Discover how top podcast producers can elevate your brand’s voice and reach.
In the burgeoning world of branded podcasts, there are many options for podcast producers. And selecting the right one can be as critical as the content itself. It can also feel like an overwhelming choice. I’ve broken it down for you, below.
But first –
What exactly does a podcast producer do?
It varies, depending on the size of the podcast production team and the specific needs of the podcast. Duties may include things like concept development, competitive analysis, content planning and structuring, guest coordination, writing question lines and narration scripts, supervising recording sessions, audio/video editing, marketing and promotion of the podcast, writing episode descriptions, managing distribution across various platforms, gathering audience feedback, managing the budget and schedule, and upholding the overall quality of the podcast to align with technical standards and brand goals.
It’s a lot, right?
… especially when you consider that a podcast is produced on a rolling basis, which means a producer always needs to be thinking ahead to the next episode, their head firmly on the creative integrity of the show. That’s why, on larger teams, certain of these roles get distributed among several people. In smaller setups, the producer might attempt to handle most aspects solo, or might cherry-pick particular duties from among that list.
So what kind of podcast producer should you hire?
I’m the co-founder and chief creative officer of a branded podcast company. I’ve also spent many years working in radio and new media production. Based on my extensive experience in the field, I’ve outlined three primary types of podcast producers you might consider, ranging from the most budget-conscious to the premium option, each with its own set of advantages and potential drawbacks.
1. The Lone Wolf Podcast Producers
The most cost-effective option often involves hiring a solo producer who can handle multiple aspects of podcast production, including chasing, booking, writing, recording, and editing. Smaller brands or individual SBOs just experimenting with podcasts as a content medium might opt for this cost-effective solution.
Key Considerations:
- Skills Evaluation: Ensure you assess their proficiency in audio and video editing by requesting samples of their work.
- Simplicity and Control: Working with a single producer can simplify communications and give the brand more direct control over the podcast’s direction.
- Potential Limitations: While they may produce excellent content, their ability to effectively publish and promote your podcast might be limited due to either their lack of knowledge in this area, or simply due to lack of time to get those aspects of the job done. This could affect the reach and impact of your show. In addition, lone-wolf podcast producers are often less accustomed to operating in demanding multi-stakeholder environments. If this describes you – you may want to keep reading.
2. Ambidextrous Ad Agency Podcast Producers
Moving up the scale, an in-house producer at an advertising agency can provide a more comprehensive service. Brands already working with an agency for other media might choose this option.
Key Considerations:
- Integrated Strategy: They often have broad “ambidextrous” media expertise across platforms, which can be invaluable in strategizing the role of your podcast within larger marketing campaigns.
- Resource Availability: A big ad agency can provide access to a wide range of resources, including advanced technology and varied expertise in content creation, all under one roof.
- Consistency in Brand Messaging: Agencies are typically adept at ensuring that all content, including podcasts, consistently reflects the brand’s voice and messaging across all platforms.
- Potential Limitations: Despite their broader media prowess, they might not possess the niche skills required to create a truly riveting podcast that’s right for your audience, and to optimize visibility and engagement within the specialized podcast ecosystem. This means your show’s discoverability and audience engagement may suffer.
3. Full-Service Specialized Podcast Agency Producer
Producers specializing in podcasts understand the nuances of podcasting as a unique medium. Hiring a producer through a full-service podcast agency represents the gold standard for brands seeking more comprehensive support with accountability to business outcome metrics. Brands looking for top-tier production quality, innovative content ideas, and strategic audience growth will find this option appealing.
In a world with millions of podcast episodes, brands need to think about how they will stand out. The short answer: it requires strategy, talent, flexibility, and accountability to the audience. These are the very qualities you can expect to find in a producer from a full-service agency.
– Jen Moss, Chief Creative Officer, JAR
Key Considerations:
- Team Expertise: This kind of podcast producer works with a team from the get-go to conceive a captivating show, then continues to refine creative strategy based on audience data to maximize engagement. A producer at a full-service agency is used to collaborating with a team of pros that includes roles such as an executive producer who helps you strategize the show, a recordist and an audio/video editor to make it sound and look fantastic, a ‘chase’ producer to streamline guest bookings, an audience growth specialist to increase the impact of the show, and a dedicated project lead to keep everything on track.
- Data Utilization: Podcast audiences’ needs can evolve over time, and across platforms. Producers working within a full-service podcast agency are audience-focused. They will create the show that’s right for the audience, championing a “tweak as you go” model that reflects the serialized, organic nature of the medium.
- Creative Flexibility: These super-producers are creatively versatile and stylistically agnostic. They are often “polyglot” creators – meaning they are comfortable story-editing podcasts in various mediums. They embrace the concept of world-building, or creating integrated content across platforms and formats, but their specific background will lean heavily towards podcasting. Critically, they are efficient, versatile writers who can handle different genres, from true crime, to interview style, to narrative or even scripted fiction. They understand not only how to make work that is “good,” but how to make work that is socially relevant and will interest the target audience. Often, these podcast producers will have a background that includes journalism – another job requiring versatility, efficiency, and social awareness. They will ideally also have experience directing performances from actors, guests, and hosts in the studio, or online. Importantly, they are used to working within multi-stakeholder environments and should be fully comfortable with more than a few “cooks” in the creative kitchen.
- Holistic Promotion: A producer operating effectively in this sphere should be able to work closely with an audience growth specialist, covering all marketing bases by creating content for owned, earned, and paid channels— adapting the creative as necessary, and ensuring your podcast reaches its fullest potential.
- Potential limitations: This producer is the “racehorse” not the pony. It’s an option that best serves brands committed to strong business outcomes and willing to invest in the quality and success of their podcast from the start.
5 Key Takeaways on Finding the Right Podcast Producers
- Understand Your Needs: Identifying the specific needs of your podcast production will help you choose the right type of producer, whether it’s a solo freelancer, an ad agency producer, or a full-service podcast agency.
- Evaluate Skills: Ensure that your podcast producer has the necessary skills in audio/video editing, content creation, and audience engagement by requesting samples of their previous work.
- Consider Integration: An ad agency producer can offer integrated media strategies, ensuring your podcast aligns with your overall marketing campaigns and brand messaging.
- Leverage Specialized Expertise: A full-service podcast agency provides comprehensive support, from creative development to audience growth, ensuring high production quality and strategic engagement.
- Balance Costs and Benefits: Weigh the potential benefits of each type of producer against the costs to determine the best fit for your brand’s podcasting goals and budget.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
