If you’re a business owner or marketing director, you know that podcasts are all the rage right now. Not only are they a great way to connect with customers, but they’re also a great way to show off your expertise and establish yourself as an authority in your field. But creating a high-quality podcast can be difficult – especially if you don’t have any experience in audio production. That’s where full-service podcast production companies come in.
Why businesses should include podcasts as part of their content marketing strategy
Including podcasts in a content marketing strategy can help businesses to connect with potential customers in a more personal way. Unlike written content or videos, podcasts offer listeners a chance to “hear” the personality of the business.
Branded podcasts provide businesses with advantages that other types of content lack. Jack Preston, the Creative UK Lead for Acast, explains:
“Engagement, for example, is an area where branded podcasts really demonstrate their value. Podcasts are an active experience for the listener; a ‘lean-in’ moment and a choice they’ve consciously made. (1)”
There’s a lot that goes into creating a podcast that sounds professional and is enjoyable to listen to. Working with a podcast production agency can save a lot of time and hassle while also helping to ensure that your podcast sounds its best.
What is a production company for a podcast?
A full-service podcast production company manages all aspects of your show from recording to distribution. Their services go far beyond just podcast editing. This can include sourcing and booking guests, coordinating logistics, conducting interviews, editing audio, and promoting the finished product.
Production companies typically work with producers, engineers, and editors who are experts in crafting engaging audio content. They will also have a network of contacts in the podcasting world, which can be helpful in getting your show off the ground.
Marc Hardgrove, CEO of The HOTH, says, “The biggest piece of advice would be to hire a professional production company to assist with the recording and editing. This company can also provide tips on improving the content. (2)” While it is possible to produce a podcast without the help of a production company, working with one can save you a lot of time and hassle.
The Podcast Production Process
What are the three main phases of podcast production?
Podcast production generally consists of three distinct phases: pre-production, production, and post-production.
Pre-production is the phase in which conceptualizing, scripting, and scheduling takes place.
Production is when the actual recording and editing of the podcast episodes occur.
The final phase of podcast production is promotion. This is when you market and distribute your podcast to try and attract listeners.
Phase One: Podcast Pre-Production
Identify the Target Audience for Your Podcast
When laying out a podcast strategy, it’s important to take some time to identify your target audience. This can be more complicated than just looking at demographics like age and location.
You also need to consider psychographics, which are the psychological characteristics of your target audience. What are their interests and values? What motivates them? What are their pain points? A full-service podcast production agency will help you make sure that you have a good understanding of your target audience so you can create content that resonates with them.
A podcast agency will do this by leading you through an exercise that involves creating “audience personas.” Audience personas are fictional characters that represent your target audience. They are based on real data and research, and they help you to understand your audience’s needs, goals, and motivations.
Creating audience personas can be a helpful exercise for any business or organization. When you know who you’re talking to, you can make sure that your message gets across clearly and effectively.
Podcast Concept Development
Now that you know who your podcast is for, ask yourself what you have to offer your target audience that is of unique value. What can you teach them that they can’t find anywhere else? What insights can you share that will help them in their lives or businesses? The more focused the podcast is, the better it will perform. Once you have a good understanding of what your podcast has to offer, a production company will help you brainstorm ideas for specific episodes.
The Podcast Format
A podcast agency can help you determine the best show format for your podcast, based on your goals and audience. One-on-one interviews are great for exploring a wide range of topics with experts in various fields. Roundtable discussions are ideal for getting different perspectives on hot topics or current events. Storytelling journalism is perfect for engaging listeners with compelling stories. A great podcast production company will help you find the format that is the best fit.
Podcast Recording Equipment
As anyone who has listened to a podcast knows, the quality of the audio can make or break the show. Companies that provide podcast production services will help you select the right podcast equipment based on the show format, including microphones, audio recorders, and software. They will consider factors such as where you will be recording, whether the guests will be in person or online, and what type of post-production will need to be done. The right podcast equipment can make all the difference in delivering a high-quality show that listeners will enjoy. With so many factors to consider, let a podcast production agency can be a crucial factor in determining the right equipment for your podcast.
Guest Booking
A podcast production agency can provide valuable insight into who would be the best fit for your podcast, based on your target audience and the overall goals of the show. Furthermore, they can also help to ensure that you have a diverse range of guests, which is often key to creating a successful podcast.
In addition, the best podcast production companies can also handle all of the logistics involved in booking guests, including coordination with schedules and travel arrangements. This can take a lot of the stress and hassle out of the process, allowing you to focus on creating great content.
Episode Research and Prep
A good production company will help you prepare for each episode by writing in advance of the recording. If your podcast involves one-on-one interviews, they’ll help you write questions. If the show is a roundtable discussion, they’ll help write an outline for each episode. If it’s storytelling journalism, they’ll help you write the script. Podcast production agencies will save you a lot of time and effort, and help you create a better podcast as a result.
Phase Two: Podcast Production
Recording the Podcast
Podcast production agencies will ensure that your podcast episodes are recorded with the best sound quality. This includes training you in proper mic technique and ensuring that the equipment works correctly no matter what the situation, whether you are recording in a studio, in-person on-site, or over the internet. Experienced audio engineers will operate the recording equipment so that you can focus on creating the best content.
Professional Audio Editing and Mixing
When you work with a cfull-service podcast production company, you can expect them to handle all of the podcast editing. This audio editing includes removing any unwanted filler words, mistakes, or issues with the raw audio recordings.
They will also mix your podcast and apply a number of audio processing techniques in order to improve the quality of the final product. This includes equalization, noise removal, and compression. Equalization is the process of adjusting the balance between different frequencies in the audio track. Noise removal involves identifying and removing any background noise that may be present in the recording. Finally, compression is used to even out the levels of loudness and softness in the audio files. These podcast editing services can help to take your show to the next level.
Artwork and Podcast Branding
Podcast artwork should match your company’s branding. The best full-service podcast production companies will help you create podcast artwork that meets the specifications for the different podcast directories. They will ensure that the artwork is of the proper size and resolution and that it is in the correct file format.
Podcast Show Notes
Show notes are the written summaries of a podcast episode that provide listeners with additional information about the episode topics. They are usually published alongside the audio file on the show’s website. A podcast agency can help you write show notes that are optimized for SEO, which can help you attract more listeners and grow your audience
Phase Three: Podcast Promotion
Podcast Hosting and Distribution
A full-service podcast production company will set up an account on a podcast hosting platform. Once your account is set up, the production company will submit your podcast’s RSS feed to all the major podcast directories, including Apple Podcasts and Spotify. This will ensure that your podcast appears in all the places that potential listeners are looking for new podcasts.
Podcast Marketing and Promotion
Companies that offer the best podcast production services can help you create a comprehensive marketing plan that gives you the best chance for a successful launch. Email campaigns, social media outreach, promo swaps, and guesting on other podcasts are all great ways to get the word out there. Podcast Production companies can help you create a plan that will get your podcast noticed and help it grow.
Podcast Metrics and Measurement
By understanding the numbers behind your podcast, you can make informed decisions about your content, format, and marketing strategy. Additionally, a company that provides podcast production services can help you to track your show’s progress over time and identify opportunities for improvement.
How much do podcast production companies charge?
The cost of a full-service podcast production agency can vary depending on a number of factors, including the equipment needed, how much editing is required by the format of the show, and how many episodes are necessary. Professional voice talent and original music can also add to the costs.
Some companies charge per episode, while others charge for a season with a specific number of episodes. The best way to determine how much a podcast production company will charge is to contact them directly and discuss your specific needs. They will be able to give you a more accurate quote based on your particular situation.
Outsource to a podcast production company
Companies that provide podcast production services can offer a lot of value to your business. Community Marketing Revolution is a full-service podcast company that can provide you with everything you need. Schedule a free consultation with us to learn more about how we can help you take your podcast to the next level.
- Jack Preston, Branded Podcasts. They’re A Thing, https://medium.com/acast/branded-podcasts-theyre-a-thing-6bed4fb2e554
- Forbes Agency Council, 14 Essential Tips For Starting A Branded Podcast Target Audiences Will Love, https://www.forbes.com/sites/forbesagencycouncil/2021/11/09/14-essential-tips-for-starting-a-branded-podcast-target-audiences-will-love/
Seth has produced and hosted eight of his own podcast series, including CES for Radio, The Worldwide Radio Summit podcast, and Bad Marketing Advice. Seth is the Vice Chair of the Michigan Association of Broadcasters Foundation.
Seth regularly speaks about podcasting and industry conferences around the country. He has spoken at The NAB Show, Podcast Movement, Podfest, The Radio Show, The Worldwide Radio Summit, The Nielsen Audio Client Conference, Morning Show Boot Camp, Talk Show Boot Camp, and numerous state broadcaster association conferences.
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