How We Create Original Podcasts with Brands
August 21, 2020 2024-11-08 5:34How We Create Original Podcasts with Brands
Audiences will be cheering for another season
People have never been more empowered by choice, and earning attention is harder than ever for brands. Smart companies are building connection through content people want to spend time with. Pacific Content's industry-leading approach to show development, production, sound design and audience development is proven to earn the attention of millions of fans and influence how they feel about your brand.
Attention earned is more powerful than attention rented. With an average episode retention rate of 80%, audiences will be cheering for more.
Phase 1: Strategy & Content Development
Show development
We listen a lot, ask a lot of questions, and collaborate with our clients to develop concepts influenced by their brand DNA, and target consumer, to solve a business opportunity.
Sound-first strategy
We help our clients come up with an audio strategy that will emotionally connect to new and existing consumers. That includes early-stage audio mood boards, theme music, and sonic branding.
Video strategy
Social video content can play both a role in discovery of a podcast, or to engage an entirely separate audience segment on another platform. Identifying how the show strategy can become video, and what role it plays, happens early in the development process.
Phase 2: Production & Sound Design
End-to-end podcast production
We specialize in high quality, premium audio storytelling and take care of the entire podcast production cycle. Including Dolby Atmos for an immersive sound experience. Work includes research, script writing, booking guests, recording, editing and sound design. We also secure all music or other third party rights.
Host talent casting and coaching
Working closely with our partners we identify the best host, journalist or creator for the show, coach and direct them to make them sound amazing, and always engaging.
Multiple language support
Together with our translation partners we can offer podcasts in multiple languages with little extra cost. Many of our clients have multinational customers and a smart translation strategy allows them to multiply their potential listeners.
Studio setup and advice
We help our clients create a recording set-up and their home or office to ensure efficient and cost effective podcast recording.
Phase 3: Audience Development & Measuring Impact
Growing podcast reach
We develop audience development plans that increase the reach of a show, engage with an audience and generate business results. This can be done for podcasts produced by us or existing shows already in market.
Paid promotion
We plan and execute custom paid media campaigns with some of the industry’s highest conversion rates. With years of experience promoting podcasts we have developed an extensive set of best practices to maximize the impact of any paid marketing campaign.
Measuring success
Not only do we help clients figure out what success means, we also create tools that measure the impact of a podcast. Like engagement, and cost-per-minute-listened.
Brand lift studies
Measuring the impact of a podcast on a brand can be a key tool to measure its effectiveness and through our partners at Signal Hill Insights we can create custom brand lift studies.
Distribution strategies
We create successful podcast distribution tactics to ensure our shows are available on all podcasting platforms.
Our clients include some of the world’s most valuable brands, media companies, streaming platforms, agencies and publishers; small and medium sized businesses; and industry leaders looking to amplify their voice to a rapidly growing podcast audience.
We’re proud to have created podcasts that reached millions of people, the top of the charts, and make customers cheer for more.
What are the benefits of an original podcast for a brand?
Consumers expect a higher-bar of quality from brands than they do from an individual creator or media. An original podcast is a powerful, intimate, and personal way for your desired audience to engage, resulting in hours spent with your brand.
Quality is a vital factor that will set your podcast apart from the sea of other podcasts. So if you’re going to make a podcast, make it great. Our specialty is telling powerful stories that bring your brand voice and values to life and connect you with listeners.
Even the most brilliant content in the world is useless if no one hears it. That’s why we help you and your teams to think and act like a media company. We work with you to develop a custom Audience Development strategy that takes full advantage of your paid, earned, owned, and internal channels.
Every business problem is different, and measurement of your investment will depend on what we’re working to solve. The most common forms of brand measurement of a podcast include brand lift studies customized to your goal, retention rates (time spent listening to your show – our average is 80%), and cost per minute listened.
How do we create successful original podcasts for brands?
Creative Bravery
The first key to making a successful podcast is creating a great show. A show that audiences want to listen to and that adds value to their lives. A show that can compete with the more than 1 million podcasts available out there and that listeners want to subscribe to and tell all their friends about. Great shows don’t simply exist to advertise products and services; great shows are what we call ‘creatively brave.’ They tell impactful stories that genuinely interest, excite, educate and inspire audiences.
Commitment
The second, equally important key to making a successful podcast is ensuring the desired audience actually finds out about the podcast. In fact, the marketing and promotion of a show is just as important as the work you put into assembling and producing it. Fortunately, in this regard, brands and organizations tend to have an advantage: an existing audience of customers, staff, partners and followers. We call smart audience development Commitments.
Make a great show and promote it well. It’s a simple strategy but difficult to execute well. Read more about our recipe for podcast success on our blog.
