If your company makes a B2B product, industrial goods, less tangible services, or anything like that, it just means you have to be a bit more creative to find an angle for a company branded podcast that will be approachable to end listeners. Trane Technologies has a podcast made with Lower Street that cleverly found interesting stories to share:

Healthy Spaces

Trane makes heaters, air conditioners, and all manners of HVAC equipment for residential and commercial buildings. A show taking a straight ahead approach to talking about their products would probably have a limited appeal. The show, rather, has a focus on the sustainability efforts of the company around healthier air and buildings.

I listened to their “Keeping Our Cool” episode, and the approach could help a lot of other big companies find new angles of their work to bring to a podcast. The episode focuses on some of the advanced and experimental tech that the company is developing, in their case about personal gear to stay cool in extreme heat environments. So many companies have an innovation lab, or R&D team, or skunkworks doing similarly leading edge work. Even if it isn’t ready for widespread commercialization, these teams are a great fit for featuring on the podcast!