corporate podcasts done right

Richmond Times-Dispatch staff writer Jeffrey Kelley recently wrote a good synopsis of how some companies in and around Virginia are successfully including podcasts as a part of their marketing mix. 

Kelley noted that companies that use podcasting as a way to inform and entertain their audience, without producing a glorified commercial, have the best chance of engaging the listeners in their target markets.

Here’s a quick excerpt: 

“It’s kind of a marketing thing because we’re showing our perspective on technologies we help clients implement,” said Will Loving, the Henrico County firm’s chief operating officer. “If someone listens to it, they can actually learn something from it and use it in their day-to-day work.”

That’s precisely how podcasts should be done, experts say. If made correctly, a corporate podcast can become a marketing and public-relations tool, but it shouldn’t look or sound that way.

Steven Hearn, a former Richmonder and president of, said the programs should be considered “infotainment” — in other words, listeners should learn something, yet stay amused.

You can read the entire article from the Richmond Times-Dispatch web site here.

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