All posts by gmiseroc

Student at Samford University in Birmingham. I am a Journalism and Mass Communication Major.

Case Study: SoundCloud and Spotify for Content Marketing – Grace Miserocchi


  • Launched in 2008
  • Over 250 million active users as of October 2013
  • 175 million monthly listeners
  • 12 hours of audio uploaded every minute
  • Popular for music discovery and outreach
  • “Timed comments” permit any user to comment on a specific timestamp within audio content.
    • These comments allow public engagement and communication.
  • SoundCloud mobile app allows for easy consumption of audio.
  • Brands using SoundCloud must be consistent. They should develop a following through promotion of their account on other channels.
  • Audio quality on SoundCloud is sometimes very low and copyright infringement is an issue.
  • Examples:


  • Launched in 2008
  • 40 million active users, 10 million paying subscribers
  • 20,000 songs added per day
  • Over 1.5 billion playlists
  • Spotify App Finder includes apps that the further personalize experience.
  • Brands cannot publish user-generated audio.
  • Brands and companies can create shareable playlists.
  • Users can share what they listen to on Facebook and Twitter.

Which should be used?

  • Use SoundCloud to publish original audio content, such as podcasts, interviews, and transcribed blogs.
  • Use Spotify to gain fans by sharing personalized playlists.
  • Music can unite people under a common interest on social media.

Case Study #1 By Grace Miserocchi

Company: Mayo Clinic – 

The Mayo Clinic is a nonprofit healthcare system that is internationally known for its medical research and groundbreaking treatments. They have many locations across the United States including, Minnesota, Florida, Arizona and more.


Mayo Clinic is trying to reach people who have been diagnosed with cancer or another serious illnesses and their loved ones.  The blog is meant to showcase Mayo Clinic success stories from all over the country, so any person in these situations can relate to it. It is meant to reach, middle aged or older adults who are having to deal with cancer and other diseases and might be looking at different treatment options either for themselves or their family and friends.


The blog is titled Sharing Mayo Clinic: Stories from patients, families, friends and Mayo clinic staff. The posts contain stories of specific patients and their experience at a certain Mayo Clinic. It tells mainly success stories of how the Mayo Clinic’s innovative medical care helped a patient. At the end of each post there are helpful links that take you to other pages on the mayo clinic website to learn more about the diseases mentioned in the post and how to treat them. Each post contains a unique patient and no two blog posts are the same.

Besides the main blog posts the website also contains other content, such as video guides to orient patients at their facilities, Mayo Brother’s wisdom, a page purely devoted to heart disease stories and a place to tell your own mayo clinic story.

How often is the blog updated?

The blog is updated a couple times a week and sometimes only weekly. The updates are not consistent, sometimes the blog has two to three posts in a week and sometimes only one.

The story being told and brand journalism: 

Mayo Clinic is promoting their brand with each story they tell on their blog. The posts put real faces behind their quality medical treatment and innovative research. They use the blog first as a place to tell their patients and employees stories and second as a marketing tool for the clinic.

They use brand journalism to market the Mayo Clinic and its physicians. Each post is a feature on a certain patient, disease, and treatment. The blog creates a mayo clinic community to appeal to potential clients. They successfully promote the Mayo clinic hospitals and treatments by telling personal success stories.