Key Considerations For Brands Launching Podcasts: Production, Distribution, and More

When brands start their own podcasts, there are many vital considerations they must think about to ensure their launch is set up for success. As podcast production and marketing experts, we see many first-time podcasters enter the industry with a skewed view of the workload, time commitment, and financial investment. Without a clear vision for your show, it can become little more than a vanity metric. But done right, branded podcasts can be dynamic elements of your marketing, brand awareness, and lead generation. 

The Podglomerate is the award-winning podcast services firm specialized in production, marketing, and monetization of outstanding audio content.  Since its start in 2017, The Podglomerate has grown to represent more than 70 podcasts accounting for more than 30 million monthly downloads. So if you need help on your podcasting journey, we’re here to help.

Connect with our team for a free consultation and read more about our expert podcast services.

Why Is Everyone Starting a Podcast?

Brands have woken up to the potential of podcasts to support their overall business metrics and boost brand awareness. Podcasts are a great way to participate in important conversations and tap into your brand’s niche. Marketing is all about access. What better way to communicate with customers than through the most intimate medium of all?

Questions to Ask When Starting a Podcast

Once you have determined the purpose of your podcast, brands will be faced with dozens of decisions at each step of the process. We’ve compiled our years of experience into these key consideration checklists. They’re designed to support your efforts from pre-production to distribution. We have added helpful links and definitions to ensure a seamless process for your branded podcast. 

These checklists are useful to keep in your back pocket for future projects, too. They will advise on common mistakes to avoid when starting a podcast and key considerations for your journey.

Stage 1: Podcast Pre-Production

In this list of key considerations, we will be thinking about forming an overview of your podcast, such as establishing its purpose, developing an elevator pitch, figuring out your budget, and developing a signature style.

Questions about your podcast’s identity:

1. Can you provide a brief description of your podcast’s concept and objectives? (This is also known as an elevator pitch, aka. a short manifesto on your podcast’s purpose that you can tell curious strangers when they ask, “So, what’s your show about?”)
   
2. Who is your target audience? (We have created an in-depth downloadable guide on podcast marketing to help you with this process. Figuring out your audience will help you develop and market your show.)
   
3. What are your primary goals for the podcast? (Some examples include brand awareness, lead generation, and thought leadership.)
   

Questions about format and style:

1. Is the podcast audio-only, video-only, or a hybrid model? (Hybrid means that you use video recordings for social media promotion.)
   
2. Will your podcast format be interview-based, narrative-driven, or a combination of both?
   
3. Are there existing podcasts you admire or wish to emulate in terms of style and production quality? (Write them down and list three things you like about each one.)
   

Questions about your podcast release schedule:

1. Do you plan to release episodes on a seasonal basis or as an ongoing series? (Weekly podcasts can be easier to grow but require serious commitment.)
   
2. What is your desired release frequency? (Daily, weekly, bi-weekly, or monthly are all viable options with their own pros and cons. Your cadence depends on capacity, budget, and your subject matter.)
   

Questions about budget:

1. What is the estimated budget per episode? (This amount includes software and production costs, time investment, and any equipment you may need to purchase.)
   
2. Will you require assistance with show artwork and branding? (We highly recommend commissioning a designer to create your podcast artwork.)

Stage 2: Podcast Production, Editing, and Mixing

In this section, we will be exploring your podcast production process. Great production starts with sound quality, and professional sound quality is dependent on the right amount of preparation and planning.

Questions about your episode structure:

1. What is the desired runtime for each episode? (It takes time and money to edit a podcast, which may affect your episode lengths.)
2. For interview segments, how long do you anticipate each recording session lasting?
3. Will episodes include scripted narrative elements in addition to interviews?
   

Questions about music and sound effects:

1. Do you have existing music for intros, outros, and transitions, or will new compositions be needed? (You may need a music licensing subscription.)
2. Are there specific sound design elements or special effects you envision incorporating?
   

Questions about recording logistics: 

1. Where is the host located, and will they record from a fixed location or multiple venues?
   
2. Does the host possess their own recording equipment, or will equipment need to be provided?
   
3. Will there be guest hosts, and if so, what are their locations?
   
4. For remote guests, will equipment be sent to them, or will they use their own setups? (Unfortunately, their laptop microphones might not cut it for your recordings. Affordable mics do exist. Depending on your budget, you may be able to send a pre-recording package to guests that includes a microphone.)
   
5. Is there a need to rent studios for in-person recordings?
   
6. Who will be responsible for coordinating and scheduling guest appearances?
   
7. Will interviews span multiple time zones, and how will scheduling be managed? (Project management tools like AirTable or Asana can be helpful here, but most scheduling can be done through Google Calendar.)

Questions about episode format:

1. Will each episode follow a consistent structure, or will it vary?
2. Will there be recurring segments, sound effects, or transitions?
3. How will topics be chosen, and how far in advance will they be planned?
4. Will the podcast cover breaking news, or will it focus on evergreen content?
5. Will you incorporate user-generated content, listener questions, or audience interaction?

Questions about content editing:

1. What level of editing and correction is desired? Options might include: Light touch – maintaining a conversational feel; Medium touch – akin to a documentary interview; High touch – involving voice-over narration.
   
2. Are there specific content elements to consistently remove (e.g., filler words, long pauses)?
   
3. Should mentions of certain companies, products, or individuals be flagged or edited out?
   
4. Is a legal or compliance review required for the content?
   

Questions about reviewing your workflow:

1. How many rounds of revisions are anticipated per episode?
   
2. Who are the stakeholders involved in the review process?
   
3. What is the expected turnaround time for feedback after receiving an edit?
   
4. Do you prefer reviewing rough cuts or only finalized, mixed versions?
   
5. Will the production team provide content edits or recommendations on episode subjects?
   
6. Are paper edits or transcripts already in development for the episodes?
   

Stage 3: Deliverables and Distribution

Many brands fall foul to poor planning and a lack of commitment at the distribution stage. Persevere through the usual problems (missing deadlines, losing files, poor audio on your guest’s mic), and you’ll still be on track for success.

Questions about your podcast’s final deliverables:

1. What are the required final deliverables for each episode? (These will include audio files, video files, and transcripts).
   
2. Are ID3 tags or other metadata embedding needed for the files?
   
3. Beyond the primary audio or video files, are additional assets required, such as social media clips, show notes, or promotional materials?
   

Questions about your podcast distribution strategy:

1. Who will write the episode titles and show notes? (AI tools may be useful here, but use them sparingly.)
   
2. Is there a need for social media assets or promotional content?
   
3. How will the audio and video files be delivered or uploaded, and are there specific platforms or protocols to follow?
   

And finally…

Stage 4: Additional Considerations You May Have Missed

Many of the key considerations in this section relate to marketing and brand development. These are important elements that shouldn’t be overlooked. After all, many people will judge your podcast by its cover.

Questions about branding and design:

1. Is there existing branding that must be adhered to or is new branding development required?
   
2. Will you need assistance with show artwork, thumbnails, or other visual elements?
   

Questions about content planning:

1. Who will be responsible for scripting narrative sections?
   
2. Are scripts already written, or will the production team provide notes and guidance?
   
3. Is there a desire to develop segment ideas beyond the main interview or narrative content?
   
4. Has a sound design tone or language been established for the series?
   
5. Are there stock music sources available, or will original compositions be needed?
   

Questions about scheduling and your work timeline:

1. When is the desired start date for production?

2. Have future guests already been booked, or is guest outreach still in progress?
   
3. Are there episodes currently in production?
   
4. Is any travel or on-location recording anticipated?

Questions about your podcast goals:

1. What aspects of production are most important to you? (e.g., speed, quality, branding, flexibility, release consistency)

2. What current challenges or pain points do you anticipate when producing this podcast?

3. What would success look like for this podcast in the first 6-12 months?

With these four comprehensive checklists, you have a cheat sheet of key considerations for starting your branded podcast. Share them with your team and return to them periodically to make sure that you’re still on track for podcasting success.

Have questions? Interested in having The Podglomerate create a podcast for your brand? Contact us to learn more about our podcast production services.