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Casted, the marketing platform that works with business-to-business marketers, is recasting itself as an amplified marketing platform. It says its aim is to provide a more tailored approach to brands as they look to explore content marketing opportunities around audio and video content. The platform is called Casted Themes and it looks to guide brands from identifying the target audience to creating the right audio and video content to reach them for the brand’s topics and campaigns. Then it will determine whether that is podcasts, webinars or live event and amplify reused or cropped content to drive engagement with listeners and viewers. The result, according to Casted, is that it will break down silos and help brands better connect with their audiences and deliver more mileage out of the content they produce. It says it will also deliver better content attribution data for each media used. By offering improved return on investment data, Casted says marketers can put audio and video at the center of their strategy to increase brand awareness, enhance audience engagement, and crush sales and marketing goals.

“The future of B2B marketing is recorded. Companies and marketing teams have the assets — podcasts, webinars, customer stories, product videos — but often only use this content once and then put it in the archives. There's a better way,” says Lindsay Tjepkema, CEO and co-founder of Casted. “Amplified marketing empowers marketers to be more efficient and effective while also embracing greater creativity, and strengthening connections with their audiences, and driving revenue. And the expansion of Casted to be the first amplified marketing platform provides marketers with the platform needed to put audiences before algorithms, authenticity ahead of automation, and amplification at the heart of an integrated sales and marketing strategy."

Casted Themes allows users to bucket audio and video content by "theme" and easily search through those themes for certain messages. "Themes empowers marketers to group their content by topic and keywords, to easily find what content they already have and amplify it to their audiences. This greatly increases the efficiency of each and every piece of content,” explained Adam Patarino, chief product officer and co-founder of Casted. “Moreover, marketers can better understand how their content is performing not just on each item, but on the Theme as a whole."

Among Casted's customers is the sales and marketing company Drift. It has released five business-to-business podcasts to date such as The American Dream and Pipeline and says the Casted shift to an amplified marketing focus has had a big impact for its marketing team.

“Casted's Amplified Marketing Platform helps us create and promote new, thought-provoking assets every day across a variety of channels,” said Mark Kilens, VP of Content and Community at Drift. “It has amplified the reach of our podcast shows and the ROI we're seeing from our content strategy."

Other Casted users include Salesforce, PayPal, HubSpot, and ZoomInfo, among others. The Indianapolis-based company is backed by Revolution Ventures, High Alpha Capital, Elevate Ventures, Tappan Hill Ventures, and other investors.