Building audiences for your Corporate Podcast

The following was written by Theo McLanahan entitled, ‘Find your Business’ Podcasting Niche‘. Firstly, the interesting thing about the piece is that it offers a sense of optimism, suggesting that podcasting from a corporate business perspective could take many forms, for example: an audio accessibility option for a website to considering corporate podcasting as a way to reach focused / niche orientated markets.

Although it suggests surveys. How can you build a bulk of listeners?

My experience has shown that surprisingly, Corporate podcasting is as passive as conventional content viewing, i.e: Although the listeners or viewer is offered a TIVO style experience, a multi-faceted approach must be adopted. This can take the form of complementary support tools, for example:

• Offer a download option minus a pod-catcher site, for example offering a download function to remove dependancy on particular devices
• Offer Listen on-line option on the associated posting for the podcast
• Register at as many podcatcher sites you can.
• Set-up a form of analytics and understand audience behaviour
• Use effective techniques for engaging the audience, for example: breaks, pauses, timing and recordings using good quality equipment.
• Include subscription options for supportive newsletters

Although the posting suggests a survey – good if you can get respondents, the podcast producer has to take a chance on the format and be flexible enough to change it. The survey option would probably work better for internal audience communities.

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