Corporate podcasts: Is the hype (still) worth it?

Corporate podcasts: Is the hype (still) worth it?


In recent years, podcasts have experienced a real boom as a marketing tool. More and more companies and retailers, are relying on corporate podcasts to reach their target groups and position themselves as experts in their industry. But is it really worth it for small and medium-sized businesses and retailers to invest in a corporate podcast? That's exactly what we take a look at in this article.


What is a corporate podcast?


A corporate podcast is an audio format created and published by a company. It is a series of audio content that covers various topics and often serves as a source of information, entertainment, or brand communication. Corporate podcasts have the potential to cover a wide range of topics, including company stories, product demonstrations, interviews with experts, industry trends, and more.


How can I build a corporate podcast?


To build your own corporate podcast, there are a few steps you need to take. Before you start with the actual recording, you should define clear goals and a strategy. What do you want the company to achieve with the podcast? What messages do you want to convey? A clear vision helps to keep the thread running.

You should also consider the audio quality beforehand. For a professional sound, the right recording equipment is crucial. Invest in a good microphone, headphones and a quiet recording environment. There is also the option of using podcast hosting platforms to store your audio files online and make them available to listeners.

Next, create an editorial plan to plan your topics and episodes in advance. Make sure your content is relevant, interesting, and useful to your audience. Mix informative content with entertaining elements to capture and hold listeners' interest.

After recording, the audio files may need to be cut, edited, and enhanced with music or jingles. Then you should upload your episodes to podcast platforms like Apple Podcasts, Spotify, Google Podcasts, etc. to make them available to a wide audience.


How do I find out my target audience for the podcast?


To find out whether a corporate podcast is worthwhile for your company, you should know whether you are actually reaching your target group with this marketing tool. Conduct thorough market research to better understand your target audience. Analyze the needs, interests and behaviors of your potential listeners to identify relevant topics and approaches for the podcast.

If you're an SMB or retailer and already have customer data, you can use it to gain information about your target audience. Learn more about the age, interests, and preferences of your existing customers to target the podcast accordingly.
Also, listen to your competitors' podcasts to learn what content resonates well with their audience. This can give you ideas on how to differentiate your own podcast and make it unique.


The five biggest podcast mistakes and tips for a successful corporate podcast


Mistake 1: Lack of preparation and planning

A common mistake is to start your podcast production without sufficient preparation and planning. Take the time to strategically design your podcast, create an editorial plan, and get the right technology and equipment.

Tip: Invest time in planning and creating an editorial plan. Think about the needs of your target audience and develop content that will appeal to them.

Mistake 2: Poor audio quality

Poor audio quality can turn off potential listeners and hurt your organization's credibility. Make sure your recordings sound clear and professional.

Tip: Invest in high-quality recording equipment and test the audio quality before releasing each episode.

Mistake 3: One-sided content

A one-sided podcast that contains only promotional messages or focuses only on products and services will quickly become boring and uninteresting.

Tip: Offer added value for your target audience by integrating informative content, expert interviews or entertaining stories into the podcast.

Mistake 4: Neglecting promotion

A good podcast alone is not enough to attract a large listenership. It often fails because promotion is neglected.

Tip: Use existing marketing channels like website, social media, and email newsletters to promote your podcast. Work with influencers or other businesses to increase reach.

Mistake 5: Irregular publishing

An irregular publishing pattern can diminish listener interest and cause them to drop the podcast from their subscriptions.

Tip: Establish a reliable publishing schedule and stick to it. Whether it's weekly, bi-weekly or monthly, consistency is critical to building a loyal listenership.

A successful corporate podcast for small businesses and retailers requires a deep understanding of the target audience, authentic communication, and the use of storytelling to create an emotional connection. By working with experts, actively marketing the podcast, and continually publishing high-quality content, the podcast can build a loyal listenership and serve as a powerful marketing tool to reinforce the brand and establish the company as an industry expert.


Conclusion: Corporate podcasts as a valuable part of marketing 


Corporate podcasts can be a worthwhile investment for small businesses and retailers to reach their target audiences, strengthen their brand, and establish themselves as experts in their industry. By developing a clear strategy, creating relevant and interesting content, understanding your target audience, and avoiding mistakes, you can build a successful corporate podcast.

The podcast allows you to make a personal connection with your customers and communicate your messages in a new, engaging way. With careful planning and a willingness to continually work on quality, corporate podcasts can become a powerful marketing tool that helps strengthen your business and unlock new opportunities.


About the author:

BASIC thinking is an online magazine and one of the widest-reach tech portals in the German-speaking world. The editorial team reports daily on social media, marketing and business topics. This article was written by Christina Widner from BASIC thinking GmbH and BASIC thinking International.


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