We’re living through an unprecedented experience. People are confined to their homes and businesses are either shut down or rapidly shifting to work-from-home, as we all do our part to slow the spread of the novel coronavirus. No one is sure when this will end.
While it might seem like an unusual time to launch a new communication tactic, it’s actually the perfect time to start a business or organization podcast. Podcasting is an amazingly intimate media that is very well-suited for the remote work situation most of us find ourselves in today. From customers to employees and other stakeholders, podcasting can help you reach audiences in a more personal way that people appreciate at times like these. Here’s why:
1. People need to hear human voices
Now more than ever, connecting with people on a personal level is important to our well-being. Your podcast can help. Whether your audience is your customers, your members, your employees, or any other group your enterprise regularly connects with, communicating with them on a directly personal level is more important than ever.
Your podcast doesn’t need to have a million listeners to be successful. It doesn’t even need to have 10,000 listeners. It just needs to deliver your message effectively to the audiences you care about most. Maybe that’s a few hundred members or customers. Maybe it’s a few dozen employees. The number doesn’t matter as much as the authenticity and personal touch that only a podcast can provide.
2. A Podcast can involve your whole team
It’s usually best for a conversational podcast to have a host whose voice and personality drive the conversations, but the host needs a guest of course. That’s where your entire team — even customers, vendors, and third-party experts — can play a role.
If you want your customers to know about a new product, for example, you can have a member of your product development team as a guest. If your organization wants to tell members about a recent legislative success, have your legislative director on the show. If you’re making changes to your teleworking technology and need your employees on board, invite your IT director to tell them about it.
These are all ways you can keep your interactions with your business or organization’s key contacts and employees personal and direct. The possibilities are limitless.
3. Podcasts can be (relatively) easy
Recording a podcast is actually rather simple. Most podcasts are simply conversations between two or more people (in particular podcasts by businesses and organizations), and most of us are adept at carrying on a conversation.
Technically, all that’s required is a microphone and some easy-to-use software. It’s true that editing requires skill, but there are many services that can assist you with that.
Even with co-hosts or guests working from home, the technology exists to record conversations remotely with very good sound quality. Of course, the more complex you make your show the more difficult it can be to produce. Right now, however, simple is probably best.
With some basic know-how, you can usually get a new podcast published in a day and distributed within 24 hours. After that, publishing new episodes is as easy as publishing a blog post.
4. Podcasts are affordable
The economy is in flux and spending on a new project may be a challenge. Podcasts startup costs are actually very low, however, and episodes can cost as little as a few hundred dollars to record, edit, and distribute.
Compared to the time and energy required to launch a new newsletter, blog, or video series, podcasting is a remarkably affordable way to reach audiences. A professional-looking video can cost hundreds or even thousands of dollars per minute to produce, with hours of review and editing to get it right. A professional-sounding podcast, by comparison, will usually cost less than $35 per minute and, assuming you outsource engineering, can usually take you less than two hours to record and review (for a 30-minute episode).
Podcasting is a great way to keep your community together, in a highly personal way, while we all practice social distancing.
5. Podcasts don’t interfere with productivity
Audio is one of the few “multitasking” media. Both text and video ask the consumer to focus exclusively on the content while they consume it, but not podcasts. You can’t really drive, cook dinner, or plan the agenda for an online meeting while also watching a video or reading a blog post, or at least you probably shouldn’t — but you can do all of those and more while listening to a podcast.
Creating a podcast for employees, customers, or others is a great way to communicate with them without asking them to make extra room in their lives for your content. They can listen while they go for a walk after being cooped up working from home all day, or while they are doing the laundry, or working in the yard, or any other activity.
This is one of the greatest values podcasting for business provides, and audiences appreciate publishers who respect their limited time.
Get started today
We can help you get your podcast going today. During this crisis, Junto Media is cutting our consulting rates in half to help new clients get their podcasts up and running.
Contact us now for a consultation. Stay safe, wash your hands, and keep loving one another.