The main thing I look for when evaluating branded company podcasts in crowded segments like tech and business, is what makes this show stand out from the dozens of other similar shows. Today I’m reviewing one of the newest shows on LinkedIn's podcast network, which also means they have the distinction of being the first company with two shows I’ve reviewed!
Ryan is LinkedIn’s CEO, so it’s no surprise that they can secure very impressive guests, like Mark Cuban, Dara Khosrowshahi, and Angela Ahrendts. When I was halfway through the Mark Cuban episode, I wasn’t yet convinced that The Path had done enough to differentiate itself from other business interview shows. But then, the twist! Each episode pairs the big-name guest with an expert who reinforces and comments on a major theme from the main interview. This episode had leadership expert Charlene Li. Other episodes have touched on negotiation and communication.
A few takeaways:
- Most importantly, your show has to have something that makes the concept and content stand out from the many other shows in your category
- Combining the insights from complementary guests can lead to strong overarching themes
- If your company is serious about thought leadership, content marketing, and podcasting, it sends a strong signal to have a senior exec involved in a show and committed to a regular schedule of episode releases