It’s clear that podcasting has become a major player in the world of media, but podcasts aren’t just for entertainment purposes – corporations have recognized the value of podcasts as a marketing tool. Corporate podcasts, in particular, have become a popular way for companies to connect with their target audience, share industry insights, and build brand awareness. A corporate podcast is a branded podcast created by a corporation, typically with the intention of sharing information related to the industry, the company, or its products and services.

In this article, we will explore how corporations are using podcasts in their marketing efforts. We will also look at some examples of successful corporate podcasts, discuss the benefits of using podcasts in marketing, and examine how corporations are measuring success with podcasts.

Reasons Why Corporations are Using Podcasts

Corporate podcasts have become increasingly popular over the years, with many corporations turning to podcasts as a way to connect with their audience in a more personal and engaging way. Here are some reasons why corporations are using podcasts:

Opportunity to connect with the audience on a personal level

Podcasts provide an opportunity for corporations to connect with their audience on a more personal level. Unlike traditional marketing methods that are often one-sided, podcasts provide a platform for a two-way conversation between the corporation and its audience. Through podcasts, corporations can share their stories, offer insights into their industry, and connect with their audience in a way that is more conversational and less promotional.

Establish thought leadership in the industry

Corporate podcasts also provide a way for corporations to establish themselves as thought leaders in their industry. By sharing their expertise and insights on industry trends, corporations can build credibility and trust with their audience. This can lead to increased brand awareness, customer loyalty, and a competitive edge in the market.

Highly engaging and immersive experience for listeners

Podcasts are highly engaging and immersive, providing a unique listening experience for the audience. Unlike other marketing methods that can feel intrusive or disruptive, podcasts are voluntary and allow the audience to engage with the content on their own terms. This makes podcasts an effective way for corporations to capture the attention of their audience and deliver their message in a way that is both informative and enjoyable.

Cost-effective marketing tool

Creating a podcast can be a cost-effective marketing tool for corporations. While there may be initial costs associated with equipment and production, podcasts are relatively low-cost compared to other marketing methods such as advertising or events. Additionally, podcasts have a longer lifespan than traditional advertising, meaning that corporations can continue to reap the benefits of their content long after it has been published.

Reach new audiences

Podcasts provide corporations with the opportunity to reach new audiences that may not have been reached through traditional marketing methods. With the rise in popularity of podcasts, corporations can tap into a growing market of podcast listeners who are looking for new and engaging content. This can help corporations to expand their reach and connect with a wider audience.

Repurpose content

Podcasts also provide corporations with the opportunity to repurpose existing content. For example, a corporation may have an internal training session that could be turned into a podcast episode. By repurposing existing content, corporations can save time and resources while still delivering valuable content to their audience.

Internal communication tool

Podcasts can be used as an internal communication tool within a corporation. By creating podcasts for internal use, corporations can communicate important information, updates, and training to their employees in a way that is engaging and easy to consume. This can help to improve employee engagement, increase knowledge retention, and streamline communication within the corporation.

Humanize the brand

Podcasts provide corporations with an opportunity to humanize their brand. By creating podcasts that feature employees, customers, or other stakeholders, corporations can showcase the human side of their brand. This can help to build trust, credibility, and a sense of community among the audience.

Build a loyal fanbase

Podcasts can help corporations to build a loyal fanbase. By delivering valuable and engaging content on a regular basis, corporations can attract and retain a dedicated audience that is interested in their brand and what they have to say. This can lead to increased customer loyalty, word-of-mouth marketing, and a stronger brand identity.

Examples of How Corporations are Using Podcasts

Out Travel The System by Expedia

Expedia’s podcast, Out Travel The System, features tips and insights from travel experts and influencers to help travelers make the most of their trips. This podcast has helped to establish Expedia as a go-to resource for travel information and has helped to strengthen their brand as a leader in the travel industry.

American Airlines’ Tell Me Why

American Airlines’ podcast features interviews with employees and industry experts, exploring the behind-the-scenes operations of the airline industry. Tell Me Why has helped to humanize American Airlines and provide valuable insights for its customers.

LinkedIn’s Hello Monday

LinkedIn’s podcast explores the world of work and careers, featuring interviews with business leaders and experts. Hello Monday has helped to establish LinkedIn as a thought leader in the world of professional networking and career development.

Nike Trained Podcast

Nike’s podcast is geared towards athletes and fitness enthusiasts, featuring insights and tips from professional athletes, coaches, and trainers. The Nike Trained Podcast has helped to establish Nike as a leading provider of athletic gear and fitness resources.

MNP 3 Minute Debt Break

MNP’s podcast provides financial advice and debt management strategies for individuals and businesses. The 3 Minute Debt Break has helped to establish MNP as a trusted resource for financial planning and debt management.

Inside Angle by 3M

Inside Angle by 3M is a podcast that explores the latest trends and insights in the world of healthcare. Featuring interviews with industry experts and thought leaders, the podcast provides insights into the latest technologies and strategies in healthcare. Inside Angle has helped to establish 3M as a leading provider of healthcare solutions and a thought leader in the healthcare industry.

The McKinsey Podcast by McKinsey & Company

McKinsey & Company’s podcast features interviews with business leaders and experts, exploring the latest trends and strategies in various industries. The McKinsey Podcast has helped to establish McKinsey & Company as a leading provider of business consulting services and a thought leader in the world of business strategy.

Common Mistakes with Corporate Podcasts

Some corporations have started a podcast, and have not had the same success as other corporations have had. Here we’ll explore some of the most common mistakes corporations make when creating podcasts, and potential reasons why they have not had the success they had hoped for when first starting out.

Too small of a sample size to see project through

Looking through corporation podcasts, I noticed several companies that had under 10 podcasts. It’s very unfortunate to see. The Chartable’s podcast charts today, February 23rd, 2023, has these shows in the top 10 under global reach:

Crime Junkie – 305 Episodes
The Ben Shapiro Show – 1960 Episodes
Dateline NBC – 489 Episodes
Huberman Lab – 126 Episodes
Morbid – 497 Episodes
Stuff You Should Know – 2000 Episodes
SmartLess – 141 Episodes
The Dan Bongino Show – 1675 Episodes
We Can Do Hard Things with Glennon Doyle – 187 Episodes
My Favorite Murder with Karen Kilgariff and Georgia Hardstark – 718 Episodes

These 10 podcasts combine for 8098 episodes. That puts the average top 10 podcast at nearly 810 episodes each. When we put these numbers into perspective, a 6 or 12 episode podcast show might not be the sample size to see how successful your podcast can be. We think at minimum, a bimonthly podcast, 24 episodes a year, is a good place to start and commit to. Anything lower than that and you may not see the results you’re hoping for.

Lack of consistency in publishing schedule

Consistency is key when it comes to podcasting. Listeners expect a regular publishing schedule, and corporations who fail to deliver can lose their audience’s interest. It’s important to establish a consistent publishing schedule and stick to it.

Focusing too much on the company, not enough on the audience

One of the biggest mistakes corporations make with their podcasts is focusing too much on their company and not enough on their audience. While it’s important to showcase your company’s expertise and knowledge, the main goal of a podcast should be to provide value to your listeners. Corporations should focus on creating content that addresses their audience’s pain points and interests, and hopefully in an entertaining way.

Failure to promote the podcast effectively

Creating great content is only half the battle. Corporations also need to promote their podcasts effectively to attract listeners. Social media, email newsletters, and partnerships with other podcasts are just a few ways to promote your podcast and reach a wider audience. As a large corporation, you have the channels to promote it – don’t hold back.

Lack of creativity in content

Corporate podcasts can fall into the trap of creating content that’s too safe or predictable. While it’s important to maintain a certain level of professionalism, podcasts are also a great medium to experiment with creative content. It’s a way to humanize your brand. Don’t be afraid to try new things and take risks in your content to keep your audience engaged.

Conclusion

There is absolutely room in the podcast world. It’s actually severely underutilized by corporations. Corporate podcasts are a powerful tool for building brand awareness, establishing thought leadership, and connecting with your target audience. By providing a highly engaging and immersive experience for listeners, corporations can create a more personal connection with their audience and establish themselves as industry leaders.

If you’re considering creating a podcast for your corporation, take inspiration from the successful examples outlined in this article and don’t be afraid to experiment with different formats and topics. We would love to help you with your corporate podcast, get in touch with us and see if we are the right fit to produce your podcast.