How Your Company Can Benefit from a Podcast Agency

As more and more companies are starting to see podcasting as an integral part of their marketing toolkit, they are beginning to invest more time and money into branded podcasts. But we all know that launching and sustaining a successful podcast can be a heavy lift. 

The good news is that you don’t have to do it alone or find the resources in-house. If you’re serious about growing and scaling a branded podcast, you could really benefit from an agency. 

Podcast companies are experts in the field and their skill set runs the full gamut – everything from content development, podcast production, booking guests to advertising, SEO and data analysis. Most agencies will offer various packages so you can find one that fits your goals, budget, and timelines. 

However, before you get into bed with a podcast agency it is important to step back and ask a few questions that will set you up for success:

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1. Does the podcast agency understand our brand?
2. What type of content does the agency produce? For example, are they primarily a B2B podcast agency? 
3. How much experience do they have?
4. What are their past successes with branded podcasts?
5. Do they offer guarantees on their services?
6. What will they handle? What do they need us to handle?
7. What are their timelines for post-production?
8. How much time does my team need to commit?
9. Who gets the final say on the podcast content, editing and production?

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If you consider all these questions, you should be able to choose an agency that best suits your vision, goals and long-term needs. But keep reading to learn how and why your company can benefit from hiring a podcast agency in the first place. 

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1. Tap into Their Experience  

Podcast agencies come with more experience than your in-house team would. Good agencies know what it takes to create and launch a successful podcast. Working with a full-time podcast agency will take some of the pressure off you, especially as you juggle other important business needs. 

Most importantly, your agency’s experience allows them to be plugged into the changing podcast trends, technology and updates. Essentially, they’re your eyes and ears on the ground in terms of the way you should be building out your podcast and what new trends you should be adopting. 

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2. Save Yourself Time (+ Money) 

Podcasts can seem easy to create and launch, but to do it well most companies don’t have the equipment or knowledge. Rather than spending a lot of money on equipment, hiring a podcast agency is the smarter decision. 

An agency also eliminates needing to train employees to learn the whole podcasting process – everything from developing content, booking guests, and the technical aspects of recording, editing as well as promotions on social media, advertising and SEO, etc.  

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3. Better Define Your Show Topic and Target Audience 

Many companies make mistakes when it comes to choosing their podcast topic – they either go too broad, or too narrow. Alternatively, some businesses are unsure of where to add their own creativity and end up copying their competitors’ shows or some start promoting their product or services excessively. 

We all know that this is not the way to launch or scale your podcast long term. Podcast agencies can help you research and better understand which topics will do the best based on what’s trending, where the gaps are in the market, and which topics get the most listeners. 

In addition, they can help you drill down to define who your exact target audience should be based on data and research. Remember, these experts know what sort of questions and topics appeal to audiences because a seasoned podcast agency has years of experience with other clients. 

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4. Piggyback on their credibility

When you work with a podcast agency, you aren’t just getting access to their knowledge and expertise but you’re also able to associate yourself with a leader in the space. Good agencies often have a wide network and pre-established relationships that you don’t. 

This means they’ll be able to make intros for you, find credible hosts, book guests and get you the best deals and rates on equipment, hosting sites, ad spend, etc. All of this comes from years of being in the industry and your partnership means you can ride on their coattails and their already existing credibility to make your show a success. 

Generating results without expertise can seem impossible but, as mentioned, the great news is that you don’t have to go at it alone. Hiring a podcast agency – experts that know it best – will do wonders for your podcast and is imperative for launching, growing and scaling your show.