Many branded podcasts experience ‘podfade’ — a scenario where your company’s show fades away after about seven or eight episodes. There are many reasons branded podcasts don’t make it past the first few episodes.

But most of the time, this happens because the marketing team cannot generate a consistent flow of content ideas.

I believe anyone with deep expertise can be a thought leader.

But with so much noise and competition in the marketplace, it can be challenging to differentiate yourself from the crowd and establish yourself as a true leader in your industry.

This is where podcasting can play a key role.

During the sales cycle, people often ask me what specific podcast metrics a company should consider. I used to try and answer these questions directly. I’d ask questions about the company’s current content distribution strategy. And I’d then reference podcast statistics or outline ballpark numbers from other shows.

But I don’t do that anymore. It’s a losing battle.

Instead, I use these questions to share my point of view on podcasting and its impact on an organization’s overall content strategy.

Are you thinking of launching a podcast for your company? If so, pricing is probably on your mind. And if you’re on a small, scrappy marketing team, you’re probably trying to figure out what to do with in-house resources. Or, you’re evaluating whether a podcast agency could be the right fit for your budget.

But before you decide whether you’re outsourcing podcast production, it’s important to understand pricing.

To start a podcast, you have to jump through a lot of hoops. You must figure out your niche, develop a theme statement, create a visual framework and confirm who will host the show. And let’s not forget; you must convince your CEO it’s the right move.

It’s a lot of work. I’ve seen it firsthand as I’ve helped launch over 60+ podcasts at Motion over the last few years.

But even though it’s a huge relief when you hit “publish” on your first episode, that’s not where the work stops.