Why today’s marketers need to tie their branded podcasts to tangible top- or mid-funnel podcast goals — and not simply to raw awareness metrics.
Here’s the funny thing about podcasts: As marketers, they make us feel good.
The downloads, the social shares, the awards — they’re all signs that people are paying attention. And we loooooove attention.
But here’s the catch: Attention without change is not strategy. It’s theater.
We’ve observed this firsthand at JAR Audio. We worked with a Fortune 100 brand that published a big 150,000 download number for one of their new shows — but when it came time to report on real brand impact they didn’t have one. No specified KPIs, other than “awareness”. Nothing related to support, trust, commitment, or behavior.
And that’s the trap far too many marketers fall into: measuring “awareness” for awareness’ sake.
The Mistake: Measuring Vanity Metrics Without Business Goals
Downloads ≠ Progress.
Without movement — toward loyalty, advocacy, or consideration — awareness alone is just noise.
Here’s the common cycle:
-
Launch a podcast with “build awareness” as the primary goal
-
Track vanity numbers like total listens or social shares
-
Hope that somehow it translates to brand growth
The truth? Leading has been getting to the point where it didn’t care about downloads, if they didn’t lead to something material. In the most recent CMO Survey, 64% of marketing leaders reported proving the business impact of brand efforts as a top pressure.
If you don’t have the line of sight to podcast business performance — whether that’s stronger brand affinity, deeper consideration, loyalty, or advocacy — well, your podcast is simply another out-of-pocket content cost.
The Framework: How to Tie Your Podcast to Real Brand Movement
At JAR, we challenge each client to tie their branded podcast strategy to specific audience movement goals from the very beginning. Here’s how:
1. Set KPIs tied to audience advancement, not just impressions. 
When we partnered with Amazon for This Is Small Business, the goal wasn’t just downloads. It was to nurture the entrepreneurial spirit of small business owners — helping them feel seen, supported, and equipped to grow. Success was measured by brand affinity among SMB audiences, not just raw listen counts.
2. Treat engagement metrics as leading indicators, not the end game. 
For American Express’ Build It Braver podcast, it wasn’t about reaching the most ears. It was about reaching the right entrepreneurs — and driving deeper engagement through episode completion rates, website actions, and community participation. Deeper engagement proved stronger alignment with Amex’s broader small business brand mission.
3. Map your episodes to the stages of the customer journey. 
Map content to movement.
Top-funnel stories spark affinity. Mid-funnel insights build trust and consideration. Loyalty content turns fans into advocates.
-
-
Top-funnel: Inspiration and storytelling — building emotional resonance
-
Mid-funnel: Proof and expertise — strengthening trust and consideration
-
Loyalty stage: Insider access, advocacy-building content
-
For Russell Reynolds Associates’ Redefiners podcast, the strategy wasn’t just to build brand awareness among global leadership audiences. It was to tell transformational leadership stories that built trust at the mid-funnel — positioning RRA as the leadership experts for organizations undergoing massive change.
Your Podcast Has a Job to Do
Creativity is a baseline.
But your branded podcast must have a job to do beyond simply sounding good.
It must build brand connection, deepen consideration, increase loyalty, spark advocacy — real audience movement you can see and measure.
Reframe Success: From Creative Output to Strategic Audience Advancement
Great branded podcasts aren’t just good listens. They’re levers for audience movement.
The brands winning with podcasts today are reframing how they measure success.
They’re not asking, “Did people hear it?”
They’re asking: “Did this move people closer to trust, loyalty, and action?”
If your podcast isn’t clearly tied to advancing your audience through their journey, it’s time to rethink your strategy.
Let’s build shows that aren’t just creative — they’re engines of real brand growth.
Need help making that shift?
Subscribe to JAR’s Newsletter for more sharp, audience-driven insights on branded podcasts that actually move the needle.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
