An effective corporate podcast, how can it be achieved?

Is there any topic that hasn’t been covered by podcast? Probably not. Since its creation in approximately 2004, this format has gained relevance as a channel of communication for individuals, companies and even public entities, with growing audiences. Proof of this is that, according to Statista, by 2022 the number of podcast listeners worldwide will reach 640 million.

Organizations have seen in podcasts an opportunity to disseminate their key messages, reach their target audiences and even position themselves as leaders in strategic issues for their business. For this reason, we share some aspects that should be taken into account when structuring this channel as part of the corporate communication strategy:
 

1. Why are we doing it?

 
Before sitting down to record or look for guests, the first step is to be clear about the objective and spirit that we want to transmit with the project. That is to say, to understand what the purpose of the podcast will be and what the added value that the organization is going to offer with its content will be. According to the Pod2022 Survey, which analyzes podcast consumption in Spanish-speaking countries, the main reasons for listening to them are to learn new things and to be entertained; it is necessary to keep that in mind to define the raison d’être of this channel.
 

2. Who do we want to reach?

 
After defining the purpose, it is time to think about the audience for the corporate podcast. This will be closely linked to the first question, because the target audience will depend on what you want to communicate. If the objective is to generate technical knowledge, the podcast will probably be aimed at a specific niche, for example, at those specialized in the sector and their opinion leaders. Once you are clear about who you want to reach, it is possible to profile their tastes and interests.
 

3. What will the structure of the format be like?

 
Like everything we do in communication, planning plays a fundamental role in this type of format and, in fact, involves a very high percentage of the work to ensure the expected results. The sub-themes to be addressed, the script, the questions to be asked and the general structure of each episode must be clear from the outset and must be consistent with the objective and the audience it is going to reach. The fewer elements left to chance, the greater the likelihood of success.

María José Castaño, creator of the podcast Biblioteca Personal, believes that “an essential part of a product is a very good structure and editing of the episode. It is necessary to think of it as a text: if there is too much repetition of words, filler words or ideas that are not understood because they are spontaneous, it is better to edit them so that the quality of the content is impeccable”.
 

4. Who will present it?

 
A fundamental aspect is who will host the podcast. With their voice, this person will connect emotionally with the audience and, in addition, with their words they will have to be able to create analogies, images and stories that engage those who listen to the channel.

Likewise, they must take ownership of the script so that the words flow and they don’t feel like a space where they are just reading a script.
 

5. What do we talk about and how often?

 
Each organization defines the topics according to the established purpose and in line with its strategic objectives. If the podcast does not aim for these, it is necessary to go back to the first question and review what it is going to be developed for. The essential thing is to avoid commercial content, that is to say, that this does not become a showcase for products and services, but rather a space that tells stories that connect and/or that allows the company to position itself as an expert.

In the case of Colombia, the Pod2022 Survey states that people prefer to listen to podcasts about political analysis, history, journalistic investigation, film and TV, and leisure. Likewise, it mentions that the most attractive formats are talks and interviews.

The frequency of publication may depend on the duration of each episode, the production capacity of the team, among other factors. The important thing is to define how often it will be released and to meet the established deadlines.
 

6. How do we publicize it?

 
Of the thousands of podcasts that exist, a large percentage have a lower than expected number of listeners. That’s where planning comes in, to define how it will be disseminated. An ideal channel is social media. Therefore, a comprehensive digital plan should be structured through which it is possible to increase the reach and reach the expected audiences. Likewise, consider a multiplatform strategy in which the podcast is articulated with other already positioned channels.
 

7. How do you know if it’s working?

 
Finally, in the case of corporate podcasts, their objective is generally not linked to monetization, so this is not a measurement factor. However, it is necessary to define indicators that allow the achievement of the proposed goals to be established. Aspects such as the number of plays, subscriptions, ratings on the platforms where they are published or audience feedback through other channels, allow us to know whether or not the podcast is working for the organization.

 

This content is translated with AI. Read article in its original language.