Podcast
Company podcast
A company podcast is a regular audio or video show published by a brand. It does not work as a quick reach tool, it works as a way to build a relationship with a narrow audience over dozens of hours of listening.
What it means in practice
One episode means preparing topics and a guest, recording for about an hour, editing, audio treatment and distribution to the platforms. Realistically that is half a day per episode even though the recording itself lasts an hour. A sustainable frequency for a company is fortnightly rather than weekly, and a first season should have at least eight episodes recorded or planned before the first one goes out.
Why it makes sense in a narrow field: a hundred listeners who are exactly your customers beat ten thousand random views. In B2B, where Slovakia might hold two hundred relevant companies, a podcast gets you into the ears of people who would ignore an advert. Each episode also yields an article, three clips and a LinkedIn post, so it is not only audio.
What to settle at the start: who hosts, because rotating hosts breaks the listening habit. Then the format, whether it is an interview with a guest or two people from the company, and a length you can sustain. And the kit, where the rule is that the microphone matters more than the camera and a quiet room matters more than the microphone.
When it is not worth it: when the company expects results within three months. Podcasts grow slowly and most corporate ones die after five episodes, because the enthusiasm fades and nobody has time. If you do not have someone with this in their job description, do not start. And if the goal is reach rather than relationship, the same money does more in social video.
Before the first episode we ask what episode twenty will be about. With no answer to that, the series ends before anyone notices it. Try it today: write down ten topics you could talk about for an hour with no preparation.