Should You Hire A Podcast Production Agency? (The Truth)

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Can We Make The Brand Podcast Ourselves? (The Truth)

The last decade or so has seen many large brands and organizations ditch the big agency in favor of building their own internal one, or simply giving each department its own dedicated team. This has been part of the great brand DIY solution for brands as the landscape has shifted.

But when it comes to podcasting, there are some very serious realities lurking for brands taking on the audiosphere themselves. Let’s break down the four truths

Reality #1: The podcast host might not be someone who works at the brand

We often face the question of “who will host the show” and it’s a difficult one to answer for both us and our clients. Let’s look at the pros and cons of each side.

Pros of using an internal employee as a host:

The host understands the brand very well, especially if they are from the actual brand marketing team. A new, external host will not know the intricacies, history, and do’s and don’ts of the brand voice.

The search can be quick. A great show requires a carefully crafted image, and nothing will reflect that image more than the host and their personality. By staying here, the options are fewer and the choice much easier.

It will build internal equity, which can relate back to the ROI of the podcast and also make the succession (if ever necessary) much smoother. A great branded podcast has the potential to foster employee advocacy and have cultural ramifications within the company; and an internal host can provide a huge boost to that.

Cons of using an internal employee as a host:

They don’t talk for a living. Speaking is easy, but talking and leading a conversation for an extended period of time, while simultaneously sounding great and asking pointed questions is not so simple. If people don’t enjoy the host, they will turn off the podcast.

The host may leave the company. Not a pleasant thought, but also not something that can be planned for. However, nothing prevents an external host from moving onto other opportunities, even if they are hosting a podcast.

It may seem sales-driven, and we don’t necessarily disagree. We always advocate for value-driven, non-product subject matter branded podcasts, and an internal host may come off as quite contrived to listeners. Authenticity is key in this market.

They’re not famous. And it’s not to say that hosting the podcast won’t turn them into a well-known figure! But many brands look externally for podcast hosts so they can also leverage that person’s following, either from a previous career in radio or some other notable recognition in their respective field.

So what’s the conclusion here? It’s probably best to hire externally, as it provides maximum flexibility when it comes to working with the right host and pivoting the podcast’s subject matter.

Reality #2: In-house podcasts costs will skyrocket

We’ll say this: any brand can take podcasting in-house. But it won’t be easy and definitely won’t be cheap.

Let’s look at the technical side. Creating a proper podcast requires a pro recording studio-level setup that can capture crisp and clear audio. And as much as we like to boast that we’ve recorded podcasts in strange places, the reality is that podcast recording needs high-end equipment and gear to sound professional. Doing this involves not just the gear but the studio space as well.

And if that’s not enough, a DIY podcast can skyrocket in personnel cost. Many agencies or brands may believe they can fill all the roles for a podcast, but it’s not that simple. To illustrate this, let’s compare podcasting roles to video production roles, and the ramifications of taking them in-house.

Videographer

Podcast equivalent: Audio Engineer

Many brands have their own video teams to film weekly and regular content. However, one videographer or camera team will be limited in the extent of their portfolio, meaning that if the content mandate changes, they may need to look elsewhere for subject matter expertise.

The same goes for podcasts, where engineers range far and wide with various levels and genres of audio production under their belts.

Director

Podcast equivalent: Creative Thinker and Strategist

As the real star of the show in both worlds, the director is the person with the vision for the piece. How many commercial brand directors work in-house at the agency or brand? Almost none. And even if they did, they would have decades of precedent for reference, and only a 15 to 30-second mandate to deliver.

In podcasts, the precedent is recent, and the creative mandate broad. Hence, the creative needs must be catered to both the medium and the subject matter.

Editor

Podcast equivalent: Editor!

A truly seasoned and professional audio editor will not only save time, money, and technical headaches, they will also bring a whole new angle and expertise level to the project.

In both video and podcasts, these experts are not easily tamed and bound by a single company. They tend to work for agencies or independently to maximize their portfolio, expertise, and revenue!

Producer

Podcast equivalent: Chase Producer

The person who knows the right people – who also knows the right people. A proper producer jumps right into the job and will tell you up front, before a penny is spent, how much the concept actually costs and who is right to do it.

In podcasting, this is the most important role of the whole endeavour. We call this the Chase Producer role, and they are tasked with nailing down guests (and vetting them), finding the right experts, and prepping everyone for the interview. Why not work with a producer who knows the ropes of the industry and has hundreds (if not thousands) or recording hours under their belt on a broad variety of shows?

Click here to access the Ultimate Guide to Podcast ROI. 

Reality #3: Some of the podcast roles can be taken in-house!

Despite the points made in Reality #2, it is also true that some of the podcasting roles can be performed internally by the brand. It all depends on the available resources.

Copywriters: Writing full episodes and story narratives of a podcast are the jobs of the host and/or the writer. But – the copywriting surrounding the podcast can (and should) come from someone who truly understands the brand. This can include the name of the podcast, the brand-centric promotional content, and any other brand material.

Marketers: All great podcasts require an initial push out the door as well as constant promotional material to stay relevant. This can include social media promotion, search & SEO, and general ad buying. The expertise behind making the podcast should come externally, but selling it and pushing it to #1 will need a boost from those who promote the brand better than anyone else.

Strategists: Depending on the timing and subject matter of the podcast, the internal brand strategists deserve a large seat at the show’s table. Good strategists are able to set realistic goals for the brand and give everyone the tools and purpose to achieve them; something a strong brand podcast will benefit from.

 

Reality #4: One season is not a huge commitment, but multiple seasons can be

It’s true. It takes a 3-4 month period to run the course of a full season of podcasting. And beyond time, it’s also not an enormous budgetary commitment when compared to other major brand initiatives.

But once the first dozen episodes are done, our clients are often left with much deeper questions.

“Do we continue making more seasons?”

“How long should each season be?”

“When does the show officially end if each season is successful?”

“Does it need to grow? How?”

A good way to frame these queries is to think of a podcast in the scope of other marketing efforts, and their respective timelines.

Social media, email, and television are permanent fixtures. They will be useful as long as consumers use the channels.

Campaigns, however, are seasonal and occasional and may transcend into experiential (and traditional) formats. A success will create buy-in for a repeat, whereas a failure can kill the whole program.

We like to think of podcasts as a permanent fixture. The public is there and not tuning out anytime soon.

So, what should you look for in a podcast vendor?

By this point, it’s obvious that we’re advocating for an external podcast solution for brands. After all, it’s our business. But we do caution our clients when entering this field about finding the right partner and encourage them to ask potential vendors and candidates the following questions:

  • How much experience do they have in audio production?

  • What are their past successes with branded podcasts?

  • What will they handle? What do we need to provide them with?

  • How will we work together?

  • What timeline do they work on for podcast production?

  • What do they know about our brand?

  • Who gets final decision making capacity?

  • How much time does my team need to commit?

The Truth

In the end, only the truly passionate can make a successful podcast. If an internal brand team feels aligned on their desire for a podcast and feel ready to give it a go (with both time and budget handy), then the DIY route can be an interesting adventure.

And for those who seek the experts and industry veterans, we’re ready to chat.

Roger Nairn is Co-Founder and CEO of JAR Audio

 

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