In this edition of The Chatter, we are discussing a topic inspired by the recent landmark deals by SmartLess Media and Joe Rogan. These developments not only signify a maturing market but also highlight a pivotal moment for corporate communicators and marketers to rethink their approach to corporate podcasting.
The podcasting landscape is undergoing a transformation, marked by high-profile deals that underscore the medium's vast potential for engagement and monetization. SmartLess Media's exclusive pact with SiriusXM and Joe Rogan's renewed, yet non-exclusive, deal with Spotify exemplify how content creators leverage their influence and audience loyalty to secure significant value. For corporate podcasters, these developments offer valuable lessons in content innovation and audience engagement.
- Embracing a Broad Spectrum of Voices: One of the key takeaways from the success of SmartLess and Joe Rogan's podcast is their ability to attract a diverse audience through a wide range of guest appearances and topics. For corporations, this underscores the importance of incorporating a variety of perspectives within their podcasts, whether through guest interviews, employee spotlights, or customer stories, to broaden appeal and foster a deeper connection with listeners. Embracing different perspectives and involving a number of stakeholders in your podcasts, you can give your company a real voice.
- Investing in Quality Products: The production value of leading podcasts sets a high standard for audio quality, storytelling, and editing. Corporations should see this as a benchmark, not a barrier, by investing in the right tools or partnering with professional partners to elevate their podcast's quality and listener experience. The key here is: Money does not buy you success. Just remember the number of tanked podcast deals with, e.g. Kim Kardashian, Harry & Meghan, or the Obamas.
- Strategic Content Distribution: While SmartLess Media opted for an exclusive partnership, Joe Rogan chose a non-exclusive route, demonstrating that there's no one-size-fits-all strategy for content distribution. Corporations need to evaluate their goals, audience, and content to determine the best distribution model, balancing exclusivity with reach to maximize impact. You might even want to re-think your KPIs to measure success. Some inspiration came from our CEO
Maximilian Conrad
in his post: https://www.dhirubhai.net/posts/maximilianconrad1000_corporatepodcasts-innovationincommunication-activity-7161387271655473152-5AIY?utm_source=share&utm_medium=member_desktop
- Leveraging Analytics for Engagement Insights: Both deals highlight the importance of understanding listener behavior and preferences. Corporate podcasters should employ analytics tools to gain insights into listening patterns, episode performance, and audience demographics, enabling them to tailor content more effectively to listener interests.
- Fostering Community and Interaction: The engagement these podcasts generate is not just about the content but also the community they build. Corporations can foster a similar sense of community by encouraging listener interaction through social media, dedicated forums, or live podcast events, turning passive listeners into active participants.
The evolving dynamics in the podcasting industry call for a renewed focus on innovation in corporate podcasting. By drawing inspiration from the strategies employed by SmartLess Media and Joe Rogan, business can not only enhance the quality and appeal of their podcasts but also transform them into strategic assets that drive engagement, loyalty, and innovation.
In the future, the challenge for corporate communicators will be to not just adapt to the changing landscape but to lead the charge in innovating within it. It's time to take this moment to rethink our approaches to corporate podcasting, exploring new formats, narratives, and engagement strategies that resonate with your relevant audiences.
