Brief: To create attention-grabbing titles and engaging, snappy summaries for the latest podcasts in AFDB’s Making a Difference series which brings together economists, opinion leaders, captains of industry and heads of international institutions to explore the most critical challenges of today, that would encourage people to click and listen.
Creative Process: I clearly defined:
a) What goal I was trying to achieve through my copy, i.e., an increase in people clicking from the podcast page to the podcast itself, and an increase of people listening to the full episode in its entirety.
b) Who my intended audience was – Customers or potential customers of AFDB, who are interested in sustainable economic development and social progress, who would be interested in hearing the views and opinions of leading global figures.
c) How my title and body copy would work together and complement each other to encourage listeners.
I created short and attractive titles for each of the podcast episodes that I created intrigue with readers and piqued their interest to carry on reading the blurb. I often wove a question into the title, that encourage readers to start thinking about responses, or encourage them to find out.
I wrote the blurb to be a hook for promoting the podcast, ultimately creating a sense of FOMO were the reader not to listen to the podcast. I succinctly summarised the content of the podcast in an attractive and engaging manner, promoted the speakers and their titles, often using rhetorical questions. I ended each summary with a soft call to action, such as “step inside” or “join us” to encourage readers to click that play button.
Success: An average click-through rate from the podcast episode page to the media player of 42.09% and an average time of 2 minutes spent on each podcast episode page. Media player data showed that readers listened to each podcast episode (average length 25 minutes) for an average of 20 minutes.
