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How to make a podcast? 5 steps to podcasting in your branding strategy

More and more companies have seen the potential in implementing podcasting as part of their branding strategy, and we understand that! But why is podcasting such a brilliant media platform? And how exactly do you get it implemented as part of your company's branding strategy? Well, here are 5 concrete steps to do just that.

Isabella Svartzengren
- Project Manager
Last updated: Mar 28, 2023

How to make a podcast?

Podcasting can be an effective way to strengthen your brand. When you use podcasting, you create the opportunity to connect directly with your audience, building a personal relationship with your listeners - you can think of it as a behind-the-scenes feature where your audience gets to know your company and its values better. In this way, it can help to create a positive and strong association with your company or brand.

I've put together my top tips and tricks on how your business can implement podcasting into your branding strategy, step by step, and make the most of the podcasting universe.

Step 1: What do you need to talk about?

First of all, figure out what you're going to talk about and whether it's valuable and relevant to potential listeners. It may be a good idea to choose a niche area as the topic for your podcast. This way, you have the opportunity to make yourself an expert in a given area while positioning yourself as an authority in that specific field.

A good rule of thumb is to research the market. Are there other podcasts on the given topic? And how popular are they? You might want to make a mind map with ideas for different episodes to see if there is meat on your chosen topic.

Step 2: Lay out a plan and strategy

The next step on the road to launching a successful podcast is to plan what you want to achieve by implementing it into your branding strategy.

Here you can appropriately ask yourself questions such as;

  • What type of content do I want to produce?
  • Who is my target group?
  • How often should we publish new sections?

This last question is particularly topical. You can more easily get potential listeners to subscribe to your podcast if you have a fixed schedule for when your episodes are released.

Step 3: Productions

Producing a podcast can be done at many different quality levels.
However, the sound quality is a crucial factor for your audience to listen to your podcast - nobody wants to listen to a scratchy home recording recorded on an iPhone!
Therefore, I would recommend that you work with a professional or invest in proper equipment to ensure a high sound quality in your podcast.

At Webamp , our production of the podcast 'The New Standard' has hired a professional videographer and sound engineer to quality-check every episode.

You also need to decide which editing software you want to use to cut your podcast. There are several free editing programs, such as Audacity or GarageBand.

Business podcast 'The New Standard' to be recorded at Webamp office

Step 4: Distribution of the podcast

It's important that your podcast is distributed on as many channels as possible to reach as many potential listeners as possible. You can get your podcast on platforms such as Apple Podcast, Spotify or Podimo. By distributing your podcast through these platforms, you have the opportunity to increase your visibility, reach a wider audience and gain more subscribers at the same time. 

But which platform should you choose? Fear not - I've put together a list of pros and cons for all three platforms above, so you can easily find the right platform for your podcast!

Apple Podcasts

Apple Podcasts is one of the most popular platforms both at home and abroad. The advantages of choosing Apple Podcast to distribute your podcast are that it is a well-known platform with a large audience and it is freely available to everyone. The disadvantage of Apple Podcast is that it requires a Mac computer to create an account, and also the approval time for your podcast can take a long time. 


Podimo is aimed at Danish listeners. The advantages of Podimo are that the platform is focused on podcasts, and they have a strong engagement among Danish listeners. The disadvantage is that it requires a subscription to listen to podcasts through Podimo. 


Spotify is also a very popular platform in Denmark for music and podcasts. The advantages of Spotify are that they have a huge audience, so it is easy to reach a wide audience - and at the same time it is easy to distribute through Spotify. The downside, however, is that Spotify is not as focused on podcasts as the two platforms above, so it can be harder to target your podcast to relevant listeners.

The choice of distributor therefore depends on several parameters, including your objectives and target audience, and whether you want to target a specific audience or a broad audience. It is also an option to distribute your podcast through multiple platforms. The key is to choose the platform(s) that best support your needs.

Step 5: Marketing your podcast

There are many different ways to market your podcast. I've put together my top 3 suggestions on how to create the most brand awareness:

  • You can promote your podcast using social media. Platforms like LinkedIn, TikTok, Facebook and Instagram are great for promoting your episodes, while creating opportunities to interact with your listeners.
  • You can also use relevant hashtags when promoting your sections on your company's social media to create more visibility.
  • One way you can create extra buzz and reach a wider audience is by recording guest episodes with relevant guests within your chosen niche. This way, you have the opportunity to ask guests to share the episode with their followers.

Whatever type of marketing you choose, it's important to be consistent and patient. It takes time to build a strong listener base, so it's important to make it a priority to interact with your audience and build strong relationships.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.