What is an Enterprise Podcast and How Can Your Brand Leverage One?

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:

• Interviews with company leaders, industry experts, and employees
• Updates on company news and initiatives
• Training and educational materials 
• Discussions of industry trends and best practices

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.

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1. Build reach and awareness 

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.  

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2. Cultivate a positive company culture

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: 

• Internal communications
• Knowledge sharing 
• Employee recognition 
• Efficient onboarding 
• Storytelling and company values 
• Fostering connections
  

Podcasts contribute to a dynamic and proactive workplace culture and give you a platform to communicate values and key information through an interactive medium.

3. Leverage brand storytelling

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. 

4. Engage with new and existing customers  

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. 

5. Build trust with stakeholders 

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:

• Invite them to appear as a guest on your podcast
• Send them a link to each new podcast episode once it’s live via email to generate buzz and capture their interest
• Invite them to spread the word via their own personal and company social channels 
  

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.

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6. Lean into flexibility and accessibility 

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:

• Draft regular social media posts linking to older episodes to keep engagement high, no matter where you are on your release schedule
• If you have a newsletter that you send out to your employee base or customers, include a link to new and previous episodes, encouraging them to listen in case they missed it
• Incentivize listeners in your network to listen by holding a giveaway contest or a draw for a prize 

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8. Generate leads  

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: 

• Demographics: What is the age, gender, income, education, and occupation of our target audience?
• Location: Where do our potential customers live? Are they urban, suburban, or rural dwellers?
• Psychographics: What are their interests, hobbies, values, and lifestyles?
• Pain points: What problems or challenges do they face that our product or service can solve?
• Purchase behavior: How do they make purchasing decisions? What factors influence their choices?
• Brand preferences: What brands do they currently use, and what do they like or dislike about those brands?
• Customer expectations: What do they expect from a brand in our industry in terms of product quality, customer service, and overall experience?

And if you’re creating a B2B podcast the questions might be: 

• Industry: What industries do our potential clients operate in?
• Company size: What is the size of the companies we want to target (number of employees, revenue, etc.)?
• Decision-makers: Who are the key decision-makers in these companies (job titles, roles, and responsibilities)?
• Company goals: What are the main objectives and priorities for these businesses?
• Pain points: What problems or challenges do these companies face that our product or service can solve?

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.

Examples of great enterprise podcasts 

Some great enterprise podcasts include: 

• Inside Intercom: this is a podcast produced by the customer messaging platform Intercom. The podcast features interviews with industry leaders and experts discussing topics such as marketing, product management, and customer support. 
• The Future of Work: this podcast by Jacob Morgan features interviews with executives, thought leaders, and researchers discussing the future of work, leadership, and employee engagement.
• Predict & Prevent by The Institutes: an exploration of an evolving strategy to combat the biggest risk challenges facing society today by working to eliminate losses before they occur. 
• New World of Work by Oyster: a podcast exploring the new frontier of the modern workforce alongside some of the world’s best and brightest people and culture experts.

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