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Podcast listenership, at least for now, is another victim of the coronavirus pandemic. But a time will come when daily commutes are once again prime time for podcasts – and smart organizations can use the current moment to strengthen their audio storytelling efforts.

In fact, some difficulties imposed on the working world by COVID-19 provide opportunities for organizations to shine (or, at least, regroup) when it comes to podcasting. Here’s a quick list of our recommendations.

Effectively Plan Content Around the Story of the Moment

For podcasts that have been around for a while, now is the time to look back through the archives and resurface episodes that might be particularly resonant amid the pandemic – perhaps about topics like telemedicine or the consolidation of rural hospitals. It’s a good idea to do a bit of recasting or updating to explain the rerelease, but that can be done without changing much of the original content.

Other pieces of audio content produced by your organization, notably webinars about COVID-19, might work for your podcast series. Under normal circumstances, audio quality could make that a nonstarter. But given the need to get compelling information to key audiences, an edited version of a webinar might work well, or well enough.

In fact, audio that’s a little rougher around the edges than normal might be appropriate right now, and to a point, listeners will understand.

Be Willing to Reconsider Format – at Least Temporarily

Given how quickly things are moving amid COVID-19, throwing out your podcast rulebook might make sense – at least to a point. For instance, series typically try to produce episodes of similar lengths, often around the time of the average American commute (25 minutes). But, as noted, fewer listeners are commuting, so consider shorter episodes to keep up with breaking news and points of view..

And while multitasking is common for podcast listening, it likely is even more so now, particularly for busy working parents. That means techniques that we always advise for hosts – flagging key points, summarizing when appropriate – are more helpful. Releasing full transcripts of episodes, which is always a good idea, could help listeners catch up on their favorite podcasts in front of their laptops instead of on the train.

The Benefits of (Effective) Remote Recording

If you’re a regular podcast listener, you know that recordings are often conducted with participants in multiple locations. But it probably happens more than you realize. Smart podcast producers combine high-end software, insightful guidance for participants and professional editors to create episodes that are near studio quality – even when the studio is a web browser.

In addition to the best practices listed above, in our experience we’ve found preparation is key – making sure hosts and guests know what they need (a quiet room, a strong internet connection, etc.) well before the “tape” starts rolling.

And who knows? Maybe guests who were pipedreams six weeks ago can be convinced to record a quick interview now that they’re stuck at home. Certainly, booking podcast guests has become generally easier, and with much of the world getting a crash course in communicating over Zoom or Teams, it’s hard to imagine that anyone would find the requirements of a remote podcast recording daunting.

Time to Regroup?

Finally, with listenership down, now might be the time for a series to regroup and plan for calmer days, especially for series with niche focuses that have nothing or little to do with COVID-19. That process starts by looking at downloads and other analytics to assess content focuses and distribution strategies. Other feedback, like reviews on iTunes, might be extremely valuable.

Podcasts have steadily grown in popularity for years, and they were especially impactful for busy decision-makers. That can still be the case amid COVID-19 – and it will definitely be the case when some semblance of normalcy returns.

Make good use of this current pause and your audience will come back even hungrier for your perspectives and guidance.

Return to COVID-19 Resources for Communicators

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Most CMOs, in-house counsel and C-suite officers agree they want research reports that are educational, in-depth and relevant. But actually finding those reports can prove surprisingly challenging, according to the 2019 State of Digital & Content Marketing Survey.

For instance, while 68 percent of CMOs, 64 percent of C-suite executives and 51 percent of in-house counsel say they appreciate that research reports are “educational,” only 9 percent of the C-suite and 19 percent of in-house counsel identify the attribute “easy to access” as one that intuitively appeals when it comes to research reports.

What makes these valuable sources of information so difficult to find? The disconnect likely stems from how research reports are typically disseminated — and suggests that, instead of depending on readers to find the reports on a firm website or microsite, marketers should employ a mix of targeted earned and owned content (leaning heavily on interactive charts — which are especially appealing to C-suite members). Trade publication websites, websites from outside professional service providers and vendors, and podcasts represent three potential areas of opportunity.

Approximately three-fourths of both in-house counsel and C-suite officers highly value trade publications — both online and in print — that cover industry news, with a significant majority visiting these publications at least weekly. CMOs nearly unanimously (95 percent) agree that trade publications are a valuable marketing source. Strategic placement of select research findings in these publications — cited and hyperlinked in staff-written, bylined or sponsored articles, for example — provides an impactful, coordinated marketing opportunity.

Both C-suite executives (67 percent) and in-house counsel (63 percent) also consider professional service provider websites a high-value source for news and information — and research reports offer these providers a means of refreshing their website content. The key, however, is to draw targeted audiences to where a particular report lives on the site. One way to achieve this would be to use social media to promote select findings — via infographics or teasers, for example — replete with links to the full report.

Podcasts again made gains in 2019 among both C-suite executives and in-house counsel as a preferred content source. So marketers should seriously consider developing podcasts around select reports. A growing number of other professional service providers are already doing this, to great — and even award-winning — effect. Though some might think podcasts an unlikely medium for in-depth research, our survey found that nearly 70 percent of C-suite officers perceive them as “educational” — suggesting that this segment welcomes receiving research through this medium.

Beyond distribution, research reports face challenges related to timing: Both in-house counsel (60 percent) and C-suite officers (57 percent) place high value on content that is current. Interactive charts likely appeal to C-suite members in part because the reader often feels like this reporting is especially dynamic. Lengthier research reports, while providing the in-depth information that both survey groups may value, could be months or even years in the making. Upon publishing, the information may be — or appear to be — of little use to decision-makers.

As Isaac Rogers of 20/20 Research says, “Research providers might publish a year-end review, but I need something timely. They do good work, but by the time major publications are out, I already know what is covered in the report.”

Shorter, more frequent research reports provide a solution. And strategic distribution of timely, actionable content through diverse channels will help meet the goals and preferences of the C-suite, in-house counsel and CMOs alike.

This article originally appeared in the 2019 State of Digital & Content Marketing Survey.

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New relationships underscore increasing demand in agency’s services across earned media, research, content and digital.

CHICAGO, December 13, 2018— Greentarget Global Group, a leading business-to-business public relations firm, today announced the addition of several new clients in the third quarter of 2018. Greentarget will be providing PR services ranging from research projects, thought leadership initiatives, and media relations programs.

Greentarget’s new clients include:

  • Brown Rudnick, a law firm with offices in the United States and Europe that represents clients from around the world in high-stakes litigation and business transactions.
  • Carbon Black (NASDAQ: CBLK) is a leading provider of next-generation endpoint security delivered via the cloud.
  • TransMed Systems, a leading provider of intelligence, technology, and expertise to dramatically improve the process of developing, identifying and matching eligible patients to clinical trials.

About Greentarget

Greentarget is a strategic public relations firm focused exclusively on the communications needs of highly competitive business-to-business organizations. The firm was founded in 2005 to focus on the specific communications issues facing sophisticated organizations that compete on expertise, service and reputation. Today, Greentarget delivers a unique mix of earned media, content, research, digital, analytics and special situations counsel to help clients communicate and influence through normal business cycles and in times of crisis. The agency’s success is due to carefully cultivated talent, specialized capabilities and strict adherence to a client service process called The Greentarget Way. Greentarget’s team of 60+ employees, located in Chicago, New York, Los Angeles, San Francisco and London, offer the entrepreneurial spirit, geographic breadth and depth of experience required to serve leading business-to-business organizations. For more information, visit www.greentarget.com.

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