Funny Business with Paul Scheer
The Media Roundtable is back with some award-winning podcasting starpower, resurfacing from July’s 2nd Annual CAO Summit.
Dan Granger (CEO, Oxford Road & Veritone One) sat down for a fireside chat with Paul Scheer, award-winning actor (The League, Black Monday, Veep, Fresh Off the Boat) and host of How Did This Get Made? (back-to-back Ambie winner for Best Comedy Podcast), courtesy of SiriusXM. Together they talked long-time fan bases, restrictive ad copy, and how the comedy genre isn’t what you think it is. Let’s dig in.
“The benefit with podcasting is you have this very symbiotic relationship with the ads and the host... so you actually look forward to the ads as a piece of content in the episode.”
Paul Scheer (Host, How Did This Get Made?)
Long-Time Fans 👏 - Paul’s been recording How Did This Get Made? for 15 years. He’s built up a huge bank of trust with his fans over that time. When you’re considering hosts, it’s not just about the impressions and CPMs. It’s about that intimate relationship that takes untold hours and years to build.
Don’t Say This 🤐 - For one brand, Paul had 2 pages of “don’ts” for a 30-second read. CAOs, if you want to get the most from a host, it helps to give them a prompt that’ll inspire and let them cook. You’ve hired someone who is the absolute best at coming up with words and delivering them in a compelling way. You won’t make it better by fitting them into a box.
Comedy is Everything 🎭 - Some strict brand safety approaches will cut off comedy for fear of backlash, but that’s unnecessary. Whatever your interest is, there’s a comedy-forward version of it, and odds are, it’s wildly engaging with a dedicated fan base. In other words, exactly the kinds of hosts and audiences you want to connect with. (Also, another plug for Seekr’s Civility Score and its approach to brand safety instead of broad genre blocks.)
To spend time with a veteran podcaster at the top of his game, tune into the full episode below.