Fatima Zaidi is the Founder and CEO of Quill, a Lecturer at the University of Toronto and Co-Chair of Tech4SickKids.
Quill is an award-winning podcast production agency, specializing in branded content and podcast marketing.
They produce podcasts for enterprise-level brands that are looking for content that achieves maximum impact and results. Working with companies like PwC, Expedia, Emergent BioSolutions, SickKids Foundation, and TD, they bring their brand’s story to life to drive reach, engagement, and growth through podcasts.
Quill is also the owner of the podcast analytics and audience insights tool, CoHost which provides their clients with deeper data on who their listeners are and what resonates with their content.
Takeaways
Genesis story behind Quill.
Quill's bootstrapped journey.
Debunking the myth behind podcast saturation.
How brands/companies should think about podcasts.
Why podcasts are one of the strongest content mediums.
Differences between creator and brand-led podcasts.
Analytics in podcasting and what led to Quill's product CoHost.
Why niche audiences are the most powerful.
Chapters
00:00 Early Career Moves and Transition to Startups
01:21 Making the Jump to Start Quill
05:27 The Power of Timing and Positioning
07:23 The Value of Authentic Content in Podcasting
09:44 Unlocking the Potential of Podcasting for Brands
10:16 Debunking Myths About Podcasting
12:49 The Importance of Podcast Strategy for Brands
13:22 Creating Authentic Conversations in Podcasting
14:57 The Power of Podcasts as a Medium
20:56 The Birth of CoHost and the Need for Better Analytics
23:08 The Importance of Niche Audiences in Podcasting
25:23 Monetization and Attribution for Brands
26:54 B2B Analytics Tool and Sales Strategies
28:13 Hiring and Team Building
30:36 Bootstrapping vs. Raising Money
33:30 Synergy between Agency and Tech Product
35:36 The Importance of Advisors and Community
42:56 The Future of Podcasting
44:26 Favorite Books and Podcasts
47:16 Personal and Professional Excitement
48:32 Dealing with Hard Times
50:04 Imposter Syndrome and Advocating for Yourself
