How to create and develop a successful branded podcast?

According to Médiamétrie's latest study on the French and podcasts in 2022, 142 million French podcasts were listened to or downloaded last December.A staggering figure when you think of the millions of listeners likely to tune in to your branded podcast. But how do you promote your brand via podcast? How can you make the most of this booming market? Calliopé briefs you in 5 steps!

Step 1: Define your brand podcast objectives

Now that you've decided to combine podcasts and branding, it's time to define the objectives of this new tool. What do you want to achieve by creating your corporate podcast? Inform your audience or entertain them? Reinforce brand awareness or reach out to new customers? This first step will enable you to choose not only the content of your podcast, but also its format and recurrence. Take a look at the podcast web and see where your competitors are positioned. This may give you an idea of what to do...and what not to do!

Step 2: Find the right format

Once your objectives are well defined, you can think about the format that best suits your brand image. Think about your target audience and what you can offer them when they listen to your branded podcast. Depending on your brand's expertise and your sector of activity, you may want to offer an educational podcast so that your listeners can educate themselves by listening to you. You can also create an intimate relationship with your audience by offering stories or interviews about your brand. Or even debates with experts in your industry to establish your expertise. Discover the best formats for your brand podcast in our dedicated article.

Step 3: Plan the podcast content

To make sure your branded podcast stays on track, prepare a detailed content plan. In it, you'll indicate several elements such as :

• frequency of publication ;
• the duration of each episode ;
• the topics you would like to discuss;
• the people you'll be interviewing, if any ;
• chosen distribution platforms...

This content plan is fully customizable according to your core business and podcast format. It will be your beacon in the night when you feel lost or overwhelmed in the ocean of branded podcasting!

Step 4: Produce a quality podcast

Of all the steps involved in building a branded podcast, the production phase is one of the most important. Because even with the best idea in the world, if the quality isn't there, neither will the engagement of your audience. That's why it's so important to choose the right equipment and to edit and mix the audio for your podcast. As the number of listeners increases, so does the level of demand.

Step 5: Promote your digital audio

And last but not least: promoting your branded podcast. In addition to distributing it on all dedicated platforms (Apple Podcast, Spotify, Deezer, Ausha...), you can communicate on your social networks, via influencers or advertising. The ideal solution is to be accompanied by a branded podcast agency like Agence Calliopé, which will be able to propose a communication strategy tailored to your objectives.

Margot BURON