What is a corporate podcast?
How does your organization reach and engage with customers, partners, and employees with so much noise? Amid a rapidly shifting news cycle and increasingly cluttered Google search results, creating content that sticks is an uphill battle.
One solution to this problem is with a podcast.
Recent studies show that more and more consumers are flocking to niche, personalized, authentic content — and audio-based media is one such avenue for its delivery. Podcasting is becoming progressively more popular among brands to communicate with both internal and external stakeholders.
But what is a podcast? And is it right for your company or brand? Here’s a quick guide.
What is a podcast?
Most podcasts are audio “shows” (like TV shows) composed of individual episodes focused on a particular topic or theme. Listeners download episodes to a personal device or can stream from a computer. While episodes are on-demand, fans of the podcasts can also subscribe via an RSS feed to get new episodes when they have been released.
Though they share some foundational similarities, podcasts are different than traditional radio shows. Because podcasts are unregulated and can be produced and uploaded to the internet by just about anybody, they can cover any topic and be extremely niche. They can also be in any format, length, or publishing frequency. Additionally, podcasts can be videos (although most are audio only), and those videos can be uploaded to podcast streaming platforms and RSS-feeds just like audio-based shows.
Naturally, audiences can listen whenever they choose, as podcasts publishing is not tied to formal broadcast schedules. This is a powerful medium in terms of both production and consumption freedom.
What is a corporate podcast and why do one?
Also known as “branded podcasts,” these are audio shows created by companies reflecting key topics, themes, or perspectives related to the business. These can be for their internal audience (employees, clients, investors, partners) or end consumers.
The content is connected to a company’s business, marketing or internal communications strategy — and therefore there are many ways to leverage the channel to achieve communications objectives.
First, for internal purposes. Podcasts can be tools for culture and community-building. They help leaders connect more intimately with employees and can foster greater transparency within the organization, no matter where the employees are physically or when they work (this is especially important in today’s remote work society). Podcasts featuring the voices of leadership makes them more accessible and relatable to employees. Education-based podcasts can help with learning and development by assisting employees in building new skills. And podcasts can be used to onboard new hires or employees in new roles by getting the information, insights and advice they need to know about the inner workings of the company.
Second, for external purposes. Podcasts strengthen authentic relationship development with your end consumer. They are part of a pull (vs. push) communication stream that drives deeper engagement and helps clients or customers really understand the people behind your company; this type of podcast enables you to convey what you really stand for, why, and the value you bring to them. Further, releasing episodes on a specific date weekly, monthly or quarterly creates consistency. Plus, from each episode you can derive and develop several forms of content: Record once. Syndicate many. Ultimately, external podcasts will help you build your brand as well as drive leads by creating lead magnets from your content to attract customers.
For more tips and advice on corporate podcasting, check out:
Corporate Podcasting: 5 Guidelines for Launching & Producing Your Company Podcast
Setting the Tone for Your Podcast: What to Consider When Choosing Music
To learn more or get help starting your corporate podcast, get in touch with us here!