and insurance professionals, which has already proven to be highly successful. Adrian explains why and how the podcast started, highlighting the importance of sustaining audience engagement with your business’ content as general habits and preferences towards such material progress and develop.</p> <p> </p> <p>Quote of the Episode</p> <p>“How do we get content out to our audience of insurance brokers? The tried and tested method is regular e-shots. These are declining in engagement – as our broader societal habits with regard to content have evolved in the past few years. E-shots are perhaps not as effective as they used to be.”</p> <p>During the pandemic, podcasts exploded into popularity, with listeners skyrocketing and the type of available podcasts diversifying immensely. During the episode, Adrian and Sarah speculate that this can be attributed to a broader shift in consumer trends with regard to content, namely a transition towards audio-visual material. As the interest in and traction of e-shots is seemingly in decline, podcasting arguably presents a great new opportunity to directly engage with your audience, and perhaps to generate a more meaningful connection with them than traditional corporate content can afford.</p> <p> </p> <p>Key Takeaways</p> <p>Adrian suggests that the newfound popularity of podcasts exemplifies the importance of bringing to life the business material which once was sent out in emails as e-shots. A key aspect of this is the personal element which podcasts necessarily entail; they feel far less corporate or alienating than traditional written content. Listening to someone explaining their i