Launching a Successful Podcast for Your Company (Part 2): Building a Content Strategy
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Launching a Successful Podcast for Your Company (Part 2): Building a Content Strategy

By April 26, 2021No Comments

Did you know that only 13% of workers are satisfied with their employee experience? To improve internal communications, companies are adopting private podcasts.

The pandemic and working from home have put into view something we always knew: your workforce demands better engagement with its leadership. In response to a growing need to improve internal communications, FieldCast is providing a six-part webinar series, “Launching A Successful  Podcast for Your Company.” The series walks business leaders through every step of the podcasting process.

In webinar #2, we focus on “Building A Content Strategy” featuring:

  • Ted Canova, FieldCast’s Chief Content Officer, and award-winning journalist
  • Cordell Clealand, Manager, Dealer & Field Communications at American Honda Motor Company

You can view the full webinar replay here. The key takeaways include:

Creating Your Content Calendar

Many of us take a seed of an idea and go charging in. We like that too. But to launch a successful podcast series, you need a strategic content calendar, just like your company uses for other forms of communications. We suggest:

  1. Start with a blank monthly calendar, either online or create one using a whiteboard
  2. Make a list of all the upcoming marketing and promotional initiatives your company has already scheduled
  3. Schedule an episode for the week each of these initiatives will be launched
  4. Add episodes in other weeks with topics that you feel would be interesting to your employees

What Content Should Be In Your Episodes?

Chances are your company podcast will have a mix of topical information that is super relevant to your employees and evergreen content that will never be dated. This mix is a great way to engage your employees, providing both “need to know” and “nice to know” information to help them always leaning in as a listener. Some of the episodes we see working include:

  1. Profiling new company products and initiatives
  2. Tips on how to sell against the competition
  3. The day in the life of a leader
  4. The day in the life of a rank-and-file employee
  5. Diversity and inclusion

Your episodes will also come to life if you use existing audio clips, from branded theme music to pre-existing interviews, employee profiles, and information in your press releases.

Choosing Your Host & Guests

As the saying goes, “content is king” but so is the person you choose as your podcast host. The choice may be obvious, but we recommend you consider someone who at first blush you would never think of. Your company has natural communicators walking the halls who can be highly engaging to the listener. Whoever you choose, here are some key attributes to look for in a host

  1. Highly curious
  2. Will learn along with the listener
  3. Takes ownership of the podcast series
  4. Leverages potential guests in her/his network

Choosing the right guests will also make or break your podcast series. Consider interviewing:

  1. Top leadership
  2. Department heads
  3. Employees who have overcome the odds to succeed
  4. Innovators within your company
  5. Diversity

This is the start of a special six-part webinar series where you’ll discover best practices for building a company podcast. Part three on “The Art of Interviewing” will feature Ray Suarez, award-winning journalist and a host and producer with FieldCast. The episode will launch on May 5th at 12pm EST. To get notified of upcoming webinars, join our email list here.