Podcast Production

We strongly advise against this. First off, it’s more difficult than it might seem. Second, it’s incredibly time-consuming and most executives simply don’t have the bandwidth to dedicate. Having a professional host for your podcast also indicates organizational strength and authority. The Morey team interviews and selects professionals who are trained to conduct interviews, read scripts naturally, and convey a sense of authority.

The short answer is that you can! Podcasting has a very low barrier to entry if you know what you’re doing, own the right equipment and have the time to dedicate. However, producing a great podcast is a much higher barrier to entry. Quality is essential, particularly because it represents your brand. Producing a great podcast involves proper audio controls with quality microphones and soundproofing, skilled engineers with editing skills, the knowledge of how to distribute the show on available networks, and the ability to create compelling narratives that truly tell your story.

This depends on a number of factors, beginning with the type of show you choose to produce. For example, E.A.T. Podcasts are designed to target a select group of individuals, such as current customers, top prospects or employees. Branded Podcasts are designed to reach a wider audience of net promoters that fall into multiple categories. Depending upon the interest in your industry or chosen topic, the number of followers your brand already has, or your willingness to promote the show through paid channels, these numbers can vary significantly. Our advice is to focus on creating high-quality content that provides useful information to your target audience.

This is equal parts art and science. The art is to create a compelling narrative that is long enough to provide value but short enough to maintain engagement throughout a complete episode. The science behind the proposed 35-minute average length is based upon research into listening habits. For example, this is approximately the length of the average American commute. But since 50% of podcast listenership is now considered “in-home,” there is a strong rationale behind producing episodes that can be heard in their entirety whilst multitasking in the home.

Seasons are designed to be “dropped” (released) all at once. Once a listener is captured we want to engage them for as long as possible. The idea of “binge-releasing” an entire season allows the listener to digest episodes at the height of their engagement.

Since your podcast is designed to promote your brand, this isn’t something that we recommend. Ads can be noisy and disruptive, and the idea behind producing an E.A.T. or Branded Podcast is to engage your target audience, specifically. No need to muddy the waters. Having said that, if your podcast garners a large following, it’s something to consider, as long as the integrity of your core messaging isn’t negatively impacted.