Benefits of launching an enterprise podcast
We’ve all heard of podcasting before, but have you ever heard the term “enterprise podcast”?
Enterprise podcasting refers to the production and distribution of podcast content specifically tailored for businesses, organizations, or large-scale entities. These podcasts are designed to address the unique needs and goals of enterprises such as thought leadership, brand storytelling, customer engagement, and internal communications.
Enterprise podcasts can take several forms, including:
Enterprise podcasts are an effective medium for companies to communicate their brand value and establish thought leadership with customers and industry peers.
Brands are increasingly recognizing the potential of enterprise podcasts as a powerful marketing tool to drive business growth in today's fast-paced marketing landscape. Throughout this article, we’ll break down 9 benefits of enterprise podcasts.
Let’s dive in.
By producing quality content on a regular basis, enterprise podcasts help to increase brand awareness, improve reputation, and shift brand perception of a business or organization.
By focusing on topics that matter within your industry to employees, customers, or other stakeholders, brands can attract a growing listener base who seek expert insights and valuable information.
Enterprise podcasts also offer a unique advantage in their ability to reach audiences during times when other forms of media may not be accessible or convenient, such as during commutes, workouts, or daily chores. This extended reach allows brands to become a part of their audience's daily routine, creating stronger connections and increasing brand recall.
A great example is IBM’s podcast thinkLeaders which features interviews with business leaders, experts, and innovators discussing topics such as artificial intelligence, blockchain, cybersecurity, and digital transformation.
Enterprise podcasts are an effective way of shaping and sharing your company culture. By facilitating communication, fostering a sense of community, and promoting shared values among employees, podcasts are the perfect tool for any brand’s corporate culture.
Brands can leverage podcasts to build a healthy company culture through:
Podcasts contribute to a dynamic and proactive workplace culture and give you a platform to communicate values and key information through an interactive medium.
Podcasting is a great way to leverage brand storytelling and continue to weave a compelling brand narrative for your company.
With enterprise podcasts, brands can lean into any elements of their brand’s founding story that makes them unique. Whether this is done through your founder telling the story of overcoming challenges to bring the business to life, or another member of your team explaining something interesting about the business that listeners may not know.
Podcasts are a fantastic way to draw in new audience members and potentially convert them into lifelong customers. An example of effective brand storytelling through podcasts is Inside Trader Joe’s by, of course, Trader Joe’s. The podcast gives listeners an inside look into the company, its history, and where it’s heading.
Furthermore, once you’ve drawn in new listeners (and potential customers) through your enterprise podcast, you can continue developing those relationships through the content you create on a regular basis.
Gone are the days of a one-way conversation from brands to consumers—podcasting allows you an interactive medium to communicate with your customers, learn about what makes them tick, and create content that speaks to them based on the feedback they give you in real time through social media, emails, or customer reviews.
We’ve even seen brands create segments where customers can pre-record or live call into the podcast. This is a great strategy to bring a more human element to your brand and have audiences feel heard and a part of your show.
Podcasting is a great way to connect with your employees and existing customer base. By sharing your views and creating a feeling of community across listening and social platforms, you’ll be able to establish trust amongst your audience.
Whether you’re hoping to expand your brand’s network, capture the attention of key stakeholders, or simply strengthen a sense of community surrounding your brand, an enterprise podcast is a great way to do this.
Here are some tips for building trust with stakeholders who are important to your business through your enterprise podcast:
And the list goes on! What goes around, comes around, so always ensure you’re adding value to your network in some way, shape or form.
As mentioned earlier, enterprise podcasts are evergreen. And a benefit to this medium is that podcasts can be consumed at any time on any device, allowing your listeners to fit audio into their schedules.
This flexibility means that your brand can reach a wider audience than it might with other types of content.
If you’re hoping to maximize the versatility and value of your enterprise podcast, lean into the flexible nature of the medium.
Here are some ideas for how to do this:
A podcast can serve as an accessible entry point for potential customers to begin engaging with your brand, hopefully, leading to conversions.
After the initial touchpoint through your podcast, it’s about taking the right steps to move them along the buyer's journey—turning listeners into leads and leads into customers.
To do this effectively, it’s important to really get to know your audience and your network.
If you’re creating a B2C podcast the questions might be:
And if you’re creating a B2B podcast the questions might be:
By forming a more intimate relationship with your listeners, you’ll be better equipped to make offers that will pique their interest and connect with them on a human-to-human level. And remember, real results take time and patience, so don’t be worried if you’re not generating a massive volume of leads right away. Click here for more information on how to turn podcast listeners into sales leads.
Some great enterprise podcasts include:
Because of Bitcoin by Ledn: Host Mauricio Di Bartolomeo, co-founder and CSO of Ledn, speaks with leading Bitcoin voices, entrepreneurs, and human rights advocates to hear their unique journey and practical real-world examples of how Bitcoin has made a positive impact in their lives.
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