Background

When creating a podcast, it's essential to focus on building a community-driven hub that fosters engagement and thought leadership. Too often, companies make the mistake of turning their podcasts into commercials or product demos, which can feel self-serving and fail to engage their audience. Instead, your podcast should be about creating meaningful conversations and content that highlight the broader industry, interesting topics, and the people behind them.

Step 1: Focus on Community, Not Promotion

Your podcast should not be a platform for simply promoting your services or products. While it may seem natural to talk about what your company offers, this approach can quickly alienate your listeners. Instead, think about how your podcast can serve as a hub for community engagement.
​

For example, rather than creating episodes focused solely on your company’s services, consider discussing broader industry trends or inviting thought leaders to share their expertise. This helps establish your podcast as a space for valuable conversations.
​

Step 2: Avoid Product Demos

Product demos are better suited for other forms of content, like videos or social media posts. Using your podcast as a stage for step-by-step demonstrations can become monotonous. Instead, focus on storytelling and how your technology impacts the industry or solves real-world problems. If a listener wants more details on how a product works, provide links to visual demonstrations.
​

Step 3: Don’t Turn Your Podcast into a Commercial

Resist the urge to make your podcast feel like an advertisement for your latest product launch. Announcements and ads can be handled through other, more direct means. Instead, use your podcast as an opportunity to share insights, trends, and stories that naturally highlight your authority in the field. The goal is to build thought leadership, not sell directly to your audience.
​

Step 4: Avoid the "Selfie" Mentality

Your podcast shouldn't revolve around praising your company or employees. Rather than "turning the camera inward," focus on how your employees or industry partners can contribute to broader conversations. Highlighting their stories, interests, and contributions creates more engaging content. Even internal culture podcasts should prioritize storytelling and authentic connections, rather than just showcasing your brand.
​

Conclusion

To avoid common podcast pitfalls, prioritize creating a community-driven hub that fosters engagement and thought leadership. Avoid using your podcast as a commercial or product demo platform. By focusing on storytelling, valuable conversations, and industry insights, you can build a podcast that resonates with listeners and establishes your brand as an industry leader.