THE PIKKAL ABCDE

5 Business Cases for Starting a Podcast

BUILD YOUR BRAND AND TRIBE

A: Acquisition

Why podcast for Acquisition?

  • Authentic engagement
  • Build a fan base
  • Recreate the human touch
  • Showcase your connections
  • Share your way of thinking
  • Refine and consolidate your own thoughts and architecture in the process
  • Cost-effective way for challenger brands to get into the game and build presence
Customers these days want authentic engagement more than ever. Customers are increasingly aware of fake. They understand the deal with Instagram influencers. They know their attention is being gamed by AI and algorithms. That’s why the more we push into the world of automated acquisition, the more we as consumers will want the human touch. Offline retail, coffee shops and offline live music events – phenomenon they said would simply “go away” in the age of digital – are more important than ever. Similarly, podcasts recreate that offline authentic connection consumers want.

UNLOCK ORGANIZATIONAL TALENT

B: Brand Authority

Why podcast for Brand Authority?

  • Leverage key organizational talent
  • Leverage partner talent and stories used in developing reports and whitepapers
  • Create behind the scenes for existing content
  • Maintain relevance beyond immediate network
  • Unlock valuable conversations traditionally kept behind closed doors
  • Highly effective for talent-heavy organizations where valuable conversations are often “on repeat”
Staying relevant in a noisy media market place is harder than ever. You could be the “McKinsey” of your own industry, an organization that has valuable and trusted connections. But the challenge doesn’t lie at the core of what currently defines the company’s brand authority but what is happening outside it.

In organizations where talent is heavily concentrated in a small number of individuals, where conversations are often behind closed doors and on repeat, Brand Authority at the periphery is under attack from niche players. Podcasting helps agencies, consultancies and advisories unlock their talent and create evergreen conversations everyone can connect with.

TURN COMMUNITY INTO EVERGREEN CONTENT

C: Community

Why podcast for Community?

  • Leverage community success stories to create your own
  • Leverage channel and tech partners
  • Create momentum and consistency around existing offline events
  • Turn community into evergreen content
  • Create “stickiness” in an increasingly promiscuous platform world
  • Create a communications platform for your community to tell their stories
For platforms, community is increasingly a key differentiator between themselves and their competition. As Platform competition evolves, technological differences become marginal. What is left is the community, often defined by channel and tech partners. Leveraging these partners to develop the brand, the community and barriers to entry/exit is key to the overall experience.

Podcasts are an effective way for Platforms to offer a significant value add to their partners. Not only do these partners get access to their user base, but they also now have access to a communications and go-to-market channel through the Platform’s own podcast.

COMMUNICATE CHANGE THROUGH STORY

D: Digital Transformation

Why podcast for Digital Transformation?

  • Communication change through story
  • Help stakeholders understand change in terms of what it means to them, how it benefits them and what they need to do
  • More effective than old-fashioned “town halls” and other one-way internal communications channels
  • Identify and network with key change agents both inside and outside your company
  • Document and share the journey to win fans and understanding
  • Share your thoughts, failures and successes
Transformation comes from “trans” = shape and “form” = change. Digital transformation is the changing shape of business caused by digital technologies. In AirAsia’s case, for example, evolving from Airline to Digital Travel Platform isn’t just about being more competitive, it has a significant impact on the valuation of the company – from 10x PE to potentially 100x.

Digital Transformation isn’t about digital, but how leaders will tell the story of change to all stakeholders affected by it. Podcasts are an effective tool for leaders both to communicate their vision of change but also to onboard the ecosystem as part of the story. Where traditional communications tends to be a top-down one way channel, podcasts are a conversation.

RECREATE THE CAMPFIRE CONVERSATION

E: Employee Engagement

Why podcast for Employee Engagement?

  • Create evergreen content in an increasingly disparate work enviroment
  • Turn offsites into 365 experiences
  • Create identity and internal connections through sharing stories
  • Foster innovation, feedback and communications at all levels of the organization
According to Harvard Business Review, it is “rare that a management can look back six or 12 months later and say that the meeting [offsite] truly changed the way the business is run.” Businesses regularly spend in excess of $100,000 on offsites because the need to create connection in an environment where we work apart is bigger than ever. That’s why we believe podcasts are a powerful way to create employee engagement, by creating “campfire conversations” for internal communication.