5 unbreakable rules for making a successful branded podcast

Looking ahead at 2022 and thinking about making a podcast for your brand? Chalk & Blade has made award-winning shows for the likes of Net-a-Porter, Audible, United Nations, Rough Guides, BBC Sounds and The Rockefeller Foundation. I grew up making radio starting out 20 years ago, then founded one of the first podcast-only agencies in the UK. Here are my top 5 unbreakable rules for making great shows that resonate with audiences and hit your brand goals.?

1. Be in control?

Make the podcast content align with your brand. Imagine inviting your most important clients to meet your closest friend, whether they choose to do business with you will sway in very different directions depending on their impression of them!?

2. Make it fun

Podcasts aren’t magic, they still need to be entertaining to keep your audience engaged. There are now over 2 million podcasts and 48 million episodes for an audience to choose from, your podcast has to stand out to get heard. If no one listens, a show will not get recommended.?

3. Talented and trusted voices?

This doesn’t necessarily mean famous, though talent with a social media following specific to the topic of your podcast can make a huge difference. The ideal host will be entertaining, engaging, committed and already expert in your brand niche.?

4. Story-telling

With even the most straightforward podcasts, the host has to be a captivating storyteller to keep your audience engaged. It is essential to have a plan for your series, with scripting and a clear story arc. As with the best stand-up, the shows that sound most casual and off-the-cuff, are actually extremely structured, produced and edited.?

5. Don’t be scrappy?

The Infinite Dial reported that one of the main reasons listeners choose a podcast is audio quality. The most popular global podcasts are now of such high quality that listeners will switch off if it sounds too “amateur” because of sound quality or bad editing.?

Ruth Barnes, Founder - Chalk & Blade Ltd?

Contact me at [email protected] if you want to look into making a podcast for your brand.?