Podcasts are an ongoing trend and productions are becoming more and more professional. The production of a corporate podcast can also be benefitial for small and medium-sized companies, because podcasts offer an attractive and established communication medium with a manageable investment. The use-casesfor podcasts are versatile. In B2B, the following formats are particularly interesting:
The Industry Podcast
At the moment, thera are only few podcasts for special audiences in a certain B2B target group, for example mechanical engineering or manufacturing technology. Here, companies have the opportunity to offer an attractive format with a unique selling point and can
position themselves as an industry expert. Possible topics of the podcast are, for example, current developments in the industry, trade fair innovations or inside information. These can be produced very well in interview form in the podcast, for example with in-house experts or industry experts. Of course, information about products can also be placed. However, be sure to focus on product benefits, application scenarios and the current industry environment and to provide relevant information for the everyday life of your listeners.
The employee newspaper to listen to
Another application field for podcasts is support for internal communication between departments and customer service. and sales teams. Especially with a large product range and high complexity of the products, the employees can be provided with compact information with direct customer contact to refresh product knowledge. Here, for example, it is a good place to use every podcast
Follow a topic from the company’s product or service spectrum to present in depth with the aim of answering the most common questions from customers, but also questions from employees about internal processes and backgrounds. If possible, the podcast should also include phrases for the presentation of
services included in the customer interview. The aim is to provide background knowledge on the individual services and thus to strengthen the consulting competence in conversation with the customers. Podcasts in this format should be monothematically structured, so that individual episodes for targeted talk preparation before customer appointments,
can be used in the car, for example, on the way to the customer.
The Employer Branding Podcast
Podcasts can also serve to position your own company as an attractive employer and to show development opportunities in the company. Especially among the target group between the ages of 21 and 35, podcasts are extremely popular. It is not a question of reading out job descriptions, but of communicating the working environment in the company through examples and personal stories of the employees. Daimler makes
in the podcast »Headlights»: A moderator interviews an employee from different divisions and hierarchy levels in each episode. They provide insights into everyday work and are also intended to convey the culture that prevails in the company. In this way, companies can provide a hopefully
authentic image of yourself as an employer and create a sense of connectedness among potential applicants.
Professional production – manageable investment
- Advice on podcast development and conception
- Professional podcast production in the in-house studio with professional speakers and, if necessary, under
Connection of external guests and experts
- distribution of your podcast on public podcast platforms or, in corporate podcasts, into internal
- A regular communication channel to customers, employees or applicants in an established
and accepted format.
- Expert knowledge, e.g. E.g. from specialist departments to communicate effectively to sales and customer service representatives
- Finding a cost-effective yet attractive way to start building an e-learning learning culture.