I talk regularly in my reviews of branded company podcasts about the importance of finding your unique niche within the overall podcast category that fits your company. That’s especially relevant in a crowded category like tech, so let’s take a closer look at the podcast from NI (National Instruments):

Testing 1, 2, 3

Across their episodes, the show takes a topic from tech, like the ubiquitous AI, or space, or healthcare. What I’m impressed with is that they find compelling stories that focus on the very specific slice of tech for NI, on data & measurement & testing. The result is that the episodes are just as compelling as other general tech shows, while doing a good job reinforcing NI’s expertise in testing and value it plays in the tech we love.

They also have an interesting model, if my limited inference from LinkedIn can be trusted, that they have an ex-employee from the marketing team, Derek Burrows as the host not just for the initial season that was likely in development while he was at NI, but coming back to host a second season even after moving to a new company. Nice way to overcome a common reason branded company podcasts die out from the host or main champion leaving the company.

I found the show through NI’s production partner Podfly Productions, LLC, which was a nice find, but the downside is I often stumble upon shows after their no longer producing episodes. Testing 1, 2, 3 had their most recent season end in August 2022, so that might be last of the show unfortunately.