As the media landscape becomes increasingly fragmented and new technologies come and go, podcasting appears to be one form of news dissemination that’s here to stay.

Statistics suggest podcasts are becoming an increasingly prevalent way people get their information. According to Edison Research, 21 percent of Americans, or about 57 million people, listened to a podcast in the past month. This figure is up 75 percent from 2013.

We at Gregory FCA produce podcasts on behalf of our clients and have witnessed firsthand this storytelling medium’s ability to resonate with various audiences. Given the massive number of people regularly listening to podcasts, we see a huge opportunity for more financial firms to use them as a branding and marketing tool.

In this spirit, we reached out to several podcasting experts to see exactly what it takes to create a product that’s informational as well as compelling. Our first guest in this series of podcasts is Curt Chandler, a former journalist and current Penn State University media professor who recently visited Gregory FCA to share how financial firms can use storytelling to humanize their brands. We asked Curt about the do’s and don’ts of podcasting, whether there’s still room to grow (spoiler: there is) and how to reach the right audience. Curt checks in around the 8-minute mark.

Listen to our interview below and be on the lookout for the rest of our multi-part series on podcasting.