Branded Podcasts: How to Make One (with Examples)

Key takeaways:

• Branded podcasts work because they build trust first, rather than sell directly. 
• Format and audience fit matter more than production quality. People won’t stick with content they don’t care about.
• The real ROI comes from repurposing and distribution, not just the episode itself.
• Success isn’t downloads. It’s audience quality, engagement, and business influence over time.

Most branded podcasts fail not because of poor production, but because they lead with the brand rather than the audience.

The ones that work do the opposite. They build trust first, and let the business results follow.

In this guide, you'll learn exactly what makes a branded podcast work, see real examples from brands doing it well, and get a step-by-step plan to launch your own.

What is a branded podcast?

Branded podcasts are podcasts produced by companies to build brand awareness and trust through storytelling and expertise. But unlike non-branded podcasts, the goal isn’t just to engage or entertain; it’s to market a product, service, or business.

Most branded podcasts are created by companies as part of their content marketing strategy. They may create and produce the podcast themselves, or enlist the help of podcasts agencies or studios that specialize in brand storytelling.

Branded podcasts vs. podcast advertising

The key difference between branded podcasts and advertising is ownership. Branded podcasts are content you create and control, while podcast ads run inside someone else’s show.

In a branded podcast, the content comes first, while any branding or marketing is woven in naturally. On the other hand, in podcast advertising the marketing is direct, rather than subtle.

Types of branded podcasts with examples

There are a few different kinds of branded podcasts. Let’s take a look at the key types, along with some examples to help you understand them better.

Interview and thought leadership shows

This type of branded podcast positions the brand as an industry expert by sharing insights, interviews, and trends. It usually includes company employees or executives, who can deliver useful information while subtly reinforcing a brand’s expertise. 

Exchanges, a podcast by Goldman Sachs, is a strong example. It features conversations with the firm’s economists, analysts, investors, and outside experts on the trends shaping the economy and financial markets. For investors and financial decision-makers, it delivers real value through market forecasts, economic insights, and industry research. As a branded podcast, it reinforces Goldman Sachs’ position as a leader in financial expertise and market intelligence.

Narrative and storytelling series

Narrative and storytelling podcasts tell stories connected to a brand’s value or mission. Instead of focusing on products, they use characters, real experiences, or documentary-style storytelling to engage listeners. The goal is to build an emotional connection and reinforce what the brand stands for over time.

One of the most successful examples is The Message, a science fiction podcast created by General Electric. The show is a fully scripted audio drama that follows a team of scientists decoding a mysterious alien signal. It’s highly produced, story-driven, and genuinely entertaining on its own. By building a compelling narrative around science and innovation, GE subtly reinforces its position as a forward-thinking leader in this space.

Educational and how-to podcasts

Educational and how-to podcasts teach listeners practical skills or strategies related to the brand’s industry. Rather than selling the product, they typically sell skills or strategies related to it in the hope of introducing people to the brand at the right stage in their buying journey.

Shopify Masters, for example, provides practical advice and real-world stories from entrepreneurs who have built successful online retail businesses using Shopify. Through interviews with founders and ecommerce experts, the show provides strategies to help other entrepreneurs, all while positioning Shopify as a platform that can help you get there.

How to create a branded podcast

Here’s a detailed step-by-step guide to help you start your own branded podcast:

Step 1: Align on goals and get stakeholder buy-in

First, get clear on why you’re creating a podcast, and make sure everyone internally agrees. If you can’t do this, the project may not happen at all. 

Here’s what that looks like:

Define what success looks like for your brand

Start by deciding what you want the podcast to do for your business. This will shape everything from your format to how you measure results. 

Common goals include:

• Building brand awareness and authority.
• Positioning the company as an authority in its field.
• Strengthening relationships with customers or partners.
• Supporting lead generation or product adoption.

Your goal doesn’t need to be direct revenue. In fact, it probably shouldn’t be. Most branded podcasts are designed to build trust over time, not drive immediate conversions. If you push the sell too hard, you’re likely to lose trust (and listeners).

Once you’ve defined your goal, think about how you’ll measure success. That might include:

• Downloads or listener growth.
• Engagement (e.g., listens per episode, completion rates).
• Brand awareness or changes in brand perception. 
• Leads, signups, or influenced revenue.

The key is to tie your podcast back to something your business already values.

Build the case for internal approval

Once you know your goal, you need to make the case internally. A branded podcast takes time, budget, and ongoing effort, so stakeholders in your company need to understand the value.

Focus on:

• Why a podcast makes sense for your audience.
• How it supports broader marketing or brand goals.
• What success will look like (and how you’ll measure it).
• What resources are required (time, budget, team).

It can also help to point to examples of other brands using podcasts effectively, especially if they’re in your industry.

Keep it simple. The goal is to show how a podcast fits into your long-term content and marketing strategy.

Step 2: Decide how your brand shows up

The next step is deciding how visible your brand should be in the podcast itself.

This is one of the most important strategic choices you’ll make. It affects your format, tone, and how your audience experiences the show. There are two key options here:

Brand as a publisher: The brand produces the podcast, but it isn’t the main focus. The content centers on topics your audience cares about, and the brand stays mostly in the background.

An example of this is Wild Ideas Worth Living by REI. The show features conversations with athletes, explorers, and outdoor enthusiasts sharing stories about their adventures in nature. REI’s connection to outdoor gear fits naturally, but it stays in the background.

Brand as a subject: The podcast focuses directly on your company, product, or expertise. This might include behind-the-scenes stories, customer use cases, or insights from your team.

A strong example is Inside Trader Joe’s, which gives listeners a behind-the-scenes look at how the company operates, makes decisions, and develops products. It works because it turns the brand itself into the content. This helps build transparency, trust, and deeper customer connection.

Finding the right level of brand presence

It’s also important to determine how visible your brand will be. If your podcast is too brand-heavy, it can feel like an ad and turn people off. But if your brand is too hidden, you may miss the marketing impact altogether.

A few guidelines:

• Lead with content your audience actually wants.
• Integrate your brand naturally, not forcefully.
• Use your brand’s expertise as a lens, not the entire focus.
• Keep messaging consistent, even if it’s subtle.

In most cases, subtle works better. The more your audience trusts and enjoys the content, the more likely they are to connect that value back to your brand.

Step 3: Choose a host (internal face of the company vs. external talent)

Your host is one of the most important decisions you'll make. The right person builds trust and keeps listeners coming back. The wrong one loses them fast.

The first decision is whether you’ll hire someone internal or seek external talent:

An internal host from your team, often a founder, executive, or subject matter expert, is best for thought leadership or expertise-driven shows. They help build trust and credibility. The downside is that they may lack hosting or interviewing experience.

An external host, often a professional podcaster, journalist, or creator, is better if you’re considering a story-driven or interview-heavy format. These professionals will have strong hosting and storytelling skills and the ability to keep conversations engaging. But they’ll have less connection to your brand and will typically cost more.

Some brands combine both, using an internal expert alongside a professional host to balance credibility and quality. 

Step 4: Develop a content strategy that serves the listener first

Your content needs to serve the audience first, not your brand. Your job isn’t to promote your company. It’s to create something worth paying attention to, and then let the brand follow.

Here’s how:

Solve a problem your audience already has

Start with a specific problem your audience cares about, not a topic you want to cover.

Good topics come from real demand. You can find them by:

• Looking at questions your customers ask repeatedly.
• Pulling from sales calls, support tickets, or FAQs.
• Checking search queries or content that already performs well.
• Asking what someone would search for related to this.

If there’s no clear problem or curiosity behind the episode, it’s going to struggle. For example, the ZOE Science & Nutrition podcast breaks down complex nutrition science into clear, practical advice people can actually use. It works because it answers real questions about things listeners are actively trying to figure out.

Package insight inside a format people already enjoy

Strong branded podcasts don’t “add entertainment” to insights. They build insight into formats people already like.

That might look like:

• Narrative storytelling (documentary-style).
• Personality-driven interviews.
• Opinion-led conversations or debates.

In every case, the format carries the episode. Insights from the brand are just delivered through it.

Hackable?, a podcast by McAfee, uses a storytelling format where ethical hackers test real-world devices. The suspense and “can this be hacked?” hook carries the episode, while the cybersecurity insight comes through naturally.

Keep the brand in the background

The content should stand on its own. Your brand should show up through the perspective you bring, the guests you choose, and the themes you cover, not through constant mentions or promotion.

Dior Talks, by the Dior fashion brand, focuses on art, culture, and creativity, not products. The brand is reflected in the ideas, guests, and themes, but the products it sells are never mentioned.

Pro tip: Pick a format first, then layer in the insight. A good story, guest, or discussion creates interest on its own. The insight should come through that, not sit on top of it.

Step 5: Build your production workflow

A branded podcast only works if you can produce it consistently. That means building a workflow you can repeat every episode.

The full process includes:

• Planning and outlining
• Recording and editing
• Publishing and promotion

Decide who owns each step, what tools you’ll use, and how long each stage should take. The goal is to make production predictable and scalable, so the podcast doesn’t stall after a few episodes.

Standardize your process early

Many podcasts fail because production becomes too time-consuming. You can mitigate this by:

• Creating a simple episode structure.
• Using a repeatable checklist for every episode.
• Batching your work by stage (recording and editing in batches, and scheduling content in advance)
• Choosing a realistic cadence (whether you’ll publish weekly, bi-weekly, or monthly).
• Assigning clear ownership roles.
• Use podcast software, like Riverside, that simplifies your workflow with AI.

Set up high-quality recording and editing

Poor audio is one of the fastest ways to lose podcast listeners, so don’t overlook it when planning your podcast production. You can vastly improve audio quality by focusing on the basics:

• Use a good microphone (avoid laptop or phone audio).
• Record in a quiet, controlled space.
• Test your setup before recording.
• Record locally, in the highest quality possible.
• Adjust levels between speakers and polish your audio before publishing.
• Capture audio at at least 48kHz resolution. 

Make sure that you choose software that supports all the above. For example, Riverside records locally in up to 48 kHz to ensure high-quality audio that’s never impacted by internet issues. It also includes audio editing tools, including AI-powered tools, to help ensure your podcast sounds professional.

Step 6: Launch, distribute, and promote your podcast

Once your podcast is ready, the focus shifts to getting it in front of the right audience. A strong launch and distribution plan is what turns your podcast from a one-off project into a consistent marketing channel. Here are some steps to take:

Get your podcast in front of people

Start by making your podcast easy to access wherever your audience already listens. At a minimum, publish to major podcast directories and YouTube (trust us on this, the audience there is huge!)

It’s also a good idea to have some sort of podcast website. This can be a page on your corporate website, or a separate website. This is where you can:

• Embed episodes.
• Add show notes and links.
• Capture leads or drive next steps.

The easier it is to find and listen to your podcast, the more likely people are to engage.

Note: Check your hosting platform for website features. If you’re hosting your podcast on Riverside, you automatically get a podcast website! 

Promote your show across existing channels

One benefit to starting a podcast as a business is that you’ll already have some podcast distribution channels. Use these to help get your podcast growing. This can include:

• Email: Announce new episodes and include them in your regular sends.
• Social media: Share clips, quotes, and highlights.
• Website: Promote your show on existing blog posts or other related, high-traffic pages on your corporate site.
• Sales and customer teams: Use episodes in outreach, onboarding, or follow-ups.

You don’t need to create entirely new campaigns. Instead, plug your podcast into what you’re already doing.

Over time, your podcast becomes part of your broader marketing system, not a separate effort.

Read more: You can check our post on podcast marketing for more tips.

Step 7: Repurpose your podcast to maximize content ROI

A branded podcast shouldn’t be a one-time piece of content. The real value comes from how much you can reuse and redistribute each episode.

Instead of thinking in terms of episodes, think in terms of content assets you can break down and use across your marketing. 

For example, if you’re using Riverside for your podcast, you can prompt our chat-based editor, Co-Creator, to turn your show into:

• Short video or audio clips for social media.
• Key quotes or insights for posts.
• Blog articles or summaries based on the discussion.
• Email content or newsletters.

And all it takes is a few minutes.

The goal is to turn one recording into multiple touchpoints with your audience.

Fueling other marketing channels from one recording

Your podcast shouldn’t live in isolation. It should feed into the rest of your marketing.

Use episodes to support:

• Email campaigns (episode highlights, insights, or full features)
• Sales enablement (sharing relevant episodes with prospects)
• SEO content (transcripts and blog posts)
• Social media (ongoing clips and discussions)

Over time, your podcast can become something that feeds into multiple channels.

Step 8: Measure results in terms of brand impact, not just downloads

For branded podcasts, you need to track engagement, audience growth, and business impact, not just downloads. Downloads only show how many people hit play, not whether the podcast actually worked.

Here’s what to track, and how to connect it to real results.

Look at the right metrics

For branded podcasts, focus on 3 key things:

Consumption

You want to make sure people are listening in. Track:

• Consumption rate: The percentage of each episode people actually listen to. 
• Completion rate: The percentage of listeners who finish the episode.
• Drop-off points: Where listeners stop listening.

Audience

This tells you whether your podcast is building a valuable audience over time. Track:

• Unique listeners: The number of individual people listening (not total plays).
• New vs returning listeners: How many first-time listeners vs repeat audience members.
• Subscriber/follower growth: How many people choose to follow your show over time.

Impact

This is where branded podcasts prove their value beyond the listening apps. Track:

• Clip views: How many people watch short-form clips on social platforms.
• Engagement rate on clips: How people interact with clips (likes, comments, shares).
• Traffic from podcast content: Visits to your site driven by podcast episodes or clips.
• Brand awareness signals: Includes things like branded search volume and other brand awareness and perception measures.

Tie podcast activity to real business results

Many branded podcasts fall apart when they can’t prove their value beyond the listening apps. This is something you should attempt to measure from day one.

You can get this by:

Tracking entry points carefully

Track leads, sales, or other business outcomes tied to your show. This can include:

• Using dedicated landing pages or URLs mentioned in episodes.
• Adding “How did you hear about us?” to forms (and including podcast as an option).
• Using unique offers or CTAs tied to the show.

Look for assisted conversions

Podcasts tend to warm people up to a brand rather than lead to direct sales. Even so, you can track whether that’s happening by watching for:

• Leads who engaged with podcast content before converting.
• Higher close rates from podcast-influenced prospects.
• Shorter sales cycles for listeners vs. non-listeners.

Connect your podcast to your CRM and marketing data

If you’re using tools like HubSpot or Salesforce, tag contacts who interact with podcast-related content.

Over time, you can analyze:

• Deals and revenue influenced by podcast listening.
• Customer value over time for listeners vs. non-listeners.

You can ask around for qualitative signals, too. For example, your sales team might be hearing about the podcast on sales calls. That’s a sign your podcast is doing its job!

FAQs about branded podcasts

How much does it cost to produce a branded podcast? 

Producing a branded podcast can cost from a few hundred dollars to several thousand dollars per month:

• A basic DIY setup can launch for under $500
• A mid-range production typically runs $500–$5,000 per month
• A high-end production with a team can reach $2,000–$15,000 per month. 

Costs vary based on equipment, editing, video, and production support.

Read our full guide on How much does it cost to start a podcast? for more insights.

How long should a branded podcast be?

Branded podcasts should generally be around 20-30 minutes long. This is actually a sweet spot, as statistics show that most podcast episodes fall in the 20-40 minute range. 

But don’t worry about averages. It’s retention that matters. A shorter, tightly edited episode that people finish will outperform a longer one that loses listeners halfway through.

Do branded podcasts actually drive conversions?

The data suggests that branded podcasts can drive conversions. Here’s what we know:

• Twenty-two percent of podcast listeners say they’ve made an immediate purchase after hearing a podcast.
• Over half (57%) of listeners say they’re more likely to buy from brands that sponsor the podcasts they listen to.
• Podcast-driven traffic (ads) converts at around 6.2% in some campaigns.

Whether your branded podcast drives conversions depends on how well your topic aligns with your audience, and how well you convert your audience to action.

What’s the difference between a branded podcast and a corporate podcast?

The difference between a branded podcast and a corporate podcast comes down to audience and purpose. A branded podcast targets an external audience to build awareness and trust, while a corporate podcast focuses on internal communication with employees, partners, or stakeholders.

A branded podcast is much like any other podcast, only it’s supported by a brand and attached to brand goals. A corporate podcast is a private or limited-access show focused on company operations.

Can branded podcasts help improve my business’s SEO?

Yes, a branded podcast can help improve a business’s SEO. The impact comes from how a podcast creates indexable content that search engines can rank. 

Popular branded podcasts can also increase branded searches when people hear the podcast and search your brand. Finally, podcasts tend to generate natural backlinks from guests sharing episodes and other podcast promotion. These can be important for growing organic traffic to a brand page as well. 

You can learn how to optimize your podcast in our guide on podcast SEO.