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Corporate podcasts are podcasts created by companies to curate their brand image, spread messages, or create a community both internally and with the public.
From self help and beauty to money saving and entrepreneurship, branded podcasts are rapidly climbing listener charts, and it’s not just because of good marketing and trending snippets.
The intimacy of a podcast is its greatest power. Corporate podcasts allow consumers to get closer than ever before to a company, and while in the past, this may have been a daunting prospect, it can work in a company’s favour. Within podcasting, the insightful and honest discussions, personal stories, and professional journeys all contribute to fashioning a brand identity that is relatable, valuable, and human - something highly sought after from companies in today’s tech-driven world.
Social media is still hugely popular and influential in day to day life, but has lost its footing as a trustworthy media form. Today, consumers don’t want to just buy from a brand, but buy into it. They want to share the same values, join a community, and trust who and what they’re engaging with. Podcasts are how businesses can achieve that.
Brands earn trust by adding genuine value to a community. Sharing knowledge with expert guests, offering “insider access” into company inner workings, and highlighting relatable human experiences tells consumers that a brand is committed to more than just sales and impressions.
Longform conversations build deeper, more personal connections. The human voice can convey tone and emotion far better than written content, opening the door for a trusting and loyal audience, particularly if you come across open, honest, and relatable.
Adding a podcast into your marketing strategy is a great opportunity to remind audiences of your brand and what it has to offer. In addition to visible assets like company logos in podcast artwork or branded intros and outros, podcasts ultimately allow you to tell your brand’s story. Showcasing core values and the journey of the business helps build a committed, emotionally invested, long-term clientele.
Once you have established a secure, regular audience, podcasts can become a viable source of revenue. Common monetisation methods from your podcast include sponsorships, cross-promotion, ticketed live events, premium membership subscriptions, and listener donations
While podcasting is taking flight, it is still a complicated business strategy to crack. Successful podcasting requires a lot of time and effort, and a lot of creators and companies fall victim to “podfade”. Consequently, this means that the market for high calibre corporate podcasting is less saturated than other markets, like social media.
Now is the time to invest in a podcast to tell your brand’s story - or risk falling behind and look outdated when the rest of the industry eventually catches up.
As once busy city offices are quietly replaced by hybrid working setups, the loss of the “in between” and “coffee culture” at work has never been more apparent. With so much of our work now online, many employees feel disconnected, suffering from screen fatigue and concentration problems.
Internal company podcasts can reclaim some of the lost sense of community, while maintaining the advantages of a work-from-home setup. Shows can provide interesting behind-the-scenes insights, company-wide updates and news, and spotlights on Employee of the Month or birthdays. By embedding the episodes on the company intranet or dashboard, to make them easily accessible during the working day.
Additionally, millennials and Gen Z are demanding more accessible leadership and transparent communication across all seniority levels. Younger employees don’t want to feel alienated from CEOs or managers. Interactive podcast episodes, such as Q&A sessions, open up a line of communication between departments and stakeholders. Through a company podcast, you can positively impact your employees wellbeing and motivation, as well as refining company decisions through active feedback.
The High Performance Podcast features influential guests, including Jessica Ennis-Hill, Mo Gawdat, and Gordon Ramsey, to discuss their individual journeys to success. Through an anecdotal and honest lens, guests share their firsthand knowledge and insights, designed to guide listeners and help them unlock their “full potential”.
Some regular and loyal listeners may crave a more personal experience. High Performance offers this with its High Performance Plus subscription, providing exclusive content, deeper-focused masterclasses, and the allure of an ad-free experience. This creates a consistent, recurring stream of revenue, transforming a standard corporate podcast into a premium service with more to give - and transforming casual listeners into an invested audience.
The success of the podcast has influenced the introduction of other income avenues, like the High Performance book Micro Habits and live events and experiences. These additional revenue streams go hand in hand, with the podcast acting as the top-of-funnel marketing tool for more concrete physical goods further down the funnel, upselling other products.
The calibre of guests a podcast features can define its authority and impact. For High Performance, high calibre guests create an inherently professional, authoritative, and expert image. By covering many different industries from sports to finance, the podcast’s association with respected, successful people transfers a level of trust and reputation to the brand. This, in turn, lowers Customer Acquisition Costs because the podcast effectively acquires and retains an audience with credible interviews and exclusive access from well-known guests.
Hosted by Julie Taplin and Dr Anna Korsgaard Berg, the ATTD podcast is aimed at healthcare professionals and diabetes researchers and specialists. The podcast covers themes from new innovative technologies for diabetes management to the role of AI in diabetes care, alongside human-led conversations with their ATTD Conference Catch-Up series. The podcast distils key insights from industry experts, and transforms them into accessible, digestible episodes.
Episodes of the ATTD Curated Series involve large pharmaceutical and medical technology corporations, such as Dexcom and Medtronic, as key sponsors. Featuring professional, high-value guests on this series boosts the podcast’s reputation and credibility with these big-budget sponsors, and transforms the podcast into a year-round commercial platform, generating income from companies that want to be associated with a trusted, educational resource.
Acting as a membership magnet, the top-of-funnel podcast draws in listeners with informative, expert-led discussions before later directing them to the UNLOK Education Portal for deeper learning, masterclasses, and certificates. Because ATTD owns the UNLOK platform, they can nudge their specialist audience from the podcast to the portal, where users must register their details. Owning this data is valuable for targeted marketing and future conferences or sponsorships as it proves ATTD has the attention of top-level healthcare professionals.
The ATTD Conference Catch-Up segments are largely AI-driven, taking pre-discussed content from live conferences and recycling it into a summarised, bite-sized content asset. This adds an additional layer of value where listeners can catch up on information they may have missed, or simply recap a concise overview of a complex topic. By incorporating AI tools to pull this off, ATTD extends its reach and accessibility without the cost of additional production personnel or the need to record live sessions.
Corporate podcasts come with a host of advantages, from internal shows that boost employee wellbeing and retention, to public shows that organically capture interest and encourage loyalty.
At Cue, we work with you to understand your concept, your goals, and your brand - supporting you through the entire podcast production process, from branding and editing to marketing and distribution.
With podcast listening getting more and more popular, don’t wait to invest in a longform corporate audio strategy to maximise your brand’s reach and own your audience. Book a call with the Cue Team today, to start talking about how we can transform your knowledge and expertise into impactful audio.
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