Create a Corporate Podcast

Create a corporate podcast

More companies are looking to create a corporate podcast, responding to renewed public interest in audio content in the wake of the COVID-19 pandemic. 

Not only are podcasts for consumers increasing in popularity (B2C podcasts), company training podcasts and podcasts that serve as marketing tools for B2B sales are also seeing a boost. Businesses both large and small are beginning to see the value that podcast production has for their companies and how podcasting can help achieve multiple goals.

Corporate podcasts can help businesses educate employees, motivate them to achieve specific goals, and connect employees to one another. They can also help businesses educate and market to companies they want to sell into. 

By meeting people where they are at with content in forms they’re ready to engage with, you can increase your listenership, brand exposure, and your overall bottom line.

Here’s how you can create a corporate podcast in 5 steps, how podcasting-as-a-service can help companies reach people and other businesses using audio content with little to no in-house effort, and why Caspian Studios is a leading choice for outsourced podcasting.

What Is a Corporate Podcast?

Corporate podcasts that are used to train, educate, and motivate employees are sometimes referred to as internal podcasts and are a type of audio media that companies can use to communicate with and provide value to their team members. Corporate podcasts can also be used to serve as a touchpoint for B2B sales.

Companies can create engaging podcasts about their products to motivate potential business partners to sign up as resellers or to purchase products or services for their internal use. A company podcast can either be accessible to both employees and the general public, or it can be hosted privately and accessible only with a username and password.

How to Use a Corporate Podcast

There are many things you can accomplish with a company podcast.

With an internal employee-oriented podcast, your business can:

  • Make important announcements to the entire team
  • Deliver critical information or data to employees quickly
  • Encourage employees to meet deadlines and give progress updates
  • Teach team members valuable skills like how to manage their time and engage with customers
  • Guide new hires through the onboarding process in an easy-to-understand manner
  • Communicate changes in company policy, industry laws, workflows, etc. to everyone at once
  • Update team members on company goals and progress towards them
  • Promote any company-related events that are coming up and how employees can get involved
  • Share engaging, heartwarming, funny, or moral-of-the-story stories with your team to build camaraderie and boost morale

If you are creating a B2B sales podcast, your company will be able to:

  • Educate resellers on product ingredients, manufacturing processes, uses, safety information, and more
  • Market to companies who can benefit from using your products or services in-house
  • Attract high-value vendors that are interested in doing business with your company

Whatever you choose to use your internal podcast for, make sure that it always offers real value to listeners. Don’t use an internal podcast as a reminder to read the employee handbook or to distribute empty corporate jargon that has no substance or anything your team can actually use. Avoid creating a B2B podcast that feels thin and superficial. Instead, create a corporate podcast that reveals new information or provides a thoughtful conversation around your niche.

Examples of Successful Corporate Podcasts

“Hacker Chronicles” by Tenable 

Tenable, a cybersecurity company, reached out to Caspian Studios in July 2021 to discuss an idea for a podcast. From a content perspective, Tenable was tired of the same old fear-based security messaging – and this got them thinking outside the box. Who are hackers, actually? What are their motivations? Hacker Chronicles is a fiction podcast that follows Alice, a barista-turned-hacker. Alice’s chronicles are more than a thriller: they’re a series of lessons. From insider threats, to supply chain attacks, to ransomware hostages, this is a story for everyone — because no one is immune to cyber-insecurity.

“Demand Gen Visionaries” by Qualified 

Qualified came to Caspian Studios with a few major goals in mind: they wanted to increase pipeline generation, brand awareness, and be recognized as a thought leader in the demand generation space. A few brainstorming sessions later, Demand Gen Visionaries was born. On this podcast, CMOs and demand gen leaders dive head-first into their strategies and tactics for building a demand gen machine. Demand Gen Visionaries is now the definitive podcast for B2B CMOs and demand gen leaders. 

“Often Imitated” by Oracle 

What can history’s unique experiences teach us about modern customer experience? In Often Imitated, we examine history’s most unique experiences  – from Woodstock in 1969 to Edison’s first light bulb to the Pringles can – that have been often imitated but never duplicated.  In each episode, C-suite executives recount the origins of a famous experience to understand what it can teach us about modern customer experiences. We also share insights from modern business leaders on how they craft industry-leading CX. Oracle’s goal is to inspire you to create experiences that everyone else will want to imitate. 


“The Data Cloud Podcast” by Snowflake 

The Data Cloud Podcast is an original podcast by Snowflake, hosted by award-winning author and journalist, Steve Hamm. Each episode, Steve speaks with a top data thought leader to learn how they leverage the cloud to unite, share, and analyze data to drive business growth, fuel innovation, and disrupt their industries.

5 Simple Steps For Starting a Corporate Podcast

1. Decide If You Will Produce Your Podcast In-House Or If You Will Engage a Dedicated Provider

First and foremost, it’s important to determine if you will be producing your corporate podcast in-house or if you will hire a podcast agency. If you choose to produce in-house, you will be responsible for all of the steps of putting the podcast together, including sourcing guests, recording, editing, publishing, and marketing your podcast. If you hire an agency, a company will help you complete these tasks or will complete them for you.

Benefits of Podcast-as-a-Service

While the additional cost of hiring a dedicated podcast-as-a-service provider often elicits a groan from businesses with limited marketing budgets, there are numerous benefits. Companies can enjoy all of the perks of corporate podcasting without having to hire or train someone specifically for the job.

They don’t have to dedicate valuable employee hours to booking interviews, recording and editing, or posting the podcast online. Instead, team members can focus on essential jobs that can’t be outsourced, like customer relations.

Benefits of outsourced corporate podcasting for employees include but are not limited to:

  • Internal podcasts are an easy way to keep your team on the same page
  • Employees are able to consume content when it’s convenient for them, which is ideal for today’s remote workforce
  • Internal podcasts are preferred by employees and have a better engagement rate than emails
  • Podcasts make good leadership easier to access for all employees
  • Companies can create more personal connections with their team members
  • Large organizations can establish a closer relationship between management and employees with internal podcasts
  • Young workers expect leadership that is accessible to them and helps them to do their jobs properly

Benefits of B2B podcasting include:

  • More traffic from businesses that may be legitimately interested in your products or services
  • Increased opportunities to educate and motivate product resellers
  • Better relationships with companies that market and resell your products to consumers

2. Brainstorm Ideas for Your Corporate Podcast

Second, start thinking about all the different things you could do with a podcast. What interests you? What interests your employees or the executives of companies that may want to do business with you? What pain points could you touch on or what problems could you resolve? Consider what value you can bring and write down everything that comes to mind.

Don’t worry about ideas that may seem far-fetched or unrealistic. The goal of this step is not to make decisions for your podcast but instead to generate a multitude of different ideas to consider. Then, you can narrow down which approach suits your business best based on various criteria like what you plan to achieve with the podcast and how you want your listeners to respond.

Here are some general essentials to cover during the brainstorming phase of creating a corporate podcast:

  • Themes. Think about different content themes that would be valuable to your listeners and jot them down. Do you want to give them actionable tips they can use on the job? Do you need to provide users of your service or resellers of your product with important education?
  • Topics. Consider topics within these themes that you may want to cover. For example, an internal podcast for news updates can include any form of relevant story within your niche. A podcast with actionable advice for employees can stick to a few key topics to establish their authority within the niche.
  • Names. Jot down any potential podcast names you think of that are related to the themes and topics you’re already exploring. If you think of something that seems out of place, write it down anyway and see if has value later on.
  • Art. Create a folder for printed or digital art that interests or inspires you to talk about the topics you may be covering in your podcast. Look for art that matches the themes and topics you will be considering. You can use these to base the concept art for your podcast on, and an artist or graphic designer can incorporate many of the same elements into original art for your show.
  • Guests. Write down a list of anyone you think might be interested in appearing as a guest on your show. You should also write down a “dream guest list” of podcasters and other content creators you love or that are applicable to your niche. Even if you don’t think there’s a very good chance that these creators will respond to you, it’s often worth reaching out anyway.

3. Finalize Pre-Production Concepts

Next, it’s time to start narrowing things down and making the final choices for various aspects of your podcast. During this stage, you and your team will review the ideas you came up with in the brainstorming phase and begin making decisions on pre-production concepts. You can set aside ideas that have to do with production for the moment and focus solely on confirming your pre-production plan. For example, this step involves finalizing:

  • Your corporate podcast guest list
  • The name of your show
  • Your website domain and social media profile usernames
  • Scripts or show notes that you will be using
  • Lists of questions to ask your guests
  • Thumbnail and banner art

4. Produce Your Corporate Podcast

Once you’ve gotten everything organized, the next step is to record and produce your corporate podcast. This is an exciting and challenging step that may take a few tries until you feel comfortable recording and using corporate podcast editing software. During this stage, you will:

  • Schedule guests to come on your show
  • Distribute show notes and scripts
  • Set recording dates
  • Record raw audio files to be used during post-production
  • Edit audio, add intro and outro music, and record any narration
  • Create any marketing assets you will be using, such as infographics and blogs
  • Set up your website and social media profiles
  • Record ad read and integrations
  • Publish the finalized podcast audio to platforms like Spotify, Apple, Google, etc.) with transcription and/or show notes

5. Distribute and Grow Your Podcast

Finally, you will work on the distribution, growth, and marketing of your corporate podcast to your employees, consumers, or other businesses depending on your target audience. This is one of the most crucial steps, because even if you have an excellent show with beautiful art, clean audio, and all-star guests, few team members will listen if they don’t know about it. Here are several things you can do to help put your podcast in front of your staff:

  • Establish an optimized organic content marketing strategy
  • Create a high-value email marketing campaign that offers tangible benefits
  • Develop a social media marketing strategy that reaches potential customers as they engage with their own newsfeeds and profiles

How Do I Know If My Corporate Podcast Is Successful?

Once you’re regularly recording, publishing, and marketing your corporate podcast, you will want to measure how well the show is doing. There are a few metrics you can use to determine your success. These are also called Key Performance Indicators (KPIs) and can help you visualize how people are engaging with your podcast.

Here are some critical metrics to measure that can give you a good indication of how well your podcast is being received:

  • Total listeners. This is the number of people who clicked the play button or downloaded a podcast episode. It’s a cumulative measurement aggregated from all published episodes over the lifetime of the show.
  • Listens per episode. This is the number of people who clicked the play button or downloaded a specific podcast episode, measured over the lifetime of the episode.
  • Listener demographics. This data shows where your listeners are located, how they’re tuning into your show, and more. These are key metrics for companies that have remote or global employees.

If you're hosting an internal training podcast, you can compare the number of employees your company has to how many total listeners your podcast has to form an idea of what percentage of your staff engages with your podcast. To measure success for B2B podcasts, you might compare the number of listeners to the number of companies that sign up for your service or to resell your product(s).

What Is Podcasting-As-a-Service?

Podcasting-as-a-service is a comprehensive suite of services designed for people without the skills, time, or desire to learn how to successfully publish a podcast. Companies can opt in to all services if they want to be as hands-off as possible, or they can select which services work for them based on their goals and availability of internal support staff.

How Caspian Studios Can Help You Create a Corporate Podcast Your Listeners Will Love

Caspian Studios is a top provider of corporate podcasting services and can help your company create, record, and market a podcast that will put your business on the map. With internal podcasts, you can communicate with employees, encourage your team, disseminate critical information, and create a more personalized company culture and so much more with your podcast. A B2B podcast can also give your brand more authority and exposure to potential business partners.

What are you waiting for? Get started on your podcast today.

Contact Caspian Studios

Reach out to Caspian Studios today to learn how we can help your company establish a winning corporate podcast show by filling out our simple online form and we’ll get back to you ASAP.