Everything you want to know about branded podcasts and JAR Audio.
JAR’s answering the most common questions that marketers have about podcasting for business. We understand that launching a podcast can seem daunting, which is why we’ve created this resource to help you navigate the ins and outs of podcasting with confidence.
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At JAR Audio, we understand that time is of the essence when it comes to producing a successful podcast, but we don’t want to sacrifice quality for speed. That’s why we offer a streamlined process that can have your entire podcast strategy, pre-production, and the first two episodes produced in just 90 days. Our launch process ensures that we release your podcast with a minimum of two episodes, giving your audience more to listen to while also allowing for a comfortable production schedule. For a 12-episode bi-weekly season, our typical timeline from strategy start to the final episode in the market is around 9 months. However, as every production is unique, our team will work with you to create a bespoke timeline that fits the complexity of your project and ensures that we deliver a high-quality podcast that meets your goals.
Our dedicated Project Leads ensure that the entire production timeline stays on track. To learn more about this unique role for a podcast agency check out this article.
Trust us. You don’t want to rush.
Producing a branded podcast can be an exciting process, but rushing the production timeline can result in a subpar product that fails to achieve its intended goals. While it’s important to meet deadlines and stay on schedule, taking the time to develop a solid strategy, conduct thorough research, and produce high-quality content is crucial to the success of your branded podcast. Rushing through the production process can lead to a lack of direction, poor storytelling, and technical issues that can detract from the listener’s experience. By taking the time to plan and produce a well-crafted branded podcast, you’ll be setting yourself up for long-term success and engagement with your audience.
Reach out so we can discuss the best route to meeting your needs.
Absolutely! Your dedicated Project Lead will provide you with a comprehensive workback schedule that includes key dates. We also track our task lists using cloud-based project management software. Finally, we host weekly editorial meetings to discuss future episodes and plan accordingly.
It will be crystal clear what needs to be done and when.
To learn more about Project Leads (which are a unique role for a podcast agency, and only available at JAR Audio) check out this article.
At JAR Audio, we understand that producing a successful branded podcast requires a collaborative effort between our team and our clients. While we take care of the majority of the production process, the largest time commitment takes place early on in the relationship during the “Prepare” phase of our 8 P Process, where we moderate a strategy workshop with all key decision-makers from our client’s team and any important stakeholders. This workshop consists of four sessions, each lasting two hours, and is critical to our understanding of our client’s brand, challenges, and goals. In addition to the strategy workshop, we invite our clients to attend our recording sessions, weekly editorial call, and mid-season and end of season wrap-up. By involving our clients in the process, we’re able to create a custom-branded podcast that truly captures their brand and drives real results. While we may require additional time from our clients for feedback on the podcast concept, episode scripts, and final edits, we strive to make the production process as streamlined and stress-free as possible.
Learn more about JAR Audio’s proven 8 P Process here.
Podcasts as a marketing medium
A branded podcast is more than just an entertainment channel – it’s a powerful means to the end of solving your business challenge. At JAR Audio, we understand that every brand has unique challenges when it comes to connecting with their audience, building brand awareness, and driving real results. A podcast can be the solution to these challenges, providing a way to engage with your audience on a more personal level, showcase your brand’s expertise, and create a lasting connection that builds loyalty and trust. By tapping into the power of audio storytelling, a branded podcast can help you solve your business challenge in a way that is authentic, engaging, and effective. Whether you’re looking to increase sales, build brand awareness, or establish yourself as a thought leader in your industry, a branded podcast can help you achieve your goals in a way that truly resonates with your audience.
Reach out so we can discuss what business challenge you need to solve with a podcast.
While a branded podcast can be a powerful tool for many businesses, it may not be the best solution for every brand. One reason a brand might not want to pursue a podcast is if their audience isn’t particularly interested in audio content or if there is already a saturation of podcasts in their industry. Additionally, creating a successful podcast requires a significant investment of time, effort, and resources, and may not be a feasible option for brands with limited budgets or small teams.
Specific to JAR Audio, we find it challenging to with with organizations that:
- Want their podcast to be an ad (nobody will listen to a 30-minute ad)
- Lack creative bravery
- Want to use their podcast to greenwash
- Sees no value in authentic connection
- Avoids transparency
- Can’t build an honest dialogue
It’s important to carefully consider your brand’s goals, resources, and audience before deciding whether a podcast is the right strategy to pursue. At JAR Audio, we work closely with our clients to help them make informed decisions about their podcast strategy, and offer a range of custom-tailored solutions that can help them achieve their goals in a way that works for their unique situation.
Podcasts have grown tremendously since their inception. With the rise of smartphones, smart speakers, and mobile devices, podcasting has become a mainstream entertainment and educational platform with a large and growing audience. According to a recent survey by Edison Research, the majority of Americans ages 12-54 (53%) have listened to a podcast in the last month, and roughly 79% are familiar with the medium. In addition, 90 million Americans are weekly podcast listeners. Podcasting has reached its highest numbers ever, and it shows no signs of slowing down.
Spoken word audio, including podcasts, talk radio, audiobooks, and sports, is on the rise across the board. A study by Edison Research found that spoken word audio consumption has gone up 214% among Gen Z (13-24 year-olds) compared to 13-34 year-olds in 2014. Almost half (46%) of the U.S. population listens to spoken word audio daily, and listeners between the ages of 13-24 account for the most growth among spoken-word audio listeners.
Podcasting listenership demographics have not mirrored the U.S. population historically. However, in recent years, monthly podcast listenership by age range has shifted significantly. Half of listeners between ages 35-44 and 22% of listeners 55+ listen on a monthly basis. Over 66% of podcast fans within America are ages 12-34, and the number of podcast listeners declines as age increases. In addition, female listenership reached an all-time high in 2021. Over 66% of podcast listeners have a college degree (bachelor’s or higher) and an average annual household income of $75,000 or more.
Most podcast consumers listen to audio content using their smartphones and play episodes via a major podcast app like Apple or Spotify. Over 73% of podcast listeners listen to podcasts on their smartphones, and 49% of podcast listening happens at home.
The most popular podcast genres include comedy, news, true crime, sports, and health & fitness. Apple Podcasts holds the number one spot with 38.7% of all podcast listeners and 48,789,778 podcast downloads. Spotify holds the number two spot with 28% of podcast users and 35,295,536 downloads.
Podcasting is a highly effective marketing tool for brands looking to grow their reach. Listeners are receptive to podcast ads, with 69% of respondents saying that podcast ads increase their awareness of products, brands, and services. Podcast advertising revenue is projected to exceed $2 billion by 2023.
Podcasting is rapidly growing in popularity, with a large and diverse audience. Listenership demographics are changing, and spoken word audio is on the rise. Podcasts are most commonly listened to on smartphones and played through major apps like Apple and Spotify. The most popular podcast genres include comedy, news, true crime, sports, and health & fitness. Podcasting is a highly effective marketing tool, with listeners receptive to ads. The podcast industry shows no signs of slowing down and is expected to grow significantly in 2023.
The data is being updated all the time. Reach out for a consult and we can give you the latest.
Why not check in with the experts? Staying on the pulse of this stuff is part of our job — and we’d be happy to take you deeper into the stats and demographics most important to your brand.
Reach out for a consult and we can give you the latest.
The ROI for a branded podcast produced by JAR Audio will depend on various factors such as the client’s industry, target audience, podcast format, production quality, and promotional efforts.
However, in general, branded podcasts have shown to provide a significant return on investment for companies. According to a study by Nielsen, branded podcasts can generate 4.4 times better brand recall than display ads. Additionally, branded podcasts have a higher likelihood of being shared and discussed on social media, leading to increased brand awareness and engagement.
Moreover, branded podcasts provide a unique opportunity for companies to establish themselves as thought leaders in their industry, build trust with their audience, and strengthen their brand reputation. They can also be used to drive traffic to a company’s website, generate leads, and even increase sales.
Overall, the ROI of a branded podcast produced by JAR Audio can be significant if it is well-produced, effectively marketed, and resonates with the client’s target audience.
During the “Prepare” phase of our 8-P Process we’ll work with you to determine the business goals of the podcast, and establish the KPIs we will be tracking so that we can measure and report on the podcast’s ROI.
An internal podcast is a type of podcast that is created specifically for an organization’s internal audience, such as employees, partners, or stakeholders. Here are some of the benefits of an internal podcast:
- Improved communication: Internal podcasts can help to improve communication within an organization. By providing a regular stream of information in an easily digestible format, employees can stay up-to-date with company news and developments.
- Cost-effective: Internal podcasts are a cost-effective way to reach a large number of people. They can be created using simple equipment and can be distributed easily through internal communication channels.
- Increased engagement: Internal podcasts can increase employee engagement by providing a platform for employees to share their opinions, ideas, and experiences. This can help to create a sense of community within the organization.
- Flexibility: Internal podcasts can be created and distributed on a flexible schedule. This means that employees can listen to them at their own pace and on their own schedule, making it easier to fit into busy work schedules.
- Training and development: Internal podcasts can also be used for training and development purposes. This is particularly useful for remote or distributed teams who may not have easy access to traditional training resources.
Overall, an internal podcast can be a valuable tool for organizations to improve communication, engagement, and training while also being cost-effective and flexible.
To learn more about internal podcasts, check out The Ultimate Guide to Internal Podcasts.
Developing the podcast strategy
When it comes to creating a branded podcast, it’s important to approach it as a means to an end – a solution to a specific business challenge or problem. That’s why the most important question to ask when embarking on a branded podcast project is “what problem does this podcast need to solve?”
To answer this question, JAR Audio offers a Prepare phase, which is a four-session strategy workshop designed and moderated by their team. During this phase, JAR Audio helps clients uncover their specific business challenge or problem and identify how a branded podcast can help solve it.
The Prepare phase is a collaborative process that involves a deep dive into the client’s business, target audience, and competitive landscape. Through interviews, research, and analysis, JAR Audio helps clients identify key themes and topics that will resonate with their audience and drive engagement.
By focusing on the problem that the podcast needs to solve, JAR Audio can help clients create a podcast that is not only entertaining and informative, but also directly aligned with their business goals. Whether the goal is to increase brand awareness, generate leads, or establish thought leadership in a particular industry, JAR Audio can help clients create a podcast that delivers tangible results.
Overall, by focusing on the business challenge or problem that the podcast needs to solve, JAR Audio helps clients create a branded podcast that is strategically aligned with their business goals and delivers a measurable return on investment.
A branded podcast provides a unique platform for your brand to connect with your audience through audio storytelling. However, with a range of formats available, it can be challenging to determine which one is best suited for your brand challenge. Let’s explore the pros and cons of three popular podcast formats: interview, interview/narrative hybrid, and narrative. By understanding the advantages and challenges of each format, you as a marketer can make an informed decision about which approach to take to solve your brand challenge.
- Relatively easy to produce: Interview podcasts require less scripting, editing, and post-production work compared to other formats.
- Establishes thought leadership: By featuring industry experts and influencers, marketers can position their brand as a credible source of information.
- Human connection: The conversational nature of interviews creates an engaging listening experience, fostering a connection between the audience and the interviewee.
- Diverse perspectives: Each guest brings their own unique experiences, insights, and opinions, keeping the content fresh and interesting.
- Dependent on guests: The success of an interview podcast largely depends on the quality and availability of guests, which can be challenging to maintain.
- Less control over content: Marketers have limited control over the direction of the conversation, which may not always align with their messaging goals.
- Potential for redundancy: If not carefully managed, interviews can become repetitive, with similar questions and topics being covered in multiple episodes.
Interview/Narrative Hybrid Format
- Balanced content: Combines the benefits of interviews (human connection, expert insights) with narrative storytelling elements (engagement, storytelling).
- Greater control over content: Marketers can more effectively shape the message and story to align with their goals.
- Unique and engaging: The combination of formats keeps the podcast interesting and helps it stand out from the competition.
- Stronger emotional impact: Incorporating narrative elements can evoke emotions in the audience, creating a memorable listening experience.
- More complex production: This format requires additional planning, scripting, editing, and post-production, resulting in higher time and resource investments.
- Potential inconsistency: Balancing interviews with narrative storytelling can sometimes create an inconsistent tone or pace, potentially confusing or disengaging listeners.
- Highly engaging: Narrative podcasts use storytelling techniques to immerse listeners in the content, keeping their attention and interest.
- Strong brand messaging: Marketers have full control over the content, allowing them to effectively communicate their message and values.
- Emotional resonance: The power of storytelling can create an emotional connection with the audience, enhancing brand affinity.
- High production value: A well-produced narrative podcast can leave a strong impression, elevating the brand’s image.
- Resource-intensive: Narrative podcasts require significant time, planning, scripting, editing, and post-production, making them more expensive and time-consuming to produce.
- Limited expert insights: Since this format typically does not feature interviews, it may lack the diverse perspectives and credibility provided by industry experts.
- Reliance on compelling stories: The success of a narrative podcast depends on the quality of the stories being told, which can be challenging to consistently source or create.
Reach out so we can discuss the right format for you.
The length of a podcast season can vary depending on the goals and needs of the show. Some podcasts have ongoing seasons with no specific end date, while others may have a set number of episodes that make up a season.
When determining the length of a podcast season, it’s important to consider factors such as the show’s format, audience engagement, and production resources. For example, a narrative-based podcast may have a set number of episodes to tell a specific story, while a talk show-style podcast may have an ongoing season with no set end date.
Ultimately, the length of a podcast season should be determined by the needs and goals of the show, as well as the preferences and engagement of the audience. JAR Audio can help clients determine the optimal length of their podcast season based on their specific business needs and audience engagement goals during the “Prepare” phase of their podcast strategy.
Reach out so we can discuss some options for the length of your podcast season.
The ideal length of a podcast episode can vary depending on the content and target audience. Generally, most podcast episodes range from 20 minutes to an hour, with some episodes going as short as 10-15 minutes or as long as two hours (if you’re Andrew Huberman). However, it’s important to note that the length of the podcast episode should be determined by the content and not by a fixed time limit. There are no rules, only best practices.
If the content is engaging and holds the listener’s attention, longer episodes may work well. However, if the content is more informative or educational, shorter episodes may be more appropriate and snackabl. It’s important to consider the audience’s preferences and the type of content being delivered when determining the length of the episode. We determine the length of podcast episode in our strategic workshop.
Reach out so we can discuss some options for the length of your podcast episodes.
One of the best things brands can do to get their hands dirty in the podcasting sphere is to deliberately take an experimental approach.
Reach out and let’s talk about a pilot episode.
One of the best parts about podcasting is that there are no rules.
You are not confined to:
- Ad standards
- Shelf life
It all depends on the business challenge your podcast needs to solve.
Reach out so we can discuss what business challenge you need to solve with a podcast
Creating the podcast structure
We wrote a post on this very topic.
This is a big and important topic, so we suggest you dig deep with this post.
We strongly suggest hiring a professional host from outside for the following reasons:
- They bring a professional delivery.
- They possess exceptional interview skills.
- They offer an unbiased third-party perspective.
- They come with their own following, which we can leverage to enhance the podcast’s reach.
That being said, we have worked with hosts from organizations in the past. However, we believe that the end product will be of higher quality if a skilled and experienced professional is selected to host the podcast.
We are always open to discuss host options.
We advise against including advertising on your branded podcasts for a few reasons. Firstly, your podcast is already serving as a form of implicit, tactful, and trust-centered publicity for your brand, so adding external advertising could come across as heavy-handed or inauthentic. Additionally, including advertisements may take away from the overall listening experience and distract from the main purpose of the podcast. Instead, we suggest using your branded podcast to establish your brand’s authority and expertise within your industry, and to build a relationship with your listeners based on trust and authenticity.
producing the podcast
Absolutely not! Our approach works no matter where your team, hosts, or guests are located.
Curious about the podcast editing process? Although each project is tailored to fit specific needs, we follow a general process that includes a paper edit, a rough cut with tentative music samples, approval from our producer and creative director, feedback from your team, changes made based on feedback, and tightening up or adding music and sound effects. We then remove any unnecessary filler words like “ums” and “uhhs,” provide you with a fine cut, edit it as needed, and finally upload the final version to the hosting server. This streamlined process is made even easier with the help of our team led by your Project Lead.
JAR Audio can source stock music or create a custom composition for your podcast, depending on your budget.
Reach out and let’s talk about music options.
Yes, we do.
Deploying the podcast
We use an online host platform called CoHost which allows us to host the series, and distribute it to top podcast directories.
We also upload the:
- Podcast artwork
- Show description
- Episode titles
- Show notes
- Other necessary metadata
Podcast directories include, but aren’t limited to:
- Apple Podcasts
- Google Podcasts
- Amazon Music
JAR Audio leads and manages this entire process.
Marketing and promoting the podcast
Yes, we do offer these services. Each plan is bespoke and based on the goals of the podcast, but a plan can include (but is not limited to):
- Graphic design (cover art, pitch kits, landing pages, social content)
- Spotlighting (pitching to major podcast directories to have your podcast featured)
- Paid Opportunities
- Owned Channels
A lot of our clients have teams responsible for content marketing. These teams can absolutely handle the podcast promotion and marketing themselves, but we would recommend JAR consults on strategy and execution regardless.
Reach out so we can discuss how our teams can work together to grow your podcast audience.
Yes, we track the podcast using a full analytics and consumption stack, custom developed based on the business goals of your podcast.
Reach out so we can discuss how we can measure the performance of your podcast.
Data we can track includes:
- Verified plays
- Average time
- Start-at point
- Drop-off point
- Media performance
Find out which analytics your brand should be tracking.
It sure is.
We do provide custom reporting to our clients on a monthly basis. These reports include not only the raw data, but our interpretation and any recommendations we have based on this material.
JAR audio's experience
Our leadership team has a combined 75 years of experience in advertising, journalism, and broadcasting, spanning across traditional and new media.
Our team also boasts writers, recordists, sound editors and audience growth strategists that know how to capture and hold the attention of an audience.
JAR Audio is where marketing knowhow, journalistic integrity, and audio expertise meet.
Check out our team in detail.
Absolutely! You can check out some of our sample projects here.
Working with agencies
Yes, we do. Check out this post to learn more.
At JAR Audio, we believe in the power of collaboration, and we love working with agencies to create exceptional branded podcasts that meet the needs of their clients. Our team of experienced podcast producers, sound engineers, and writers has the expertise to work seamlessly with agencies to develop podcast concepts, plan production, record interviews, edit content, and add sound effects and music to create a high-quality final product. We also understand that agencies often prefer to white-label their work, and we are happy to accommodate this by omitting our branding and presenting our work under the agency’s name. Ultimately, we believe that working together with agencies can result in a truly remarkable branded podcast that effectively tells a brand’s story and meets the goals of both the agency and the client.
Working with JAR Audio
We are creative, collaborative and fun.
Our job is to create an exceptional podcast for your brand while making the process as easy and enjoyable for you as possible.
Working for JAR Audio
We are always looking to team up with talented storytellers.
These can include:
- Sound Editors
- Sound Engineers
- Podcast Marketers
We’d love to learn more about you and your storytelling abilities. The first thing you’ll want to do is check out our careers page.