Who remembers when that little purple podcast app first appeared on Apple’s home screen? I can’t pinpoint the exact moment, but I do remember thinking, "What on earth is a podcast?" Since 2006, Apple has been pushing podcasts, but it feels like their popularity has only really taken off in recent years. In 2018, there were about 500,000 podcasts. Today, that number has skyrocketed to over 2 million. These days, it seems like everyone—yes, even your grandma—has jumped on the podcast train.
At Port Side, we did too. We launched the Backcountry Marketing Podcast in 2020. But we’re not the only ones in the outdoor industry exploring this medium. REI, Athletic Brewing Co., Toyota, Weatherby, and even Patagonia (for a few episodes) have all made their mark in the podcasting space. But the big question remains: should outdoor brands really jump into podcasting?
The podcast industry is booming, with ad revenues projected to hit $3.9 billion by 2025. Done right, podcasts offer something unique—a way for brands to build a relationship with their audience, hour after hour, in a format that feels intimate and fresh. It's this deep connection that primes listeners for ads, making it an incredibly powerful tool for building brand relationships.
We worked with SRAM for a year, producing 50 episodes of their show, Changing Gears. Along the way, we learned a lot about what works in brand-produced podcasts. I’ve always advocated that the stories your brand tells don’t have to be big flashy films. Stories can come in all shapes and sizes. Podcasts, episodic content, self-captured footage, films, etc. All it takes for it to be successful is a plan. If you’re interested in learning more, you can dive into our full case study. But for now, let’s talk about what it really takes to produce a successful podcast—it’s not for the faint of heart.
Why
First things first: why does your brand want to create a podcast? Is it to drive numbers? Build brand awareness? Give your ambassadors a platform? Like any brand-building exercise, it takes time, so defining your purpose from the start is critical. As a podcast host, I have reached the point of despair many times. To many to-do’s and a podcast that seemingly takes more time than it should to produce. It’s in these moments that remembering why we started the show helps keep me going. Read more about why we started the show.
What
What kind of show are you planning? A Q&A format? In-person, remote, a single host with multiple guests? Or maybe a narrative-driven audio experience? The style should align with both your brand, your audience, and what’s feasible. Some formats are easier than others. If you record your show over the internet, please don’t use Zoom. Use a program like Riverside. Your audience will thank you.
The Stories
What stories are you sharing? Will they offer real value, or is it just an internal exercise to feel the power of the mic? To stand out in the saturated podcast space, you need to ask: What will your podcast offer that listeners can’t find anywhere else? It’s presumptuous to assume your customers want to hear from you; you need to earn their time by sharing stories that truly resonate. This is where many podcast teams and hosts fall short. It’s easy to find people to join a podcast, but it takes a lot of effort to unearth truly unique guests who can offer a story that isn’t expected.
The Host
Your host sets the tone and controls the show’s success. As my colleague Emily Holland says: "People come for the guest, but they stay for the host." Just because your CEO wants to host doesn’t mean they’re the best choice. A great host is curious, well-educated, and, most importantly, humble. This decisions is arguably the most important one. Changing hosts mid-show can be done, but this sort of change early on in a podcast’s life can be challenging to overcome. A good host puts the spotlight on the guest, coaches the guest into the best version of themselves, can carry the conversation if they need to, and can subtly weave the brand into the story as it unfolds. Most podcasts are started because the host wants to hear themselves talk. Maybe that’s your plan, but tread cautiously.
Time
Podcasting takes time—not just to produce each episode but to build a loyal audience. It can take years for a show to really find its footing. If you're not ready to commit for the long haul, it might be worth reconsidering. I’ve often pictured each podcast episode that gets published is another deposit in the bank of brand trust. Add enough deposits over time and that account can start to incur some serious interest. However, if you get cold feet and decide to deposit elsewhere, it makes me wonder: should you have even started?
If I haven’t swayed you from producing a branded podcast, here’s the benefit of this work:
It’s Intimate
In a world driven overwhelmed short-form content, podcasts encourage long-form, meaningful engagement. When someone tunes into a branded podcast, they’re choosing to spend one-on-one time with your brand—a value that’s hard to refute. On our podcast, Mike Rogge coined the phrase “Media Diet.” A branded podcast is a great way to expand your types of content for your audience.
Story Engines
The outdoor industry has made its name by telling stories, but honestly, many of these stories are recycled. A branded podcast allows you to dig deeper, exploring fresh, layered narratives. While searching for the next big story, you’ll uncover countless others that can provide valuable, smaller pieces of content along the way. Think of your podcast as a sandbox. It’s an excuse to explore through conversations and stories.
Relationship Building
Podcasts not only build relationships with your audience, but they also strengthen connections with your athletes, ambassadors, and community. Some sports marketing teams with hundreds of athletes can find it hard to make sure that each one of them feels honored and supported. A podcast featuring some of these individuals is one way to strengthen the bond between the two. Those collaborations can lead to some incredibly creative future projects.
It’s an Owned Channel
Like email, podcasts are (almost) an owned channel—immune to algorithm changes and social media chaos. There’s something powerful about that stability as we’re all feeling the “Galactic Upheaval in Media” as Fitz Cahall puts it on a recent Backcountry Marketing Podcast episode.
Content Multiplier
A single podcast episode can generate a wealth of content: social clips, blogs, IG reels, TikToks, and more. The value of one episode extends far beyond the recording itself. Episodes can be recorded live in person at trade shows, live digitally for a virtual audience to join, the stories can be pitched to PR and go on to inspire email newsletters. Not to mention that the assets from the show can be shared with each guest, further opening up a wider audience.
The Bottom Line
Producing a branded podcast isn’t easy, nor is it for every brand. But if you’re committed to brand-building, have a strong storytelling culture, and can invest the necessary time and resources, it’s an investment that can pay off in a big way. If there’s one thing for certain - there will only be more noise in the marketing world. Blame it on AI, but the amount of content produced by brands (and others) will only continue to clutter the world. If done right, a branded podcast could be a beacon of safety, comfort, reprieve, and a breath of fresh air for an overwhelmed and overstimulated audience.
