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Successful and effective communication thanks to a company podcast

In the digital age, podcasts have become a powerful medium for brands and organisations to engage with their audience, share knowledge and build a community. This case study looks at the key elements of an effective podcast strategy and the tangible benefits it offers.

Why a podcast?

Podcasts offer companies and brands many advantages. They enable companies to position themselves as experts by demonstrating their expertise in a specific area and establishing themselves as a leading voice. They also contribute to employer branding and promote the level of knowledge of their own employees. Podcasts expand the network by enabling valuable contacts to be made and exciting guests from the industry to be invited to your own podcast. Podcast content can also be used in a variety of ways, for example in blogs, on social media or in newsletters. They have a long lifespan, meaning that their content is still relevant months after publication. Companies can also gain a competitive advantage by covering topics at an early stage. Regular podcast publications can also increase visibility in search engines and thus contribute to better SEO positioning.

Podcast example: "Die Energie-Enthusiasten"

The podcast by Lang Energie AG and Osterwalder Zürich AG sheds light on the Swiss energy landscape, its representatives and current, innovative and new forms of energy in exciting expert discussions.

Videocast VS. Podcast

Advantages of videocast: The video material can be used in the form of clips for social media channels such as TikTok and LinkedIn. This can perfectly complement the existing content strategy or enable a completely new one. The video clips generated from the videocast can also be used to reach more people and further increase the company's visibility. A videocast can also be used on a larger number of platforms

Podcast advantages: A pure podcast (audio only) is easier to produce and therefore more cost-effective. It can also be recorded anywhere. Be it in your own office, at home or at the guest's company. 

It can also be worth starting with a podcast and switching to a videocast as your audience grows.  

Podcast example: "The Longevity Code" 
Sports medicine expert Dr Anna Erat explores the secret of longevity with a rotating cast of guests who discuss ways to improve various lifestyle parameters for a longer and healthier life.

Success factors for podcasts (KPIs)

The success of a podcast can be measured both quantitatively and qualitatively. 

Quantitative KPIs include growth in listener numbers, whereby experience shows that the number of listeners per episode should increase by around 15. For company-specific podcasts, 200-300 regular listeners is already a success, especially in niche markets. After all, podcasts are a deep medium and not a mass medium!

Qualitative KPIs include, for example, feedback from customers, employees or business partners who approach the podcaster about the production. The acquisition of new customers also falls into the category of qualitative KPIs. In some industries, one lead generated by the podcast can mean the break-even point for an entire season of 8 to 10 episodes.

If the presenter or guest of the podcast is a well-known personality, this can also contribute to the success of the podcast and increase its visibility.

Podcast example: "Mercuri Urval Leadership Transformation"
Our podcast Mercuri Urval: Leadership Transformation dives into the fascinating world of leaders in times of transformation and change. The concept behind it is to gather valuable insights and experiences from key individuals and/or organisations.

podcast services - brand affairs ag

How do we make our podcast visible? 

In order to distribute a podcast effectively, a combination of owned, paid and earned media should be used. It is therefore advisable to plan a small budget for paid advertising.

  • Owned media includes podcast channels such as Spotify, Apple Podcast or YouTube as well as a landing page or subpage (SEO-relevant) on your own website. Social media channels such as LinkedIn and the integration of email signatures also fall into this category. 
  • Earned media refers to reporting in the general press or in specialised media. 
  • Paid media includes clips, image/text adverts and the direct distribution of podcast episodes on platforms such as Spotify, Apple Podcasts and YouTube. 

A data-driven approach is crucial for the optimisation and success of a podcast. Various parameters are measured, including the total number of listeners, the number of regular listeners, the number of podcast followers, the ranking of episodes and demographic data such as country, gender and age.

A dashboard with this data helps to monitor and continuously optimise the podcast's KPIs.

Additional measures for accompanying a podcast

Additional measures can be taken to further increase the reach and influence of the podcast. Regular posts on LinkedIn, active media work and video uploads on TikTok are effective measures to increase awareness and engagement.


A well-thought-out and comprehensive podcast strategy can contribute significantly to brand visibility, increased reach and lead generation.

Brand Affairs offers a holistic approach from planning, implementation and analysis to complementary measures such as media relations and social media support to give your company maximum visibility.

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