Do You Need Another Show? Building a Podcast Network Strategy That Works

You put a lot of work into creating your first brand podcast. But now you’ve got the itch… should you expand into a podcast network?

Your brand podcast is doing great, but you’ve still got so much to say, and more audiences to reach. It may be time to consider a podcast network strategy.

A what now? A podcast network is a group of podcasts under one brand. They collaborate to grow, and offer different branches of similar topics, often bringing together shows from different creators. Podcast networks offer shared resources, cross-promotion, and audience reach. They can streamline production, increase sponsorships, and expand listener bases. 

Brands can also tap into this and create their own podcast network with multiple shows.

At the Brand Podcast Summit, Jenny Barber, REI’s podcast program manager, broke down the secrets to creating a podcast network that amplifies a brand’s message and reaches diverse audiences.

Whether you’re considering a second podcast or already managing a network, this behind-the-scenes look at REI’s strategy offers valuable insights for brands of any size.

When A Podcast Network Can Help Your Brand

If your brand has a podcast, you're already familiar with the benefits of connecting with your audience through audio.

But you are also familiar with the amount of work that goes into conceptualizing a podcast.

You’ve got to create a stand-out content idea that your audience will love. Yet, sometimes it can be hard to fit everything your company does and loves into just one podcast concept. Say, for example, you have multiple pillars (sustainable development, but also education) or multiple audiences (B2B and B2C)-- one show may not fit all. 

On that note, no one podcast can appeal to everyone (and it shouldn’t try to!). If you've already built a loyal audience with one great show, there’s no need to expand it to reach a totally different demographic. It mot likely won’t work out, and you risk losing the audience you already have. 

By building out a podcast network, you have the opportunity to create a show for every target account, and for every brand of your business. Y

REI is one brand that took their audio strategy a step further. They didn’t stop with just one show—they launched a podcast network. 

Why REI Built a Podcast Network

REI expanded into multiple shows because they wanted to reflect the brand’s mission and values across different formats, audiences, and conversations. Here are some of the shows in their network:

• Wild Ideas Worth Living: A year-round flagship podcast featuring inspiring stories of people turning their wild ideas into reality. This show also addresses important topics like environmental impact.

• Camp Monsters: A seasonal storytelling podcast that runs during "spooky season" and focuses on fictional narratives about mythical monsters.

• Hello Nature: A two-season podcast diving into accessibility and diversity in the outdoors through in-the-field interviews.

• Wildfire: An investigative podcast telling the story of the September 2017 Oregon wildfire.

Each podcast serves its distinct purpose but collectively reinforces REI's mission of connecting people to the outdoors in meaningful ways.

So, should your brand consider starting multiple podcasts? Let’s have a better look at what you need to know.

Things to Consider Before Launching Another Podcast

Maybe you are like us and the idea of multiple shows has you totally amped and ready to go. But even we have to pull in the reins and say, slow down. There’s a few key considerations to reflect on first: 

1. Does It Align With Your Brand?

Your podcasts need to stay rooted in your mission and values. For instance, every REI podcast focuses on exploration, connection, and the outdoors—but each from a different angle. Think about whether your new podcast could fill an educational gap, expand on a brand story, or support an upcoming campaign.

2. What’s Your Format?

If your current podcast uses a simple interview or chat format, consider experimenting with narratives, fiction, or field recordings for your next show. Creativity in format can grab attention and create a fresh experience for your audience. This also is your chance to think outside the box and take a risk.

3. Who’s the Audience?

No single podcast can speak to all your clients, customers, or even friends. This is why REI segments its content to appeal to different types of outdoors enthusiasts, from family adventurers (Camp Monsters) to advocacy-minded listeners (Hello Nature). It might help you to segment your audience. See who is being served by your current show, and who might be missing out.

4. What Are Your Resources?

Be honest about what your team can handle. Launching a new podcast means planning for production, marketing, and potential sponsorships. Make sure you have the bandwidth to do it well. Or, this may be a moment when your department is ready to reach out for help from professional podcast producers or agencies.

Will it Pay Off?

Speaking of resources, well we’ve got to say it. Podcasting takes a lot. You need the team, the time, and often the budget. Understandably, the higher-ups may be a little hesitant to sign off on another podcast. But trust us, it’s worth it.

Creating multiple podcasts isn’t just a creative exercise—it’s a smart business decision. Just have a look:

1. More Ad Opportunities

When you have a portfolio of shows, you can offer advertisers a variety of sponsorship options. (Yes, brands can monetize their podcasts too!) For REI, this means selling title sponsorships for flagship shows like Wild Ideas or custom episode sponsorships for Camp Monsters.

2. Cross-Promotion

Each new podcast you create can act as a megaphone for your existing ones. You’ll catch cross-over audiences this way. 

For example, some family adventurers will listen to Camp Monsters with their kids, and also be personally interested in the advocacy work in Hello, Nature. Each of REI’s podcasts serves different purposes, but listeners can have multiple interests. It's worth benefiting from the audience you've already built on one podcast to promote the podcast and grow your audience for the next podcast.

3. Deeper Community Connections

Multiple podcasts allow brands to connect with different segments of their audience in personalized ways. From family-friendly content to niche advocacy topics, REI uses their podcasts to engage all their outdoor-loving audiences.

4. Evergreen Content

When built with long-term value in mind, podcasts can keep delivering results well after they stop publishing new episodes. REI’s older podcast Wildfire is still driving listener engagement years after production ended. You don’t need to launch multiple always-on podcasts. Instead, you can focus on a limited series, optimized for long-term, evergreen effect.

Creative Solutions for Small Budgets

Not every brand has REI’s resources. But don’t get FOMO yet. That doesn’t mean starting a podcast network is out of reach. Here’s how to make it work on a smaller budget:

• Start With a Spin-Off: Instead of creating a fully separate show, launch a limited series under your existing podcast. For example, a summer Q&A spin-off with audience-submitted questions could expand your content without breaking the bank.

• Partner With Aligned Brands: Team up with a like-minded company to produce a show, splitting production costs while exposing both brands to new audiences. One great example of this is REI’s collaboration with Subaru. Subaru helped sponsor their podcasts, and in turn they organized live events together across the US. 

• Collaborate With Creators: Partner with independent creators who share your brand’s values. This approach can save costs and leverage their built-in audience.

• Tap Internal Talent: Have a passionate team member host the podcast rather than hiring someone externally. Enthusiasm for your mission goes a long way in building genuine connections.
  

Ready to Start a Network?

Creating a podcast network isn’t just about quantity. We’re not here to preach more, more, more. But a podcast network is an opportunity. It’s about telling complementary stories that serve your mission in multiple ways. REI has proven that multiple shows can work together to engage diverse audiences while staying true to brand values.

Whether you stick to managing one podcast or dream of building a network, the key takeaway is clear: start with your mission, understand your audience, and never stop experimenting. With the right strategy, your podcasts can become a key part of your brand’s story.