Toronto Mike

Corporate Podcasts: Have Studio – Will Travel.

It's been a few months since I last wrote about corporate podcasting, and now that TMDS is set to celebrate its six month birthday, I thought I'd share more of what I've learned.

You see, I've been in the field, building my studio in boardrooms across this city, producing professional podcasts for companies. Actually doing it is the greatest education. There are satisfied corporate clients willing to be references and extol the virtues of podcasts as a corporate communications tool.

There are essentially three target audiences: employees, clients, and prospects.

The Employee Podcast
For larger companies, internal communication is a challenge. This is particularly true when employees are located in different offices, often in different provinces, countries, or even continents. Then there's remote employees, independent representatives, and the road warriors.

Historically, companies have relied on an Intranet, email newsletter or sporadic meetings / calls / webinars. That's if they have a strategy at all. Imagine a regular podcast for employees sharing the latest updates, best practices, company news and other pertinent data. It's essentially a company radio station, only on-demand. I have clients successfully leveraging podcasts as a modern internal communications channel.

The Client Podcast
If you think it's a challenge communicating with internal employees, imagine messaging to clients. I have a finance company recording regular podcasts for clients-only who consider it a game-changer. They share this audio as a value-add for clients and have received rave reviews. If you're responsible for communicating with customers, we should talk!

The Prospect Podcast
Unlike the employee and client podcasts, this podcast would be available to the general public, and would be found on Apple Podcasts, Google Podcasts, Spotify, Stitcher et al. The formula is simple:

  1. Identify your target audience - the personas who buy your products and/or services
  2. Create content that appeals to this audience - typically it's educational, full of best practices and relevant news
  3. This regular podcast isn't about your product or services - it's brought to you by your organization

The result is that you will be top of mind when they require your products and/or services. You're essentially promoting yourself as a thought leader, and when you link a prospect to your podcast, it's tremendous validation. Sometimes, it doesn't even matter how many subscribers you have, it only needs to exist and be available 24/7 on-demand. Often it's the ace up a salesperson's sleeve.

It's Sunday morning, and I could go on an on about the benefits of corporate podcasts. Before I log off, let me just remind decision makers how incredibly low risk this is, and how easy I am to work with. I'll handle the A-Z, you merely need to worry about the content.

I'd love to chat one-on-one if you think this could benefit your organization or business. Reach out!

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About Toronto Mike
I own TMDS and host Toronto MIke'd. Become a Patron.