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Corporate podcasts: what they are, examples and how to use them in marketing
Updated October 21, 2026
A corporate podcast is a show a company creates to talk about its industry with its audience, without advertising in every sentence. It works as a marketing strategy when it offers something useful or interesting, comes out regularly and every episode is reused as clips, articles and content for sales teams and social media.
What a corporate podcast is (and what it is not)
A corporate podcast, also called a brand podcast or branded podcast, is a company's own show. The company funds it, chooses the topics and publishes it on its channels, but the content is not advertising: it is a conversation, a series or an interview that interests its audience in its own right.
The difference from an ad is the same as the difference between someone selling you something and someone teaching you something. In an ad, the brand talks about itself. In a good corporate podcast, the brand talks about its customer's world and earns the right to be remembered. It is the same logic as branded content, which we explain in what branded content is.
Nor is it an internal podcast. An internal one is made for employees and is not published; a corporate one is made for the outside world: customers, prospects, the industry, investors, talent. The two can be combined, and we have covered the internal kind in a separate article on internal podcasts for companies.
If this is the first time you are considering the format, start with the basics in what a podcast is and what it is for. Here we get specific: which formats work for companies, which examples are useful references and how to fit it into marketing so it is not a cost nobody measures.
Corporate podcast formats that work
Almost every company podcast that works fits one of these formats.
Customer interviews. The company talks to its customers about their challenges, not about the product. It is the format with the best return for companies that sell to other companies: the guest customer comes across well, listeners recognise themselves, and the commercial relationship gets stronger.
Interviews with industry leaders. The company becomes the place where its topic is discussed. If you sell software to clinics, you interview clinic managers. Over time, the podcast gives you authority and a contact list no event would give you.
Sharing what you know. The company's experts explain, episode by episode, the questions customers ask them. It is the cheapest format to produce and the one that best feeds the website, the blog and the answers AI assistants give.
Narrative series. A story told in chapters: how the company was founded, a difficult project, a piece of research. It needs a script and more production, but it can become a very powerful brand piece.
Leadership conversations. The person running the company talks about their vision and their industry with other voices. It builds their personal brand and the company's at the same time.
You do not need to get it right first time. The usual approach is to test the format with three or four episodes and adjust based on what the first listeners say.
Corporate podcast examples worth looking at
If you are looking for corporate podcast examples, a few are cited again and again because they showed the way.
General Electric launched The Message in 2015, a science fiction audio series in which the company's technology sat in the background, without being advertised. It is the classic example of a branded narrative series.
The American supermarket chain Trader Joe's has Inside Trader Joe's, in which its own staff explain how products are chosen and how the business works. It is a good example of using people from inside as the hosts.
Luxury brands such as Chanel also have conversation shows with artists and creators, where the brand shows up through the kind of voices it brings together, not through what it sells.
In Spain, the most studied case is BBVA, which has used podcasts as part of its communication for years. And industry awards increasingly feature brand podcasts from Spanish companies of every size.
What all these examples have in common is useful for any company, not just large ones: a clear topic, a specific audience, careful production and patience. None of them worked because the brand talked about itself. They worked because the content was good and the brand stayed in the background, but always present.
How to use a podcast as a marketing strategy
A corporate podcast is not a marketing strategy on its own. It becomes one when it is connected to everything else. These are the connections that pay off most.
With sales. Every episode with a customer or an expert is something the sales team can send. A salesperson who shares a useful conversation with a prospect has a reason to get back in touch that does not sound like selling.
With social media. One video episode gives you short clips for LinkedIn, Instagram or YouTube for weeks. The podcast becomes the source that everything else draws from.
With the website and search. Every episode can become an article that answers a specific question. That brings visits from Google and gives AI assistants something to cite you from.
With relationships. Inviting someone onto your podcast is an elegant way to start a relationship with a customer you do not know, a partner or a journalist.
With talent. Candidates hear the company's people talk with judgement. That attracts better than any job ad.
The key is to decide from the start which of these connections matters most and to design the format around it. A podcast built for sales does not look like one built for brand. We have written about whether a video podcast is worth it for a company, and the short answer is yes, if you know why you are doing it.
How to tell whether the corporate podcast is working
The most common mistake is to measure a company podcast as if it belonged to a creator, by downloads alone. A company that sells to other companies can have a podcast with a few hundred listeners that pays for itself, if those listeners are exactly the customers it wants.
That is why it pays to measure three different things.
Reach: plays, YouTube views, impressions of the clips on social media, how many people get to the end of each episode. We explain it in detail in which podcast metrics to watch.
Internal use: how often the sales team shares it, how many clips are used on social media, how many articles come out of the episodes. If nobody in the company uses it, the problem is not the audience.
Business: how many meetings come from inviting someone, how many customers mention they heard you, how many candidates arrive saying they know the podcast. These numbers are small, but they are the ones that pay for the project.
A company podcast needs time. In the first weeks hardly anyone listens. The sensible approach is to commit to a season of ten or twelve episodes, review the numbers halfway through and at the end, and decide with data whether to carry on, change the format or stop.
How we produce it for companies
Producing a company podcast has a difficulty creators' podcasts do not: the people talking do not talk to camera for a living. They need a clear format, a comfortable setting and an edit that makes them look good.
At Bostak Films we edit leading podcasts every week, such as Aladetres in Spain and, with our partner Dull Light in Miami, BioHack-It and The Sage Steele Show in the United States. Each episode becomes the full version for YouTube and audio, clips for social media and thumbnails. That same system is what we bring to companies.
You can record in our studio in Viladecans, twenty minutes from Barcelona, or in your offices if you want your space to be seen; we explain how in how to turn your office into a podcast set. And if your company also needs video and photography on an ongoing basis, the podcast fits within the monthly plan for audiovisual communication for companies.
At Bostak, Albert Murillo's production company, we do video podcast production from idea to publication for companies in Barcelona, the rest of Spain and Europe. If you are considering a corporate podcast and want to know which format suits you, book a free diagnosis and we will look at it with you.
FAQ
What is a corporate podcast and how do you use it as a marketing strategy?
It is a company's own show that talks about its industry with its audience, without advertising in every sentence. It works in marketing when it offers something useful, comes out regularly and each episode is reused as clips, articles and content for the sales team and social media.
What is the difference between a corporate podcast and an internal one?
A corporate podcast is published for the outside world: customers, the industry, investors or candidates. An internal one is made for employees and is not published openly; it is used to share news, train people or bring leadership closer. Many companies start with one and end up with both.
What are some examples of corporate podcasts?
Among the most cited are The Message, General Electric's science fiction series; Inside Trader Joe's, hosted by that chain's own staff; and the conversation shows of luxury brands such as Chanel. In Spain, the most studied case is BBVA.
How often should a company publish its podcast?
What matters is being able to keep it up. For most companies, one episode every two weeks or once a month is realistic and enough. Fewer, consistent episodes beat a burst at the start followed by silence. Recording several episodes in a single day helps you never miss one.
Who should host a company podcast?
Someone from inside who knows the subject and is curious: an executive, a technical expert or the person who talks to customers most. They do not need to be a born communicator; with a clear format and good editing, naturalness matters more than polish.
How long does a company podcast take to show results?
The first internal benefits, such as content for social media and material for salespeople, show from the first episode. Audience and authority take longer: the sensible point to assess is after a season of ten or twelve episodes, looking at reach and business metrics together.
Want to know what your podcast needs?
Book the free podcast audit. We look at your show or your idea and tell you what we would change and where we would start.
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