How Branded Podcasting Works: Publishing & Promotion

Creating a branded podcast can be a powerful tool for small businesses to build their brands, connect with their target audiences, and establish authority in their field. However, there’s a lot more that goes into publishing a quality podcast than just pressing the “post” button.

The first two blogs in our “How Branded Podcasting Works” blog series broke down the steps you have to take in order to record and edit a branded podcast—but the work doesn’t stop once you’ve got a finished and polished episode.

In this final installment of our blog series, we go over how to publish and then promote your branded podcast to ensure your show reaches the right audience and continues to build from there.

Publish a Branded Podcast

Once you understand how to use your branded podcast as a marketing tool, record your first episode, and edit & polish it to perfection, it’s finally time to put it out into the world!

Properly publishing your podcast ensures that it will be available for others to listen to and download on their personal devices. This way, you can reach a wider audience and make sure that your potential customers are able to find you.

We know it can be intimidating to publish a branded podcast—especially for your first time—so we’ve broken down the process into three easy steps.

1. Create a podcast RSS feed.

An RSS feed is what connects your podcast from its host page to your audience. This feed will be used by all of your podcast-listening platforms to find and present your podcast. Because of this, it is crucial that you set up your RSS feed correctly—otherwise, you risk people not being able to access your branded podcast.

You have two options for creating your RSS feed: using a podcast host like Buzzsprout or using the hosting platform you already use for your website. While it may be easy to host your podcast on the same platform as your website, podcast hosts can give you functionalities that other platforms simply can’t. Both of these methods have their own advantages and disadvantages, so it’s important to understand what is best for you and your podcast.

2. Submit your podcast to any directories of your choice.

Once you have an RSS feed, it’s time to submit it to directories. Some of the most popular directories include Apple Podcasts, Google Podcasts, Spotify, Stitcher, and TuneIn. Some sites require more or less information than others, so be sure to follow the instructions for each site closely.

It can take a few days to get approval from these directories. However, they have large followings—meaning they are oftentimes the first places people look when trying to find a podcast. As such, it’s important to wait out the approval process and try to get on as many of these directories as possible.

3. Publish your podcast.

Once your RSS feed is approved by the directories, you can start publishing episodes. This process varies from platform to platform. Just follow the instructions on your dashboard to make your episodes public.

Promote Your Branded Podcast

Once you have your branded podcast published, it’s time to start telling people about it! The podcast industry is booming, and that means it’s harder than ever to get your show noticed. But with the right promotion mix, you can make the most out of your podcast and get more listeners.

Here are a few best practices to get you started on promoting your branded podcast.

1. Post on social media.

Social media has become an indispensable marketing tool, especially for podcasts. Post about upcoming episodes and share links to where people can listen. This can help generate interest in upcoming episodes—meaning more people are tuning in when they go live.

2. Write blog posts that tie in podcast episodes.

Blogs are an excellent way to reach people who are already interested in the topic(s) you are talking about in your podcast. Create blog posts that you are able to connect to your podcast episodes and share them across your social media accounts and other marketing platforms. If people are searching or clicking on content about that topic, odds are they will tune in to a podcast about it too.

3. Create a website for your show.

You need an online presence beyond social networks if you want people to find your content easily, so make sure you have a website created with all the information about who you are and what your show is about.

4. Make sure you’re consistent.

Promoting a podcast isn’t something you can do once and then forget about. You need to keep promoting it consistently over time if you want it to grow. Create a system that allows you to stay on top of promoting your podcast on social media and other marketing channels every time you publish a new episode.

Doing these practices—along with the others in our free “How to Start a Branded Podcast for Your Business” guide—can make a huge difference for your podcast. From increased traffic & engagement to more engaged customers, promoting your branded podcast effectively can create amazing results for you and your business.

Taking the time to properly publish your branded podcast on the most popular directories and promote it across all of your marketing channels can make all the difference in the success of your show.

Ready to get started? Be sure to check out the first two blogs in our “How Branded Podcasting Works” series and download our free “How to Start a Branded Podcast for Your Business” guide to understand how to record and edit a podcast that sounds professional, reaches your ideal audience, and generates traffic to your business.

We believe that with the right resources and knowledge, anyone can create a successful branded podcast. That being said, we understand that not everyone has the time or experience to manage all of a podcast’s moving pieces.

Whether you need help with one element of your branded podcast or someone to help you manage it all, our team at Honest Podcast is more than happy to provide some assistance. If you’d like to work with our team to get your podcast up and running without all the hassle, connect with us today!

At Honest Podcasts, we strive to help value-driven companies launch successful podcasts because we have the drive to help others succeed.

Connect with our team to learn how we can help you easily create strategic content that generates strong leads, develops loyal customers, and makes a positive impact.

Have an idea for a future podcast episode (or a guest in mind that you think would be a great fit)? Send us an email at hello@honestpodcasts.com. And don’t forget to follow us on Facebook, Instagram, and YouTube.