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Så bygger du varumärke med en podd

This is how to build your brand and create strong relationships using podcasts

This was the topic for the day at Narva’s lunch seminar on Tuesday 20 June. In attendance were three podcasting stars from two different podcasts to share their best tips. The conclusion was that if you create the correct niche for yourself with a health and medical care podcast you can gain lots of listeners in new territory.

The panel consisted of Leone Milton, founder of Bianca and Leone’s Lyckopodd podcast, along with Jonas Edström and Björn Arvidsson from the Sjukvårdspodden podcast. The seminar was moderated by Annika Sundström, Partner and Head of Public Affairs.

The seminar started with the journalist Leone Milton recounting how she started her first podcast, Hard Comedy, as far back as 2010, but that it didn’t really turn out as she had planned. When she subsequently started the Lyckopodden podcast in 2014 with the comedian Bianca Meyer on behalf of the 2.6 million club, she was hungry for revenge. And that was what she got – Lyckopodden was a success, with over 100,000 listeners in the first season.

“There were quite a lot of talk podcasts and fashion podcasts, we wanted to use a different approach and talk about women’s health in a talk podcast which would simultaneously provide the listeners with valuable information.

But exactly what was it that made Lyckopodden so successful?
“With Lyckopodden we had a clear plan of what we wanted to convey. We also arranged the podcast in seasons, which is something I strongly recommend, as it is then simpler to plan and have a context, even if you have a podcast with just one new instalment every week,” Leone Milton says.

Jonas Edström and Björn Arvidsson, both policy managers at the pharmaceuticals company Roche, started the “Healthcare Pod – the hunt for equal care” podcast in autumn 2016. They said that the podcast became a channel for the conversations they were already having with the health service, and which could now be more transparent.

“It has also been an effective way to create content surrounding our favourite subject, namely how we can have an influence in order to establish equality in relation to health and medical care. We have been able to give others a voice through our podcast, and the guests have guided the conversation, even though we have had a clear plan”, Jonas Edström says.

The concept proved, to say the least, to be a winning one – in May this year the Healthcare Pod received the Polaris Award and prior to that took fourth place in its category when the 2016 Swedish Podcast Prize was awarded.

Annika Sundström also asked the panel about how to proceed in practical terms when you have decided that you want to make a podcast.

Jonas Edström recounted that it took a while before he and Björn Arvidsson were comfortable as interviewers.

“In the beginning we needed a lot of help with all the peripherals so that we could concentrate on the actual interview.

Leone Milton was already accustomed to doing interviews, but on the other hand did have help with editing in order to make it more dramatic.

“Editing is incredibly time-consuming and it was therefore well worth bringing in an expert”, Leone Milton says.

The experts’ six best podcast tips
• Get help with editing and dramaturgy in the beginning
• Good sound is important – if you don’t have access to a studio it is quite cheap to rent one from a production company.
• Don’t invite guests just because they are well known. Instead focus on experts who can help to create a good story, it makes the podcast more interesting.
• Create a structure which enables listeners to recognise themselves.
• Make a division into seasons, preferably with a theme so that there can be a break in the podcast without it seeming strange.
• Take on different roles if there are several people involved, it makes the conversation more dynamic.