In-House Podcast Production vs High-End Podcast Agencies

So you’ve decided it's time for your company to start a branded podcast. Now that you’ve taken that first step, it's time to decide if your podcast will be produced in-house, or by an outside agency. 

If it’s your first time stepping into the world of audio, we recommend that you enlist professional help from a podcast agency in order to ensure your finished product is high quality and reflects your core brand values. 

However, in-house production is still an option! Here are the things to keep in mind when making your decision between in-house and high-end: 

• Audio Quality
• Scripts and Content
• Marketing
• Post Production
• And more! 

Below we break down each aspect of the process so that you can make the best decision for your podcast and brand. 

Audio quality is key

One of the most important aspects of any podcast is audio quality. Listeners will quickly notice if the audio is low quality, has volume fluctuations or cuts in and out. Unfortunately these are all common audio issues that can be difficult to fix on your own. 

While most audio issues can be fixed in the editing phase of production, this does involve having experience and the correct software. That’s one of the many benefits to working with a podcast agency, they will have dedicated people on their team who know how to edit and mix audio, and best practices for recording. 

If you’re producing in house, ensure you’re recording in a quiet room and that your host is comfortable in front of the microphone. It’s also never a bad idea to do a test recording session so you can work out any kinks before the first episode.

Quick Tip: If you’re not ready to commit to an agency, you can hire freelance sound editors to help you ensure your final product sounds its best. 

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Developing high quality scripts and content

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A vital part of your branded podcast is the content. If the content doesn’t resonate with your audience, the quality of the production doesn’t matter because no one will be listening. 

While you and your company are the experts in your industry, having a team of people to help you transform that knowledge into great content is why many brands choose to work with agencies. Working collaboratively with a high-end agency blends your two areas of expertise to create a winning final product. 

If you’re producing in house, decide before you begin writing what the tone and style of your podcast will be. This will ensure you stay organized and aren’t scrambling to get episodes out on time. If you’re planning on having guests, make sure you reach out well in advance. 

Targeting audiences and having an effective marketing plan 

While you likely have in-house marketers, having the support of an agency to discuss the marketing plan and help turn your in-house team into a podcast marketing powerhouse is a great asset. 

If you’re producing in-house, make sure your marketing team is looped in every step of the way, and have discussions early on about how to incorporate your podcast into your marketing pipeline. 

Creating an effective podcast strategy 

Podcast strategies include episode type and structure, distribution, PR and much more. Using analytics to your advantage is an important part of developing your strategy, so make sure you’re using a hosting platform that provides robust analytics. Additionally, if you’re producing in-house, you want to make sure that someone on your team has a strong understanding of podcast analytics so you know whether or not you’re making an impact. 

If you go the agency route, they can help advise you on how to capitalize on your podcast strategy, and what they feel will perform the best.

Quick Tip: Every agency has its own area of expertise. If you’re going the agency route, find one that has experience working with a brand like yours, as they will be the most familiar with how to build an effective strategy!

Seamless post production processes

The post production process ensures that all your episodes sound coherent and that your editing sounds natural and includes the best bits of content, especially if your podcast includes interviews. 

If you’re producing in house, this is another area where you may consider employing a freelancer. There are many tools out there to support you in the post production process but at the end of the day, investing in expert help will be well worth the price. 

It’s all about where you decide to invest 

In-house production can be well-done, but it involves planning, investing in equipment and software, and time. Working with a high-end agency will bring in high quality results, advice and expertise to your podcast, but can be expensive. Both options involve the investment of time and money, it comes down to where and how much you’re willing to invest. 

Generally speaking, the breakdown of investment is:

In house = more time, less money (potentially)

High-end agency = less time, more money

The best high-end podcast production agencies

If you decided to use an agency, here are some we recommend:

Quill 

A Toronto based agency that works with clients worldwide, Quill is a branded podcast agency that focuses on building podcasts to build reach, awareness and growth. They are experts at creating content to build measurable results. 

JAR Audio

Another Canadian agency, JAR creates branded podcasts that blend great audio quality, creativity and content to help brands build a strong connection with their audience.

Content Allies 

Content Allies specializes in building revenue generating B2B podcasts. They offer pre and post production services, including social media promotions and guest outreach. 

Lower Street

Lower Street works with brands of all sizes to create their ideal show and target their audiences. They want to help brands create bingeable content their users will love. 

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