Podcasts have become a major form of content marketing for tech brands in the past few years. And many companies use them to connect with their customers and build brand credibility.
But while they are great for external audiences, some organizations are also using them for internal communications.
In this episode of the Recorded Content podcast, our host Tristan Pelligrino gives a recap of the interview he recently had on the Internal Marketing podcast with Kerry-Ann Betton Stimpson. He talks about the benefits of internal podcasts for companies and why podcasts are more than an audio channel.
An internal podcast helps create an intimate connection between the company’s leadership and its employees
“If you think about that concept and how useful that would be for a company, it really opens your eyes quite a bit. If you think about your company’s leadership and getting their mission out there and getting buy-in from employees and how important that is, an internal podcast is a great way to do that because you really have that intimate connection to the company’s leadership.”
Transparency is essential to the success of a company
“I think one of the big reasons — probably the most important thing — is that transparency piece, which a lot of companies state is a goal. They want to be more transparent with their employees. They want to be able to share information, progress, where they’re going, and the mission and vision.”
Internal shows are informal, which helps you to be more consistent with the production
“Then the other big component — and we talked about this with external podcasts, when you and I spoke on my show — is that a podcast is just a way to communicate consistently. And I think with an internal show, you can be a bit more informal. It doesn’t have to be as branded because it already has that natural — it’s encapsulated in your brand already. It’s distributed internally, so that’s already a given.”
The podcast format is very flexible
“The nice thing about a podcast is that if you do a video podcast internally, you can then produce audio, video, and written material from that one piece of content that your executive creates. So if you think about the efficiency that’s rolled into that process, you have your CEO spend 30 minutes in front of a camera, and you’re able to produce all this material that people could then consume in a lot of different ways.”
Having a strategy for your podcast is a must
“A lot of folks come to us even when they’re in the sales cycle, they’re trying to figure out, ‘How do we get this show off the ground?’ whether it’s an internal podcast or even on the external side for marketing purposes. They’re asking questions about microphones, headphones, video, or audio. But I think it all rolls back to answering two key questions for your show, whether that’s an external or an internal podcast, and they are: Who’s the show for specifically; can you define who the show is for? And then, how does the show help?”