Jeremy Shere, Founder & CEO of Tribal Knowledge Podcasting, hosted an interactive webinar and revealed simple tricks for creating and managing a successful internal podcast. Jeremy’s best practices will span across important stages of your company’s podcast initiative: from planning and strategy to production and promotion. Jeremy discusses how to further understand your internal podcast audience, gain company buy-in and create successful, high-quality content that will engage your listeners.
(4:22) Speaking about why a company should add a podcasting comms channel Jeremy offered: “…the convenience of podcasting, especially these days when everyone has been suffering from so-called Zoom fatigue, or just generally staring at a screen fatigue… you can listen… Podcasts are conversational… you can get that kind of authentic, non corporate, a little less buttoned down tone. You can get storytelling that's lively and engaging…”
(7:50) Reflecting on podcast goals, Jeremy had this to say: “I think podcasting works best in any situation, but I think especially for internal communications, when you are aligning the central goal for the podcast, with a main business goal… My point really is that the more specific your goal is, and the more aligned with the larger goals of your organization, the better it's going to be, because it's obviously easier to measure…”
(15:36) Jeremy gave a ‘pro’ tip on target audience: “ the more narrowly you can define your target audience, the better, because it helps with alignment. And it's easier to get information about a more narrowly defined group of people. So, one, I think, common mistake that often happens with internal podcasting is that you try to create a podcast for everybody. So, again, the more narrowly that you can define your audience, the better things are going to go overall.”
(23:56) Offering another pro tip Jeremy goes on to say: “audio quality really matters. Video quality too, for that matter. But I think there's a school of thought out there that if you're in podcasting, especially if it's internal, we don't have to worry about that so much. We're not a media company. We don't have to sound like the best podcasts out there. Personally I disagree, because you are competing against all the podcasts out there. Your target audience are going to be listening to podcasts for fun. And if your podcast is way below in terms of the quality, then people just aren't going to take it as seriously. And it won't be as engaging to listen to.”
As always the entire webinar and transcript are available to watch, listen or read.