How to create a podcast for your brand

Sep 30, 2022

Increasingly  communications pros ask us how to create a podcast – and comes as no surprise.

It’s safe to say the popularity of podcasts isn’t dipping any time soon.

According to Statista, podcast listeners in the UK in 2021 was 19.2 million.

By 2024 listener numbers are predicted to reach 25 million.

That’s a lot of ears tuning in! 

Podcasts are a great way to educate your target audience on who you are and what you do, complimenting all the amazing marketing you’re doing on social, emails and your website.

Some of our favourite podcasts from brands are from:


And it’s great content to create once and share everywhere!

Take audio snippets and play over your Insta stories or TikTok videos – give your followers a little tasty insight into what they can expect from you.

Don’t you need a big budget to create a podcast?

With any content creation, there’s an investment of some sort.

At the beginning, when you’re testing out something new, it’s often just your time that you’re spending.

As you build up your confidence and decide that this type of content creation is right for you and your business, that’s when you start to invest your marketing budget. 

There’s always free tools to be found and to practise with.

After that, it’s up to you how much you want to invest. 

(And you may want to take our short podcasting course  to learn how to create a podcast – it’s all about giving you the skills to create something amazing with most cost-efFective and free tools and techniques.)


So how do I create a podcast for my brand?

If you’re thinking about creating a podcast for your brand and you feel a bit lost or overwhelmed as to where to start, then panic not… you’re in the right place.

In this blog we’re sharing all the key components to making a good podcast, and how to do so on a budget.

Structure and format – how do you want yours to be?

Much like a story has a beginning, middle and end, that’s what your podcast needs too.

But you need to think about how you present your information.

Will it just be you talking to your audience? Will it be a Q&A? Will you be having guests to interview? Will you include any regular features?

It’s OK that the format of your podcast evolves with time, but you want to offer some consistency at the beginning, to draw your listeners in, let them know what to expect and get them subscribing!

Equipment – what are the basics needed?

This is probably the first area that you’ll be parting with some cash, but there will be some budget busting alternatives to get you started.

As a minimum, you need a (decent) microphone.

You want to capture what you’re saying in a consistently clear manner.

Not only is this for the benefit of your listeners but you’ll find it extremely helpful when you’re editing (or the person who edits your podcast will!)

From experience, a pair of over-the-ear headphone are also a wise investment from the start, especially if you plan to have a guest or co-presenter with you.

You’ll hear them loud and clear and avoid any of the ‘oh what did you say?’ awkwardness!

Who’s the talent?

Who will you have talking on your podcast?

If you want to include guests, make sure you’ve got a wish list of people you’d like to invite, and try to pin them down on a date in advance.

People’s diaries get booked up and you’ll want sufficient time to brief them on the topic of the episode and ideally have a run through before you hit record.

You might find it a bit of a challenge to get guests initially – they might want to listen to a few episodes first and make sure it’s the right fit for them. 

Do you need to budget for guests? Not initially.

More than likely it’s exposure for them.

But if you are looking to interview some very high profile people, then they might have a speaker fee to invoice for (and possibly a list of dos and don’ts when it comes to featuring them).

Super important (basic) podcast recording tips

It’s generally best practice to record into podcast recording software, and there are free versions out there if you want to keep your costs down.

Each software provider will have ‘how to’ guides on how to get the best recording so it’s wise spending some time going through them. 

Make sure you’re in a quiet room and keep your mouth close to your microphone for the best sound.

Don’t forget to triple check that you’re recording – don’t be that person that conducts an amazing interview then realises that you didn’t hit the record button!


What’s recorded now needs editing

There’s two sides of the coin when it comes to podcasts – recording and editing.

Think of when you get a really good hair cut.

You don’t just leave with the salon with wet but perfectly shaped hair.

After the cut you have it dried and styled however you like it so that when you finally leave, you look picture perfect.

That’s what editing does for podcasts – it gives the listener that final, polished version which is a piece of audio perfection. 

If you’re budget busting then you’ll be DIY editing, which you should be able to do in your recording software.

Think of making the listeners journey through your podcast as smooth as possible.

Cut out any waffle or technical eros, long pauses etc.  

How and where to publish your podcast

This is crunch time. Time to make your podcast go live!

In our experience, this is easily an area for procrastination.

Is it ready? Should I do just one more edit?

No – it’s time to hit the airwaves!

According to Castos, there are 28 podcast directories.

Otherwise it’s more effective use of your time to post to the larger directories and reach a wider audience:

  • Apple Podcasts
  • Spotify
  • Google Podcasts

Thankfully there is software out there where you can publish to multiple places.

We show you our favourite the course – but know that it doesn’t take much technical knowledge to do it, do not fear!

Publicising and promoting your work

Don’t fail at the final hurdle – tell the world what you have created!

Remember that you have to promote yourself so that you audience know it’s there:

  • Share snippets and teasers on your social channels
  • Got an email list? Include direct links so they can listen straight away
  • Turn the content into a blog and give visitors the option to listen to the podcast.


The last piece of the puzzle… a CAN DO attitude

Of course creating content for a different medium will be a bit nerve-wracking.

It’s a venture into the unknown.

And you’ll start with zero followers and subscribers.

But that’s the exciting part – giving yourself a new challenge and a new avenue to educate your ideal audience about what you do.

And the secret weapon?

Well… that’s you!

Just remember YOU CAN DO THIS and you will do this.

It will take time, be a slow start, but providing you’ve done your research into who your audience is and what they want to know, you’ll be a great success – I know it! 

Are you a comms professional looking to launch your first podcast?

We’re here to help!

Learn how to podcast with our practical guide which will help you to plan, create, publish and promote it.


Take the course now

For £199 you’ll get an 80 minute video lesson and resources to help you:

✔️ Define your audience and goals

✔️ Choose your podcast format

✔️ Prep your hosts and guests

✔️ How to record and edit your podcast

✔️ Launch your podcast

✔️ Get lots of loyal listeners


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Gemma Warren

Gemma Warren

Author of this post

Gemma runs Beautiful Client Comms, and creates engaging content for us at Comms Creatives. She excels in all things social media marketing - and is an alumni of the Comms Creatives Social Media Expert Course 2018 cohort!

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