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

Changing the Conversation: The People in Insurance

Have you ever considered starting a podcast?

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.

Quote of the Episode

“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.”

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.

Key Takeaways

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 individual, non-scripted opinions makes for great listening, and not only can improve engagement with your business’ material in a numerical sense, but also facilitates a deeper absorption of that information by your target audience.

Covered In 15 has already proven to be hugely successful – its download statistics are off the charts! This can perhaps be attributed to its conversational style; it provides useful information pertaining to a wide range of interesting topics via loosely structured discussions. These are unstilted by forced, corporate jargon and slogans, and the personable approach of the podcast’s hosts and guests creates an intimate feel, as though the listener is sitting in on a discussion amongst friends.

Furthermore, podcasts also offer a starting point to which listeners can be directed to other material, or from which even more content can be created. From one single podcast, clips, blogs, articles, and much more can be created, which can also be distributed to your community, both to broaden your audience and to ensure an increased engagement with the material you wish to disseminate. As Adrian notes, ‘the podcast always leads to something’; each episode of Covered In 15 is a springboard from which to launch listeners into engaging with other material, perhaps a page on the Ecclesiastical website, or a webinar, or a new service the business is offering.

Best Moments/Key Quotes

“Over the course of the last couple of years, people have started to consume material differently. People have started, perhaps, listening to podcasts more, we've got more attuned to using webinars, and we use our time a bit differently.”

“The concept of covered 15 is to provide every couple of weeks a running series that doesn't talk about product, it doesn't overtly talk about insurance, it doesn't really talk about cover and stuff like that. What it talks about is things that are hopefully interesting to insurance brokers and insurance professionals who tune in. It might link to insight or particular topics. We've done one on mental wellbeing. Equally, we've done one on the rising value of jewellery and handbags.”

“The challenge is, how do we grow that audience, and how do we keep people engaged?”

“In the last two years, the listenership for podcasting has grown exponentially, it's absolutely huge. And it's continuing to grow.”

“It's a way it was trying to get all of that great material that we've got promoted and presented better to the insurance market.”

Resources

The Covered in 15 Podcast - https://coveredin15.podbean.com/

Ecclesiastical Insurance: Brokers - https://ecclesiastical.com/brokers/

About the Guest

Adrian Saunders is the Commercial Director of Ecclesiastical Insurance. He’s worked in both the company and broker markets, and specialises in developing new enterprises within organisations, and re-engineering existing processes to develop strategy and increase ROL.

Connect with the Guest:

Adrian Saunders | LinkedIn

Specialist Insurance & Financial Services | Ecclesiastical

Ecclesiastical Insurance Group: Overview | LinkedIn

About the Host

Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of marketing experience and a fresh perspective on marketing in the insurance sector. Boston Tullis works with insurance brokers to offer solutions to business development ceilings, particularly in the rapidly developing fields of video marketing and thought leadership.

Website: https://bostontullis.co.uk/

Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation