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The media landscape is changing fast, but not all trends are created equal. In this episode of The Fourth Draft, Erin Trafford breaks down the three key media trends you can’t afford to ignore in 2025. From the rise of AI-driven personalization to the shift from awareness to advocacy, and the evolving role of earned media, Erin highlights where the opportunities lie—and how to use them to simplify your media strategy while building trust. Whether you’re a nonprofit leader, entrepreneur, or communications professional, this episode is your guide to navigating 2025 with clarity, confidence, and impact.
Key Takeaways:
AI isn’t just for tech companies: How to use it to personalize your messaging and connect more deeply with your audience.The advocacy revolution: Why turning your audience into advocates is more powerful than simple awareness.Earned media’s evolving role: It’s no longer the endgame—it’s the gateway to your owned narrative.Key Quotes:
[00:11:00]: “AI can help you scale, but it can’t build trust. That’s still on you.”[00:19:00]: “Awareness is passive. Advocacy is powerful. It’s time to make the shift.”[00:25:00]: “Earned media is no longer the destination—it’s the gateway to your owned narrative.”Episode Highlights:
[00:03:00] Why optimism is the lens for this season of The Fourth Draft.[00:07:00] The rise of AI-driven personalization and where to start using it in your media strategy.[00:16:00] Moving beyond awareness: How to invite your audience to become advocates.[00:22:00] The changing role of earned media and how to integrate it into a holistic strategy.[00:26:00] How owned media like podcasts can drive trust and complement your earned media efforts.Call-to-Action:
Ready to future-proof your media strategy? Book a call with Erin using the link in the show notes or connect with her on LinkedIn.Don’t miss upcoming episodes! Subscribe to The Fourth Draft on your favorite podcast platform.Resources Mentioned:
Story Studio Network: storystudionetwork.comFor consulting inquiries, contact Erin directly.Connect with Erin:
LinkedIn: linkedin.com/in/erintrafford -
In this episode of The Fourth Draft, Erin Trafford delivers a powerful wake-up call for nonprofits: playing it safe with your messaging and media strategy is no longer an option. Erin breaks down why diluted, overly cautious communication leads to lost impact, reduced fundraising, and even eroded relevance. She shares bold, actionable strategies to help nonprofits shift from safe to effective by embracing clarity, emotional resonance, and audience-first thinking. Whether you’re a nonprofit leader, communications strategist, or advocate, this episode will challenge your approach and inspire you to craft bolder, more effective campaigns in 2025.
Key Takeaways:Why playing it safe leads to diluted messaging and missed fundraising opportunities.How nonprofits can break free from outdated communication strategies and engage more effectively.The importance of emotional spectrum storytelling to inspire trust and action.Key Quotes:[00:05:00]: “Playing it safe with your messaging isn’t just cautious—it’s costing you impact, relevance, and trust.”[00:12:00]: “Your audience doesn’t need more data or sob stories—they need clarity, boldness, and a reason to act.”[00:18:00]: “Hope is not a strategy. If you’re playing it safe, you’re not asking for what you actually need.”Episode Highlights:[00:03:00] Why trust hits differently for nonprofits and why it’s critical for success.[00:07:00] The dangers of diluted messaging and how it impacts fundraising outcomes.[00:11:00] Breaking the emotional spectrum trap: balancing sob stories with bold, actionable narratives.[00:17:00] The power of audience-first thinking: how to meet your audience where they are.[00:20:00] Why nonprofits should invest in owned media to build trust and advocacy.Call-to-Action:Ready to rethink your nonprofit’s communication strategy? Book a call with Erin using the link in the show notes or connect with her on LinkedIn.Don’t miss upcoming episodes! Subscribe to The Fourth Draft for more expert insights.Resources Mentioned:Story Studio Network: storystudionetwork.comFor consulting inquiries, contact Erin directly.Connect with Erin:LinkedIn: linkedin.com/in/erintrafford -
Saknas det avsnitt?
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In this episode of The Fourth Draft, Erin Trafford dives deeper into the topic of trust and its role as the cornerstone of modern media strategy. If your audience doesn’t trust you, the hard truth is: it’s not their fault—it’s yours. Erin breaks down why trust has become the ultimate metric for success in 2025, the most common ways brands and organizations erode trust without realizing it, and actionable steps you can take to rebuild and sustain it. Whether you’re a business leader, nonprofit executive, or entrepreneur, this episode provides the insights and strategies you need to strengthen connections with your audience and build a foundation of trust that lasts.
Key Takeaways:
Why oversaturation of content and inauthentic messaging are the biggest trust-killers.How transparency and responsiveness create deeper audience connections.Trust isn’t optional anymore—it’s your new foundation for success.Key Quotes:
[00:04:00]: “If your audience doesn’t trust you, it’s not their fault—it’s yours. Trust isn’t a bonus anymore; it’s the foundation of every successful strategy.”[00:10:00]: “Your audience knows when you’re phoning it in. Authenticity will always beat perfection—it’s time to get real.”[00:18:00]: “Listening is the secret weapon for 2025. Stop broadcasting; start engaging. That’s how you rebuild trust.”Episode Highlights:
[00:03:00] What causes the erosion of trust in today’s media landscape.[00:08:00] The dangers of oversaturation: why “more” isn’t better—it’s noise.[00:13:00] How inauthentic messaging damages credibility and alienates your audience.[00:16:00] Three pillars for fixing the trust gap: authenticity, transparency, and responsiveness.[00:20:00] Practical tips for auditing your current communications strategy to prioritize trust.Call-to-Action:
Ready to close the trust gap with your audience? Book a call with Erin using the link in the show notes or connect with her on LinkedIn.Subscribe to The Fourth Draft for more actionable insights every week.Resources Mentioned:
Story Studio Network: storystudionetwork.comFor personalized media strategy consulting, contact Erin directly.Connect with Erin:
LinkedIn: linkedin.com/in/erintrafford -
Welcome to Season 2 of The Fourth Draft! After a year-long hiatus, Erin Trafford is back to guide you through the evolving media landscape. In this episode, Erin sets the stage for 2025 with a bold declaration: the old media playbook is officially obsolete. Learn why traditional communication strategies no longer work, how to align your media plan with modern principles, and why trust has become the most critical metric for success. Whether you're an entrepreneur, nonprofit leader, or executive, this episode offers actionable insights to help you rethink your approach and simplify your strategy for greater impact.
Key Takeaways:
Why your 2022 media strategy no longer resonates in a post-2024 world.The three pillars of modern communication: authenticity, adaptability, and audience-first thinking.How trust, not visibility, is the ultimate measure of success in 2025.Key Quotes:
[00:05:00]: “The old media playbook isn’t just outdated—it’s holding you back. If your strategy is more than two years old, it’s time for a serious rewrite.”[00:11:00]: “You don’t need to climb to the top of the content mountain anymore. Simplify your strategy, focus on trust, and watch your audience engage more deeply.”[00:19:00]: “Authenticity isn’t optional—it’s your greatest asset. Be real, be adaptable, and prioritize your audience’s needs over the noise.”Episode Highlights:
[00:02:00] Why Erin took a year-long break and what’s new in Season 2.[00:06:00] A deep dive into why outdated strategies fail to resonate with today’s audiences.[00:13:00] The key to trust-building: how to measure it and make it a core part of your strategy.[00:20:00] Practical advice for rethinking your communications plan for 2025.Call-to-Action:
Ready to future-proof your media strategy? Book a call with Erin using the link in the show notes or connect with her on LinkedIn.Don’t miss future episodes! Subscribe to The Fourth Draft on your favorite podcast platform.Resources Mentioned:
Story Studio Network: storystudionetwork.comFor personalized media strategy consulting, contact Erin directly.Connect with Erin:
LinkedIn: linkedin.com/in/erintrafford -
The final episode of 2023, and Erin is sharing th behind the scenes of the latest gathering of the Story Studio Network team in Halifax, Nova Scotia.
Sharing the new and refined values for the company: curiosity, integrity and courage - and how they blend to create great storytelling and a new media model.
Erin also shares two reading suggestions for the holidays if you are looking to better understand how to turn creativity into a business.
John Warrilow's Built to Sell
Marc Randolph's That Will Never Work
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
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Why are podcast networks so hard to start, run and sustain? What forces are at play in the media industry now that prevent independent companies from having true succuess in podcasting?
Where are the opportunities for growing a new media landscape that includes profitable, ethical and creative podcasting?
These are all the questions Erin tackles in this episode (which was simulcast live on Instagram!)
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
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Erin answers the perennial question 'what is a download?' and 'how do I get more downloads?' and suggests that perhaps the better question to ask is 'how do I get more attention on my show?'
Highlights of this episode:
how different platforms measure podcast downloads (and why they aren't all equal)why do you want more downloads?a measurement that helps you go beyond downloads (and the full calculation)Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Join Team Story Studio Network as they share the biggest misconceptions and myths about branded podcasting, including:
misaligned expectations with what a podcast can and should do for your brandhow to best position your podcast in your marketingquestioning what it is you're 'selling' with your podcast
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
In this episode of The Fourth Draft, Erin Trafford explores the transformative power of branded podcasts, the nuances of content marketing and how brands are using podcasts to engage audiences and foster deep connections.
Key Takeaways:
Emotional Resonance: Erin discusses how branded podcasts, such as "The Sauce" by McDonald's and "Inside Trader Joe's," skillfully narrate stories that resonate emotionally with listeners, turning ordinary experiences into memorable journeys.Active Engagement: Podcasts provide a unique opportunity for brands to engage with their audience while they are immersed in activities, leading to enhanced neural pathways and greater information retention.Brand Affinity: Erin emphasizes how branded podcasts can create a lasting impression and brand affinity, even without a direct call to action or promotional content.
Here's the link to the AdWeek article about Wendy's new podcast: https://www.adweek.com/brand-marketing/why-wendys-has-launched-a-true-crime-podcast/
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Dive into the repercussions of the Canadian bill C-18 as Erin Trafford and her team at Story Studio Network explore its impact on digital media platforms and the public's response to the shifting news landscape.
Key Takeaways:
Impact of C-18: The Canadian bill C-18 has led to a standoff between the government and tech giants, resulting in a shift in how news content is presented on platforms like Facebook and Google.Public Awareness and Understanding: Despite its significance, there is a surprising lack of awareness and understanding of C-18 among the general public, potentially due to its complexity or competing immediate concerns.Media's Responsibility: who should be held responsible for effectively communicating the implications of C-18? How is the closure of news outlets affecting public perception of media effectiveness?Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Join host Erin Trafford as she dives into the shifting tides of the Canadian media landscape, addressing the unique challenges Canadian media faces, the impact of government regulations, and the need for advocacy and innovation in the media industry.
Key Takeaways:
Unique Canadian Challenge: The Canadian media landscape operates differently than its international counterparts, particularly when juxtaposed with the American model. The role and influence of the CBC, as well as the nation's proximity to the US, present both opportunities and obstacles.Bill C-18 & Bill C-11 Implications: Erin highlights the complexities and repercussions of these bills, emphasizing their potential to reshape how Canadians access and consume media. She warns of the dangers of these regulations driving away international streaming and podcast platforms.The Future of Canadian Media: Erin underscores the urgent need for conversation, innovation, and advocacy in the media sector. She hints at the potential of live podcast recordings as a means of bridging the gap between creators and audiences, and stresses the importance of audience engagement.Additional Resources:
Check out Erin's deep dive discussion on the Sound Off Podcast with host Matt Cundill to explore more about the Canadian media's unique challenges.Please take a moment to rate and review The Fourth Draft on your preferred podcast platform. Your support helps us grow and continue delivering content that matters to you.
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Dive into a raw and real behind-the-scenes look at our Monday morning meetings with Team Story Studio Network. This episode delves deep into the current state of podcasting, the rise of celebrity podcasts, the future of digital media, and the undeniable connection between podcast hosts and their audience.
Key Takeaways:
The Influence of Celebrity Podcasts: Are celebrity-driven podcasts overshadowing the essence of podcasting or adding to its richness? How do they compare with grassroots podcasts?The Intimacy of Podcasts: The unique advantage of podcasting lies in its ability to form a personal connection between the host and the listener, making it a potent tool for branded content and endorsements.The Local Impact of Podcasting: Insights from North Bay reveal that local audiences crave locally rich content, emphasizing the importance of geolocated targeting.Episode Highlights:
Erin questions whether podcasting is still on the rise, leading to a detailed discussion on the state of the podcasting industry.Team members share their thoughts on celebrity podcasts, from Smartless to Julia Louis Dreyfus's "Wiser Than Me."The team discusses the importance of authenticity in podcasting, citing examples of celebrities who have embraced real, unscripted moments.The conversation touches on the evolving relationship between radio, podcasting, and revenue generation.Andrea Palacio delves into the rapid growth of podcasting and its parallels with the rise of YouTube a decade ago.The episode underscores the value of branded content in podcasts and the effectiveness of host-driven endorsements.Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Ever wondered if podcasts are just a fleeting trend or the future of digital media? Dive into this episode of 'The Fourth Draft' as Erin Trafford demystifies the unique power and potential of podcasting.
In this episode, we unpack:
The Future of Podcasting: Despite some skepticism in the industry, podcasting has a bright future, differentiating itself from traditional media forms like radio and television. Podcasting offers an intentional, personal experience for listeners.Understanding Listener Behavior: Listeners actively integrate podcasting into their daily routines, creating emotional linkages and leading to higher engagement and retention rates. The non-linear consumption pattern of podcast content allows listeners to jump between episodes, highlighting the unique nature of the medium.The Personal Intimacy of Podcasting: With 93% of consumers listening with headphones, podcasting offers an intimate and focused experience, setting it apart from other digital media forms. The mindset and intentionality behind podcast consumption differ significantly from other media behaviors, presenting an opportunity for creators and brands.Tune in to "The Fourth Draft" as Erin Trafford, CEO of StoryStream, delves into these insights and more. Check out our in-depth guide to branded podcasts in the show notes and stay tuned for our next episode on the rise of celebrity podcasts!
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
*NEW* Download our In-Depth Guide to Branded Podcasting here https://storystudionetwork.com/branded-podcasts-guide
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
If Canadian media has a transparency problem, then this episode is an attempt at solving it.
Listen in to our first EAVESDROP episode, where you get to be a fly on the wall at one of our team meetings at Story Studio Network.
Together we unpack the complex emotions we have about leaving the media business and starting something new, putting ourselves first and being misunderstood by 'the old guard media'.
Plus:
Explore insights into media's struggle with transparency, the importance of audience-centric content, and the evolving landscape of branded podcasting.The crucial role of community in media and how the industry often falls short in being transparent and audience-focused.A glimpse into the podcast's future: the potential and promise of branded podcasting for both news media and brands.
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
In this thought-provoking episode of "The Fourth Draft," host Erin Trafford delves into the nuanced concept of quitting the 'media business' and what it truly means to be labeled a "quitter".
This episode is a true reflection on the nature of quitting and its implications on identity when being in the media means you tie your personal identity to your job.
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
Join Erin Trafford, CEO of Story Studio Network, as she shares the spirit behind the Fourth Draft podcast.
In this welcome episode, Erin shares WHY this podcast had to happen now, her commitment to media innovation and to building a new ecosystem for news and media - particularly broadcasting.
Connect with Erin on LinkedIn https://www.linkedin.com/in/erintrafford/
Email us with feedback or ideas [email protected]
This show is part of The Story Studio Network
www.storystudionetwork.com
Remember to rate, review and share The Fourth Draft! -
The Fourth Draft with Erin Trafford: Unpacking the Media Landscape
Erin Trafford dives deep into the evolving media sphere, sharing her journey from traditional broadcasting to the vibrant world of podcasting.A focus on "building in public," Erin brings forward raw, authentic conversations about the future of media, the intersection of old broadcast models and new podcasting trends, and the challenges facing the industry.Welcoming listeners to a collaborative space, Erin encourages feedback, ideas, and even guest appearances to shape the content and direction of her podcast.Subscribe for candid insights, expert guest appearances, and a fresh perspective on media's transformative journey.Stay connected! Find Erin on LinkedIn and Instagram (@its.ErinTrafford) and explore opportunities with Story Studio Network in the show notes.
www.storystudionetwork.com https://www.linkedin.com/in/erintrafford/
Contact: [email protected]
