Helen Loh, svp/digital and content marketing, Schwab

The Charles Schwab Corp., the brokerage and banking firm, is using a lightly branded podcast to build brand awareness in a sector where engagement is hard to come by.

But to make the podcast effective, reports Helen Loh, Schwab’s svp/digital and content marketing, had to create a new in-channel route that would lead potential customers further towards investment.

One tool: “Choiceology”, a series of podcasts – each coming in around the 30-minute mark – where Katy Milkman, a professor at The Wharton School at The University of Pennsylvania, discusses “behavioral economics” and the study of why people sometimes make unwise decisions with money.