Tony Valle has a great post called Top 5 Corporate Podcast Mistakes to Avoid Like the Plague.  His list is great and the comment activity is very insightful.  I kicked in a comment as well since I felt that his original list had a major ommission.

9. Make an infomercial. Many companies don’t know how to sell themselves, their brand or their knowledge. They only know how to sell widgets and services. Frankly, I’m tired of hearing Corporate Podcasts that tell me how great a company is, how great the company’s products/services are, and how great it is that the company is organizing or sponsoring a huge industry event. I can draw my own conclusions, thank you very much. Demonstrate what makes you best-in-class, showcase your thought leadership and engage the community. Show by example, not through in-your-face messages and pontification.

The new media age has redifined marketing models. Be part of it, or be a dinosaur. It’s your choice.

Source: Bob Goyetche