abrdn

Abrdn is a global investment company structured around three core businesses- Investments, Adviser and Interactive Investor. In 2020, we took over the production of their series of four podcasts to ensure continuity of production and output as part of their existing series to expand their audience, deepen brand engagement and optimise the potential of their audio channels.

Working alongside their teams, we reviewed their processes, aims, target audience and strategies to understand the brand’s voice whilst celebrating the nuance and diversity already on offer. We established consistency across their series by centralising production processes, providing quick wins in terms of turnaround times, enhancing audio quality and industry-standard production values, and additionally introducing capabilities for broadcast quality live and remote recordings.

As well as offering production support, working closely with abrdn we continue to develop new concepts and strategies to promote the series across social media and on commercial radio in the US and UK, ensuring new and current podcasts are maximised. We regularly hold meetings to maintain schedule momentum and to ensure audience retention.

By migrating the remotely recorded podcasts to a dedicated online platform, abrdn has increased its podcast production to 8 audio series available on its website, Spotify, Apple and YouTube reaching an audience of 26,000 listeners per month. Not only are they increasing the number of listeners, but new listeners are tuning into previous episodes establishing a loyal and engaged audience.

Thank you for your invaluable help, skill and professionalism to get the first abrdn adviser podcast successfully produced. Our stats show that the podcast has been very well received by advisers and the format is one that is now very much part of abrdn adviser’s content planning.

Shona Macdonald, Senior Content Writer, The abrdn Adviser Podcast