Find out the key differences between producing your own podcast and advertising on others’ podcasts so that you can choose which of these two strategies is going to be most beneficial for you and your company.

In the realm of branded podcasts, we’ve discovered that people frequently get confused about the distinction between advertising on a podcast and creating a podcast, as well as which options work best for a given company’s particular brand. This is especially true when it comes to determining which option provides the greatest return on investment for the business.

Consequently, we have come to put an end to any misunderstandings that may have occurred. 

Advertising Your Brand on a Podcast: Ad Slots 

When it comes to promoting your brand on a podcast, the key options you have include the following:

The first step is to establish a business relationship with the podcast on which you want to advertise your brand (or to take advantage of a marketplace such as Megaphone or Acast), and then to produce a condensed commercial for your company. After that, this commercial will be included in the podcast in one of three different spots: the pre-roll, the mid-roll, or the post-roll.

You also have the option of commissioning the presenter of the podcast on which you are advertising to either read or produce a customized advertisement for your company. These kinds of advertisements are far more natural, and since they come straight from the presenter of the podcast, listeners may be more open to hearing them. The placement of these sorts of advertisements often consists of either the pre-roll, the mid-roll, or the post-roll of the video.

If you want to advertise on a podcast, the substance of the program is not yours to keep; the only thing that belongs to your company is the pre-recorded or host-read commercial that is played during one or more episodes, depending on the agreement. 

Creating a Branded Podcast 

When you create a podcast under your company’s name, it indicates that your company is supporting the whole process of creating and releasing the podcast. This comprises the pre-production stage, the production stage, the post-production stage, and the marketing stage. However, the advantages that this strategy brings to many different organizations make it worthwhile. worth the effort for many of those firms to invest in hiring external agencies to work on this more time-consuming process.

If you have your own branded podcast, this indicates that your firm is the owner of the material, and you may consider the podcast as a whole to be similar to an advertisement. However, you should make sure that the content of your podcast is never unduly focused on making sales or contains an excessive amount of information about your company.

Podcast Advertising or Branded Podcasts: Which One is Right for You? 

Both advertising on an existing podcast as a brand and producing one’s own podcast come with a number of useful advantages. There are situations when a brand may even adopt the use of both techniques.

But now, we are here to assist you in making the choice that will be most useful to meet the requirements of your firm. Here are *some* of the considerations to take into account when deciding whether to produce your own podcast or to advertise on another podcast:

Brands Who Should Advertise on a Podcast 

You have a budget (but can be more lenient) 

Advertising on a podcast spans a wide range of budgets. You can run a campaign for a couple of thousand dollars and you can run a campaign for upwards of $20,000. If you have a marketing budget to run ads, then podcast advertising can be a good channel to use since it varies in price. 

If You’re Looking for More Avenues to Run Paid Ads

Podcast advertising is a terrific option to consider if you are already conducting a paid advertising campaign for your business and you are looking for other channels to test out. There are several podcasts that call for a minimum of a minimum of three sponsored episodes.

You Lack Time to Create Content 

We won’t lie to you and say that podcasting doesn’t require time. If you do not have the time to manage a podcast, even if you pay outside vendors to help you, then producing your own podcast is probably not the best option for you. As a result, advertising via podcasts is an excellent solution. 

You’re Not Able to Hire Outside Vendors 

Employing a third-party company is a good option if you do not have the time or the necessary degree of expertise to produce your own podcast. However, if your organization does not have the permission or the cash to use outside firms, it could be a good idea to put your own branded podcast on hold for the time being. To reiterate, advertising via podcasts is an excellent option. 

You Have Specific Podcast Influencers/Audiences That You Want to Tap Into 

Is there a certain demographic that you want to quickly reach, and do you already know of a podcast that caters to that demographic? Advertising on podcasts is a terrific way to rapidly reach the people you want to hear what you have to say and get your message out there. 

You Want to Share Your Message Across Multiple Shows vs. Having One of Your Own 

You could have a hard time deciding on just one podcast or podcast subject to listen to. If this describes your company, then you should consider advertising on podcasts since it gives you the ability to promote your brand on as many distinct podcasts as your budget allows for.

You’re Just Getting Your Feet Wet in Audio 

And last, if this is your first foray into the realm of sound, you may want to hold off on launching your own podcast for a while. It could be too much for you to handle right now. If this is the case, then advertising on podcasts is an excellent way to evaluate the podcast landscape and determine whether or not it is suitable for your brand and your business. 

Brands Who Should Create a Podcast 

You Have Time to Dedicate to the Project?

Podcasting requires a significant amount of time, despite the fact that it is probable that you will be recruiting third-party partners to assist you with this process. Make sure that you or someone on your team has the capability to use podcasting as an additional content marketing platform. 

Do You Have a Clear Goal? 

Without a clear objective in mind, it is next to impossible for a company to monitor its key performance metrics via podcasting (KPIs). If you have a specific objective in mind for what you want your podcast to accomplish, then you have our blessing to launch your very own program! 

You Have Budget 

Whether you’re podcasting in-house or hiring external vendors, podcasting isn’t always cheap. If you have a healthy budget to dedicate to making your podcast audio quality and marketing the best that it can be, then we say go for it. 

You Have Passion/Are Dedicated 

You have strong feelings about the subjects that you want to cover on the podcast, and you are committed to expanding the audience for the program. Producing podcasts requires dedication, persistence, and planning. You have to have faith that you have the drive to actually make this program flourish to its full potential.  

You Want to Establish Yourself as an Industry Leader 

You have set your sights on becoming a respected industry leader in your chosen area of expertise. Because you have complete editorial control over the content of your program and the manner in which it is presented, producing branded podcasts is an excellent method for accomplishing this goal. 

You Want to Stay Ahead of Competitors 

Because podcasts are on course to become the next blogging or video media, including them in your brand strategy is an absolute need. Again, we urge you to experiment with audio if you want to remain ahead of the curve and check out audio before some of your rivals hop on it (which we can pretty much guarantee they will).