According to Jacobs Media’s Techsurvey 2023, podcast listenership reached an all-time high, with 33 percent of respondents listening at least once a week—up from 21 percent in 2019. This 12 percent growth highlights the rising popularity of podcasts as a go-to source for entertainment, education, and news. More listeners mean greater opportunities to connect, share stories, and expand your brand’s reach.
But before you hit “record,” there’s more to consider than just picking a topic and a microphone. A successful podcast requires strategy, planning, and knowing exactly what your listeners want. Are you offering them value? Are you solving their problems? To build a podcast that truly connects with your audience, you need to deliver meaningful content that hooks listeners and keeps them coming back for more. Let’s break down everything you need to know to create a podcast that hits all the right notes.
Index:
- 4 Benefits of launching a branded podcast
- How to kickstart your podcast
- Crafting content that keeps listeners engaged
- Promoting your podcast
- Growth strategies for your podcast
- Keep the momentum going
Key takeaways from this blog
- Success starts with thoughtful planning: Creating a podcast that stands out requires a clear purpose, choosing the right host, and carefully deciding on content and platforms.
- Podcasts deepen relationships and boost brand authority: By offering meaningful, consistent content that addresses your audience’s needs, a branded podcast can build trust, position your brand as an industry leader, and foster deeper connections with listeners.
- Promotion and audience engagement drive growth: Promoting your podcast across multiple channels and actively engaging with your listeners through feedback and interactive content will help broaden your reach and ensure sustained audience loyalty.
4 key benefits of launching a branded podcast
So why bother with a branded podcast? Here’s the thing, a podcast goes beyond having something cool to share on social media. It can really move the needle for your brand. Here’s why.
1. Boosts brand awareness
A branded podcast lets you connect with your audience in an engaging way. Instead of focusing on a sales pitch, you can dive into topics that matter to them. For instance, Trader Joe’s strengthens its connection with customers by offering a podcast that provides behind-the-scenes stories on seasonal shopping. This approach engages listeners and helps build a loyal audience through content that feels both relatable and entertaining.
2. Builds thought leadership
Regularly releasing episodes on industry topics positions your brand as an authority. Leading conversations that matter to your audience helps them see you as a reliable source of knowledge. This consistency builds trust over time, as listeners return to your podcast for insights they can’t find elsewhere, strengthening your brand as a key player in your field.
3. Deepens customer relationships
Podcasts offer meaningful engagement, giving you extended time to connect with your audience. By consistently delivering valuable content, you create a stronger bond with listeners. This format allows you to address their pain points and interests, keeping them invested in your brand.
4. Drives new opportunities
Podcasts also provide a platform to introduce guest experts and thought leaders, opening doors to partnerships and business opportunities. By collaborating with influential voices, you can expand your reach while sparking meaningful conversations.
64% of listeners pay full attention to podcasts.
Podcasts generate up to 4.4 times better recall than display ads, and 64% of listeners pay full attention. That’s why they offer a unique way to boost awareness and draw in new prospects, turning every episode into a potential networking opportunity.
Kickstarting your branded podcast: How to get it right from the start
Launching a podcast is exciting, but you can’t just wing it. A solid strategy is key to long-term success. Let’s get your foundation right, so you’re ready to hit the ground running.
Define the purpose
Before you start, ask yourself: What is the purpose of this podcast? How will it stand out from the rest? Whether your goal is to build thought leadership or nurture leads through storytelling, having a clear purpose will shape everything from your content to audience engagement. Defining this purpose early on will ensure your podcast remains focused, impactful, and aligned with your broader business goals.
Choose the right host
The host is the voice of your brand—literally. Choose someone with great chemistry, natural interviewing skills, and the ability to keep things lively. For example, Guy Raz’s natural storytelling on NPR’s How I Built This creates a strong connection with listeners, making every interview feel personal. A dynamic host like this will ensure your audience stays engaged, building trust and credibility with every episode.
Decide on format and platforms
Will your podcast be audio-only, or will you include video as well? Both formats have their benefits. Audio-only is easier to produce, while video adds a visual element that can expand your reach. You’ll also want to choose the platforms where your audience is most active—whether that’s Spotify, YouTube, or Apple Podcasts. Tailoring your format to your audience’s habits will ensure better engagement and wider reach.
Crafting podcast content that keeps listeners engaged
Want your audience to stick around? Then you need content that hits the mark. Here’s how to make it happen.
Know your audience
Don’t try to speak to everyone—you’ll end up connecting with no one. Focus on your target audience and create content that addresses their specific challenges or interests. Identify their pain points: What are they struggling with? How can your podcast provide solutions or insights? Knowing your audience inside and out will help you produce episodes that resonate and keep listeners coming back.
Lean on storytelling and authenticity
People love a good story. Sharing real-life experiences, failures, and successes makes your podcast more relatable and engaging. Encourage your guests to do the same. For instance, Sephora Collection’s #LIPSTORIES podcast, produced with Girlboss Radio, shares influential women’s stories that resonate with its target audience.
By aligning with the brand’s values of empowerment and community, this podcast strengthens Sephora’s emotional connection with listeners.
Bring on high-quality guests
Who you invite as a guest makes all the difference. Choose guests who can address niche challenges and provide valuable insights your audience can learn from. High-quality guests also bring credibility and excitement to your show. Plus, guests with their own following can help expand your podcast’s reach, as they are likely to share the episode with their own networks, boosting your exposure.
Getting the word out: Promote for maximum reach
Your podcast going live is just the start. Now, it’s time to make sure people know about it. Here’s how to spread the message.
Promote across multiple channels
Share your podcast across different platforms to increase its visibility. Turn episodes into blog posts, short clips for social media, email newsletters, and even videos. By presenting the content in different formats, you’ll reach more people who prefer to engage in different ways.
Sharing your podcast on multiple channels helps attract new listeners and keeps current ones engaged. The goal is to broaden your reach and keep your audience tuned in for more episodes.
Engage with your listeners
Encourage your audience to participate. Ask for feedback, run contests, or request reviews to start a conversation. You can also invite listeners to submit questions for future guests or suggest topics they’d like to hear more about. This involvement creates a deeper connection with your audience and helps build a sense of community around your podcast. The more engaged your audience feels, the more likely they are to stick around.
Tease and build anticipation
Share teasers or sneak peeks on social media to hype up new episodes. Get your audience excited about what’s coming next, and create anticipation.
Keep them listening: Growth strategies for your podcast
Launching your podcast is just the beginning; maintaining momentum is where the real challenge lies. A regular rhythm is key to keeping listeners engaged and returning for more. Here’s how to build and grow your audience over the long term.
Set a regular release schedule
Consistency is critical for building a loyal audience. Whether you decide to release episodes weekly, biweekly, or monthly, sticking to a regular schedule ensures your audience knows when to expect new content. Over time, this predictability builds trust and reinforces the habit of listening to your podcast as part of their routine.
Track metrics and adjust
To improve your podcast’s performance, pay close attention to key metrics such as downloads, listener retention, and consumption rates. These insights will tell you which episodes resonate the most with your audience, and which ones need improvement. For instance, if you notice higher engagement on episodes with guest interviews, consider featuring more guests in the future.
Evolve with your audience
Keep your finger on the pulse of your audience’s needs and interests. Stay informed about what’s trending in your industry, and pay attention to what your listeners are talking about. Regularly engage with your audience to gather feedback and insights. This helps you adapt your content to stay relevant and timely and ensures you’re addressing the evolving concerns and preferences of your listeners.
Keep your podcast momentum going
Achieving long-term success with your podcast requires consistent creativity and a focus on listener engagement. The key to keeping listeners invested is to regularly experiment, refine your content, and introduce fresh voices. Avoid sticking with what feels safe—explore new topics, formats, and approaches to keep your audience excited. Stay connected to your listeners, and adapt based on their feedback to build lasting loyalty.
As your podcast evolves, it can become a valuable asset that strengthens your brand and becomes a trusted go-to for your audience.
