More and more organisations are embracing the podcast as a marketing and communication channel. And not without reason. Let us list a few facts & figures for you.
More and more people are listening to podcasts; since 2018, the number of listeners has even grown by 40%. People don't just listen in the car or on a walk anymore; they also increasingly choose to listen to a podcast at home. And that's where a huge opportunity lies for companies and institutions.
The podcast is a great tool for creating engagement with your potential audience. By connecting the listener to you, your brand awareness grows. And once your audience is aware of your brand, your product or service, trust will grow and they will come to you more quickly.
Why a podcast should not be missing
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Start a podcast
10 business podcast ideas
Before your organisation starts making a podcast, it is important to establish what you want to say. Your podcast starts with a subject, an idea. Once you have established that, it is time to think about how you are going to tell your story. You do that by choosing a format. A format is the form of your podcast.
In this article, we will give you ten business podcast ideas, followed by the different podcast formats that are available. Please note that there are several possible formats for each podcast idea. The key is to choose a combination of idea(s) and format(s) that suits your organisation and its story.
Finally, there are three different podcast types to choose from: the external podcast, the shortcast and the private podcast. We'll get to that later 😉 Because first: ten business podcast ideas!
The 'explore & philosophise' podcast
A podcast in which you explore new ideas within a certain domain or where you philosophise about the impact of the latest developments on the future. You can talk to experts or explain the latest developments. This podcast is a good fit for knowledge organisations, non-profits and governments.
Angles of attack:
- Discuss market developments
- Philosophise about new innovations
- Discuss the impact of innovations
- Debate on new rules and laws
- Share the latest news and developments
The 'educate your customer' podcast
Marketing is mainly about creating awareness and helping the right potential customers further in their customer journey. Not everyone is immediately 'ready to buy' and therefore, in many cases, it is necessary to help your customer on their way. Often with the help of content. A educational podcast about your profession or product can help.
Angles of attack:
- Handle case studies
- Share knowledge and experience
- Interview experts
- Interview customers about their experiences
- Share the latest insights
The stakeholder engagement podcast
Of course, you can send huge e-mails or 100+ page presentations to your stakeholders, but who really wants to go through those documents? As human beings, we can listen for longer than we can read or watch in concentration. Moreover, in a podcast you can add more emotion and nuance to the content than you can in text or slides.
Angles of attack:
- Present the annual report
- Interview the leadership about the strategy
- Share updates on strategic projects
- Question & Answer session on business updates
The employer branding podcast
Those who hunt for the best talent in the market know that it is no longer just about working conditions. People want to be proud of their employer and expect social involvement. Therefore, take your potential candidates into the mission, vision and goals of the company, but also a look inside the organisation fits well in this podcast.
Angles of attack:
- Interview the leadership about the mission and vision
- Make a docu-series about the organisation
- Create a series about a (fictional) case
- Interview employees about their job or projects
The 'awareness through education' podcast
Do you want to create awareness among a certain target group and make people aware of, for example, a social problem or a major change (movement) that you want to bring about? Or are you looking for a way to put your product or service in the spotlight? The awareness podcast does exactly that. By sharing stories, interviewing experts or debating.
Angles of attack:
- Interview (experience) experts
- Educate by sharing stories
- Debate and explore different perspectives
The 'internal leadership branding' podcast
Nothing is as important to a leader as support within the organisation. With a internal leadership podcast You can increase that support. Perhaps because of an impending or recently completed reorganisation or because a new leader is joining the organisation. A podcast is often experienced as authentic and it is one of the most intimate forms of communication. So it is very suitable.
Angles of attack:
- Interview the new leader about his/her background
- Engage with the leadership about the future
- Have a personal interview with the new leader
- Make a report of the internal roadshow
The 'purpose update' podcast
There are more and more organisations that also pursue a social goal. This often produces great results and stories. That is why it is a great opportunity to make a podcast about this. Do you buy sustainably from local suppliers? Share their story and show the impact of the cooperation. Give updates on recent projects, sponsorships or donations.
Angles of attack:
- Updates on recent social projects
- Include people in your mission through education
- Organise a round table around a topic
- Share facts & figures about your positive impact
The employee onboarding podcast
Can you remember on your first day at work when someone said something like 'take a look around the intranet'? Wasn't a good feeling, right? A podcast is an excellent way of onboarding new staff. You can make episodes about the mission/vision, but also about the culture, the leadership, the goals of the organisation, the product range and more of these kinds of topics.
Angles of attack:
- Create a series on core values
- Tell about the history of the organisation
- Let the leadership tell about the mission and vision
- Create a series on products and services
The (internal) educational podcast
Audio is the most natural form of content for humans to consume. It is therefore not very surprising that many people prefer audio books and podcasts to books and manuals. For this reason, audio is used by many organisations for educational purposes. Think, for example, of safety training, Management training and product training.
Angles of attack:
- A series on safety instructions
- A podcast about relevant new legislation
- A management training programme for trainees
- A coaching programme for managers
The 'event recording' podcast
Virtual (or hybrid) events are becoming more and more popular. Where it used to make sense to follow the event physically or on screen, audio is increasingly being added. Especially because long form audio content is easier to combine with other activities. You don't have to sit behind a screen for hours to listen to the event (again).
Angles of attack:
- Record press conferences for on demand listen
- Create a behind the scenes-series of your event
- Make the presentations also available as podcasts
- Reflect on the event with guests and speakers
Choosing a format
7 formats for the business podcast
A format is about the form of the content of the podcast. Which format(s) are best for your podcast depends on the content of the podcast and the purpose of the podcast. Sometimes you can even combine different formats. Here are the seven most common formats.
The interview podcast is perhaps the most popular type of podcast. The format is simple. You have a host, possibly a co-host, and a guest who is interviewed. This format stems from the traditional radio and television programmes.
The big advantage of this type of podcast is that you not only reach your own followers, but also the followers of your guest. This may open up a new target group of potential followers for your podcast.
However, the form creates challenges, because you have to deal with technology and people. The energy of your guest and their ability to express themselves determines the quality. Do you do a remote interview, then technology can also be a challenge.
Read also our article About the best tips for podcast interviews.
The open conversation
The open discussion is basically a conversation between two or more people with a microphone to record the conversation. It may look like the interviewbut is usually an open conversation without a fixed format. These podcasts focus on a particular theme, but more often than not they are aimed at broad topics, such as (social) current affairs and/or news.
This type of podcast is difficult to get off the ground if you have no or few followers. As a listener, it's harder to decide if this is a podcast you want to spend time on. However, as your reach increases, this is a format that has the potential to become a mainstream podcast.
The monologue is a solo podcast that is the easiest in terms of production and planning, but demands a lot from the host. The host is the only one speaking. This means that the quality depends on his or her ability to express him- or herself well. Sometimes these podcasts scripted, Sometimes the host talks about a particular subject throughout the episode.
The great advantage of this type of podcast is that you don't have to take anyone into account in the process. You have everything under control. A potential drawback is that it can quickly become boring if you have to listen to the same voice for an hour. In addition, it can be challenging as a host to keep your energy up when there is no interaction with others.
A panel podcast is a podcast in which (usually) one host interviews several guests on a topic. Often it is about current affairs and news. Each show has different guests.
The main advantage of this type of podcast is that there is usually enough news and current affairs to discuss and the 'burden' is carried by the guests. The downside, of course, is that you need to have a decent pool of potential guests if you want to record episodes on a regular basis.
With this form of podcasting, too, you may benefit from the reach of your guests. However, with this type of podcasting, finding guests is elevated to a top-class sport. You usually have to find more than one per episode.
The master class
The masterclass is in fact a educational podcast, with the aim of imparting knowledge. You can compare it to an online training, but without the video. With this type of podcast, a well thought-out series is essential. It must have a certain structure. Moreover, it is important that you think carefully about the listener's level of knowledge.
Once you have the content in place, you can start recording podcasts in no time. In many organisations, the content is often already available in another form (video, text, etc.). All that is left to do is to record the content. become. More and more organisations are using educational podcasts for onboarding new staff and for training and coaching people in the organisation.
Great content is usually shared at events. Video recordings of the event are already shared as standard. And since many people want less screen time, such presentations are also offered in audio format.
Those present and absent can then listen back to these presentations while walking, travelling or exercising, for example. Especially given the length of these recordings, the willingness to listen back is higher than to look back.
Important for event recordings Of course, the quality of the sound is important. Make sure there is sufficient expertise to facilitate this (e.g. via the Springcast partner network).
The report is a report of an event or (news) story. This format uses several relevant sound clips that are linked with a voice-over.
This format is very suitable for a business podcast. Think for example of a report of an event or an analysis of the latest developments in the industry. Conduct interviews with attendees or evaluate with experts. Combine these with excerpts from the relevant event or news story and add a voice-over to provide context.
The report demands a lot from the maker. Before you start recording, make sure you determine what story you want to tell. In this way, you will know exactly which fragments you need. Only write the text for the voice-over after you have selected your audio. This way, you can be sure that your fragments correspond with the story you want to tell.
Choosing the right podcast
3 podcast types
We've said it before: when you decide to start a podcast, it's important to first decide what you want to say. In this article we gave you ten business podcast ideas to choose from.
Next, you will look for the format that best suits your story. In this process, there is another important step we would like to give you. Ask this question during your brainstorming sessions:
Have you answered this question? Then you need to choose between the following three podcast types.
The external podcast
This type of podcast is accessible to everyone. It is also the most common type of podcast. You can find public podcasts on distribution apps such as Spotify, Google and Apple. The length is variable and depends on the format chosen.
The shortcast is a short podcast of up to six minutes. It is very suitable for informing your listeners in a short time. You can use several formats for a shortcast.
It is advisable to work with a script in this form. The short length is an advantage, as little preparation time is needed. However, you do want to put all your information into the short time you have. So make sure your story is to the point.
The private podcast
The name says it all: this podcast is for internal use only. We see that especially large corporates and governments choose this type. Especially when you share sensitive information, it is advisable to use the private podcast to choose.
A private podcast is a podcast produced for and distributed to a select group of insiders, such as staff, investors, suppliers and other stakeholders.
You can choose to make your internal podcast public This way, your podcast can be listened to by anyone, including people from outside your organisation. This way, your podcast can be listened to by anyone who wants to, including people from outside your organisation.
In addition, you can put your podcast on hidden put. With this, your podcast is really private. So only people who have access to your show can listen to it. Want to know more about this? In this article we will tell you everything you need to know.
As with the external podcast are the possibilities for a private podcast endless. However, there are a number of ideas that are ideally suited to this type. We list them here for you.
Join the movement
In 2021 alone, 1,500,000 new podcasts were published. More and more of these are business podcasts. And not without reason. A podcast can seriously contribute to the success of your business or the story you want to tell.
In this article we gave you 20 ideas, formats and types for a podcast, intended to inspire and support you in starting a business podcast. Want to know more, or draw on our expertise? Feel free to contact with us!
Want to know more about how to get creative ideas for a podcast? Then make sure you read our article where we give you 10 tips for creative podcast ideas.
Enough writing and reading... it's time to get started 😉 .