One of the topics discussed in the Digital Cross-Training for the IRO session at this year’s NIRI Southwest conference was investor relations podcasts. To give you, the IRO, more information about what an IR podcast entails and how it can be used in your program, we suggest you consider the following overview.
WHAT IS A PODCAST?
A podcast (not just an investor relations podcast) is a series of audio and/or video files that are arranged as a downloadable library similar to episodes of a TV or Radio show. Podcasts are most commonly accessed via mobile devices using a ‘Podcast’ app. These apps come standard on all iOS and Android devices.
The best way to think about a podcast library is really just an audio version of press releases or blog posts from a website. Episodes are generally chronological and can be downloaded and listened to offline. There is a real focus right now at our company on creating earnings call podcasts for clients with a strong online brand.
1. Mobile access! With investors spending more time using smartphones to connect with the internet, it’s crucial that IROs provide a way for them to access content on-the-go. Audio also gives people the ability to digest information without needing to stare at or download a PDF.
2. Very few companies are taking advantage of this medium, so the chances of being highly visible are at their greatest right now. By employing podcasts as an investor relations tool this year, you’ll have a significant advantage over peers and competitors.
3. Analysts want this content. We heard this at the NIRI event. If both buy- and sell-side analysts are telling IROs that this content is valuable (and they are), that’s a pretty good indication it’s worth spending some time on Podcasting.
To give you an idea of the format we like to use on each episode, checkout this example from one of our clients. You can also download our other podcast episodes and listen to them on your mobile device through iTunes.
So what should you make into a podcast? It’s really best to start with the basics, that means press releases and earnings calls. Podcasts don’t need to contain material information; it’s perfectly reasonable to re-purpose IR content from elsewhere and create an audio version.
Once you have that down, the next step is creating chapters within your podcast episodes for easy navigation, and then to create an Audio FAQ based on feedback from your shareholders. This should form the basis of your overall content strategy.
HOW ARE PODCASTS USED?
Analysts are using podcasts to listen to earnings calls on-the-go. With so many companies to keep track of, analysts will download as many as a dozen podcasts at a time to their mobile device and listen to these while driving, on public transport, or while writing reports.
IS THERE ACTUALLY ANALYST DEMAND?
YES! Perhaps strangely, we found that sell-side analysts want podcasts at the recent NIRI Southwest Regional Conference. Analysts want mobile content more than anything. Creating a podcast and mobile app means analysts can access your information anywhere. Greater access is highly desirable. Make it easy for them!
NOT CONVINCED ABOUT IR PODCASTS?
No problem. There’s actually a couple of apps out there that have realized how useful IR podcasts will become in the future. EarningsCast is worth checking out if you’re not yet ready to dip a toe in the water and create your own IR podcast just yet.
WHAT DOES IT COST?
We know the IRO’s time is valuable. To make life easy, we offer podcasts as just one of the elements in our earnings call marketing services.
THE DIY OPTION
If you’re inclined to try making an investor relations podcast on your own we have a couple of guides available. You’ll also need some recommended podcasting equipment so we’re got you covered there too. You’re welcome to checkout the following (and if you get stuck feel free to call us):
- Building a podcast with Buzzsprout
- Parsing your podcast through Feedburner