I often help business decide whether podcasting is a tool that would be useful to them - I say decide as I don't believe that it is right for every business. I think the test is do you believe in the power of podcasting, do you have a story to tell and want to connect with people?
If you want to start a podcast because you feel you should or because your competitors are - then I think that is dangerous and will lead to podfade or an unsuccessful show.
Here are my thoughts on how to make a corporate podcast successful
- It is about what provides value to the listener - build content around what are their issues and concerns, not yours.
- Invest time in podcasting. Make sure that it isn’t an add on to an already over burdened individual. It is a communication tool that requires thought and preparation.
- Can you develop the existing talent within your organisation by giving them the podcasting project as part of their development plan?
- Don’t think product, think about the market area that you are in….so if you are a funeral director the podcast would not be on coffins (!) but creating a wonderful goodbye and stories of how people have coped with grief etc Shows work well when it is about a story, not the product.
- Don’t do it because everybody else is doing it…do it because you believe 100% in podcasting as a communication tool.
- It is about evolving rather than perfection in day 1 - so listen to feedback and fine tune the show as you go...
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