Corporate Podcasting: Debunking Podcasting Myths
There are a number of benefits to starting a corporate podcast — and a number of different formats your show can take when you’re creating it.
It’s easy to see the potential of the medium for your company, get excited, and want to start with everything as soon as possible. However, before you dive head first into corporate podcasting, it is important that you are mindful of the possible “traps” you may come across along the way.
In the latest video of our corporate podcasting series, Connie Steele and Yann Ilunga sit down to debunk some key podcasting myths.
Myth #1: A Podcast is Just Like a Radio Show
You may be tempted to think that a podcast doesn’t differ from a radio show that much — and while there are some similarities between the two media, there are also some critical differences.
The biggest difference is how the content is consumed. Typically, radio listeners need to tune in live to enjoy their favourite show or segment. Podcast listeners, on the other hand, get to consume their content on-demand through different podcast listening apps and platforms, which can be accessed at any time from their phones.
This translates into your podcast listeners being able to download or stream your content wherever and whenever is most convenient to them — even days, weeks, or months after an episode is published.
Additionally, by nature, podcasting is a medium well suited for what Connie refers to as the ‘Record Once, Syndicate Many’ principle.
This means that, generally, a podcast episode can be easily turned into other forms of content, such as:
An audio snippet
A blog post
A newsletter
An audiogram
Quote tiles
Mini infographics
LinkedIn sliders
This is something that you rarely see in radio, with the exception of audio interviews that may be transcribed.
Myth #2: You Can Become a Podcaster Without Breaking a Sweat
While you don’t have to go to broadcasting school to become a podcaster, it is important to understand that it does require effort. It isn’t an endeavor you should take on lightly.
There is no denying it: your corporate podcast can become a very effective content engine and communication tool for your company. However, in order for that to happen, you have to invest time and effort.
There’s a bit of a learning curve for new podcasters, but you need to keep in mind the potential benefits of having a corporate podcast — you can use it to consistently, efficiently, and authentically showcase your value and expertise through the content you produce and distribute. And once you get into the swing of things, you will be able to produce more high-quality content faster than before by leveraging the ‘Record Once, Syndicate Many’ principle.
If you are curious to see what we mean by learning curve, we encourage you to go ahead and listen to the very first episode of Strategic Momentum and then listen to episode 95 (the most recent episode at the time of writing). Notice a difference in how Connie has evolved as a host and how the show has evolved overall?
And if you’re looking for more inspiration, have a listen to one of the very first episodes of Yann’s The Jazz Spotlight Podcast (released in 2014) and then listen to him in one of his recent podcast appearances as the host or guest.
It will take some time to develop your podcast hosting (and/or guesting) skills, but the benefits that will come as a result of your improvements and effort will have a direct impact on your business.
Myth #3: Just Record and Launch
One of the biggest advantages of audio content is that it has a low barrier to entry compared to video content. Does this mean, then, that it makes sense to focus on recording with what you have available and then just putting the content out there as fast as you can?
If you see your corporate podcast as a representation of your company, then you know the answer to this question. Granted, your audio won’t be perfect, but there needs to be a level of quality and professionalism right from the start.
Think about it: your podcast could be the first introduction people have to your brand. You want to make a great first impression, right?
This doesn’t mean that you’ll have to wait forever before launching your podcast. You can take a minimum viable product approach to starting your corporate podcasting — just purchase a decent microphone and make a plan — but you want to have some degree of quality and professionalism.
A valuable podcasting lesson to keep in mind actually comes from a saying in the podcasting industry: ‘Aim at making your next episode better than your last.’
Always remember the role the corporate podcast plays for your company and you won't fall into these common traps. And if you need guidance along the way, for any aspect of corporate podcasting, we’re here to help.
About the Authors:
Connie Steele is the Co-Founder of Flywheel Associates, a Business & Career Strategist, an Executive Consultant, Host of Strategic Momentum, and Author of the new book "Building the Business of You." Connect with Connie on LinkedIn.
Yann Ilunga is a Podcasting & Lead Generation Consultant and International Speaker. Dubbed ‘Podcasting Advocate’ by Forbes, he has produced over 400 podcast episodes since 2014. Connect with Yann on LinkedIn.