4 steps to a winning internal podcast program

Promote your initiative, devise content that will resonate with your target audience, and make your episodes easy to consume.

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Setting up your organization’s internal podcast is not as difficult as you might think.

Here are four steps to get you started:

1. Plan your content in a channel/show/episode framework.

Start by identifying your target audiences—which could be as simple as executives, sales teams or all employees—and then map out which shows will be most important to your core listeners.

For example, perhaps the sales channel would like a show titled “This Week in Sales” that delivers a weekly 10-minute episode discussing new customers, winning pitches or ideas for handling objections. The all-employee channel might enjoy a show with interviews of executives offering two or three new episodes every quarter. You might also consider episode filler content, where you feature guest podcasters or host Q&A sessions. If a CEO is recording a podcast announcing a new executive hire, make it an interview that includes audience Q&A.

The key is to not overthink it. Relevant, useful content is the key reason employees will engage with podcasts. There’s no reason to make something that’s overproduced or extensively scripted. You might even decide your weekly webcast would make a great podcast series.

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