While many are quick to point out that the world has never been more connected, you could also make the argument that teams have never been more siloed and isolated.

Let me explain.

In a report done by Poppulo analyzing 2023 internal communications trends and professionals across various sizes of organizations, they found that more than 50% of internal comms professionals agreed that they do not have the right tools to do their jobs. 

The same report found that 69% of managers agreed that they feel uncomfortable communicating with their employees and 50% of employees are unsure of what their managers expect from them.

To help combat some of these internal comms roadblocks, leading companies, like PwC, Shopify, and American Airlines, have opted to create an internal podcast. That’s right, a podcast uniquely available to their employees. 

But for this strategy to work, your brand needs to create an internal podcast that employees will actually want to listen to and engage with. 

One of the most efficient (and I’d argue effective) ways to do this is by partnering with a full-service podcast agency.

In this article, we dive into the top 8 reasons why we recommend partnering with a podcast production agency to ensure you’re resonating with your audience and creating a podcast that lives up to its full potential. 

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What is a podcast production agency?

First things first - what is a podcast production agency?

A podcast production agency provides a range of services to help individuals and businesses create, produce, and manage podcasts. These agencies are dedicated to supporting brands and creators at various stages of the podcasting process, from concept development to post-production and distribution.

Working with a podcast production agency can be especially beneficial for businesses that want to produce professional, high-quality podcasts but may lack the expertise, time, or resources to handle all aspects of the podcast on their own.

Now, for the top 8 reasons why we suggest partnering with a podcast production agency to produce your internal podcast:

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1. Professionalism and expertise

Podcast production agencies have the expertise and experience to create high-quality audio content. 

Their experience in audio storytelling and production allows them to craft compelling narratives tailored specifically to your brand's goals and audience. Through meticulous planning and scripting, they ensure that the podcast content aligns with their client’s messaging and objectives, maintaining consistency and relevance throughout.

When searching for the right podcast agency for your internal podcast, we suggest looking in their logo cloud for brands like yours and checking out their content to ensure you like their style. 

Additionally, check out their specific focus and the services they provide. Some agencies specialize in specific industries, sectors, or even internal podcasts. You’ll want to make sure that their expertise aligns with what you’re looking for.

As a brand, every piece of content you create is an extension of the product or service that you offer. You want to ensure that your branded podcast is quality and one aspect of this is working with a podcast agency that can offer you a high level of professional services. 

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2. Technical expertise

Not all podcasts are created equal, and long gone are the days when you could simply record an episode out of your garage. 

If your show doesn’t fit the quality or standard of your rivals, listeners will move on (even if they’re your employees). They’ve likely become accustomed to hearing top-notch quality, so your podcast needs to meet the mark.

Podcast agencies come with experienced teams of editors and audio engineers to ensure your podcast sounds professional and clear. Their teams come equipped with the skillset and the right microphones, headphones, pop filters, and more so you can feel confident that your show will be perfect before you hit publish.

This results in better audio quality and a more enjoyable listening experience for your employees and enhances the overall quality of your podcast, ensuring it is polished, engaging, and professionally structured.

Quill Tip: If you’re looking to invest in the right podcast equipment to ensure your show sounds great, check out our complete list of podcast equipment for every budget. 

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3. Audio recording

Most of us are not equipped with top-notch recording studios, so remote recording has become the new normal for most brands in audio. 

Of course when you’re recording in your home or office instead of a studio, a bit more is required on your end to ensure a streamlined and professional recording process.

However, this isn’t a bad strategy. Remote recording is considered more convenient for many due to its relative ease in terms of scheduling, traveling, and connecting with remote guests. Regardless, remote recording is no longer an option but a prerequisite for podcasting today. 

Podcast agencies have resources and tools in place to ensure a studio-grade recording regardless of your filming/recording location. From recording software and headphones to camera equipment and guest briefings, podcast agencies will handle all the components that can make or break recordings.

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4. Time efficiency 

Creating a podcast doesn’t happen overnight and it takes a village. From planning and recording to editing and distribution, a dedicated team of experts and a well-defined strategy is necessary – even if it’s an internal podcast. 

These agencies possess a wealth of expertise, streamlined processes, and a dedicated team to manage every aspect of podcast creation. Agencies often have seasoned professionals experienced in content creation, audio engineering, and storytelling, allowing brands to tap into their specialized skills without having to build an in-house team from scratch.

Agencies handle technical aspects like recording sessions, editing, sound design, and post-production, relieving brands from the time-consuming tasks of learning and executing these processes themselves. 

Additionally, agencies often have established networks and connections within the podcasting industry, facilitating quicker connections to guest speakers, collaborators, or promotional opportunities, saving brands the effort of hunting for suitable contacts.

Ultimately, podcast production agencies streamline project management by providing timelines, milestones, and regular updates. This efficient coordination minimizes delays and ensures that the podcast stays on track for timely delivery. 

By outsourcing these responsibilities, brands can focus on their core operations while trusting the agency to deliver a professional, engaging internal podcast that aligns seamlessly with their brand identity and objectives. 

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5. Scriptwriting and storytelling

While podcasts are great avenues for intimate connection and engagement, listeners’ attention isn’t free — even when their your employees. Whether your episodes are 15 minutes or 45 minutes, compelling scripting and storytelling are crucial to keeping employees engaged throughout your show. 

Podcast production agencies bring a wealth of experience in crafting compelling narratives that resonate with listeners while working with their clients to ensure these narratives align seamlessly with their ethos and objectives.

In the realm of scripting, production agencies collaborate closely with the client to develop a robust content outline that encapsulates the podcast's purpose, tone, and messaging. They translate the client's vision into engaging scripts, ensuring each episode maintains a cohesive structure and effectively communicates key messages. 

Moreover, podcast production agencies possess a keen understanding of brand storytelling. They skillfully integrate the brand's values, mission, and unique voice into the podcast narrative, thereby reinforcing brand identity and fostering a sense of alignment among listeners. 

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6. Podcast editing 

Once you’ve recorded your podcast, the next step is to remove unnecessary content and fix poor sound quality. You may also want to add extra audio, whether it’s a song at the beginning or sound bites within the episode.

When it comes to internal podcasts, podcast agencies play a pivotal role in streamlining the editing process. They meticulously edit raw audio content, seamlessly weaving together various segments, and removing pauses, stutters, or any irrelevant material to maintain a coherent and engaging narrative.

Moreover, these agencies possess a keen eye for detail, enhancing audio quality by balancing sound levels, minimizing background noise, and incorporating appropriate music or sound effects where necessary. For internal podcasts aimed at corporate audiences or employees, maintaining a polished and professional tone is crucial, and podcast production agencies excel in achieving this.

If you’d spend the time to make a high-quality-sounding show for your external audience, why wouldn’t you invest in doing the same for your internal audience? 

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7: Distribution & hosting

When releasing an internal podcast, you’ll want to pick the right hosting platform to ensure your show is available to your employees only. Podcast agencies know which tools work best for your needs and can outline different capabilities to ensure your show is available only to those you want to hear it.

Here are some tools that will keep your show private:

1. Storyboard is a user-friendly audio platform that fosters engagement through compelling storytelling while ensuring your content is secure and confidential within your organization. They specialize in exclusive audio content and private podcast channels.
2. Transistor offers advanced hosting and publishing features along with integrations. They also have a 14-day free trial so you can try out the platform for yourself before committing. 
3. Podbean allows brands to create, publish, manage, and analyze their corporate audio and video podcasts on a scalable, all-inclusive platform. Podbean seamlessly integrates with leading identity service providers and ensures the same robust security measures for your private podcasts as you do for your internal content.
4. Supporting Cast allows your staff to receive your podcast where they already get their shows – their favorite listening app. Employees can subscribe in two clicks, so no need to copy and paste RSS feeds.  

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8. Measurement and performance   

Production agencies that offer podcast analytics services have a dedicated team of experts with extensive knowledge and experience in analyzing podcast data. They are familiar with the metrics that matter most in the podcasting industry and are equipped with tools that go beyond simple download numbers and provide valuable data on listener engagement, drop-off points in episodes, and other key performance indicators.

Podcast production agencies that offer analytics services can track and analyze listener engagement and consumption. This comprehensive approach gives you a deeper understanding of your employee’s preferences and helps you tailor content to them.

And remember, analyzing raw data can be overwhelming. A podcast agency can help make your life easier by making sense of the data and providing actionable insights. They can highlight trends, identify areas for improvement, and recommend strategies to enhance your podcast's effectiveness over the long term. 

For example, at Quill we use our in-house analytics platform, CoHost, to provide our clients insight into who their listeners are, how they engage with the podcast, and whether or not you’re hitting your company’s audio goals. 

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9. Ongoing and consistent support 

Podcast production agencies offer invaluable ongoing and consistent support for a brand's internal podcast, ensuring a seamless and impactful audio experience. These agencies function as dedicated partners in the podcasting journey, providing comprehensive assistance from inception to publication and beyond.

Consistency is key in podcasting, and these agencies excel in maintaining a regular release schedule. They streamline the production process, managing recording sessions, editing, and post-production tasks efficiently.

As your internal podcast evolves, agencies help you evolve and adapt to changing trends and employee preferences. On top of that, they help you understand your podcast’s performance and work with you to strategize the next steps.

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Is working with a podcast agency right for you?

We understand that it can be tempting to produce your internal podcast in-house, since after all, the public isn’t going to hear it. 

However, it’s crucial to remember that your employees are your target audience and, like everyone else, they’re not going to tune in if your show sounds like the Blair Witch Project or if its content isn’t valuable and engaging. 

Here’s where a podcast production agency comes in. Their team of audio experts provides a range of services to help individuals and businesses create, produce, and manage podcasts. 

Working with an agency is an investment that can lead to improved communication, increased employee engagement, and a stronger company culture. 

If you’d like to learn more about working with an agency and bringing your internal podcast to life, get in touch with the team at Quill.