Our clients are in the knowledge game.

So the big marketing question is how best to convey their expertise and experience in an authentic way.

Since GenAI has made written content almost effortless (even if ChatGPT reads like Thesaurus-vomit) companies need additional channels to establish their credentials and find their brand voice.

That’s where podcasts come in.

What is a company podcast?

Podcasts began as on-demand radio shows distributed by online platforms that hosted the audio files. But we think of company podcasts more from a process perspective.

The most useful way to think about them is as a branded series of audio and / or video episodes that people can subscribe to via third-party platforms – from Spotify to YouTube to Apple Podcasts.

Audio podcasts are a great way to stay on top of complex subject matters while driving or doing the washing up. Audio only channels are popular among +35-year-olds, while the consumption of video-podcasts by younger professionals is growing rapidly.

So whether you want to reach senior decision-makers or talented younger professionals, podcasts are a great way to develop your brand.

Here are six reasons you should set-up a company podcast.

• Humanise your brand & convey expertise

There is no better way to convey your expertise than in a live (albeit on-demand) format. Unlike corporate video, podcasts are natural, not scripted (although parts of it can, of course, be scripted). This is ideal for conveying genuine expertise.

• A natural but controlled environment

With careful planning and professional editing, this natural feel can be achieved in even the most regulated of operating contexts.

• Long form, long-life

Corporate podcasts are anything from 10-40 minutes, but most hit a sweet spot of 15-20 minutes. Even short podcasts are relatively long-form formats, allowing for meaningful elucidation of complex themes. This, in turn, means that they have enduring value. Since most podcast platforms allow for easy searching of past episode, you can expect episodes to have very long shelf lives.

• It’s a sales converter

Podcasts are one of many ways to attract potential clients at the top of the sales funnel but given their ability to educate, inform and give real insight into your business, they are also excellent for converting initial interest into commitments.

• It’s sociable

There are many formats for podcasts but they all involve genuine engagement with other people, from intra-colleague discussions to guest interviews with clients, prospects or potential partners, so it’s an enjoyable relationship building process before anything has even gone live.

• It’s not a hassle

It may seem like a big undertaking, but if you partner with an experienced agency, it can be surprisingly low hassle for ‘the talent’ (compared to, say, getting a written thought leadership piece over the line) and it can also be actual fun.  

We were quick out of the blocks on the podcast scene. We set up our first podcast, Fund Shack, back in 2019, and it is now the largest podcast in Europe covering private market investment.

Since then, we have worked with dozens of clients, corporations and institutions to help them to establish or use podcasts as an effective marketing tool.

To find out how we could help you launch a professional podcast series, DM Katie Mitchell or get in touch here.

Photo by Austin Distel on Unsplash