Podcasting isn’t just storytelling—it’s a powerful digital communications tool. What’s the Big Idea?, the University of Manitoba’s podcast, features our president as host and our star researchers and alumni as guests. Each episode allows us to showcase UM’s impact, strengthen institutional voice, and connect with audiences across platforms.

In its fourth season, What’s the Big Idea? has achieved first-week download numbers that place it in the top 1% of podcasts globally—demonstrating what’s possible with a clear strategy and strong execution.

This session explores how our team plans, produces, and promotes podcast content as part of an integrated digital ecosystem—aligning episodes with institutional priorities, extending reach through social and live events, and creating content that resonates with diverse audiences.

This presentation will share practical lessons on building a sustainable podcast model, measuring performance, and repurposing content to maximize impact across channels. Whether you’re launching a podcast or evolving your content strategy, you’ll leave with actionable ideas you can apply at your own institution.