Podcast launched in support of global, low-carbon steelmaking transition

Brief: The Green Steel Challenge needed a clear and credible launch for a new podcast aimed at a highly specialised audience across steel, energy, and sustainability. The goal was to introduce the series in a way that reflected the technical depth of the conversations, while building steady engagement around each episode.

Our Approach:

• Strategic Communications: We worked with the Green Steel Challenge team to shape a clear editorial narrative for the podcast. This involved defining how each episode fit into the wider story of the green steel transition, and ensuring the messaging remained focused, accurate, and consistent across channels.
• Design: With a tight timeline, the challenge was to take an initial concept, title, and collection of podcast recordings and work quickly to collaborate with the producer and partners towards a successful release. The strategy encompassed visual identity creation, content production, website build, release strategy, PR and impactful social media launch.
• Social Media Management: We planned and delivered the social rollout for each episode, structuring posts to work naturally on LinkedIn. Content was sequenced to build awareness ahead of release and maintain interest once episodes were live, helping the series gain traction within its niche audience.
• Specialist content writing: A cross over with our Specialist Content team made sure social copy really resonated with the audience and supported content that captured complex technical discussions without diluting their meaning. The emphasis was on clarity, accuracy, and tone, written for an informed professional audience rather than a general one.

Results: The launch helped establish The Green Steel Challenge as a recognised voice within the green steel and energy transition space. The coordinated content and rollout built consistent engagement around each episode and created a clear, professional presence for the podcast across digital channels.