7 Steps to Start Your Branded Podcast

Starting and Promoting Your Branded Podcast: The Power of Audio and Video

By Sandy Hibbard

Many of you have heard of or listened and watched the INSIDERS on Real Estate & Marketing. I am in my fourth year of producing the INSIDERS over at Real News Communications Network and I love it.

Since I started the INSIDERS, the podcast world has definitely grown. In the ever-evolving world of content marketing, a branded podcast has become a “potent” tool for connecting with your audience on a deeper level. But should you stop at audio, or should you incorporate video as well?

For the INSIDERS I liked the format of video, so we went with that. I felt like it was better for guests who we would invite and offer them an opportunity to use clips from the show to use in their own social media marketing. Visual recognition for that purpose was important!

Using video also makes it easier to share on the socials and to give people an option on how to consume the content.

I have never addressed this subject before on my blog, so for you who may be planning to go this route as part of your marketing strategy for the coming year, I thought we should take a look!

In this article we will explore the steps to start and promote your branded podcast and delve into the decision of whether or not to include video.

Why Start a Branded Podcast?

Podcasts have experienced explosive growth in recent years, and there are compelling reasons to consider starting one for your brand:

1. Audience Engagement: This medium allows you to engage your audience in a more intimate way. Listeners often feel a stronger connection with hosts and brands through audio (and video) content.

2. Thought Leadership: It enables you to establish yourself as an authority in your industry by sharing valuable insights and knowledge (an INSIDERS look 😊).

3. Content Diversity: It’s a versatile medium that can be used for interviews, storytelling, educational content, and much more.

4. Long-Form Content: It provides an opportunity for in-depth exploration of topics, perfect for connecting with audiences seeking more than surface-level information.

Steps to Start Your Branded Podcast

1. Define Your Goals: Determine what you want to achieve with your podcast. Whether it’s brand awareness, thought leadership, or lead generation, clear goals will guide your content and the way you set up your show.

2. Select Your Niche: Choose a niche that aligns with your brand and target audience. A well-defined niche can help you stand out in a crowded podcast landscape. Be specific on the subject matter, narrow in on your main message and stick with it!

3. Plan Your Content: Outline your episodes, considering topics, episode length, guests and format. A clear content plan ensures consistency.

4. Choose a Format and Style: Decide whether you’ll host the podcast yourself or invite guests. Consider the tone and style you want to convey. Think about sponsorship and if you want a company or colleague to help with the financial commitment in exchange for a “shout out” or to take part in a segment.

5. Recording and Production: Invest in quality recording equipment and editing software for professional sound quality. I record at Real News Communications Network in Dallas on LBJ. Their team is top notch and they will handle everything for you, including distributing your show to all the streaming outlets.

6. Distribution: Select a podcast hosting platform (there are sooooo many!), such as Libsyn or Podbean, to distribute your episodes to major podcast directories like Apple Podcasts, Spotify, and Google Podcasts. Check out this list of the top 10. If you are using a production service like Real News (mentioned above), you won’t have to worry about this step, they will handle it for you.

7. Promotion: Promote your podcast on your website, harness email marketing, post clips on your social media platforms, and build valuable partnerships with fellow podcasters or industry influencers. Transform its content into an integral component of your overall content marketing strategy!

The Video Dilemma: To Include or Not?

Pros:

– Visual Engagement: Video adds a dynamic visual element that can captivate and engage your audience more effectively.
– Wider Reach: Videos can be shared on video platforms like YouTube, expanding your content’s reach.
– Enhanced Storytelling: Visuals can enhance storytelling, making complex topics easier to understand.
– Monetization Opportunities: Video ads and sponsorships can bring additional revenue.
– SEO Benefits: Video content can improve your SEO and discoverability.

Cons:

– Production Costs: Video production can be more expensive and time-consuming than audio-only podcasts.
– Audience Expectations: Maintaining video quality and consistency is essential, as viewers have high expectations.
– Resource Intensive: Requires additional equipment, skills, and potentially more team members.
– Accessibility: Not all viewers can consume video content, limiting your audience.
– Distribution Challenges: Managing video on podcast platforms can be more complex.

Balancing these pros and cons should be a key consideration when deciding to incorporate video into your branded podcast strategy.

The Power of Podcasts and Video

Unlock the Potential of Podcasts and Video in Business Marketing!

Podcasts:

– 155 million U.S. listeners in 2021 (source: Edison Research).
– 80% of listeners complete most episodes (source: Podtrac).
– 54% more likely to consider buying from podcast ads (source: Nielsen).
– 80% listen to ads in their favorite podcasts (source: Midroll).

Video:

– 82% of internet traffic is video (source: Cisco).
– 85% of businesses use video with a positive ROI (source: Wyzowl).
– 80% higher conversion rates with video on landing pages (source: Unbounce).
– 72% of consumers prefer video to learn about products (source: HubSpot).
– Social media posts with video receive 48% more views (source: HubSpot).

Maximize your marketing strategy with the power of podcasts and video!

TIP: Remember to add relevant hashtags and tag any sources or related influencers to increase the post’s visibility and engagement.

Finding the Right Mix

Ultimately, the decision to include video in your branded podcast depends on your specific goals, audience, and resources. If you have the capacity for video production and believe it will enhance your shows impact, it’s worth considering. However, podcasting’s audio-only format is a powerful tool in its own right. What’s most important is creating valuable content that resonates with your audience and aligns with your brand’s goals.

As you embark on your podcasting journey, remember that success hinges on the quality of your content, the authenticity of your brand, and your commitment to consistent promotion. Whether you choose to incorporate video or stick with audio, the key is to connect with your audience and provide value that keeps them coming back for more!