How to Start a Podcast for Your Brand

• June 17, 2022
• no comments

By Vanessa Stiernholm, Account Manager
—

Over the last several years, podcasts have become an increasingly popular pastime for those looking to learn about a vast range of topics, from entrepreneurship and finance, to popular culture and true crime.

They’re also a very powerful marketing tool for building brand awareness and effectively reaching your target audience, whether it’s a startup podcast or one from a well-established brand.

But starting a podcast is no easy feat. There is a lot to consider to ensure your podcast really resonates with your audience and successfully drives engagement.

—

Some of the best business podcasts follow these tips and tricks:

1. Keep your business objectives in mind. Before developing your podcast, clearly establish your priority business objectives and ensure your podcast concept and topics align accordingly. Asking the right questions is a great place to start. What are you setting out to achieve with this podcast? What value are you offering to the audience? How are you measuring success?
2. Select the right production partner: To ensure you’re producing a high-quality podcast that will drive engagement, it’s important to find the right production partner who will help bring the podcast to life. You’ll need to place a lot of trust in this partner, so do your research and make sure everyone is on the same page when it comes to expectations on roles and responsibilities, timelines, investment, etc.
3. Amplify diverse voices: Representation matters. Ensure you’re featuring a diverse range of guests on your podcast to showcase a variety of perspectives and backgrounds, and to reach diverse audiences. Furthermore, don’t miss an opportunity to tap into important, timely issues and contribute to meaningful conversations related to diversity and inclusion.
4. Find an exciting host: Leveraging a notable and charismatic host with strong on-mic experience will help generate buzz around your podcast. Other things to consider: Do their values align with your brand? Are they an expert on the subject matter? Are they active on social media or in the news?
5. Limit brand mentions: When it comes to featuring your brand, it’s all about striking the right balance. Avoid highlighting your brand too much, which can turn off listeners and come across as overly promotional. Instead, feature credible third-party subject matter experts with your brand playing the role of amplifier.

Start a podcast with North Strategic

Our team recently had the exciting opportunity to apply these tips to develop a small business podcast with American Express, Business Class: Build it Braver, which launched in 2021. Listeners can follow host and entrepreneur Vivian Kaye through conversations with some of Canada’s brightest entrepreneurial minds as they provide fresh perspectives to small business owners to help them on their business journeys.