Should you focus your branded company podcast on product tips for your customers, or maybe case studies of inspiring businesses you serve, or target a show at professionals in your same industry showcasing your internal experts? Well, Intuit has decided, why not make three shows to cover each of those concepts.
More likely the company has ended up with three branded podcasts because different divisions of the company independently had the inspired idea to start a podcast, and each came at it from a different goal.
Friends with Tax Benefits is from their Intuit TurboTax product, and is the most practical - internal hosts Lauren Thomas, Daniel Thrall, and Katharina Reekmans, EA, MBA, with production partner FRQNCY Media, bring on guests with a business or personal situation that raises nuanced tax considerations, and pairs them with a TurboTax expert to explain how to best handle it. For a widely used, consumer service like TurboTax, I like this approach of problem solving in a notoriously complex product space.
Mind the Small Business is made by QuickBooks Company, which has a different audience of small businesses and entrepreneurs. Intuit works with iHeartMedia on the show, and brought in external hosts who each have their own successful podcasts, Jannese T. and Austin Hankwitz. It follows a tried and true model of sharing customer case studies where the focus is on their journey, with just a smattering of mentions of the use cases or sponsoring product.
Grow & Thrive is from the Intuit parent company overall, and is the longest running of the three, started in October 2020. Pod People is the production partner, so if you’re keeping track, that’s three different production companies across the three different shows. Hosts Bri Amarillas and Laura Mae Smith interview fellow employees to convey insights relevant to other marketers.
I only compared three Intuit shows here, but that’s actually selling short their podcast portfolio. Their Credit Karma brand made a show a couple years back, and Mailchimp is one of the more creative companies in branded podcasts, and I’ve reviewed Call Paul a few weeks back.