How to Choose the Best Podcast Production Agency for Your Brand

Not sure what kind of podcast agency to work with? This guide dives deep into the world of podcast production. It offers insights on agencies, services, contracts, and strategies. Let’s dig in!

People used to think all you needed for a branded podcast was a microphone, a mission, and an alpha male. But the sector has grown…a lot. Audiences are loving podcasts from brands. In fact, according to a study by Sounds Profitable, 40% of Americans 18+ said they would be “likely to listen” to a podcast about one of their favorite brands or products. If “podcasts about brands” were a category, it would be one of the three most popular podcast genres in the country!

Today, the landscape of branded podcasting is complex and varied, and there as many styles of branded podcasting as there are brands. As a result, various kinds of production agencies have sprung up to meet the needs of the growing branded podcast space. Creating a standout podcast for your brand is just the beginning. The real challenge is to pick a podcast agency that will  ensure your podcast sounds great and delivers real business results. 

And of course – not all agencies are created equal – and not every agency is a “match” for every brand. That’s why choosing the right agency is crucial.

Whether you want to expand your audience, boost brand awareness, drive sales, get more sponsorships, bolster your thought leadership, or improve promotions, at the end of the day, your branded podcast agency should reflect your goals, and help you to not only meet – but exceed your own podcasting expectations. Otherwise, you’re JUST making a podcast without purpose. You’re failing to achieve the ROI that your business aims for.

Definition and Role of Podcast Agencies

A podcast agency is a specialized firm that focuses on creating, producing, and distributing podcasts.

It can offer a range of podcasting services, and will work with various types of clients, such as individuals, companies, and institutions, to help them effectively communicate their message through the podcast medium. Essentially, a podcast agency should serve as a one-stop-shop for all your podcasting needs, leveraging expertise in audio production, storytelling, and (sometimes) marketing and analytics to produce high-quality audio content.

A skilled agency will take a strategic approach to podcasting, because they understand that, when done right, podcasts are a vehicle to increase brand visibility. They will help you turn your podcast from random, time-consuming content to a valuable business asset that performs for your brand.

Types of Podcast Agencies

Choosing the right podcast agency is essential. We’ve broken your choices down into 3 main  categories – to make your search a little bit easier:

1. Full service podcast agencies
2. Budget agencies
3. Niche agencies 

Category 1: Full-service podcast agencies 

This kind of agency will provide the most comprehensive set of services tailored to brands looking to create impactful audio content. 

Full-service agencies work with clients at every stage of the game, “soup to nuts,” to create and market a high quality podcast that not only sounds great, but also works as a strategic marketing channel. Your podcast should have a job to do. From initial concept development and scripting, to recording, editing, and distribution, podcast agencies provide support and guide the entire process forward. And don’t be afraid to have the agency walk you through, line by line, everything they do in their “full service” offering, I have 22+ years of experience working in creative agencies and I’ve seen all sorts of tricks to make it sound like their service is “full” only to discover it’s “half-full.

Podcast production agencies also provide marketing and monetization consultation services, and should be able to devise and execute on detailed audience growth strategies. Marketing services at Full-Service agencies lean heavily into listener engagement strategies, targeted ad buys, cross promotional campaigns, and public relations campaigns to enhance visibility. They may also organize brand lift studies and other value-add services. If you want to make a real difference with your podcasting strategy and have your podcast ACTUALLY perform for your brand, and you’re prepared to put some money down up front, this is your “one stop shop.” 

Note: Some full service agencies will provide separate strategy, production, and marketing services a la carte/as needed. 

Examples of leading full service agencies:

Of course, at JAR, we excel in balancing creativity with business results. We proudly craft high quality podcasts that entertain, and perform. But we fully acknowledge the strengths of our competitors. Our friends at UK-based Lower Street Media focus on producing finely-tuned podcasts. They captivate listeners through careful craftsmanship. Quill owns the CoHost platform. It excels in branded podcasts and uses detailed analytics to grow audiences. Ruby, backed by iHeart Media, combines superior production quality with extensive network reach. Pacific Content tells engaging stories, creating podcasts that resonate deeply with audiences.

Category 2: Budget podcast agencies

For those seeking lower-cost options, several podcast agencies specialize in affordable podcast production. 

Focused primarily on the technical aspects of podcast creation, these agencies specialize in recording, editing, and sound engineering. Budget-friendly services offer essential features like basic editing and sound optimization. They are a great choice for those just getting their feet wet in the podcasting space.

They typically do not handle marketing or analytics, and may or may not stick-handle publishing, which can leave clients needing to seek additional services elsewhere to fully realize their podcast’s potential and reach their target audience. If you go this route – be sure to calculate other factors that could complicate logistics and increase overall project costs. You might also need to take on more work yourself.

Examples of notable budget-friendly agencies: 

Podfly, Sweet Fish, and FAME make high-quality podcast production affordable for those on a budget. Podfly thrives with its tailored services for beginners and small businesses. Sweet Fish Media specializes in B2B podcasting, helping companies engage their industry with compelling content. FAME, focusing on flexibility, allows brands to scale their podcasting efforts affordably. Each agency works to ensure that small budgets do not compromise the podcast’s impact. They offer solutions that blend low cost with pro audio quality.

Category 3: Niche podcast agencies 

These podcast agencies are tailored to specific needs within the podcast industry. There are many specialized possibilities.

Marketing and PR agencies: 

Focused on amplifying listener numbers through strategies like SEO optimization, digital ad buys, podcast ads, social media marketing, and traditional advertising. While effective at boosting visibility, the emphasis on downloads may compromise long-term target audience engagement and retention. 

Remember: downloads are not your most important metric. 

Consultancies: 

These agencies provide strategic advice, helping clients to develop podcast strategies, refine content for targeted audiences, and optimize monetization. They are ideal for those with in-house production who need guidance on best practices and market trends. However, their advice might be challenging to implement without additional practical support, especially for clients lacking technical expertise.

Niche/specialty agencies: 

Concentrating on specific genres such as scripted fiction, true crime, education, business, or children’s entertainment, these agencies offer targeted marketing and content creation tailored to niche audiences. While their specialized focus is beneficial, it may limit flexibility if a client’s needs expand beyond the initial focus or target audience, potentially necessitating collaborations with additional service providers.

Examples of specialized agencies: 

Voxtopica, Podium, and Bumper each carve out unique spaces within the podcasting landscape. Voxtopica excels at tailoring their services to public officials and non-profits. It ensures messages resonate with civic-minded audiences. On the other hand, Podium focuses on higher education. It helps these schools use podcasts for stakeholder engagement and community outreach. Bumper focuses on growing listener bases for existing podcasts. It uses advanced analytics and marketing to boost audience growth and engagement well.

Why Bother With a Podcast Agency?

Whichever route you choose, podcast agencies are worth it. They act as independent teams, bringing fresh perspectives from outside the echo chamber of your company’s walls. They focus on creating content that resonates with your target audience. They avoid simply parroting corporate messages. Nobody wants to listen to that, except your CEO. Actually, she probably doesn’t either!

Going with an agency stops your podcast from becoming an extended ad for your service or product, (an approach which will send your potential audience running for the hills). They ensure your show will be  engaging and truly informative. Agencies focus on audience interests. They craft shows that sound great, but also subtly tie the show back to the brand. This saves their clients from potential self-sabotage.

How Do You Budget for Podcast Production?

Ok – if you’re still reading, you must really be serious about hiring a branded podcast agency. Good for you! Let’s talk turkey. It’s incredibly important that you understand the costs associated with branded podcasts up front.

Budgeting for podcast production is crucial when choosing a podcast agency. Deciding between in-house production and hiring an agency involves analyzing various expenses. Agencies offer different pricing models, each with unique benefits and drawbacks. .

In-house vs agency costs

Choosing a podcast production agency typically involves higher up-front costs, ranging from $500 to $20,000 per episode, and covering everything from concept development to final edits. While in-house production may initially seem cost-effective, it often lacks the polished finish and rapid audience growth that agencies provide.

Also, remember that significant in-house staff time may be spent on tasks like guest chasing and booking. Some agencies also offer monthly retainers to enhance audience growth, adding value over time by increasing listener numbers and engagement—key factors for long-term, measurable success.

Pricing models

Podcast agencies offer varied pricing models to suit different needs. Fixed-rate pricing is common, i.e. charging a set fee per episode or series. This model simplifies budgeting but can be inflexible. Other agencies use a subscription model. Clients pay a recurring fee for ongoing services. This can include audio and video recording and editing services. It can also include repurposing podcasts.

Also, it typically includes creating marketing content. And it should always include technical support. The challenge here is that it may not incentivize the agency to work quickly. Hourly rates are less common (for the same reason), but they allow for tailored services based on specific needs. Most agencies will adjust their pricing based on the podcast’s format. More guests, recordings, and locations = more money. Each pricing model has its benefits, depending on your project’s scope and budget.

Marketing Mix Integration

Choosing a podcast agency that integrates well with your existing marketing mix is crucial. Look for agencies that can smoothly blend podcast campaigns with your social media. They should also dovetail with your email newsletters, and other marketing strategies.

This synergy amplifies your overall brand message and reaches diverse audience segments. Effective integration ensures consistent messaging across all platforms, maximizing impact and ROI. Choose agencies that show a clear understanding of this. They shouldhave a proven track record in multi-channel marketing integration. Ask for examples!

Marketing and growth strategies

Choose an agency that knows how to build a strategy that gets your content to the right listeners, and have them listening for as long as possible. Effective marketing, smart podcast distribution, launch planning, SEO, and audience growth are key to making your podcast successful. Your agency should be able to advise you on how to support your podcast financially and boost its visibility.

A full-service agency will even create additional promotional activities that attract and keep listeners engaged. Finally, a good agency isn’t afraid to try things, and analyze its own successes or failures. A podcast is a living, breathing organic entity that needs to evolve. Therefore your agency should make continual efforts to evaluate the efficacy of their tactics, and tweak its approach as needed. 

Audience development

Look for agencies that understand audience analytics well, with proven strategies to identify and attract your ideal listeners. They should use data-driven insights to tailor content and marketing efforts. The right agency will also use social media and SEO to boost your visibility. They can network with influencers and other media. This can greatly expand your reach.

They should also understand how to gather feedback from your audience to help improve the podcast. In our experience working with Amazon, we found that integrating audience feedback early in the production process significantly improved listener engagement.

Podcast advertising

A good agency should have the connections to  secure podcast ads to promote your podcast. They will have connections with many advertisers that are relevant to your niche. They should show a track record of negotiating good deals. The deals should align with your brand’s values and your audience’s interests. And they should be able to track the effectiveness of the buy. 

Promotional strategies

Agencies should be ready and able to get creative with promotional tactics for your show. These might include cross-promotion and feed swaps with other podcasts. Also, look for social media and exclusive content. Be wary if their approach isn’t bespoke. They should also provide evidence of past campaign successes.

This evidence should show significant boosts in listener numbers and engagement rates. For instance, when working with AMEX, a brand lift study showed that we increased brand lift 6% after season 1 of the podcast by leveraging targeted marketing strategies and high-quality audio production. Ideally, the agency is versatile, and can creatively promote content on various platforms relevant to your target audience. This will help your podcast reach a broader audience. It will also drive podcast engagement, more downloads, and more visibility.

Podcast analytics

Choosing the right podcast agency also involves examining their analytics capabilities. An effective agency should track detailed listener data. This includes episode downloads, listening duration, B2B listener data, and detailed audience demographics. This information is crucial for understanding listener behaviour and refining marketing strategies.

Agencies should also provide insights into how episodes perform on different platforms. This helps optimize future content and promotions. Make sure the agency uses advanced tools. They need to be able to give accurate and actionable analytics. This is key to growing your podcast’s reach and listener base. Also, ensure the agency helps explain and contextualize the information. This way, you’ll begin to understand how your podcast is doing, and how it’s affecting your business goals.

Maximizing Your Investment: 7 Key Stages of Podcast Production

Launching a branded podcast is no small investment. That said, if it’s done correctly, it can pack a mean return. For businesses looking to create their own series, an A+ production company is an absolute must.

Choosing an agency with the process, commitment, passion, and know-how to get the job done is a no-brainer, granted — but it can be tricky to know exactly what to look for in a perfect match.

Below, you’ll find a list of what a truly qualified agency will be able to provide.

STAGE 1

Strategy: laying a strong foundation

A branded podcast requires more than enthusiasm — it needs a solid strategic approach to maximize your investment of time and resources. 

Given the investment of both time and money a branded podcast requires, it’s not something you want to jump into haphazardly. Any qualified agency should offer a comprehensive strategic phase so everyone involved can move forward with confidence.

When it comes to laying a strategic foundation, you should expect a podcast agency to:

• Conduct a thorough assessment of your existing and target audiences.
• Dedicate time for the agency to deeply understand your brand’s values, voice, and objectives.
• Evaluate the opportunities a podcast can offer to enhance your brand’s reach and impact.

STAGE 2

Concept development: creativity meets expertise

After developing a strong strategy, your agency should focus on creating several well-thought-out podcast concepts that align with the strategy’s findings. 

If you come to the table with an idea in mind, a well-qualified agency should be making suggestions on how you can refine and improve your initial concept. After all, they are the experts (Right?!)

Whether the ideas are yours or brought in by the agency, your new partners should be able to explain why and how each approach will work for your brand, and a qualified agency should:

• Present multiple creative approaches and explain how each aligns with your brand’s goals.
• Provide expert recommendations on improving or expanding your initial vision.
• Ensure that every concept is backed by research and a clear understanding of your audience.

STAGE 3

Host selection: choosing the voice of your brand

An agency that expects you to provide a host is a potential red flag. While someone from your team may occasionally be appropriate to fill this role, it’s more often than not better to hire an expert externally.

While there may be scenarios where an internal voice is fitting, the best agencies will offer services to source, vet, train, and manage an external host who resonates with your audience and upholds your brand’s reputation.

Your agency should know exactly how to source, vet, train, contract, and manage the perfect leading voice for your series.

STAGE 4

Production (from start to finish)

Production is where strategy and creativity come to life. A qualified podcast agency should seamlessly manage all production details and handle the minutia for you, providing a team of professionals equipped to handle every step with precision.

They will provide a full-spectrum team that boasts all of the skills required to produce a killer series, including:

• Skilled producers and writers with deep experience.
• Seasoned creative directors who steer the podcast’s vision.
• Professional engineers and editors to ensure polished audio quality.
• Producers adept in various subject matters to tailor the content to your brand’s needs.

This team should lead the entire creative direction, aligning your podcast with your brand’s identity, scheduling and pre-interviewing guests, and handling remote or on-site production logistics.

A well-structured team from an expert agency will: Lead the creative direction of your podcast Ensure the product reflects your brand’s vision and values Research, schedule, and pre-interview guests appropriate for your podcast Accommodate remote and in-person production Source and schedule external recordists where required

STAGE 5

Podcast marketing and post-publish distribution

A good podcast agency will not simply turn over a finished product and cross their fingers.

They should have extensive marketing know-how specific to the medium and be able to make your podcast a success whether they’re handling marketing in its entirety, or advising your team of best practices.

An agency well versed in podcast marketing should have:

• Proficiency in PR strategy and outreach tailored to podcast launches.
• Experience with cross-promotion across platforms and media.
• Strong relationships with leaders in paid media sales.
• A nuanced understanding of advertising opportunities beyond traditional media buys.
• Connections with major directories like Apple, Spotify, and Stitcher.
• Design expertise for creating visually appealing podcast branding and marketing assets.

STAGE 6

Data analysis: optimizing for ongoing success

Once your podcast is live, ongoing analysis of performance data is crucial. A qualified agency will interpret this data to help you understand your podcast’s reach, engagement, and areas for improvement.

Data analysis should enable:

• Insightful reporting that tracks downloads, listener behavior, and more.
• Informed creative adjustments to better align with audience preferences.
• Strategic recommendations to drive continued growth and achieve your long-term goals.

STAGE 7

Project management: clear, collaborative, and transparent

Project management is the backbone of a successful podcast partnership. A high-quality podcast agency should offer a well-organized plan, including a clear timeline and budget tailored to your needs. In fact, that last point is important and is worth repeating:

Budgets should always be built based on your unique needs and the nature of your brand’s podcast. A series that requires custom music and atmospheric recording, for example, should not cost the same as one that sticks to existing music and one-on-one interviews.

What to look for in project management:

• Customized budgets that reflect the scope and unique aspects of your podcast, from custom music to field recordings.
• Transparency to avoid budget overruns and surprise costs.
• A collaborative approach that keeps you informed and involved without micromanaging.

Be selective: your brand deserves the best

A branded podcast is a big commitment your team should not take lightly. Not only does it require a significant front-end investment, it plays a huge role in shaping the story — or identity — of your brand.

In other words, it’s not a job that should go to just anyone. You wouldn’t put your public image in the hands of the lowest bidder, right? You shouldn’t do this for your business, either.

If an agency expects you to come prepared with a complete plan, host, and concept, don’t hesitate to look elsewhere. The right agency will guide you from start to finish, providing the expertise, innovation, and support you need to make your podcast a resounding success.

Ready to work with a full-service agency? Learn more about JAR Audio’s services or jump right in and request a quote.

Make Sure You Secure the Best Deals

It’s a free country, and at the risk of shooting ourselves in the foot – we want to encourage you to negotiate effectively to secure the best deals with your chosen podcast agency. Use the knowledge in this guide to discuss pricing confidently. Ask for package deals or long-term engagement discounts, which can lower costs. Remember, a truly “good deal” balances cost with the quality of service, and the ability to deliver on business results. 

Legal and Contractual Considerations

A good agency will understand relevant legal and  contract aspects to protect your brand’s interests. When negotiating contracts, focus on clear communication and mutual understanding of all terms. You must understand each clause in the terms and conditions. This will help avoid conflicts and ensure both parties meet their duties. Ask lots of questions, and create a contract detailed enough to protect your interests, but flexible enough to have a successful partnership with the agency, and adapt changes that may arise during production.

Negotiating contracts and IP

When discussing contracts with a podcast agency, focus on clauses about:

• What will be delivered
• When it will be delivered
• How you will be billed.

Make sure the agreement says who owns things after production. It should say that you own all made content. Discuss termination conditions, outlining circumstances under which either party may exit the contract. It’s beneficial to include non-disclosure agreements to protect your proprietary information. Always have a lawyer review the contract before signing. This is to avoid missed duties or legal tricks that could be used.

Understanding terms and conditions

When selecting a podcast agency, always read the terms and conditions carefully. These should outline your rights and the agency’s duties. Check for clauses on intellectual property. Pay special attention to who owns the final audio and video files, and any raw materials. Look for details on cancellation policies and any fees involved. Understanding these points helps prevent fights. It ensures both parties know their duties and rights. Clear knowledge of these terms supports better decision-making and smoother collaboration. 

Whew! We know – it’s “a lot.” It’s come a long way since the days of alpha males, echoey boardrooms, and Yeti microphones. There’s so much to consider if you want to make a podcast that stands out from the herd. 

But that’s where a great branded podcast agency can be a real benefit. They can help you brainstorm a fantastic show that’s perfect for your target audience. They can push you a little bit, to the edge of your comfort zone into new territory that helps you gain ground. They can walk you through your options, and ensure that your podcast gets delivered on time, on budget. More than that – they will make sure your show delivers on the promise of helping you advance your business goals. So really, what’s not to like? 

Key Takeaways on Choosing a Podcast Production Agency

1. Align with business goals

Make sure the agency understands your business objectives. They should tailor content to meet specific goals. These might include boosting brand awareness, driving sales, or engaging a specific audience.

2. Evaluate production quality

Look beyond audio quality. Assess the agency’s ability to make content that serves a strategic purpose. It should contribute to your marketing strategy.

3. Consider agency specialization

Different agencies excel in areas such as storytelling, education, and entertainment. Choose one that matches your industry and content needs.

4. Examine budget and costs

Understand the pricing models and costs involved. Compare in-house production costs to agency costs. Make sure the agency’s offerings fit your budget. But, don’t compromise on quality.

5. Check the agency’s past performance

Look at client testimonials and case studies. Ensure they provide strong analytics. Also, ensure they provide clear reports. The reports track the podcast’s success and ROI.

Finally, make sure they are good people and you like them.