Corporate Podcasting – THE Primer

I’ve written a bunch of posts on corporate podcasting in the past, while working on the process of creating them in the past. I’ve had the fortune of working on podcasts with one of my friends, Jeremiah, who was also responsible for pushing me into blogging (little did I know, what I was getting myself into 🙂 But, I digress…

Jeremiah was part of a world-class team of marketers who helped kick-start Hitachi Data Systems’ corporate podcast series and today he shares some of the strategies, in what I’d like to call a definitive resource for corporate marketers looking to bridge the chasm and to start podcasting. Here are Jeremiah’s 17 lessons (via his blog).

Just a couple of thoughts:

1. Resource existing content: In addition to white papers, corporate websites also have a ton of case studies and other marketing collateral that can be repurposed as great podcasts. Click here for a detailed list of other content that can serve as great corporate mediacasts.

2. Always attach the text transcript to your audio/video content, because that is better indexed via search engines thereby providing greater search engine results for the content you’ve crafted with so much care.

Dana Gardner jumps in with further info on cost, value and best practices – a great addendum to Jeremiah’s post.

My friend, Mack, had a few challenges while podcasting recently. Here’s his related post on why podcasting won’t take off until it’s easier. Hope these primers provide some further tips on podcasting.

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  1. Mario Sundar

    Ann & Gavin,
    I’m sure corporate podcasting is valuable to executives, owing to its cost and time saving capabilities.

    As for short-term ROI, I believe, if you can associate ROI w/ case studies and white papers, then you can definitely do the same for podcasts but much more efficiently.

  2. Mario Sundar


    Interesting article. Rather than transparency, as Damon points out, to me it seems like the example cited in the NYT article, led to ambiguity.

    Blogs are examples of honesty and clarity, but as the example of the Jobster CEO, all it did was lead to confusion. That’s not the intent of a blog.

    Thanks for the link, tho.

  3. Gavin Heaton

    There are some great tips here, Mario, thanks! I like the point about long term planning — from a corporate point of view we need to remember to view this as another tool in our relationship management arsenal. As with all forms of social media, it takes time to build your audience — and that can sometimes be at odds with the need to create short term ROI.

  4. Damon Billian

    Hi Joseph,

    I think it is kind of tricky for CEOs to blog. While one does want to be transparent as possible, you can’t be transparent about some internal items (layoffs) until there is an official announcement.

  5. Ann Handley

    Great primer, Mario. Dana’s point on cost is an interesting perspective:

    “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…”

    (from Jeremiah’s comments)

  6. Joseph Manavalan


    This isn’t related to this particular post, but I figure that you’d find this article in the NY Times about CEO blogging interesting.



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