How to launch a branded podcast?

More and more companies are offering their own brand podcasts. This new communication channel allows you to meet your customers more authentically and more closely. It's the ideal way to connect with your audience and build loyalty. Find out more below about the different stages involved in launching your own brand podcast.

• Find an audience for your corporate podcast
• Choosing the right format for your podcast
• Produce content for your branded podcast
• Promoting your branded podcast

Find an audience for your corporate podcast

First and foremost, it's important to know who your brand podcast is aimed at. Is it intended to reach your internal employees, or are you aiming for a wider target audience? Define the audience you want to reach, but above all think about the purpose of creating your corporate podcast. Do you want to promote a new product or service? Do you want to increase your customer base, or create a strong, intimate bond with them to build loyalty? Take the time to consider these two essential elements, because your entire communication strategy will be based on them.

Choosing the right format for your podcast

Once you know who you're addressing and for what purpose, consider the format of your branded podcast. There are a number of options open to you, such as :

• narration, in which a person tells a real or fictional story;
• fiction, where we invent the whole story we're going to tell;
• documentary format (behind-the-scenes, brand history, etc.);
• Depending on the format you choose, you then decide on the length of your episodes. Some branded podcasts are very short (2 to 4 minutes) and communicate succinct information, while others can last 20 to 40 minutes, or even more than an hour for a long testimonial, for example. It's up to you to decide which format best suits your audience. Find out about existing platforms (Spotify, Deezer, Apple Podcast, etc.) to determine which ones you'll be offering your podcast on.Finally, think about your editorial calendar now: how often will you publish your episodes? How many episodes have you planned? This will prevent you from finding yourself halfway through the season without a topic idea for the rest of your branded podcast. A podcast agency, like Calliopé, can support you from this crucial stage onwards, helping you to make the right choices in terms of format, length and frequency.

Produce content for your branded podcast

Having laid the foundations for your corporate podcast, it's now time to move on to the content creation phase. To produce a branded podcast, you'll need to go through a number of steps: scripting the episode, setting the tone, finding the right technicians or equipment, recording the podcast and editing it. If all these steps scare you, a branded podcast agency like Calliopé can take care of the complete production of your audio creation. And don't forget the most important thing of all: use the content of your podcast to promote your products or services!

Promoting your branded podcast

But it's not over yet! Once you've designed, produced and distributed your corporate podcast, it's time to promote it. To achieve your initial objective, you need to reach out to your audience. It's time to call on your customer, prospect or partner databases to set up e-mail or newsletter campaigns. Don't forget to promote your branded podcast on your social networks and those of the interviewees, for example. Last but not least, don't neglect the SEO aspect of your podcast, using keywords and technical tricks to ensure that it ranks among the top search engine results.

Margot BURON