The Mamamia network has introduced two podcasts in the past year that have opened up revenue streams beyond audio advertising.

Lady Start-up launched in March 2018 featuring a series of 1:1 interviews with high profile female entrepreneurs, such as Roxy Jacenko (Sweaty Betty PR), Janine Allis (Boost Juice) and Mia Freedman (creator of Mamamia). The podcast taps into the rise of female business owners which has increased 46% in the last two decades. Off the back of this content, Mamamia launched the Lady Startup Activation plan, a 6 week paid online course and community to support women who want to start their own business.

You Beauty, hosted by renowned beauty editor Leigh Campbell and Showpo’s content creator Kelly McCarren, debuted in August hitting the #2 position on iTunes within a week. The podcast delivers snack sized beauty advice, answers listener questions and recommends ‘spendy’ and ‘savey’ products. The conversations from You Beauty continue online via a dedicated Facebook group of almost 10,000 members. A You Beauty pop up launched at Sydney airport in November in partnership with AGBP retail, curating Australian and NZ brands discussed in the podcast.

With more competition in the podcast space, Mamamia has demonstrated how to engage your audience beyond the headphones via ‘easy to listen to’, regular content that starts a conversation. By understanding listeners and adding value (be it a fun place to buy makeup or an online course to start your own side hustle), Mamamia has become a trusted source of ‘go-to’ inspirational advice which is a key strength for the platform and its advertisers at a time when trust amongst Australian consumers is low.

Melanie Aslanidis