The Power of Audio: Authenticity and Accessibility

First things first, podcasts are the epitome of authenticity. Unlike videos, there’s no visual bias here. It’s an intimate experience that levels the playing field and, more importantly, democratizes communication. And here’s a mind-blowing statistic: In the US and UK, 40% of adults listen to podcasts at least once a month. That’s a massive audience you don’t want to miss out on.

Trailblazers and Influencers

Remember Mark Maron and Joe Rogan? They were early adopters of podcasting, and their influence still reverberates today. But it’s not just about them. Consider “Serial,” which brought new listeners and storytellers to the medium, all while breaking the creator mold with a female host.

Accessibility Is Key

Thanks to smart devices and streaming services like Spotify and Amazon, podcast content has become more accessible and portable than ever. It’s the kind of convenience that today’s audiences crave.

Internal Communication’s New Best Friend

Now, here’s where it gets interesting for the internal communications folks. Podcasts are a hit with employees because they mirror consumer behavior and offer a refreshing alternative to cryptic memos or endless Zoom meetings. In fact, research shows that a whopping 83% of corporate workers want to hear from their companies via podcasts

Statistics That Matter

Let’s bring in some specific stats for the internal communications and pharmaceutical industries. Did you know that among corporate workers, 83% are keen on getting their dose of company news through podcasts? And guess what? Podcast listening peaks during working hours. It’s like the stars are aligning for businesses.

Choose Your Audience, Choose Your Format

When it comes to podcast formats, you’ve got options. Are you targeting external or internal audiences? The choice matters. For external podcasts, it’s all about defining success and measuring outcomes. But for internal podcasts, having an executive host can make a world of difference, along with some snazzy cover art and music. Plus, it’s an opportunity to let voices from within the company shine.

Let Your Employees Shine

Speaking of voices from within, don’t hesitate to let employees contribute content in various formats, like interview shows or podcasts. This takes the load off communicators and lets employees choose their formats. Consistency is key, though, so establish a regular schedule to keep your listeners coming back for more.

Measuring Success Differently

Traditional success metrics are based on plays per piece of content, but it’s time to think beyond that. Consider measuring ROI based on actions per piece of content. A well-placed call-to-action button customized for each piece can do wonders. Interestingly, content from the CEO doesn’t always perform as well as content from a peer. People want to hear from their co-workers as much as those at the “top”.

Bringing It All Together

Now, let’s talk strategy. Use insights on channel-specific listening behavior to make informed content decisions. Leverage internal thought leadership and let subject matter experts shine. Connect it all to a critical call to action, and you’ve got a recipe for behavior change.

Building Your Brand

Building your employer brand is crucial, and podcasting can help. Take, for example, a monthly podcast where your head of engineering explains product updates and simplifies technical jargon for non-tech folks. It’s a human and engaging way to elevate your internal experts.

The Power of Casual Conversations

Unlike polished videos, podcasts can have a candid, natural feel while still staying controlled. Take “The Drip” as an example. It’s a podcast about marketing campaigns that features directors and VP-level professionals who aren’t always in the spotlight. It’s unintentionally helped elevate their status within their organizations.

The Future of Audio

What does the future hold for audio? Well, it’s set to grow significantly, with more people creating and listening to podcasts. But here’s the twist: Platforms like Apple, Spotify, Pandora, and Amazon are investing in original content and connecting it with subscriptions, making it a bit trickier for businesses. In the next couple of years, audio will become a first-class communications medium and an owned content strategy, used for colleagues, onboarding, training, customer success stories, and thought leadership content.

Go Multi-Channel

To make the most of audio content, think multi-channel. Distribute it through QR codes on print, Sharepoint, and consumer-facing blogs. It doesn’t always have to be a 30-minute podcast; sometimes, an eight-minute clip that delves deeper into an article or blog post can do the trick. The goal is to distribute it meaningfully and connect all the insights together to understand where the listening is happening.

In a world that’s increasingly digital, podcasting offers a refreshing way to engage your audience, whether they’re internal or external. So, go ahead, explore the world of podcasts. You might just discover a new dimension to your marketing and internal communications strategy.

Interested in Remote Podcasting? Let’s Connect!

As a freelance podcast producer and podcast editor, I can help take
your audio content to the next level. If you have questions or want to explore the possibilities, don’t hesitate to reach out. Contact me at sturolls23@gmail.com or visit www.sturolls.com to learn more.

Happy podcasting!