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How Slack is Capitalising on the Podcasting Renaissance
By: The Drum
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Slack wants to grow its user base by creating quality editorial content that resonates with audiences which is why it has spent the last year establishing its brand in podcasting as the medium transitions from niche to mainstream.

Since its launch just three years ago, Slack has been named as one of the fastest growing startups in Silicon Valley, boasting four million daily active users, a valuation upwards of $3.8bn and a slew of high-profile clients including IBM, Conde Nast and LinkedIn. In 2015 Fortune magazine crowned it the youngest billion dollar startup.

Yet when it comes to awareness building, the company has a “pretty long way to go”, says Julie Kim, the director of content and editorial at Slack. Which is why the messaging platform has recently dipped its toe in podcasting as a way to reach engaged audiences and build its brand organically. It sees podcasting as a "warm-up" form of content marketing designed to introduce potential customers to Slack before asking them to buy a product or download.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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