Corporate Podcasting Strategies for 2007
I visit quite a few of PodTech’s clients, most are tech companies in Silicon Valley with our Account teams as a Social Media Resource. By the conversations that clients have with each other, I’ve a good sense of where they are in the evolution.
Having been in the core team that deployed Corporate Podcasting at Hitachi Data Systems last year, I’m familiar with the challenges, pitfalls and evolution.
Here’s some common Podcast Strategies that seem relevant for the start of 2007:
1) Resource Existing Content
Many podcast program managers are at a challenge when it comes to creating a podcast content program. It’s not as hard as it looks as there’s quite a bit of content that can be converted to conversational podcasting. Whitepaper content can often serve as Podcast content. Nearly each of those white papers MarCom has created can be converted into a topic, perhaps have a host and invite the content contributor or domain expert to participate in the podcast.
Check your search logs on your website for common asked terms or phrases, there’s some clues there. Blog posts in your industries with intense conversation and activity will suggest hot topics.
2) Extend your Podcast with Social Media Features
Many corporate marketers fail by only dropping an mp3 file and alink to iTunes on a ‘podcast page’. You can benefit from interaction and building better podcasts by allowing for feedback by enabling comments. Perhaps using blog software to publish your podcast.
3) Deliver Podcast on a “Viral Player”
Ideally, the best case scenario is to embed a viral player that can be shared with your audience that also allows comments. This player easily has copyable code that lets the content be shared on other blogs, forums, and websites in your industry. Here’s an example of how I’ve deployed my latest podcast on Social Media Strategy using a viral player. Get the word out.
I’ve seen some recent stats that suggest that 60% of podcasts are consumed within the browser and 40% on mobile devices.
4) Align content strategy around existing corporate Initiatives
Your podcast schedule and content should line up with your product offerings. Build a row or column into your communications plan that includes social media podcasts. Many marketers struggle that blogs are not ‘message controlled’ by corp communications, however podcasts are a great place as a happy medium as there is some control by corp communications to keep the message on target.
Of course the balance is to make the content helpful and resourceful for the listener, as they can change it with a simple click, or even worse, unsubscribe and never return.
5) Podcasting is for the long term
Many corporate marketers forget that the goal of Podcasting is to get your listeners to subscribe and this takes time. Podcasting programs need to be expected to have duration for 6-12 months. Don’t sell yourself short in an embarrassing situation by not planning or budgeting for that period of time. If time is an issue or resources, find a podcasting partner that can assist.
6) Duration varies
I’m often asked “How long should my podcast be”. It really depends, for the average tech corporate podcast, I’m noticing durations from 5-10 minutes. Of course when you have more in depth topics, or interviews or conversations with multiple individuals you’ll want to extend this.
7) Interactive and interesting
Please don’t be the corporation that creates the talking head podcast. Podcasts need to be interesting, engaging, and interactive. How can podcasts be interactive? By involving the audience by reading comments, reading their blog posts, or letting them submit questions via email, or even by using audio tools to let them pre-record their questions in advance. The more you involve the audience, the more it’s a real conversation.
‘Pull’ content not ‘Push’ content
This is one the biggest challenges. Remember podcasting is a “pull” channel, meaning the content needs to be interesting and resourceful for the listener. It’s very easy for them to click away, so always think of the user first. I’ve noticed this content strategy in some corporate podcasts, they list first the Problem, then all the Market Options, what Pitfalls to avoid, and then finally at the end of the Podcast the corporate offering.
Today’s modern marketer is a story teller, not a FAB (Feature Attribute Benefit) or stats pusher. Please remember that the user already knows what your company does, and knows how to use the web to find your content so you don’t need to hit them over the head with your latest offering, make them want to come to you.
9) It’s about the listener, please remember
Involve customer participation, listen, improve. Please don’t put barriers up in front of the user to consume this content. I know of at least 2 companies that have put registration forms in front of the podcasts for access. Bad idea, that really sends a bad message on many fronts, and may reduce subscriptions.
10) Create as many series as appropriate
Some Marketers make the horrible mistake of cramming to many lines of content into one podcast. I recommend creating separate podcast channels based upon market or audience type. Remember to think years out when selecting the channels, it’s not easy to change without user fall off in mid flight. I’d rather you consider to start pretty narrow and then add on additional podcast programs, remember the future of marketing is about small niche audience rather than broad mass audiences.
11) Podcasting as an alternative to Blogging
At many corporations, there’s a ‘corporate blogging’ initiative underway. For many, they simply don’t have the time to do a blog, Podcasting may be a better avenue as it requires less time. I’ve found that sometimes great speakers make horrible bloggers, and great bloggers are horrible speakers.
12) Integrate with other programs.
Encourage your corporate and customer bloggers, community managers, or those involved with forums to integrate the podcasts, raise awareness by emailling them, and then thank them in the comments for embedding. Your podcasts should be contextually displayed on your product pages, microsites, extranets and intranets.
13) Criteria for your Podcasting Partner
I’m somewhat biased here as I work for PodTech, a podcasting partner, There are many companies that offer podcasting services, in fact basic production is a commodity. Here’s some criteria in selecting your value added podcasting partner:
A) Experience in creating professional audio content
Your partner should already be able to demonstrate the various clients they’ve already served
B) May have voice or media talent
For many listeners, a familiar or friendly voice or maybe listening to an existing program would be welcoming, if not inviting.
C) Existing distribution Network
While it makes sense to present your content on your corporate domain, if you partner with a podcasting provider that has an existing media network, (esp if they are already talking to your audience) they can help extend your message to the right audience quickly
D) Tools and Metrics
Your partner should assist you with not only just creating the podcast but distributing it using social media tools such as a viral player and providing you with metrics
E) Ability to cover live events
Your Podcasting partner should be willing to send teams or crews out to your events for demos, interviews and other venues to capture and then re-use on your podcasting program. See this post on how to use social media as an overlay.
E) They get it
Consultation and Expertise should be a core part of your partner should really get social media, to help you maximize your efforts in this new space.
Update: Below I’ve added some additional strategies that round out this guide (Jan 21st):
14) Link from your Press Release
It’s often overlooked that podcasts are released around product announcements and can tie nicely into your press release. By providing a ‘learn more’ or ‘listen in’ for supplemental information, it would be a great and authentic way to tie in Social Media to your press release. Corporations may find podcasts to be a happy medium between social media and a somewhat controlled message so it really is a great tool to include.
15) Podcast library
Create a podcast library page on your website. This is simple to do, and if you’ve selected a podcasting partner based upon the criteria I’ve provided above then they should offer a player for your use on your website. Try to allow comments on each of your posts, and link to supplemental information. In suggestion #1 suggests to reuse existing content, so it should be very easy to link to that content. Build up this library, make it a frequently accessed knowledge center.
16) Inform Employees, Partners
So often is the interactive marketing manager working so hard to hit the deadline that they forget to encapsulate an internal and lateral message to employees. Make sure you send out an email blast to the appropriate teams, get on the intranet or weekly newsletter. Remember, these tools are ’sales’ and ‘marketing’ tools much like collateral, so please train them. Raise awareness, have an FAQ, suggest how to use, and be open to receive feedback and suggestions. Podcasts can be a great sales training tool for your internal folks that travel, are on the go, or work remote or in some data center and not connected. Some companies have provided iPods for their employee base, perhaps create an award system or contest for those that engage.
17) Inform Public
Many corporations are so afraid to contact those outside of the traditional media circuit. The Press Release is not the only way to get information out about your brand new podcasting series. Inform bloggers in your industry, either leave a comment, or even feel free to email them. Ask them for your opinion. Find blog posts where your specific podcast topic is relevant and leave a thoughtful and original comment to encourage them to learn more by listening to your podcast and provide feedback.
Learn more
Here’s an excellent book: that over 100 contributed to (including I) on Blogging and Podcasting, if you’re interested in picking it up, it has insight from many industry experts, all which are more intelligent than I. If you found this post helpful, also read 10 Social Media Strategies for the Fortune 1000 Corporations. Update Jan 21st: Yestereday I published some strategies for using Online Video for your Execs.
Add your own
If you’ve any corporate podcasting strategies you’d like to add, please leave a comment below
Update Jan 19, 2007: Dana Gardner has added some supplemental information around pricing, costs, and economics. His additional notes on transcriptions are also valuable.
Update: Feb 12, 2007: eMarketer suggests that “spending on podcasting advertising will quintuple over the next five years, from a paltry $80 million base in 2006 to a $400 million market in 2011.”
34 Comments so far
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[…] If you found this post helpful, also see Corporate Podcasting Strategies for 2007. […]
Great anlysis of the state of B2B podcasting. This is clearly a powerful informational medium and distribution capability that is in early innings.
You did not mention cost and value, however. Many of those using B2B podcasts — internally or via third parties (and as one I may be biased) — are getting great value via the podcasting/transcript/blog triumvirate.
The total cost of producing and distributing podcasts, sponsored or otherwise, is a fraction of a white paper, an ad campaign, a booth at a trade event, a direct email marketing campaign, a webinar/webcast. And yet podcasting is often more credible, “lasts” longer as searchable content, is easier to absorb, and can actually extend the value of other outreach activities.
For examle, I have already seen repurposing of webinars into podcasting/transcript/blog content at http://blogs.zdnet.com/Gardner/?p=2395. Happens to be my own ;).
Nonetheless, B2B podcasts offer more bang for the buck as native content, and can extend the value and ROI of other content as well. Thanks for the super blog.
Dana Thank you for this important piece of info. I’m very glad to have you reading.
What an excellent post, Dana. This was very well laid out, and an excellent overview of the current state of business podcasting. Thanks!
Dan
Dana has a great post that answers in depth his comments
http://blogs.zdnet.com/Gardner/?p=2404
Thanks Jeremaih - that is an excellent read as well. Very insightful on the B2B implications. Thanks for the heads up!
[…] Jeremiah Owhang has written an excellent piece entitled Corporate Podcasting Strategies for 2007. He hears many of the ‘insider’ conversations from companies who are deploying podcasting efforts, and in his post he offers some great insight regarding the challenges as well as the evolution of corporate podcasting. […]
[…] Corporate Podcasting Strategies for 2007 […]
Will be passing this one around the office for sure. Thanks.
Thanks.
I recently wrote my thoughts based upon experience around Online Video for Execs. It’s very much along the same lines and format
http://www.web-strategist.com/blog/2007/01/20/why-online-video-is-good-for-your-corporate-executives-and-how-to-use/
[…] I’ve been getting some great feedback on my recent post: Corporate Podcasting Strategies for 2007. I provided 13 tips to deploy based upon real world experience. I’ve given the list some thought, and have some additional tips that I’ve embedded into the post. I’ve listed them out below for those that have already read the piece. They are: 14) Link from your Press Release It’s often overlooked that podcasts are released around product announcements and can tie nicely into your press release. By providing a ‘learn more’ or ‘listen in’ for supplemental information, it would be a great and authentic way to tie in Social Media to your press release. Corporations may find podcasts to be a happy medium between social media and a somewhat controlled message so it really is a great tool to include. […]
Podcasting Strategies……
A big thanks to Steve Clayton over at his Geek In Disguise blog for telling about Jeremiah Owyang’s blog…
[…] Interactive Podcast and Video Shows I recommended that the company create an ongoing podcast series (see my Corporate Podcasting Strategies for 2007 post to get more ideas) that would involve community feedback if not direct participation. Some specific methods to encourage interaction would include: […]
Consumers lead Enterprises with blogs, wikis and podcasting…
The consumer space sometimes leads the enterprise space, especially with free software - like instant……
[…] As an addendum of sorts to his excellent blog post last week, Jeremiah Owhang has added a few more key items to his Corporate Podcasting Strategies for 2007 list. Here are the insightful additions he’s supplemented with: 14) Link from your Press Release It’s often overlooked that podcasts are released around product announcements and can tie nicely into your press release. By providing a ‘learn more’ or ‘listen in’ for supplemental information, it would be a great and authentic way to tie in Social Media to your press release. Corporations may find podcasts to be a happy medium between social media and a somewhat controlled message so it really is a great tool to include. […]
[…] Web Strategy by Jeremiah » Corporate Podcasting Strategies for 2007 […]
[…] Web Strategy by Jeremiah » Corporate Podcasting Strategies for 2007 Are you planning on podcasting in 2007? If not, why not?! (tags: corporate podcasting strategy Business social_media Marketing PR) […]
[…] As usual, I wake up to a great post from Jeremiah Owyang, who heads up corporate social media strategy for PodTech. Jeremiah is on a mission to document the tools available for social media measurement and to map the ways companies can deploy social media. (See his category for social media measurement for an extensive set of discussions. I also recommend his tips for using podcasting within corporate social media programs.) […]
[…] Corporate podcasting strategies for 2007 […]
[…] Jeremiah started a great conversation that ZDNet even picked up about podcasting and social media. Here’s an excerpt from Jeremiah’s post: […]
[…] D) Podcast Marketing Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy. I’ve listed out my recommendations in a recent post called Corporate Podcasting Strategies for 2007. […]
This is a really good article.
One of the few on the internet that has valuable tips and advice.
I read another article recently that suggested that deriving content maybe an issue for some organisations - i.e: finding really useful items that employees can find useful in their day-to-day stress of actually getting on with their jobs. Corporate podcasting in my view should be considered as complementary to Knowledge Management - However, the latter term still sends ’shivers down CEO’s backs’ - remembering the hype or junked implementations.
On the whole, it is good news that organisations appear to be recognising the power of podcasting but my experience shows that many do not consider the need to have good procedures or even consider what I call first deriving the ‘meaning of the message’.
Maybe what will really be interesting is when corporate podcasting converges with mobile telecoms or even when advertisers see the value in this ‘attention economy’. Already suggested by one of your feedback/commenters
In addition, there are so many applications for corporate podcasting that organisations appear to be missing on: For example:
Partners could add an RSS feed to their partner area and keep it populated with press releases, announcements, product detail, meetings, and product support information. Product specs, troubleshooting and security updates are just a few of the topics that could prove useful to partners.
Customers - Customers can be kept informed about what kind information customers want. RSS could be used to inform audiences of new case studies, white papers, corporate knowledge / e-Learning and presentations.
Training - Recorded audio and video sessions can be shared.
News/PR information - Added to a newsroom, RSS provides a great channel for delivering press releases to the journalists and analysts who are covering the company without clogging up their email mailboxes. For example, you can post showcase information on new company developments.
In summary, lots of applications but we need more imagination and courage from managers within organisations to take the lead.
Dr Savi,
You’re a breath of fresh air. The applications you suggest for folks to deploy are all good. Podcasts and video are mediums which can be used wherever communication could benefit.
[…] Corporate Podcasting Strategies for 2007 […]
[…] Podcasts for IT market We’ve known that the IT industry is often a great adopted of technology, now this report confirms what works well, and how to use these tools. I recommend building your podcasts based upon some of these Podcasting strategies. […]
[…] D) Podcast Marketing Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy. I’ve listed out my recommendations in a recent post called Corporate Podcasting Strategies for 2007. […]
We have been working on a campaign including informational podcasts for visitors to learn about challenges to marketing. This post was really helpful in taking our library of information to the next level. I think it’s especially important to mix podcasting with video, blogs and other collaborative venues (wikis) in order to gain the most exposure and reach the broadest audience.
Thanks LF, I’m glad a post (almost half a year ago) was helpful!
The consumer space sometimes leads the enterprise space, especially with free software - like instant……
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[…] for info), Jason Van Orden’s Tips for Podcasting Success, Jeremiah Owyang’s Corporate Podcasting Strategies, PaidContent.org’s posts about paid search getting expensive (your opportunity to grab those […]
[…] C) 内容聚合与RSS 我把内容聚合归入此类，是因为我把它看成是营销从“推”到“拉”的一种自然演进。RSS迅速成为用户选择性地获取信息的一种方法。需要量了解更多信息的话，可以先阅读：Six RSS Resources for the Internet Professional or Web Strategist，而当你准备实施的时候，请读一下Web Strategy: Understanding Syndicated Feeds for your Corporate Website。 4) 品牌延伸 这并不是一个新的概念，而只是被应用于网上而已，很简单，消费者所在之处，品牌建设也应有所作为。 A) 网络广告 我相信你对网站上的横幅、按钮或摩天楼广告模式一定很熟悉了，这个模式由来已久，其依据是，网络吸引用户眼球，因此企业应在网络上（投放广告）以使用户获 得对其品牌的认知。通常情况下，（网络广告）的点击率都在1%以下，有时网络广告是否有效也用“品牌印象”（流量）来衡量。网络广告是静态的，并不随网页 上内容的改变而改变。 B) 关联（上下文）广告 这一类针对特定目标的广告专门投放在内容相关的网页上，网络广告并不一定针对特定内容，与此相比，关联广告显得更“聪明”，与广告的受众也更有关联。关联广告以文本、图形或其他形式出现在网站、博客和电子邮件网站上。（由David Berkowitz提供:2007年2月13日） C) 赞助/交叉品牌营销/会员营销 略。 5) 社区营销和社会性媒体营销 eMarketer调研指出，网络广告与营销增长最迅猛的领域是社会性媒体。根据我的经验判断，对大部分企业来说，其知晓率在30%而实施的比例在10-20%之间。下述的一些工具并不新鲜，其中一些对消费者搜寻产品信息至关重要。想对此领域有一个概览可以参阅 10 Social Media Strategies for the Fortune 1000 Corporations 一文。 A) 电子商务/点评网站 现在有一些专门针对消费品和商业用品进行点评的网站，评论由专家（有时称为分析员）或同行提供。这方面最流行的网站之一是CNET reviews ，评论的形式有编辑点评、视频演示和用户打分/意见。点评的范围包括你和你的竞争对手，其中不仅有赞美也有负面的评价。点评和投票机制随着Digg这样的新闻推荐网站而不断演进。 B) 社会性网络、论坛、维基和协作 这两大类新版本的很多特点在逐步融合，因此我把它们合二为一。论坛兴起于早年usenet时期，能让用户围绕共同感兴趣的话题组织社区并相互交流。大约33%的企业设有论坛。精明的营销者开始认识到各类社会性网站的威力，比如将照片分享网站 Flickr 用于营销。 C) 内容聚合营销 请见上面的3C部分。 D) 播客营销 很多企业开始通过移动设备来向他们的社区提供点播内容，这类媒体的关键策略在于获得来自消费者的“拉力”（需求）。我在最近的一个帖子里列出了一些建议：Corporate Podcasting Strategies for 2007。 E) 博客 根据我的估计，不到30%的企业正考虑用博客这种形式来进行市场沟通。这方面的话题被广泛议论，推荐阅读Naked Conversations, the Weblog Handbook, 以及 the Corporate Blogging Book。如果你们还没有实施企业博客，我建议先从 my experience as a corporate blog evangelist 一文中获得一些启发。 F) Widget 营销 Widgets 是嵌入网站、博客、论坛和社会性网站中的一些小型应用程序。采用这一策略的有 Flickr badges, MyBlogLog, 以及 Firefox 的社区营销活动。Widget 营销并不是全新的东西，我在这一概念变得流行之前开始注意到这个趋势，并称之为 Viral Chicklets，想要对此加深了解，可以去看看 Widgetbox 中不断增加的实际案例。 G) 网上视频 网络视频在互联网上已经存在了很多年，只是最近通过视频博客和视频网站（如Google Video或其刚刚收购的YouTube）的帮助才变得流行起来。除了第三方的视频网站，Robert Scoble 以摄录幕后视频并在社区站点发布，从而以“录象小子”而闻名微软。一些企业如通用汽车受其成功的启发，也推出了视频网站。作为入门，建议阅读并思考 Video for your Executives and thought leaders 一文。 H) 即时通讯和现场工具 精明的营销者已经开始发现怎样运用即使通讯工具、现场工具和状态工具（如Twitter）来参与实时对话的方法。根据我的经验，Y 一代主要运用即时通讯工具来进行沟通交流。 I) 书签与集合工具 我曾经讨论过如何使用书签来搜集营销情报并改善你的SEO结果，具体请参阅 Delicious for Market Research 一文。正确地为内容标记书签并研究书签如何运用，有助于社区查询到你的内容。 J) 无数的其他应用 略。 6) 正在兴起的与网络相联的媒体形式（略） […]
[…] Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy. I’ve listed out my recommendations in a recent post called Corporate Podcasting Strategies for 2007. […]