Eggs 414: Making Podcasting Work for Brands with Roger Nairn

Summary

In this conversation, Roger Nairn, CEO and co-founder of Jar Audio, shares his journey from the advertising industry to the podcasting space. He discusses the evolution of podcasting, the importance of understanding audience needs, and how brands can leverage podcasts to tell their stories. Roger emphasizes the need for flexibility in service offerings and the challenges of pricing in a new industry. He also highlights the significance of communication and execution in building a successful podcasting agency. In this conversation, the speakers delve into the evolving landscape of podcasting, discussing the importance of branding, production processes, and the challenges of analytics. They explore monetization strategies, the role of video, and the art of storytelling in podcasts. The discussion emphasizes the need for transparency and adaptability in the podcasting industry, highlighting the community's supportive nature and the endless potential for brands to engage with audiences through this medium.

Takeaways

• Roger Nairn is a podcast industry veteran and CEO of Jar Audio.
• Jar Audio focuses on helping brands leverage podcasting for storytelling and engagement.
• The podcasting industry has seen exponential growth, especially during COVID.
• Brands need to focus on audience needs rather than just promoting their business.
• Education is key in helping clients understand the podcasting landscape.
• Pricing strategies evolved from initial gut feelings to more structured approaches.
• Flexibility in service offerings is crucial for meeting client needs.
• Communication with clients about expectations is essential for success.
• Execution is more important than perfect branding in the early stages.
• The name 'Jar Audio' was a spontaneous decision reflecting the founders' names. Transparency in branding can enhance trust.
• Building a team requires careful consideration of skills.
• Analytics in podcasting is still a developing field.
• Monetization strategies vary based on brand goals.
• Podcasts can serve as internal communication tools.
• Video content can enhance SEO and audience engagement.
• Diverse storytelling techniques keep listeners engaged.
• Quality of audience engagement is more important than size.
• The podcasting space is a friendly and collaborative community.
• Embracing the unknown is part of the entrepreneurial journey.

Chapters

00:00 Introduction to Roger Nairn and Jar Audio

02:36 Roger's Journey into Podcasting

07:10 The Evolution of Podcasting and Client Education

10:20 Creating Value Beyond Business

15:01 Building the Agency and Initial Challenges

22:10 Pricing Strategies and Market Feedback

24:14 The Importance of Communication and Flexibility

27:10 The Art of Execution and Overcoming Barriers

29:20 The Evolution of Branding in Podcasting

34:17 Building a Creative Team for Podcast Production

38:10 Navigating Podcast Analytics and Data Challenges

41:45 Monetization Strategies for Podcasts

46:23 The Role of Video in Podcasting

51:25 Crafting Compelling Stories in Podcasts

56:44 The Wild West of Podcasting and Overcoming Insecurities

Credits:

Hosted by Michael Smith and Ryan Roghaar

Produced by Ryan Roghaar

Theme music: "Perfect Day" by OPM 

The Carton:

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Feature with Zack Chmeis of Straight Method up now! 

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