Podcast Communications Strategy

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.

Podcast Strategy: Acquire or Influence?

Key to Communications Strategy success in planning a B2B Podcast Series is understanding whether your podcast goal is to Acquire or Influence your audience. Acquisition means creating new business development conversations. Influence means moving existing ones along the funnel. podcasts acquire influence

Recommended Related Articles

Define: Attention

Attention – in modern business communication, Attention is your biggest cost. A partner, client or prospect may be “Aware” of your communications, but are they paying Attention to it? Paying Attention requires, literally, your audience to “pay” with their attention, so it’s not earned easily. You can earn Attention through trust and authentic communication.

Recommended Related Articles

Define: Audience Carry

Audience Carry – imagine you were running a restaurant. Most of your diners would come Saturday evenings and Weekend afternoons. But a good restauranteur knows that success comes from filling out the restaurant on a Tuesday evening on Thursday afternoon. It’s the same with Podcast Audiences. It’s easy to get “spikes” from your guest sharing the pdocast to their network, but how much of that Audience carries to other episodes? Successful Podcasts have Carry, created in part due to strong Narrative Frameworks and planning (such as Podcast Storyboarding and Key Talking Points)

Recommended Related Articles

Define: Authentic Leadership

Authentic Leadership – the word “Authenticity” stems from the Greek root “au” which has no direct translation but means “to feel” or “to perceive”. “AU” is the same etymological base for “Audio”, “Audience” and “Authority”. It’s no coincidence that in the Era of the Machine, audiences increasingly want authentic, human audio conversations, raw and unpolished.

Recommended Related Articles

Data: Authentic Leadership

data authentic leadership

Define: Brand Authority

Brand Authority – According to Forbes Communication Council, Brand Authority is…”a company’s perceived expertise within an industry or topic.”

Recommended Related Articles

2 Models of Business Podcast B2C & B2B

There are 2 common models for business podcasts – B2C Podcasts and B2B Podcasts. Each has its own unique take on style, delivery and metrics. b2c vs b2b podcasts

Recommended Related Articles

Define: Business Storytelling

Business Storytelling – how leaders like Steve Jobs use existing narrative frameworks to engage and create positive change.

Recommended Related Articles

Define: Digital Transformation of Communication

Digital Transformation of Communication – the evolution of traditional corporate communication “Pipelines” into communication “Platforms” using Digital channels like Podcasts.

Recommended Related Articles

Example Award Winning B2B Podcast

McKinsey Asia won a Platinum Marcomms Award, the first ever awarded for a single podcast episode. The winning Episode featured an interview between Asia Chairman Oliver Tonby and the United Nations. More in depth analysis in Case Study: Award Winning Podcast. Podcast Soundbites below:

Recommended Related Articles

Podcasts: Get our Guide for Corporates

podcast planning guide

Define: Human Communication Interface

Define: Loudspeakers vs Telephones

Define: Many to Many Communications

The modern business communication landscape is a many to many one, where unofficial storytelling vastly outweighs the official narrative. The key to thriving in this landscape is not to control communication through the traditional pipeline model but to curate it with a platform like a Podcast.many to many

Recommended Related Articles

Define: Minimum Viable Podcast

Minimum Viable Podcast – in the same way a startup founder approaches building an app, we should also build a podcast – lean and agile. Your first Series should test the concept, a POC (proof of concept) of 4-6 episodes that get you “in the game”, establish your workflows and help you take a position to learn how you’re going to improve.

Recommended Related Articles

Podminer: Business Podcast Rankings Tracker

podminer podcast rankings

Define: Podcast Analytics

Podcast Analytics – while tracking the analytics of podcast audiences are obvious applications of data, to extend the capability of analytics we need “Data Driven Conversations”. At Pikkal & Co, we help our Podcast Clients by sharing data from our Pikkal Analytics Platform that helps measure thought leadership, benchmarks performance against in-category competition, monitors Podcast SEO and engagement.

Recommended Related Articles

Podcasts are Conversations not Interviews

Modern audiences want authentic conversations, raw and unpolished. Efficient, rehearsed interviews fail to engage an audience that increasingly places a premium on trust, vulnerability and connection.podcasts are conversations not interviews

Recommended Related Articles

Define: Podcast Metrics

Podcast Metrics – key measures of podcast success. While the most obvious metric is Audience, this is not the most important for B2B Podcasts. For B2B Podcasts, Category Ranking and Keyword SEO define thought leadership and, therefore, are more conducive to developing highly aligned, quality audiences.

Recommended Related Articles

Define: Podcast Storyboarding

Podcast Storyboarding – at our Podcast Agency we see every podcast as a co-created narrative between the host and the guest(s). That’s why it’s important to help structure the narrative as a team rather than set the podcast up as an “interview”. The most authentic and spontaneous podcasts are also the ones that have an outline narrative arc for the speakers to follow.

Recommended Related Articles

Define: Small Cross Functional Teams

Small Cross Functional Teams (SXFTs) – teams that cut horizontally across an organization, uniting stakeholders of diverse departments but unified interests. B2E Podcasts – podcasts that allow employees to speak to each other by creating these internal “watercoolers” or “campfires” are one way to create SXFTs.

Recommended Related Articles

Define: Soundscapes

Soundscapes – Podcasts are a canvas for your imagination. With the help of a good Podcast Agency you can create engaging audio content using established audio engineering techniques like transitions, music, soundbites, stingers, trailers and drops. Your goal is to create an engaging story, to co-create a narrative with all the team, not to deliver dry interviews.

Recommended Related Articles

Define: The Storytelling Effect

Define: The Storytelling Organization

The Storytelling Organization – a company or government agency that empowers its leaders at all levels to find their voice.

Recommended Related Articles

Define: Thought Leadership

Thought Leadership – in the Communications space, thought leadership derives from leading the conversations of your category. By defining the narrative and the framework through which ecosystem partners view problems, you establish your brand and your leadership as authorities within that space. In Podcast terms, you can employ Podcast Metrics like Store Rankings to track thought leadership.

Recommended Related Articles

Define: Unofficial Communications

Unofficial Communications – increasingly Comms Leaders are challenged by the growing volume of Unofficial Communication that an organization creates. Communications cannot be policed through the traditional narrative of Control, rather Comms needs to Curate Communications by building a Platform like a Podcast.

Recommended Related Articles

Looking for Podcast Case Study Examples?

10 business podcast case studies

Podcasts: Get our Guide for Corporates

podcast planning guide

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.
Close Bitnami banner
Bitnami