What to Consider When Adding a Podcast to Your Content Marketing Strategy
Developing a podcast and implementing it into your company’s marketing strategy involves much of what one would expect: conceptualizing ideas, recording audio, uploading content, and promoting. However, as many are wont to initially find out, developing a podcast involves the careful consideration of multiple components all throughout the production process.
If your marketing team is ready to take the next step towards the world of podcasting, it’s important to know what to expect along the way. Having a team ready to work together with their podcast production crew helps ensure that the process is as smooth as possible.
The Podcast Production Process
In order to glean some insight, I talked to Katie, a producer here at StudioPod. Katie leads development of many of the branded podcasts that StudioPod produces. During our interview, Katie highlighted key items to consider through each stage of the process. This helps shed light on what your marketing team needs to consider before production starts.
Gabriella: Thank you so much for taking time to go through the production process with me Katie!
Katie: Of course! No problem!
G: Let’s dive right in. Can you elaborate a little more on your role and what it is you do as a producer at StudioPod?
K: Recently I’ve started to oversee other producers, and I’m usually dedicated to 2-3 shows at a time. Aside from being present during recordings with the host, I make the edits I can when I proof the episodes. I call it content editing. I make sure the sound quality is good and that the content is engaging. I also play a part in developing social assets like cover art or audiograms. I coordinate between the designers and the client to make sure we are on brand.
G: Thank you! So when you’re working with a client, as you’re helping guide them and their team through the production process, what are some things required of them that they often don’t realize are necessary?
K: Good question! So a few things immediately come to mind. One factor marketers need to consider is time- the time commitment that goes into developing a podcast never fails to surprise people.
G: Do some assume it’s a single sit-down recording session?
K: Yeah, pretty much. On average it takes about 5 hours a week of work for a standard, 40-min weekly show. Things that impact time include: setting up recordings with guests and preparing questions and topics ahead of time, the recordings themselves, reviewing and editing the episodes, writing and recording any additional narration, writing SEO-packed show notes and social media posts, and getting approval from additional stakeholders on everything from full episodes to titles and show notes, all while juggling last minute recording conflicts and episode release plans.
G: What are batch recordings?
K: Batch recordings are basically pre-planned and pre-recorded episodes that are ready to go in advance of their launch date because it can be really stressful to try to chase release dates every week, month, etc.
G: Definitely. What about clients who are new to podcasting? What would you say is their first impression?
K:, I think many of them feel overwhelmed because there are so many new things to learn and do. But Feeling overwhelmed is perfectly normal andI really try to over communicate so they always know what’s next and have time to prepare. Once they start to get a handle on everything, it’s also a lot of fun!
G: I can see how it might seem overwhelming! Now, onto an overview of the process. What does it look like, the podcast production process, from your perspective as a producer?
K: Well, when I initially meet with a client, we gather important information like branding guidelines, expectations, vision, goals, strategy- things like that.
G: So we can say that’s week 1?
K: Yes! Week 1 is where we collect information from the client to ensure we have a thorough understanding of what they want to accomplish. I’d say week 2 (and this is just a broad, not exact, overview of when things take place) is where we get deeper into planning. We talk about the timeline, discuss social assets, scripting their static intros and outros. I also clarify who will be reaching out to and scheduling guests- that’s a priority.
G: I can imagine scheduling is tough?
K: It can be tricky if we don’t have a prepared guest list in time for when cancellations occur. That’s why we plan as extensively as possible.
G: Do you schedule guests or does the company schedule their own?
K: We generally recommend that the client or host make the initial outreach for a more personal touch with the guest. Then we can take over from there by scheduling the interview and setting the guest up for a remote recording, or by explaining how to get to the studio and what to expect for an in-person recording!
G: And week 3?
K: By week 3, we really want our clients to be recording! We also continue holding regular weekly syncs to ensure we are all aligned and on schedule. As a producer, I’m always in the studio with clients or assisting them remotely. During this timeframe we also test out different 'static' intros and outros. Those are really important to dial-in early on because we can't finalize any episodes until these are ready to go.
G: Oh so the intro and outros are usually recorded before?
K: Yes, we usually recommend that clients have static intros and outros in every episode that include things like a quick overview of what their show is about and credits at the end and calls to action for things like rating and reviewing the show. Shows will often also do episode-specific intros, but it saves time and sets a nice tone to have solid static intros and outros. Then, around weeks 3-5, we’ll also begin editing the episodes, sending clients a ‘Version 1’ to review. Then I (or our sound engineers) will make any requested revisions and repeat the process!
G: Very good to know. Last question- I wanted to ask about equipment. What should companies be prepared to invest in before getting started with a branded podcast?
K: Definitely a good mic and headset! Some are sold together. They should expect to spend at a minimum of $70. That’s another thing some clients don’t realize. Mics can pick up lots of excess background noise. Quality mics can soften those sounds. Another thing to have prepared: a room with no windows and very little chance of distraction and noises. We can’t always cut out background noise!
G: That was some solid guidance Katie. Lots of useful information here. Thank you so much for your time!
Podcasting as Your Marketing Strategy
As you can see, the podcast production process is one that requires time and patience. Leaning into your podcast production team will ensure the process is as smooth as possible. Ready to try a different marketing channel? Contact us to learn how StudioPod works with clients from beginning to end. We can work with your team and guide you through the entire podcast production process! Want to take a look at Katie’s equipment recommendations? Click here to compare mics and headsets.