Audible CMO John Harrobin on marketing audiobooks and making their own content

Amazon doesn't just dominate the market for paperbacks and e-books. Through its subsidiary Audible, they've got the audiobook market (worth $2.1 billion, according to Bloomberg) cornered, too.

They're also not limiting themselves to putting existing books on tape. "We want to give our customers experience beyond traditional audiobooks," said Audible CMO John Harrobin. The company's range of audio products -- like Audible-exclusive books and listenable stories from The New York Times -- means that "competition is anything that you can do when your eyes are occupied but when your mind is free."

Many of Audible's subscribed listeners consume 80% of their content in just one format, whether e-book, print or audio. "But several people are choosing to listen to certain types of content via audio," said Harrobin. "For example, many people that are e-book readers listen to non-fiction on audio, because they do it in their commutes. It's not that escape moment for them where they're relaxing and reading."

On this week’s episode of Making Marketing, Harrobin talked about how the company serves as both a platform and a creator of original content, the reason brands are so bent on selling "purpose" and a serendipitously-named Kentucky Derby contender.