With fleeting attention spans and more content available than ever, brands are constantly looking for innovative ways to engage with their audience and stand out in a crowded market. 

One medium that has proven effective is podcasting. With its intimate and long-form nature, podcasts offer a unique opportunity for brands to tell their stories, share insights, and connect with listeners on a deeper level. 

To get a better understanding of the impact of branded podcasts, Quill is conducting a brand interview series that explores why brands across various industries and sectors are leveraging podcasts to reach their business goals. 

In this edition, we’re chatting to Andrew Rapsey, Chief Marketing Officer at Ledn to learn more about: 

• Their podcast, Because of Bitcoin
• Their motivations for starting the podcast
• The impact the series has on their brand
• The lessons they’ve learned along the way
  
  

Introducing Because of Bitcoin 

Ledn teamed up with Quill to create Because of Bitcoin, a podcast dedicated to the real stories of people across the Bitcoin ecosystem, “sharing how their discovery of Bitcoin has influenced their personal and professional journeys.” 

Moving beyond the technical aspects, each episode speaks to “the human side of Bitcoin—how it's transforming lives, businesses, and even societies.”

What listeners can expect 

Because of Bitcoin listeners will come away with “a deeper understanding of Bitcoin’s real-world impact, not just in terms of finance but in empowering individuals globally.”

A large goal of the podcast is to show audiences that Bitcoin is more than just an investment – ”it's a revolutionary force for change that touches lives in personal and profound ways.”

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Why Ledn turned to branded podcasts 

Ledn turned to branded podcasts to help increase awareness and credibility among potential clients. They wanted a more creative, engaging way to connect with people who were relatively early in their Bitcoin journey – those who “were either brand new to the space or those that were just starting to learn about it.” 

Instead of focusing on the technical side of things, Ledn wanted to keep consistent with its brand values in providing people with valuable content that’s “tangible and real.” Given the long-form, intimate nature of podcasting, the medium was well suited to achieve these goals and communicate their message in an authentic and impactful way. 

“At Ledn, we believe in the transformative power of Bitcoin, and Because of Bitcoin is one of the ways we bring that belief to life. Whether it’s through our lending products or the stories we share on the podcast, we’re committed to helping people unlock new opportunities through Bitcoin. We hope to continue growing both the podcast and our impact, helping to drive broader adoption and understanding of this incredible asset.”

–Andrew Rapsey, Chief Marketing Officer at Ledn

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Learnings from the podcast process 

Like many brands looking to bring a podcast to life, Ledn partnered with a full-service podcast agency to help them at every stage of their audio journey. 

While planning and preparation are important, one thing the Ledn team learned during the creation of Because of Bitcoin was the importance of adaptability, noting “some of the most meaningful moments come from unplanned, authentic conversations. Being able to adapt and listen to the guest is key to drawing out the most powerful insights.” 

This flexibility not only fosters deeper connections with guests but also resonates more with listeners, creating a richer and more engaging podcast experience.

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The impact of Because of Bitcoin on Ledn 

For the Ledn team, the tangible benefits of the podcast have come “through increased brand awareness, more engaged clients, and a stronger reputation within the Bitcoin ecosystem.” In addition, here are a couple of areas where their series speaks volumes:

Thought leadership

With 46% of brands reporting that podcasts are better for establishing thought leadership than other mediums, Because of Bitcoin has helped Ledn build authority in a meaningful way. 

Andrew reports that “The podcast has significantly boosted our brand presence by positioning Ledn as a thought leader in the Bitcoin space. It has helped build a more personal connection with our audience, showing that we’re not just about products and services but also deeply committed to the broader Bitcoin community.”

By highlighting expertise and fostering meaningful conversations, Because of Bitcoin continues to play a pivotal role in differentiating Ledn and reinforcing its credibility in the space.

Creating lasting connections 

When asked about the more rewarding part of creating a podcast, Andrew cites “witnessing the introspective moments our guests experience when asked about their ‘aha’ moment with Bitcoin. You can see the shift in their expressions as they reflect—it's often a deeply visceral reaction. It’s like they’re reliving that pivotal moment when everything clicked for them.”

Unlike many other marketing tactics, the level of authenticity and candidness in podcasting is relatively unique to the medium, making it a great strategy to build lasting connections. Andrew goes on to say “That level of authenticity and emotion is incredibly powerful, and it resonates not only with me but with our listeners as well.”

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Audio storytelling that resonates

Looking back at the 3 successful seasons of Because of Bitcoin, Andrew reflects on a conversation with the DiBartolomeo brothers, Mauricio and Daniel, where they tell their story with Bitcoin. 

Andrew says It was particularly memorable and inspiring because “it wasn’t just about the financial aspect. They shared how Bitcoin became a lifeline for their family in Venezuela during times of extreme economic hardship. That episode stands out because it shows how Bitcoin can transcend borders and transform lives in profound ways.”

Because of Bitcoin provides a platform for authentic, emotion-driven storytelling that “brings to light how Bitcoin can be more than just an investment—it’s a tool for survival, freedom, and resilience.” Audio storytelling has the unique power to connect with listeners on a deeply personal level, making complex topics like Bitcoin relatable and human. 

“Storytelling allows us to connect on a deeper, more emotional level. Bitcoin is still a relatively new concept for many people, and personal stories make it relatable and tangible. By hearing how it’s transformed someone’s life, listeners can envision how it might impact their own. It humanizes what can often feel like a complex or abstract idea.”

–Andrew Rapsey, Chief Marketing Officer at Ledn

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Is a branded podcast right for your company? 

Because of Bitcoin serves as a powerful reminder of how branded podcasts can go beyond traditional marketing by fostering genuine connections with audiences. 

Through personal, emotion-driven stories, Ledn has successfully positioned itself as a thought leader in the Bitcoin space, building authority, and trust within the community. The podcast doesn’t just highlight the technical aspects of Bitcoin, but its profound real-world impact, giving listeners a more personal understanding of its transformative potential.

Learn more about Ledn on their website and don’t forget to tune into Because of Bitcoin wherever you get your podcasts. 

If you’re interested in learning more about Quill and the branded podcast services we offer, get in touch with our team of audio experts.