How Do You Create a Podcast? 5 Steps to Incorporating Podcasting into Your Branding Strategy
More and more companies have recognized the potential of incorporating podcasting into their branding strategy, and we totally get why! But why exactly is podcasting such a brilliant media platform? And how do you actually incorporate it into your company’s branding strategy? Here are 5 concrete steps to help you do just that.
How do you make a podcast?
Podcasting can be an effective way to strengthen your brand. When you use podcasting, you create an opportunity to establish a direct connection with your target audience, thereby building a personal relationship with your listeners—you can think of it as a “behind-the-scenes” feature, where your target audience gets the chance to get to know your company and its values better. In this way, it can help create a positive and strong association with your company or brand.
I've compiled my best tips and tricks on how your business can, step by step, incorporate podcasting into your branding strategy and thus get the most out of the podcasting world.
Step 1: What should you talk about?
First and foremost, you need to figure out what to talk about and whether it adds value and is relevant to potential listeners. It might be a good idea to choose a niche topic as the theme for your podcast. That way, you’ll have the opportunity to establish yourself as an expert in a given field while also positioning yourself as an authority in that specific area.
A good rule of thumb is to research the market. Are there other podcasts on that topic? And how popular are they? You might want to create a mind map with ideas for different episodes to see if there’s enough substance to your chosen topic.
Step 2: Develop a plan and strategy
The next step toward launching a successful podcast is to create a plan for the goals you want to achieve by incorporating it into your branding strategy.
Here, you might want to ask yourself questions such as:
- What kind of content would I like to produce?
- Who is my target audience?
- How often should we publish new episodes?
That last question, in particular, is very relevant right now. It’s easier to get potential listeners to subscribe to your podcast if you have a set schedule for when your episodes are released.
Step 3: Production
Podcasts can be produced at many different levels of quality.
However, sound quality is a crucial factor in whether your audience will bother to listen to your podcast—no one wants to hear a crackly home recording made on an iPhone!
That’s why I recommend working with a professional or investing in proper equipment to ensure high sound quality in your podcast.
At Amplify, as part of our production of the podcast“Den Nye Standard,” we’ve hired a professional videographer and sound engineer who quality-checks every single episode.
In addition, you'll need to decide which editing program you want to use to edit your podcast. There are several free editing programs available, such as Audacity or GarageBand.
The business podcast “Den Nye Standard” is recorded at Amplify’s office
Step 4: Distributing the Podcast
It’s important to distribute your podcast on as many channels as possible to reach the widest possible audience of potential listeners. You can, for example, make your podcast available on platforms such as Apple Podcasts, Spotify, or Podimo. By distributing your podcast through these platforms, you’ll have the opportunity to increase your visibility, reach a broader audience, and gain more subscribers.
But which platform should you choose? Don't worry—I've compiled a list of the pros and cons of all three platforms mentioned above, so you can easily find the right one for your podcast!
Apple Podcasts
Apple Podcasts is one of the most popular platforms both in Denmark and abroad. The advantages of choosing Apple Podcasts to distribute your podcast are that it’s a well-known platform with a large audience, and it’s freely accessible to everyone. The downside of Apple Podcasts is that you need a Mac computer to create an account, and the approval process for your podcast can take a long time.
Podimo
Podimo is aimed at Danish listeners. The advantages of Podimo are that the platform focuses on podcasts and has a strong following among Danish listeners. The downside, however, is that a subscription is required to listen to podcasts on Podimo.
Spotify
Spotify is also a very popular platform in Denmark for music and podcasts. The advantages of Spotify are that it has a massive audience, making it easy to reach a wide range of listeners—and at the same time, it’s easy to distribute content through Spotify. The downside, however, is that Spotify isn’t as focused on podcasts as the two platforms mentioned above, so it can be more difficult to target your podcast to relevant listeners.
The choice of distributor therefore depends on several factors, including your goals and target audience, and whether you want to reach a specific target audience or a broad one. It’s also possible to distribute your podcast across multiple platforms. The most important thing is to choose the platform or platforms that best meet your needs.
Step 5: Promoting Your Podcast
There are many different ways to market your podcast. I’ve put together my top 3 suggestions for how you can generate the most brand awareness:
- You can market your podcast using social media. Platforms like LinkedIn, TikTok, Facebook, and Instagram are great for promoting your episodes, and they also give you the opportunity to interact with your listeners.
- You can also use relevant hashtags when promoting your posts on the company’s social media accounts to increase visibility.
- One way to generate more buzz and reach a wider audience is to record guest episodes with relevant guests in your chosen niche. That way, you can ask your guests to share the episode with their followers.
No matter what type of marketing you choose, it's important to be consistent and patient. It takes time to build a strong audience, and it's important to prioritize interacting with your audience and building strong relationships.
Learn Even More
Whether you're a generalist or a specialist in marketing, our experts have put together a number of helpful tips for you on our blog.
