EP28 · Tools · first published 2020-07-29
Corporate video and podcast strategy | Rami Kurimo | Negotiator 28
Rami Kurimo of the Puheenaihe podcast unpacks why corporate video content fails so often: companies port landing-page logic onto platforms that reward regularity, native format and a recognisable human being. The conversation covers the role of guests, radio-style jingles as an anti-pattern, host-read ads versus pre-rolls, platform-native content from TikTok to LinkedIn, thumbnails and titles, running episode numbers, and why hiding comments is a beginner's mistake.
Corporate video and podcast strategy | Rami Kurimo | Negotiator 28
Summary: Rami Kurimo of the Puheenaihe podcast unpacks why corporate video content fails so often: companies port landing-page logic onto platforms that reward regularity, native format and a recognisable human being. The conversation covers the role of guests, radio-style jingles as an anti-pattern, host-read ads versus pre-rolls, platform-native content from TikTok to LinkedIn, thumbnails and titles, running episode numbers, and why hiding comments is a beginner’s mistake.
Key Themes
- The breakthrough of video podcasts in Finland: Discussed from 00:00 onward.
- Puheenaihe’s slow start: sixteen subscribers in six months: Discussed from 03:30 onward.
- Why companies still think in landing-page logic: Discussed from 07:00 onward.
- Invite the influencer, or go on their channel instead: Discussed from 10:30 onward.
- Rahapodi as an example of a corporate podcast that works: Discussed from 14:00 onward.
- Radio-format jingles do not belong in a podcast: Discussed from 17:30 onward.
- Host-read ads versus a pre-produced spot: Discussed from 21:00 onward.
- Platform-native content and the logic of TikTok: Discussed from 24:30 onward.
- Organic reach: where a new viewer actually comes from: Discussed from 28:00 onward.
- YouTube as a search engine and why timing matters: Discussed from 31:30 onward.
- Controversial topics travel — and so does regularity: Discussed from 35:00 onward.
- The technical minimum: a phone and a lav mic will do: Discussed from 38:30 onward.
- Thumbnail and title decide the click: Discussed from 42:00 onward.
- A running number tells people how deep the catalogue is: Discussed from 45:30 onward.
- Personal brand versus a faceless corporate brand: Discussed from 49:00 onward.
- Networking is a by-product, not the goal: Discussed from 52:30 onward.
- The gatekeeper is gone; choose inclusivity: Discussed from 56:00 onward.
- Building a community around the content: groups and Discord: Discussed from 59:30 onward.
- Hiding comments and the like ratio is a mistake: Discussed from 63:00 onward.
- Cost efficiency against linear television: Discussed from 66:30 onward.
- Start, and give yourself a deadline: Discussed from 70:00 onward.