Episode 28 · 2020-07-29 · 1:12:39 · Original in Finnish
Corporate video and podcast strategy | Rami Kurimo | Negotiator 28
Originally published as “#neuvottelija 28 - Yritysten Tubestrategia (Rami Kurimo)”
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.
Watch and listen
Key moments
- 00:00 — The breakthrough of video podcasts in Finland
- 03:30 — Puheenaihe's slow start: sixteen subscribers in six months
- 07:00 — Why companies still think in landing-page logic
- 10:30 — Invite the influencer, or go on their channel instead
- 14:00 — Rahapodi as an example of a corporate podcast that works
- 17:30 — Radio-format jingles do not belong in a podcast
- 21:00 — Host-read ads versus a pre-produced spot
- 24:30 — Platform-native content and the logic of TikTok
- 28:00 — Organic reach: where a new viewer actually comes from
- 31:30 — YouTube as a search engine and why timing matters
- 35:00 — Controversial topics travel — and so does regularity
- 38:30 — The technical minimum: a phone and a lav mic will do
- 42:00 — Thumbnail and title decide the click
- 45:30 — A running number tells people how deep the catalogue is
- 49:00 — Personal brand versus a faceless corporate brand
- 52:30 — Networking is a by-product, not the goal
- 56:00 — The gatekeeper is gone; choose inclusivity
- 59:30 — Building a community around the content: groups and Discord
- 63:00 — Hiding comments and the like ratio is a mistake
- 66:30 — Cost efficiency against linear television
- 70:00 — Start, and give yourself a deadline
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.
Chapters
- 00:00 — The breakthrough of video podcasts in Finland
- 03:30 — Puheenaihe’s slow start: sixteen subscribers in six months
- 07:00 — Why companies still think in landing-page logic
- 10:30 — Invite the influencer, or go on their channel instead
- 14:00 — Rahapodi as an example of a corporate podcast that works
- 17:30 — Radio-format jingles do not belong in a podcast
- 21:00 — Host-read ads versus a pre-produced spot
- 24:30 — Platform-native content and the logic of TikTok
- 28:00 — Organic reach: where a new viewer actually comes from
- 31:30 — YouTube as a search engine and why timing matters
- 35:00 — Controversial topics travel — and so does regularity
- 38:30 — The technical minimum: a phone and a lav mic will do
- 42:00 — Thumbnail and title decide the click
- 45:30 — A running number tells people how deep the catalogue is
- 49:00 — Personal brand versus a faceless corporate brand
- 52:30 — Networking is a by-product, not the goal
- 56:00 — The gatekeeper is gone; choose inclusivity
- 59:30 — Building a community around the content: groups and Discord
- 63:00 — Hiding comments and the like ratio is a mistake
- 66:30 — Cost efficiency against linear television
- 70:00 — Start, and give yourself a deadline
Watch
The recording lives on the Neuvottelija channel: #neuvottelija 28 - Yritysten Tubestrategia (Rami Kurimo). A Finnish edition of this episode is published at www.neuvottelija.fi.
Go deeper
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People and topics
Guests: Rami Kurimo
Topics: AI & Enterprise Tech