Bear Icebox Communications

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    Podcasts

    There are around 150 million podcast episodes, averaging 50 episodes per podcast. That’s a lot of audio-focused content floating around on Apple, Spotify and other podcast streaming platforms.

    But how does a brand or individual cut through the noise and produce something people want to listen to and stay around for multiple episodes?

    Clients who turn to our agency for support on podcasts have a partner who understands the podcast landscape in and out, both as a producer and as an agency who works closely to place subject matter experts as guests on podcasts.

    Podcasts are about storytelling and providing engaging content for listeners. But there are also critical production factors that can turn a good idea into a perfectly executed podcast. Turn to us and we’ll help brand, produce and turn your podcast into a valuable tool for your integrated marketing efforts.

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    FAQs for Podcasts

    Q: What is the process for creating a podcast and why should I partner with a PR agency?

    A. Creating a podcast involves a keen understanding of your target audience and the topics/themes you want to explore over the course of your podcast. Partnering with a PR agency provides you with the professional support you need to launch your podcast and also help market and promote it. For B2B brands launching a podcast, working with an agency is useful because they can help you ensure your podcast is aligned with your brand and focuses on the key messaging and insights you are looking to bring to the market.

    Q: How do I make sure that my podcast is reaching the right demographics?

    A. Podcasts are typically trickier to dissect when it comes to target audience and demographics. There are useful tools that PR agencies have access to which provide more insights into the types of people (age, location, industry, etc.) listening to a given podcast.

    When you create your own podcast, that type of valuable information can be critical for you to decide how to brand, stylize, and market your podcast. Research is the answer, always. You must be following keywords and topics within your industry. A PR agency will be able to provide you with useful guidance as you consider demographics for your podcast.

    Q: What are some best practices for creating engaging podcast content?

    A. Start with the format of your podcast. Have a storyboard and outline for each podcast episode. Bring on guests who are interesting and who you can have a captivating conversation with. Ensure that you’ve chosen a strong host. We’ve seen brands both use in-house talent to be hosts and look outside their organization to hire a host for their podcast. Both strategies can work but the key is to have an engaging host who is able to explore key topics with your guests.

    Don’t just talk about your brand in your podcast. Nobody wants to turn on their podcast feed and listen to a 30-minute advertisement for a brand. It’s a major turn off and will likely limit the impact of your podcast.

    Q: How do I monitor and measure the success of my podcasts?

    A. Tools like Buzzsprout, Podbean and podcast distribution services allow you to upload podcasts and disseminate across a variety of streaming platforms. From your dashboard you can see how many people have listened to your podcast and more information like their age range, location, and potentially more.

    Reviews are another way to measure success. Your PR agency can work with you on developing a strategy to capitalize on your audience and generate more reviews organically so that your podcast ranks higher and has a better chance of being found by new target audiences.

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    “Bear Icebox landed substantial media placements for us, including in top-tier media and very well regarded industry-specific publications. In particular, we created thought leadership pieces with their help that created these placements. They far exceeded expectations.”

    Ryan Swehla
    co-CEO of Graceada Partners

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