Does your business podcast have the power?

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By Henry Brown

From shows like ‘Masters of Scale’ right through to the simply named ‘Startup’, podcasts have long been listening go-to’s for determined solopreneurs looking to make their mark. It’s hardly surprising, then, that you’re considering starting a corporate podcast of your own.

After all, as well as spreading your knowledge and other noble pursuits, podcasts currently enjoyed by as many as six in ten Americans offer substantial marketing reach. Unfortunately, unlike social media that’s relatively intuitive all things told, podcasting can be a pretty tough gig that, done wrong, could well end up harming your opportunities. Hence why, before you get started, it’s vital that you power your podcast in the following ways.

Keep it regular

Around 10,000 new podcasts are produced every single week, the most successful of which upload on reliable schedules from day one. With that in mind, you, too, need to ensure at least once weekly uploads that your listeners can rely on and return for. Unfortunately, while most companies can just about get their heads around posting on social media at least once a day, the sheer workload of podcast creation can keep the same reality annoyingly at bay. The best way to overcome this is to either dedicate a set podcasting team or, more affordably, hire a digital marketing agency that can take care of this for you. That way, regularity will never be an issue, nor need it cost productivity in any other corner of your company.

Challenge podcasting formats

Given that a podcast is effectively a full-blown production, you also need to approach this in a tailored way. Namely, you need a structure to your shows that makes both the development stages and the listening experience easier. Most commonly, podcasting formats that make this possible might look like –
– Intro music
– Presenter introduces topic
– Guest interview
– Summary
– Outro music

However, truly powering your podcast also means challenging that norm with ideas of your own. For example, you may wish to do away with interviews in place of tighter-knit in-house conversations/debates. Or you could (with your guest’s permission) edit interviews to fit a narrative rather than presenting them linearly. Either way, offering something that no one else has thought of is a surefire way to keep listeners engaged.

Categorize by topic

Podcasts are also unique (perhaps excepting video and blogging) in that they provide a portfolio of past work for listeners to return to. Too often, businesses make the mistake of either failing to categorize these past episodes at all or doing so by date, guest, etc., all of which can be incredibly confusing. By comparison, categorizing by topic is a far more professional approach, ensuring not only that listeners can always find what they’re looking for, but also that your podcast appears in all relevant searches for content of this kind, and engaged listeners guaranteed.

Podcasting can feel like a major leap, and it’s one that countless companies have yet to even consider. Done right, however, taking these reins on powerful podcasting could well see you getting your company out there like never before.
Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.

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