Yes, I know all the cool kids are doing it but should you be doing it?
Canal Walk Shopping Centre has a podcast. One. Singular. Why? They want to subject me to the “Canal Walk experience”. Does it tell me anything I don’t already know? Nope. So why have it? FAIL MOMENT: on their homepage it says “click here to see Canal Walk’s latest podcasts.” Plural. Their only podcast was published in 2007.
Woolworths Financial Services has a podcast series. Why? They’re offering you advice on how to save, get out of debt and buy insurance. Does it tell me anything I don’t already know? Sure. And it makes Woolworths look like heroes. That’s why they have it.
If you’re not podcasting useful, original and exclusive content then don’t bother. If your podcast is a finite series (or is a once-off episode) let your consumers know – or risk looking completely unprofessional. Like every marketing exercise the end-result must be to add value to the brand.
And if you’re not doing that then you’re doing the opposite.