Creating podcasts that attract a loyal audience

Follow the University of Pennsylvania’s lead and draw on your company’s “intellectual capital” to create compelling podcast content—and earn a few extra bucks

If you want to create a podcast that attracts a loyal audience, toss out your marketing agendas and focus solely on generating great content.

That’s the advice from Peter Winicov, senior associate director of communications at the University of Pennsylvania’s Wharton School, and Mukul Pandya, editor in chief for Knowledge@Wharton, the business school’s Web-based research journal.

“We make zero efforts to promote the school in the podcasts, and that has given us a lot of credibility,” says Pandya, who develops content for the Web portal’s regular podcasts. “We don’t pay attention to the PR value—we consider how we can look at the business stories of the day, and how we can provide value to our listeners.”