Podcasts Communication.
If you don’t want to read it, you can listen instead.

Schindler Parent > Blog > Using podcasts for brand communication

Before, it was always a question of people simply not wanting to listen. But that has changed. Podcasts are up-and-coming. And they are suited to every topic. For companies too. Even in the field of B2B sales.

Before it was a case of, well let’s say: Not everything was better, but quite a few things were different. Before the written word began its unstoppable march to victory, knowledge was shared orally in order to increase recognition, often in linked languages. Nursery rhymes for pre-school age children continue to reflect this in a much less pronounced manner. Nonetheless, the world today is very complex. The intention for news and messages is often not only for them to be heard in the here and now in a restricted local communication situation, rather, the intention is for them to be heard everywhere and at all times by as many addressees as possible. Printed or digital communication in word, image or even moving images was unbeatable in this respect. And it is still – or more precisely, it still would be, if the podcast had not helped the oral form to achieve a revival.

Wait a second? Podcast? Revival? It seems that podcasts have been around forever. As early as 2000, this format was put forward by the American publicist Tristan Louis, later modified by the software developer, author and entrepreneur Dave Winter and pushed as “audioblogging” by the former MTV presenter Adam Curry. In 2004, Ben Hammersley found a name for it, combining the two words iPod and broadcasting to create the podcast. In simplified terms, podcasts are radio programmes which anyone can listen to regardless of the transmission time or radio if they have the required device to hand. In the car, on the way to work, just before going to sleep, any time at all.

For some time now, podcasts have been more than just recorded radio programmes, interviews or reports. Now, it is not only radio and TV broadcasters who offer audio and video files in the form of podcasts, rather, the online editing teams for most daily and weekly newspapers have their own podcasts. This because they too have noted that their readers spend less and less time reading long articles, even if they are as short as those on the internet. And because for many people, there are too many videos and they require too much attention for too long (placing demands on both your eyes and ears). Audio, on the other hand, only requires one ear, meaning the listener is able to keep their attention on road traffic and everything else.

This is where podcasts start to become very interesting for companies and their corporate communications. After all, all content can be delivered in a fascinating way via audio. A picture is worth a thousand words, but if you cannot spare an eye for the picture, the ear still remains open to receiving the message. This is also the case particularly in the field of B2B. Podcasts allow reports about product developments, examples of applications and pioneering innovations of varying length, of a variable depth of information, with one or several speakers, combined with interviews with those involved in the process. They are therefore ideal for giving customers, business partners or buyers advance information and building confidence before initial contact has been made.

The advantage compared with image-, corporate or product films is that employees who speak on them often cannot conceal how camera-shy they are. Recordings of conversations, which is a possible format for podcasts, do however convey a high degree of authenticity.

Placed on a website, or perfectly targeted to the relevant portals, these podcasts can be designed based on the target group. The link to them can also also be sent in advance by email, e.g. when potential new clients request documentation which they then often barely read. As a company, do we need to be producing our own podcast? Nobody is obliged to, but everybody can. But why should a company not have its own podcast portfolio in addition to its own Youtube channel? For example, if their customers prefer to listen rather than watch.

What is crucial: Podcasts offer another option to be used for corporate communications. For example, in the form of pre-stream ads which are played before podcasts. The audio marketing company RMS has introduced an AdServer-based solution on time for dmexco which ensures that pre-stream ads are played before podcasts, regardless of whether they are streamed or downloaded. In this way, communication advertisements are also guaranteed when downloading the podcast.

Sound good? Then consider it. If you have any questions, just contact us. We can talk about everything, even without considering a podcast immediately.

For more information, please contact:

Christoph Siwek

Creative Consulting / Group Head Text
christoph.siwek (at)