How Your Company Can Benefit from a Podcast Agency

The BBC’s Audio Activated study reports that branded podcasts:

• Lift brand awareness by 89%
• Brand consideration by 57%
• Brand favorability by 24%
• Purchase intent by 14%

With these metrics in mind, it’s no surprise that marketers are beginning to invest more time and money into branded podcasts. 

However, creating a podcast that resonates with target listeners requires expertise in storytelling, production, and marketing. That's where a podcast agency comes into play. 

By leveraging the specialized skills and insights of a podcast agency, companies can turn the challenges of podcasting into impactful content opportunities. 

Whether you're a budding entrepreneur or an established corporation, partnering with a podcast agency can unlock new avenues for success. 

In this article, we explore the ways in which your company can benefit from collaborating with a podcast agency, showcasing real-world examples and highlighting best practices to help you make an informed decision. 

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What is a podcast agency?

Podcast companies or more specifically, agencies, are experts in the field of on-demand audio and their skill set commonly covers everything from content development, podcast production, and 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. 

Some top podcast agencies include:

Quill Podcasting:

Quill is an award-winning production agency specializing in branded podcasts. Working with leading brands like McKinsey & Co., Expedia, PwC, and SickKids Foundation, Quill covers everything from podcast conception to growth and measurement. 

Quill also owns CoHost, a podcast analytics and audience insights tool built for brands and agencies. With CoHost, users can access deeper insights about their podcast such as which companies & industries are listening, who your listeners are (age, gender, income, habits, social media consumption), what marketing channels are driving downloads, and how listeners are engaging with your content. 

Lower Street

Offering production services to ambitious companies, Lower Street is helping brands skip the awkward years and launch a great show. 

The agency has worked with a variety of clients and brands including BCG, Cadence Bank, Kearney, Hewlett Packard Enterprise, and more. 

Content Allies 

Placing a focus on B2B brands and podcast networking, Content Allies covers all areas of podcast production. 

The agency has worked with impressive names such as Meta (previously Facebook), Alibaba, Siemens Energy, and more. 

JAR Audio

JAR Audio is a full-service agency specializing in podcast production and marketing. The company collaborates with brands like RBC, Saje, and Amazon to create impactful podcasts that solve brand problems. 

By leveraging the power of compelling storytelling, JAR Audio helps world-class brands engage, inspire, and drive success through podcasts that resonate with their audience.

Larj Media

‍Larj Media is a leading creative podcast production agency founded by Tina and Joelle Nole. With a focus on connecting audiences with compelling content, the agency offers expert services to big and small businesses across various industries including tech, food and beverage, literary arts, and law. 

Through their full-service approach, Larj Media helps clients unlock the power of podcasting, delivering high-quality production, audience engagement, and measurable results.

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Should you opt for a podcast agency?

Before you commit to a podcast agency it’s important to step back and ask a few questions that will set you up for success:

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?

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. 

1. Tap into their experience  

Working with a turn-key podcast agency, like Quill, will take pressure off of you and your team, especially as you juggle other important business needs. 

Here are just a few ways clients can tap into agency expertise:

• Changing podcast trends, technology, and updates: Podcast agencies are 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. 
• Proven track record of client performance: Agencies know what it takes to create and launch a successful podcast – they’ve done it many times before. They can help you develop a cohesive, long-term strategy for your podcast's growth and success, taking into account your goals, lessons they’ve learned before, and the evolving podcast landscape.
• Content development: Podcast agencies often have experienced content creators, writers, and producers who can help conceptualize and develop engaging podcast content. They can assist with scriptwriting, episode planning, and ensuring that the content is relevant and compelling.
• Production quality: Podcast agencies have access to professional audio recording, editing, and mixing equipment and sound engineers. They can help ensure that your podcast has high production quality with clear audio, well-paced episodes, and seamless editing.
• Distribution and hosting: Podcast agencies can help set up hosting platforms, ensure proper distribution to podcast directories (like Apple Podcasts, Spotify, etc.), and manage the technical aspects of publishing episodes.
• Marketing and promotion: Podcast agencies have expertise in marketing strategies specific to the podcasting space. They can help create promotional materials, plan marketing campaigns, and leverage social media, video, collaborations, and other channels to increase podcast visibility. Agencies can help devise strategies to expand your podcast's listener base.
• Monetization strategies: Podcast agencies can provide guidance on how to monetize your podcast, whether through sponsorships, advertising, listener support, premium content, or other monetization methods.

2. Save your team time (+ money) 

Podcasts can seem easy to create and launch, but to do it well most companies don’t have the equipment, knowledge, or time. 

Did you know that on average, agencies use 7 podcast tools during a client’s journey? These are industry-trusted, time-saving tools that allow you to enhance your recording experience, automate transcripts, provide accurate listener data, and much more. 

Instead of spending money on equipment or platforms that may not do what you want them to do, we suggest hiring a podcast agency with tried-and-true solutions.

An agency also eliminates the need to train employees to learn the podcasting process – everything from developing content, booking guests, and the technical aspects of podcast recording to editing, podcast marketing, advertising, and SEO.  

3. Better define your show topic and target audience 

Finding your niche

Many companies make mistakes when it comes to choosing their podcast topic – they either go too broad, or too narrow.

While it’s tempting to think that catering to a larger audience will bring in more listeners, experts know that trying to relate to too many people means that you relate to no one. Instead, agencies will help you define (and re-define) your niche. 

Having a niche means that potential listeners know where to find you and that you have a better chance of becoming a thought leader and getting on the charts in that segment since, of course, there’s less content you’re competing with. 

For example, instead of creating a “business” podcast, a niche within the business would be “How to bootstrap your startup.” This is a specific topic that only a small subset of shows would fall into, designed to reach a specific listener. 

Podcast agencies eliminate the guesswork when it comes to determining your niche. These professionals leverage their expertise and top-tier podcast analytics to help you find the niches that best resonate with your target audience.

Creating original content that resonates 

Another common problem is businesses are unsure of where to add their own creativity to the podcast. They end up copying competitor shows or start promoting their product or services excessively. 

There are over 5 million podcasts in existence, so you need to stand out. When you copy competitor shows, you are competing against established podcasts with dedicated fanbases. Without any differentiation, there is effectively no reason why listeners should listen to your, lesser-known, show. 

Alternatively, when a branded podcast becomes too sales-oriented, it loses the authenticity and intimacy the medium is famous (and loved) for. Listeners are not tuning into your podcast to hear a 30-minute advertisement – they’re looking for an impactful connection that adds value to their lives. 

Podcast agencies 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 within your target audience. 

4. Provide you with cutting-edge analytics

Podcast agencies have experience with leveraging podcast analytics to make data-driven decisions. These decisions not only affect the reach and content of your podcast but also the ROI your podcast has on your brand. 

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

Additionally, these agencies know what tools to use to ensure you have the most accurate and important podcast metrics. Whether you’re interested in what businesses are listening to your podcast, what your listeners’ social media habits are, or what kind of lifestyle your listeners live – your podcast agency knows what tech will show you.

5. 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 strategic introductions, find credible hosts, book guests, and get you the best deals and rates on equipment, hosting platforms, ad spending, and more. 

This comes from years of being in the industry and your partnership means you now have access to this pre-existing network.

A podcast agency is a game-changer

Generating results without expertise can seem impossible but you don’t have to go at it alone. 

As we've explored in this blog, partnering with a specialized podcast agency can be a transformative step for your company. The multifaceted advantages, from expertise and analytics to thought leadership and industry connections, demonstrate the remarkable potential podcast agencies have to transform your podcast. 

Remember, in creating a podcast, you're not only investing in a medium that is rapidly gaining traction but also capitalizing on a platform that has the capacity to forge meaningful connections and drive tangible results – so you’ll want to do it right. 

If you want to learn more about working with an agency, chat with our team at Quill.