How to make a podcast? 5 steps to incorporate podcasting into your branding strategy

More and more companies have seen the potential of implementing podcasting as part of their branding strategy, and we get it! But why is it that podcasting is a brilliant media platform? And how exactly do you implement it as part of your company's branding strategy? Here are 5 concrete steps to get you there.

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How do you make a podcast?

Podcasting can be an effective way to strengthen your brand. When you use podcasting, you create the opportunity to connect directly with your target audience and build a personal relationship with your listeners - you can think of it as a behind the scenes feature where your 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 gathered my best tips and tricks on how your company can implement podcasting into your branding strategy step by step and benefit the most from the podcasting universe.

Step 1: What do you need to talk about?

First and foremost, you need to figure out what you're going to talk about and whether it's value-added and relevant to potential listeners. It might be a good idea to choose a niche area as the theme for your podcast. This gives you the opportunity to make yourself an expert in a given field and position yourself as an authority in that specific area.

A good rule of thumb is to research the market. Are there other podcasts on the given topic? And how popular are they? You might want to create a mind map with ideas for different episodes to see if there is any meat to your chosen topic.

Step 2: Create a plan and strategy

The next step on the road to starting a successful podcast is to plan what goals you want to achieve by implementing it into your branding strategy.

You can ask yourself questions like;

  • What type of content do I want to produce?
  • Who is my target audience?
  • How often should we publish new episodes?

This last question is very relevant. You can more easily get potential listeners to subscribe to your podcast if you have a set schedule for when your episodes are released.

Step 3: Production

Producing a podcast can be done at many different levels of quality.
However, the sound quality is a crucial factor for your audience to bother listening to your podcast - no one wants to listen to a scratchy home recording recorded on an iPhone!
Therefore, I would recommend that you work with a professional or invest in proper equipment to ensure a high sound quality in your podcast.

At Amplify, with our production of the podcast 'The New Standard', we've hired a professional videographer and sound man to quality check every single episode.

Next, you need to decide which editing program you want to use to edit your podcast. There are several free editing programs such as Audacity or GarageBand.

Business podcast 'The New Standard' is recorded in Amplify's office

Step 4: Distribute the podcast

It's important that your podcast is distributed on as many channels as possible to reach as many potential listeners as possible. You can get your podcast on platforms such as Apple Podcast, Spotify or Podimo. Distributing your podcast through these platforms gives you the opportunity to increase your visibility, reach a wider audience and gain more subscribers. 

But which platform should you choose? Fear not - I've compiled a list of pros and cons of all three platforms above so you can easily find the right platform for your podcast!

Apple Podcasts

Apple Podcasts is one of the most popular platforms at home and abroad. The advantages of choosing Apple Podcast to distribute your podcast are that it's a well-known platform with a large audience and is freely available to everyone. The disadvantage of Apple Podcast is that it requires a Mac computer to create an account and the approval time for your podcast can take a long time. 


Podimo is aimed at Danish listeners. The advantages of Podimo are that the platform is focused on podcasts and they have a strong engagement among Danish listeners. The downside is that listening to podcasts through Podimo requires a subscription. 


Spotify is also a very popular platform in Denmark for music and podcasts. The advantages of Spotify are that it has a huge audience, so it's easy to reach a wide audience - and it's also easy to distribute through Spotify. The downside, however, is that Spotify is not as focused on podcasts as the two platforms above, so it can be harder to target your podcast to relevant listeners.

The choice of distributor depends on several parameters, including goals and target audience, and whether you want to reach a specific target group or a broad audience. Distributing your podcast through multiple platforms is also an option. The most important thing is that you choose the platform or platforms that best support your needs.

Step 5: Marketing your podcast

There are many different ways to market your podcast. I've put together my top 3 suggestions on how you can maximize brand awareness:

  • You can promote your podcast using social media. Platforms like LinkedIn, TikTok, Facebook and Instagram are great for promoting your episodes and creating opportunities to interact with your listeners.
  • You can also use relevant hashtags when promoting your sections on company social media to increase visibility.
  • One way to create extra buzz and reach a wider audience is to record guest episodes with relevant guests within your chosen niche. This gives you the opportunity to ask guests to share the episode with their followers.

Whatever type of marketing you choose, it's important to be consistent and patient. It takes time to build a strong listener base, so it's important that you prioritize interacting with your audience and building strong relationships.

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