In today’s fiercely competitive digital marketing landscape, brands need to find innovative ways to build trust and effectively reach their target audience. And that’s where branded podcasts come in. More and more brands are turning to podcasts as a powerful marketing tool to expand their reach and deepen their connection with audiences. Branded podcasts are an effective way to convey your company’s message, values, and expertise while building trust and engaging with your community. But the big question is: how do you start a branded podcast that truly resonates?
In this post, we’ll walk you through everything you need to know to start a branded podcast, from defining your concept to perfecting the production process.
We’re sharing all our top tips for how to start a branded podcast in 2024. Consider this is your go-to guide for creating a podcast that represents your brand.
But first…
Why Branded Podcasts Matter
A branded podcast isn’t just another marketing tool. It’s a platform for storytelling, a way to humanize your brand, and an opportunity to engage your target audience in an authentic, lasting way. Branded podcasts are uniquely positioned to create emotional connections, build trust, and elevate your brand’s presence.
By launching a branded podcast, you’re able to:
- Build authority and expertise in your industry.
- Foster deeper connections through consistent content.
- Provide value in a way that’s less promotional and more conversational.
- Reach a new, targeted audience through podcast platforms.
So, it’s clear a branded podcast offers brands all the benefits of digital marketing, but ramped up to 11! Going off the above, which brands wouldn’t want to start a podcast for their brand?!
But back to that all important main question: How do you start a branded podcast?
And more importantly, how do you successfully start a branded podcast that reaches your target audience and accurately represents your brand?
Thankfully both questions have one simple answer. You follow our guide.
First up, let’s start with Step 1.
How To Start a Branded Podcast
Step 1: Define the Purpose of Your Branded Podcast
Way before you ever press record, it’s essential to define what your branded podcast will be about. Start by asking:
- What are your brand’s core values?
- What do you want your audience to take away?
- Who is your target audience?
For example, if you’re a tech company, your podcast could focus on emerging trends, interviewing industry experts, or showcasing how your product is impacting lives. It’s important that your content aligns with your brand’s mission and provides real value to your listeners.
But remember! Your branded podcast is not one long sales pitch! Sales might be the end goal, but it cannot be the purpose of your podcast.
Next up, Step 2.
Step 2: Develop Your Concept and Format
Once you’ve defined your purpose, it’s time to shape your podcast’s identity. The concept and format should reflect both your podcast’s intended purpose, as well as be aligned with your audience’s preferences.
Here are some things to consider when you’re developing your branded podcast’s concept and format:
- Content Style: Will your branded podcast feature interviews, panel discussions, or solo storytelling?
- Tone: Is your podcast educational, casual, or inspirational? Your tone should reflect your brand’s overall voice.
- Episode Length: This one is something people often don’t think about, but it can make a huge impact when it comes to the success and longevity of your branded podcast. The key here is to think about what your target audience wants. Some audiences prefer short, 10-minute insights, while others enjoy deep dives lasting over an hour. Figure out what your audience wants, then deliver that.
Simple!
Pro Tip for Developing Your Branded Podcasts Concept and Format
Start by reviewing podcasts from brands you admire. What stands out to you? How do they connect with their listeners? Use these observations to shape your own show.
Need some branded podcast inspo? Take a look at some of the top branded podcasts from this year’s Webby Awards.
Step 3: Build a Podcast Production Team
Now that you’ve developed your concept, you’ll need the right team to bring it to life. If you don’t have the time and expertise to create a high-quality, professional podcast on your own, then you may want to partner with a podcast production company who can help handle the technical aspects, from audio recording to post-production.
Looking for an expert team to handle your branded podcast’s production? Take a look at our packages here. Or set up a free call with one of our team here.
Here’s what you’ll need to focus on:
- Hosts: Choose someone who represents your brand well. This may be you, but it could also be another member or members of your team.
- Audio Quality: A branded podcast must sound professional. High-quality audio must be one of your highest priorities. Invest in quality microphones and recording software, and set up a dedicated recording space.
- Editing: Crisp, well-edited content reflects positively on your brand. You can edit in-house or outsource to a podcast production service like us!
Step 4: Create a Content Calendar
Consistency is key when it comes to podcasting. This is not a “wing it” type of project. Whether you publish weekly, biweekly, or monthly, your audience will expect regular, highly-valuable content.
And that requires planning.
Map out your episodes and plan a few months in advance. A content calendar will help you stay on track with your production schedule and allow time for marketing and promotion.
Step 5: Market and Promote Your Branded Podcast
Launching a branded podcast is only the beginning. To get listeners, all podcasts need a strong marketing strategy:
- Website and Blog: Promote your podcast on your company’s website and blog. Particularly if you have a strong readership, consider writing blog posts that expand on podcast topics and embed the episodes within the posts.
- Social Media: Social media is one of the best resources you have when it comes to podcast promotion. Share the build up to your podcast launch across your socials. And then after launch, you will need to promote your episodes on your brand’s social channels consistently in order to grow your audience. Use eye-catching graphics, audiograms, and video clips to drive engagement.
- Email Newsletter: Don’t forget your subscribers! Include links to new episodes in your company’s newsletter.
- Podcast Directories: List your branded podcast on all major directories like Apple Podcasts, Spotify, and Google Podcasts to maximize discoverability.
- Podcast Newsletters: There are a whole host (pun intended, always) of amazing podcast newsletters! Many have podcast promotion slots. Sign up to these, and reach out to find out how to get a feature for your branded podcast.
And finally…
Step 6: Measure Your Success and Refine
Once your branded podcast is live, it’s important to track key performance indicators (KPIs) to gauge its success. This could include download numbers, listener engagement, or reviews.
But remember! It’s not all about download numbers! You actually want to be focusing on metrics like listener demographics, listening habits, as well as listener engagement (like for how long listeners are typically spending listening to your episodes).
You can then use the data to refine your podcasting strategy. What’s resonating with your audience? What content could be improved? The key to a successful branded podcast is to be responsive to your audience’s needs, and then consistently deliver the type of content that resonates with them.
Final Thoughts on Branded Podcasts
Starting a podcast for your brand may seem like a lot of work, but it’s one of the most rewarding ways to build brand loyalty, showcase your expertise, and foster deeper relationships with your audience. By following these steps and maintaining consistency, you’ll be able to start a branded podcast that not only enhances your brand but also delivers value to your listeners week after week.
Need help getting started? At We Edit Podcasts, we specialize in taking your branded podcast from concept to reality. Whether you’re looking for production services, editing, or marketing strategies, our expert team is here to support you every step of the way! Find out more here.
