This episode is from the now-defunct podcast, Digital PowWow With Kiruba and Amar. Although no longer active, this episode is relevant and applicable to authors. It explores the topic of whether businesses in India should consider launching a podcast, and specifically focuses on the benefits authors can derive from launching their own podcast.
Listen to this podcast episode by clicking below
Introduction
The discussion is divided into two parts, with this being the first episode. Kiruba and Amar begin by introducing the different types of podcasts, namely audio and video. They delve into how businesses can identify their target audience, whether it be customers, employees, or for thought leadership and branding purposes. They emphasize that launching a podcast provides advantages such as tracking downloads by geography and device, building customer connections and testimonials, fostering employee engagement, and even using podcasts as a recruitment tool.
Discussion: Business Podcasts
The hosts highlight that podcasts offer a first-mover advantage in the Indian market as it is still in its nascent stage. They emphasize that podcasts are an engaging medium and can help companies establish a thought leadership position. For instance, a real estate company could create an informational program covering topics like Vastu or carpet versus built-up area.
They also discuss the immense potential of podcasts in India, given the significant number of mobile phone users and the increasing usage of 3G and 4G data. The content on podcasts can be repurposed easily, allowing for wider reach and engagement. Additionally, the hosts stress that podcasts provide valuable analytical data, such as the number of downloads, listening countries, and devices used by listeners. Podcasts can be created for various purposes, including thought leadership, customer stories, case-based interviews, and branding opportunities.
Although podcasting is still in its early stages in India, Kiruba and Amar believe that businesses can seize this opportunity and gain a first-mover advantage by launching their own podcasts. They acknowledge that some factors, such as limited awareness about the power of podcasts and technological challenges, have hindered wider adoption. However, with the increasing use of smartphones, podcasting apps, and improved network connectivity, these barriers are expected to diminish. The cost of production and bandwidth is also reducing, making podcasting more accessible.
In terms of recommendations for marketers and brand managers, Kiruba suggests subscribing to podcasts related to their interests and learning from global companies’ podcasting initiatives. He mentions Flipkart’s in-house podcast called Studio 34 and Ronnie Screwvala’s production house, which produces podcast content among other things. The production ecosystem for podcasts is already in place in India, with video production houses catering to corporate clients. This indicates that the timing is ripe for podcasting to take off in the country.
Parting Thoughts
In conclusion, this episode provides valuable insights for authors and businesses considering podcasting as a medium to connect with their audience, establish thought leadership, and reap the benefits of this engaging and emerging platform.
If you liked the format and the discussion in this episode, please leave a review for this show on iTunes or Stitcher!
Links and Resources
How to listen to podcasts (video on MyKitaab Podcast website)
Ways to Contact The Hosts
Kiruba can be reached via email : kiruba at kiruba dot com or on Facebook: facebook.com/kiruba
Amar Can be reached via email : contact at amarvyas dot com or via twitter : @meamarvyas
This post was updated and archived on 15 June 2023