Dive Brief:

• Shopify Inc. has launched a podcast called TGIM, or “Thank God It’s Monday,” to help it reach startups and entrepreneurs early in their development. 
• The e-commerce platform’s second podcast series, TGIM features inspirational stories of entrepreneurial success, such as Knix Wear’s Kickstarter-funded launch. 
• TGIM is produced by Vancouver, B.C.-based Pacific Content, which will soon help the team-messaging app Slack and software company Hobsons launch similar programming. 

Dive Insight:

Shopify’s new podcast, TGIM, is telling the stories of successful startup companies with the goal of reaching other entrepreneur hopefuls early with valuable advice and support. It’s the shopping platform’s second podcast effort; the first, Shopify Masters, interviews successful marketers on specific strategies weekly. 

While an older form of digital content, podcasts are experiencing a resurgence with the success of documentary programming such as Serial, the true-crime spinoff of public radio’s This American Life, and You Must Remember This, a behind-the-scenes look at old Hollywood.

Podcasts are an attractive broadcast option since they can be streamed or stored, and—like radio—listened to hands-free. And like other forms of content marketing, podcasts offer a way for companies to issue a subtle pitch while positioning themselves as trusted experts and building their brands.