A Topic For All Prospects

Surgeons went to medical school, not business school. We aimed for the audio and video podcast to bring business knowledge from experts in the industry - from partners to customers - to our listeners. The short run time (less than 20 minutes each) allowed for quick and easy listening for our busy listeners.

I opted for the hosts to promote other channels and content for listeners to engage with including:

• New blog posts, infographics, and ebooks

• Syndicated content on partner sites

• Podcasts that the company SMEs were on

• Live and digital events the company was attending

Plans To Expand

To expand company awareness, I opted for a tit-for-tat podcast guest setup. For each podcast that our SMEs were on, we could offer a recipricatory episode of our podcast for them to share their business knowledge on.

We’d be able to promote video episodes and clips of both podcasts and recycle them into blogs, LinkedIn carousels (which drove engagement), and other content. This would speed up content production and the long review / approval process.