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    Why Mattress Firm bets on original content like podcasts to prove its expertise in sleep

    Mattress Firm is betting on its original content strategy to not only boost brand awareness but drive sales. 

    The 37-year-old chain is in the midst of the second season of its podcast, “Chasing Sleep,” in partnership with iHeartMedia, which has surpassed more than 100,000 downloads, according to Sam Bennett, Mattress Firm’s svp of marketing. The mattress chain has also recently released its latest annual sleep research report and launched a new ad campaign that details what finding the right mattress can do for someone’s sleep. Those efforts are just the latest from the company, which has an ongoing focus on sleep content with 

    The current content focus is part of an overall effort to position Mattress Firm as more than a retailer — one with expertise on sleep, per Bennett. “The mattress category has been rooted in product and price,” said Bennett, when asked about why the brand is focusing on original content now. “Mattress Firm had a bigger story to tell than just product and price. We’re leaning into content to tell that bigger story about why consumers should choose Mattress Firm.” 

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