Sooner or later you’re going to realize your business needs a podcast. Not only are they increasingly expected by potential clients, subscribers, users, or what have you, they are a powerful PR and brand awareness tool — an elective vector through which people can choose to become familiar with your brand on their terms. An advertisement that people want to hear and which actually provides value.
But pump your brakes — you’re likely to make a big mistake in creating your “corporate podcast” if you don’t take a careful and thoughtful approach to determining its content.
Determine its content? Shouldn’t it just be about my business?
Categorically, no. A business putting out content about itself is transparently self-serving and that’s not the sort of content you should be putting out because content like that provides zero value to the listener. A business podcast shouldn’t be the audio equivalent of a sales slide deck. Unless, that is, you want it not to preform well.
So then what should my business podcast be about?
Your answer lies at the center of this Venn Diagram
We’ve never shared this before but it is at the core of how we develop podcasts for our clients.
Where your product, service, subscription, or fill-in-the-blank overlaps with a need, want, problem, or special interest, you have demand. The “why” behind someone using your product.
Where your product (or what have you) overlaps with people, you have a point of interaction. The handshake and discussion, the chance to communicate.
Where people overlap with needs/wants/problems/interests, you find community. The coming together of people to discuss, celebrate, or consider a shared interest.
The content of a business podcast, one which is intended to reinforce existing revenue streams and to generate new ones, must be at the center of all these things by wrapping its commercial interests not in the guise of true value but in actual, true, community-serving value.
In other words, and as an example:
The Friendly Neighborhood Minimalist Podcast
A once-a-month podcast featuring interviews and tips from individuals practicing minimalist design and decoration in their homes. Not just anyone (although that’s certainly an option) but known social media influencers in the interior design space.
Your lead designer or CEO identifies an influencer in the minimalist space on Pinterest or Instagram, reaches out, schedules an in-home interview, brings a cameraman, a photographer, lighting, some recording gear, and a few hours of their time, and creates the following:
- Photographs of the home, the homeowner, the individual rooms, b-roll, etc.
- Video of all of the same.
- Audio from a discussion about inspiration, design choices, great tips, etc
From this you can create:
- A podcast episode
- A dozen soundbites
- A 10-minute video feature on the individual and their home
- A dozen or more Pinterest posts
- A blog post of “Jane Doe’s Minimalist Tips”
This benefits your brand by:
- Proving you genuinely care about the community your business serves
- Proving your competency and understanding of minimalism as a design practice
- Getting your voice in front of an audience qualified to be interested in your products/services/etc
- Creating additional revenue streams based in entertainment and education
- Giving you instant exposure to a new influencer’s audience when they share your feature/coverage of them.
Do you really think that’s a good example? And would it be worth the cost of production?
Yes, full stop. Not only do I think it’s a good example, I think it’s insane that Artifox hasn’t already done it.
As far as the cost, yes. Presuming you had to hire talent for the day to produce because you don’t have a media department in-house, I bet each of these episodes would cost <$3000 to create and complete.
That might seem like a lot of money, and this is an example I dreamt up in real-time as I wrote this article so I’m not picking on minimalism or on Artifox, but if your products sell at prices like…
(I don’t know their margins but…) I bet if the podcast drove six or seven additional desk sales a month, it would pay for itself. And I say that halfheartedly because even if it didn’t cover its cost, I still think it would be important for Artifox to produce this podcast (and related media) in the long-term. Marketing and PR strategies are complicated and it’s not always about the cost (but that’s for another day).
Anyway, use the Venn Diagram and call me if you need help working through it.
I’m always willing to talk through ideas and I offer consultations in-person, by phone, or via video chat.
Give me a ring at 207.613.8228 and we can set something up. I won’t always answer (I spend most of my time in recording sessions with clients) but I’ll always call you back.
Good luck and take care!