Here’s a good playbook for a branded company podcast targeted at listeners who are industry professionals. Brainstorm as many themes as you can that sit at the intersection of your industry and broader economic and consumer trends. Narrow that down to the 6-8 ideas that are most likely to spark the interest of people in your industry, and identify an internal and external guest that has expertise in the area.

Of course, that’s just the tip of the iceberg of the work that goes into ideating, producing, and launching an excellent branded podcast. To see this approach in action, take a listen to:

Powering Travel from Expedia Group

They recently wrapped up their second season, with host Brandon Ehrhardt, and production partner Quill Inc. And they did a great job executing on this playbook. The season two episodes cover: travel + accessibility, travel + media, travel + vacation rentals, travel + local advocacy, travel + data, and travel + loyalty programs.

Another upside of this approach is the crossover between industry minutia (like data trends), and general interest topics (like points programs). It works well to have a nice balance of going deep to showcase the company’s expertise, as well as some lighter topics to make for an energizing listening experience.