A branded company podcast that shares customer stories can be very different than one that focuses on providing updates and best practices about your company’s product. eBay is a great case study in both types of shows:
“for Business” is their original flagship. It has over 250 episodes with ongoing weekly releases about 40 minutes each. It is co-hosted by two extremely long-tenured employees on the community team Jim "Griff" Griffith and Brian Burke, and generally has guests who are eBay employees talking about the features and changes that sellers can be utilizing. They also emphasize inbound questions from sellers, including a smart tactic of having a phone number to make it easy to submit questions that get answered on the show.
“Seller Spotlight” is the new kid on the block, launching last October, but with an intermittent schedule before settling in on the current schedule of episodes every two weeks. Host Georgea Mpampanis interviews sellers who run their business on eBay and episodes are kept brief, ranging from 11 to 18 minutes, focused on some of their unique challenges and how they thrive on eBay.
So across basically every dimension - episode length, release schedule, show format - the two shows take different approaches. But both capture the type of information that eBay sellers are looking for to run their business and show that there’s no single right answer, even at an individual company, for how to approach your branded company podcast aimed at reaching your existing customers.