Selecting a Podcast Agency That Works For You

Jan 2

So, you’re considering your own podcast show…

There are a variety of agencies out there that specialize in different areas. When selecting the right one for your business, you must ask yourself a few key questions.

What is my goal?
What job(s) am I trying to fulfill?

Whether you have an in-house production team and need a few extra hands producing and distributing your content, or your marketing department is a 3-person show, narrowing in on your objectives will help you find the right agency.

What Can a Podcast Agency Do For You?

🎙️Increase brand awareness

🎙️Amplify brand growth

🎙️Strategically save time by repurposing content

🎙️Develop your brand as a Thought-Leader

Increase Brand Awareness.

Your podcast agency should become your strategic partner. Think of them as an extension of your marketing department. The right podcast agency will help to produce your show so that your brand will be seen, heard, and remembered. You should expect a high-caliber agency to ask you questions, learn about your goals, and understand your audience before going straight to producing your show and hitting the record button.

Amplify Brand Growth.

Many traditional channels have become outdated and irrelevant to the younger generations. Podcasting has become top of mind as these traditional channels have become exhausted and brands continue to seek a healthy marketing mix.

With the never-ending development of apps, forums, and communication channels, today’s consumers aren’t just on Instagram, TikTok or website. They are visiting places that offer the best solutions and help fulfill their goals.

A podcast agency that goes beyond producing and truly understands marketing will help to cultivate a strong strategy for your show that will contribute to your overall marketing success.

For example, the agency would conduct a proper discovery analysis to understand your ideal customer personas and brand positioning. Essentially, developing a holistic strategy to amplify your brand’s visibility and growth.

Save Time via Repurposing Content .

A podcast agency can do more than just help book guests and produce your show. In short, they will help you maximize the value of your podcast through content repurposing.

They can take one episode and adapt it to fit different mediums and platforms. With audiences on multiple channels, repurposing your content is the step up you’ll need to stay in-touch.

Examples of how to repurpose podcast content

Audiograms

Video and audio snippets of a longer podcast episode. Use this content to tease an episode release or post-promote to further engage your audience weeks to months after the release.

Social media posts

With social media you can post a variety of content from tweets to polls, or even videograms. Social media posts can draw your audience to your guest podcast episode and website as well as nurture your existing fan-base.

Blog posts

A podcast episode is a great opportunity to compliment with an editorial release. Every episode provides 30 to 60 minutes of intriguing conversation that can easily be further expanded on or recapped in a blog article.

Gated content

After you have a season under your belt, you can turn your podcast into a book or webinar series. You can also pursue other online materials, such as white papers, articles and videos, that require that users fill out a form before they can access them

Establish you as a thought leader in your industry/niche.

Where there is a podcast show, there’s a niche for every topic. A solid podcast marketing agency knows how to carefully balance between competitively trying to reach more audiences versus relevancy and preserving brand dignity.

A few key questions an agency might ask you:

What is your brand backstory? – The How/Why behind the brand story
What are your product/service unique features?
What is your target audience? Who is the brand trying to reach? What type of consumers?

A podcast agency that is 100% working for you in your best interest, will ask plenty of questions. These questions will help guide the development of your show so that it’ll become an impactful extension of your brand