At least jedfourth German does it already* – on the train, in the car, during sports, while cooking or simply to relax with eyes closed. Podcasts are wlike a communicative snackack, very easy to consume. But thethe podcast-trend not new, but more relevant than ever in the corporate context. With its relevance and entertainment competence, it has been able to assert itself among the multitude of communicative measures. High-quality audio content reaches people in two ways: Et arriveswhen and where the listener wants it and it remains in the memory.
At a time when the traditional media are no longer the sole suppliers of content, the corporate podcast offers a great opportunity to deliver your own content. This can can we pursue different goals: We can the Image of the company positively influenceattract new customers or simply become better known. Internally, the format is suitable wonderfulto position the head or heads of the company position, to accompany a change or to important strategtic topics.
Storytelling is thereby a very encisive keyword: A corporate podcast connects storytelling with audio content. That gives us the possibility, to become effective in very different ways. We can personal levels – the CEO as a person, as a colleague, as a role model. We can participate in stories of the companyvoices that can behese tell. We can provide entertaining informationn and Send emotions. So that create we Closeness and connection – at at any time and audible in many places.
No matter how your personal podcastgoal and no matter who you with the medium want to reach – internally and externally, you need to strike a nerve and be well prepared:
- Research, research, research: Get to know your target group well before you set the topics. What is popular, what is searched for and ultimately selected? It’s not about what you personally like, but what the majority of those you want to reach like. What are other companies doing and what can you learn from them? How can you stand out, what can you adopt?
- Translate your goal into topics or an overarching theme, namely in such a way that it can become a serial podcast. A flash in the pan doesn’t help anyone, so you need material for several episodes. It doesn’t have to go on forever, but you should be able to deliver at least ten episodes.
- Choose a podcast format that suits the topic, the target group and the existing media mix. Do you want to be monologic or dialogic? Do you want to entertain, discuss or even provoke?
- Find out about the technology required, the effort involved and the costs incurred. What can you map internally and what might you need external support for? How much preparation and follow-up time do you need for each individual episode? Good sound quality and professional editing are crucial for success.
- Set measurable goals for your podcast so that you can make targeted adjustments. How many downloads do you want to achieve by when? What attitude, opinion or mindset do you want to achieve with the target group by when?
Develop a marketing campaign to advertise your new product in order to arouse listeners’ curiosity in advance. This also includes good visuals that match the sender and the content of your podcast.
Despite the important preparation – leave room for the unexpected, for spontaneity and creativity. Last but not least, a podcast is a living product that also lives from the fact that listeners get the feeling of being right in the middle of it. A podcast has what it takes to stimulate thought, surprise and convince. But it should always do one thing – resonate.
Fancy a corporate podcast? We provide you with with pleasure Hearing. You can find out more HERE.
* Bitkom-Study 2019
Copyright lead image: Unsplash/Webaroo