Corporate Podcasting: Being Time Efficient with Content Creation
Producing a corporate podcast can be an excellent vehicle for thought leadership and lead generation.
However, the process of planning and creating content can be challenging. In this article, we look at the first of four obstacles that often stand in the way of content creators.
The Struggle With Content Creation
When it comes to content creation, one of the biggest challenges companies face is planning and creating content in an authentic and efficient way.
For Connie, for example, writing was a time-consuming activity when she got started. ‘I initially didn’t have a lot of content, though I knew content was needed to showcase my thought leadership.’
And the reason for the struggle was quite clear: ‘The thought-process of planning and creating content was time-consuming because it wasn’t natural.’
When it comes to a corporate setting, dealing with content can be challenging too.
You are probably getting content requests from various departments. But often this isn’t the main obstacle.
What is difficult is to actually find the time to sit down and concentrate, plan and create the content – as your mind is getting bounced across all the different responsibilities you have - and to think about conveying your message as efficiently as possible across different media.
In most cases, the major challenge with corporate content creation is the lack of a well-defined process.
Let’s take written content as an example. Where are you going to write? In Google Docs? In Word? Somewhere else?
What is the linking policy? And the one for SEO?
What about images and videos: will you write the article first and search for visual assets later, or are you going to look for images and video as your writing process is underway? There are many small steps that can lead to delays without proper planning.
Content Creation Challenge: The Solution
Overcoming the content creation obstacle isn’t that complicated, when approached strategically. It is about having a process that removes the guesswork.
Yann, for instance, always creates a checklist that includes the outcome for each podcast episode and that lists the steps needed to get there. He then posts it in the project management tool ClickUp and keeps it in front of him as he is recording or is being interviewed as a podcast guest.
This removes the pressure to try to remember everything…instead he can just look at the checklist to know what is the next point that is going to be discussed or the title of a book or a resource that is relevant to the episode discussion.
Sometimes, companies are not clear on the strategic purpose of the content they are trying to create, or how to think through the execution of that.
When they can establish that clarity, the back and forth between different departments can be minimized because time was spent upfront to create content with alignment on the end goals.
There are four areas in particular that are worth addressing to overcome this content creation challenge:
Planning: the brainstorming for specific podcast episodes (or a season) or the preparation for an episode
Creation: the actual production of the piece of content (e.g. recording of a podcast episode)
Editing: the post-production of a podcast episode or video, or the proofreading of an article
Publishing: the publishing or the scheduling of the posting of an episode, video or article
When these aspects are addressed, a company can stop content creation from being a time-eating activity and become more efficient with both their content input and output.
About the Authors:
Connie Steele is the Co-Founder of Flywheel Associates, a Business & Career Strategist, am Executive Consultant, Host of Strategic Momentum, and Author of the new book "Building the Business of You." Connect with Connie on LinkedIn.
Yann Ilunga is a Podcasting & Lead Generation Consultant and International Speaker. Dubbed ‘Podcasting Advocate’ by Forbes, he has produced over 400 podcast episodes since 2014. Connect with Yann on LinkedIn.