AUSA | Arlington Strategy

AUSA

Growing podcast reach, downloads, and engagement with paid and organic marketing.

  • Marketing Strategy
  • Organic Social Media Content
  • Digital Advertising
  • Email Marketing

AUSA

Growing podcast reach, downloads, and engagement with paid and organic marketing.

  • Marketing Strategy
  • Organic Social Media Content
  • Digital Advertising
  • Email Marketing
AUSA social media by Arlington Strategy

The Challenge

AUSA hired us in March 2022 to help develop and implement a marketing plan for their recently revamped podcast, Army Matters.

The Solution

As part of our marketing strategy, we developed an organic social media strategy specifically for the podcast, which included creating branded graphic templates tailored to each platform. Working with AUSA’s social media team, we deliver two podcast posts a week to ensure the podcast’s visibility on AUSA’s social media channels.

We also manage paid promotion of their podcast, including placement of audio and static ads on streaming platforms, banner ads on news media sites, Meta advertising, and Google Display ads.

Additionally, our team collaborates with their podcast production team on a bi-weekly basis to create promotional materials for each episode release, including graphics, videos, and a media kit tailored for each guest.

As needed, we provided strategic recommendations on additional promotional opportunities for the podcast, including an in-person activation at AUSA’s Annual Meeting, a 3-day event that draws 41K attendees each October.

Finally, our team supports their podcast advertisers, providing co-branded graphics and a post-engagement report to show their ROI. 

Impact

All paid advertising managed by our team continues to exceed industry benchmarks.

Google Display Ads CTR (0.46% benchmark) with a $0.04 CPC ($0.63 benchmark)

Meta Web Traffic Ads CTR (1.51% benchmark) and a $0.09 CPC ($0.83 benchmark)

Combined, these platforms generated…

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episode downloads at a cost of $0.96 per download, as recorded using Podtrac, a podcast analytics and attribution tool.

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