After years of predictions of a business podcasting boom, corporate podcasting is finally coming into its own as a PR and marketing tool. More companies are launching podcasts. Even small to mid-sized organizations are experimenting with the format.
Because of technology advances, the podcast listening experience has improved significantly since the term was coined in 2004. Back then, listeners had to download audio files onto their computers before listening. Now it’s easy to find, subscribe to and listen to podcasts on smartphones.
Inside View of a New Corporate Podcast
One of those mid-sized companies experimenting with podcasting is U.S. Bank, which launched its Power of Possible podcast this year, points out Arik Hanson of ACH Communications in his blog. The company knew its podcasts would be “messy” and lack polish initially, Susan Beatty, vice president-external communications manager, told Hanson.
“Our strategy was to get a few episodes produced and get it launched,” Beatty said.
The podcast, including its topics and hosts, may evolve over time. It now covers “banking innovation, financial education, corporate social responsibility, personal finance, cybersecurity and diversity and inclusion.” The bank wanted to take advantage of its large number of experts in different fields, she explained.
“We didn’t think focusing just on personal finance was unique enough for our industry,” Beatty said, noting it may decide to focus on fewer themes in the future.
It’s also had multiple hosts so far, letting different team members serve as host. As the program evolves, it may have fewer or perhaps one host.
Help from the bank’s social media team was instrumental in developing and producing the program. “Without my colleagues help this podcast would not have happened,” she said. “The podcast is produced completely in house and we are proud of that.”
Hires an Outside Studio
Ecommerce platform eBay took a different strategy and hired Gimlet Creative to produce its podcast, Open for Business, which offers advice about starting a new business, according to AdWeek.
While eBay grants final approval, it gives Gimlet wide creative latitude. Producers steer clear of obviously promoting eBay to avoid alienating listeners. It includes one plug of the company in each program.
While experienced audio studios produce quality results, they can be expensive for smaller companies.
Rent a Studio
Companies can also rent audio studios, with or without audio engineers, says marketing consultant Douglas Karr. Studios are proliferating as podcasting becomes more popular, and most cities now have experts operating professional studios.
In a Forbes article, Karr cites organizations running popular podcasts and the different formats they use.
Dell Technologies. The Trailblazers Podcast from Dell follows a documentary or storytelling format. Narrator Walter Isaacson (CEO of the Aspen Institute and author of biographies on Steve Jobs, Benjamin Franklin and Albert Einstein) explores digital innovations with an expert storytelling technique. The first episode tells the story of Reed Hastings, founder of Netflix.
MarTech. MarTech Interviews (which Karr hosts) follows the interview or roundtable format. Interviews create relationships with influencers, educate customers and promote the company since influencers share the podcast with their networks.
Agent Sauce. Agent Sauce, a marketing platform for real estate agents, follows the “solo cast” format to discuss technologies, tips and trends in real estate. “One person and one microphone are plenty if you want to provide your audience with some news, tips, thought leadership or consultation,” Karr advises.
Serial. Serial episodes such as Serial podcast from the creators of This American Life may become more popular, with producers monetizing them through subscriptions, sponsorships or commercials.
Bottom Line: More companies, including small to mid-size organizations, are rolling out podcasts, and audio studios are opening to serve their needs. Podcasts may be more popular than ever, and they can be effective PR and marketing tools. Still, it’s important to carefully weigh your available resources, schedule your initial topics, and consider marketing goals before jumping on the podcast bandwagon.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
