A Marketers in Demand company

How to use a private podcast to share information within your company featuring Craig Hewitt

Play Video

Episode Summary

At this point most companies understand what a branded podcast is And marketers are starting to learn how to use a podcast as a foundation for a lot of great content for both prospects & customers

But your normal publicly-accessible podcast is typically used as a way to grow your audience How can your business gain a competitive advantage with an internal podcast

In this episode Tristan Pelligrino speaks with Craig Hewitt the Founder of Castos Castos is a podcasting platform that helps podcasters grow their audience and offer exclusive content through public or private podcasts

During the conversation the two uncover the difference between a public podcast and a private podcastand discuss how a private podcast can help build a stronger workplace culture and bridge the gap between marketing and sales teams

Guest Profile

Name: Craig Hewitt

What he does: Craig is the founder of Castos a podcasting platform that helps podcasters grow their audience through public podcasts or offer exclusive content through private podcasts

Company: Castos

Noteworthy: Craig is also the founder of PodcastMotor a company that used to build and optimize podcast feeds

Key Insights

  • Public podcasts grow the audience Private podcasts offer exclusive content Craig distinguishes between private and public podcasting pointing out the uses of each You can use podcasting as a marketing tool to grow your brand And then you can use private podcasting as a way to share information with a select group of people
  • Private podcasts are the step away experience for teams Craig believes that companies that share private podcasts internally with their teams can provide them with an outstanding learning experience beyond the usual internal communications We do private podcasts for companies wanting to share information internally with their teams And the term they use is the step away experience They say I want my employees not to have to be on another freaking zoom call read another eight-page memo or a blog post or attend a webinar a live stream or whatever garbage that were all doing I want them to be able to consume this piece of content
  • Private podcasting for teams can be informal and intimate According to Craig private podcasts can create a meaningful connection within teams and companies especially since COVID hit and companies started to work remotely I am very casual talking with our team And I know Matt from our team has the internal podcast for our academy members He flips the mic on and doesnt edit it Its five minutes and its raw and casual And thats how it should be I think that private podcasting even for teams can be really informal and intimate and create this connection within the company
  • Private podcasting is a concept that hip companies are just gettingand other companies arent even aware of

Episode Highlights


The concept of private podcasting got into vogue about this time last year with the pandemic People were saying I have all this stuff I want to do with people And I cant see them in person And so we saw the opportunity to say We do this You can manage who has access to your content And it turns out that it has been interesting for a lot of different kinds of applications and personas from a business perspective

People are loving what were offering and its fulfilling a big need for them The core of what we do hasnt changed conventional podcasts hosting WordPress integrations etc Were layering on top of that this focus and the ability for folks to manage private podcasts on the platform


Audio is the right medium for this piece of content that we want to create But thats not always the case There are things where the video is absolutely the way that you should do this There are things where written content an internal blog post an email or a memo is the right thing to do

But when youre walking the dog or when youre working out or some people are commuting again you can tune into this and catch up on this And so companies are giving their employees the ability to consume the right piece of content in the right format and the right way


Podcasts are like sales enablement information to help sales teams operate better Weve seen a lot around diversity and inclusion from HR and communication teams internally talking about initiatives within companies that they want to share with people

If theres a way you want to communicate with your team and anything you want to talk to them about theres no wrong answer here If audio is the right medium for it then it fits in this box well


I think that some of the biggest considerations with private podcasting are privacy Who from a company has access to this How do we know its secure How do we know that Bob cant go share the private feed on Reddit

But theres no way around it Someone could not share that feed with someone outside of the company The app is super secure The files are streamed only Theyre not downloaded So someone cant go and share it and email it to someone else We at Castos do that intentionally


Were hiring for a few different roles right now and the place of the podcast comes in We talk to customers and prospects about podcasts all the time If you want to know if Im the right person to work with or you would like to work with me check out my podcast

I have 85 episodes talking about what I think about this topic How I act who we are and everything And I send that to people who apply for roles with us now So they apply for jobs with us and so we do screening and interviewing And at some point I send it to them and say Hey heres my podcast And heres our audience podcast Take a look and listen to both of these to see if you think that we are the kind of person you want to work with


We are releasing the opportunity for audience members to participate in a conversation But before that there will be the ability for our customers to charge money for their content right on the platform

Private podcasting right now needs to integrate with a membership tool like Zapier API And were building all that in the platform to where you can say Go to myshowcastoscompremium put your email address and sign up Its ten bucks a month to get the awesome content that I dont put up publicly And that is coming in the next couple of months

4 simple steps to launching your company's content series

step 1

Schedule a call with us

Book a call to get started. We’ll develop an understanding of your needs and set the foundation for your content strategy.

step 2

We'll discuss your requirements

Discuss your goals and requirements with our team to tailor a content solution that fits your business.

step 3

We'll scope out your ideal program

We’ll create a detailed plan outlining your ideal video series or podcast program, aligned with your objectives.

step 4

We'll build & execute your content plan

Our team will produce and manage your content, ensuring high-quality delivery and engagement across various channels.