Podcasts for companies and brands
Podcasts for companies and brands: being heard by the right people.
A corporate podcast works when it stops talking about the company and starts talking to people. As part of the communication strategy, it conveys skills, values and people better than any brochure.
The challenges
Communicating is hard, in your line of work.
The risk of a self-referential podcast
Involving internal people who aren't used to the microphone
Measuring the return in business terms
The strategy
Before the microphone, the strategy.
For companies and brands, as for anyone: a precise audience, measurable goals, a recognizable format. Then the pilot episode, and the season.
1
The audience
Who really needs to hear you, where and when.
2
The goals
What the podcast has to achieve, and how you measure it.
3
The format
Structure, tone and fixed segments built around you.
4
The pilot
The first episode, prepared and corrected before publishing.
Voices from inside
The people in the company talk about their work, their projects, their skills. Useful for attracting talent too.