Measuring ROI and Brand Lift with Branded Podcasts with Stevie Manns

Описание: Can working for a brand truly be where the money is in podcasting, and what metrics prove the ROI?

In this episode of PodBiz, Norma Jean Belenky speaks with Stevie Manns (they/them), a producer with a background in both finance and radio who currently works on the branded podcast The Bid for BlackRock. Stevie shares their journey of realizing a passion for podcast production and strategy during the pandemic and how they now apply their over a decade and a half of industry experience to help brands achieve significant return on investment and exposure.

As Stevie puts it:
"The podcast that you’re listening to at the end of the day is the tip of the iceberg ,5,% and $95% of it is what you don’t see below the surface".

Here are some insightful moments within the episode:
• Why working for a brand is a significant source of money in podcasting.
• How branded podcasts operate as the "top of that sales funnel" for thought leadership, not direct selling.
• The key ROI metrics for a branded podcast, including subscriber growth, downloads, and a high consumption rate.
• Why a 75% consumption rate on average is considered "really, really well" for a brand.
• Stevie’s unconventional path into podcasting, which started with a musician's circle event in New York.
• ]The importance of having passion for the subject matter, even when producing financial content.
• ]A key lesson: recognizing your limitations and bringing in experts rather than trying to do everything yourself.
• What Stevie is excited about for the future of podcasting, including an increase in listeners from different age brackets and the creative leaps brands are taking.

Stevie Manns (they/them) is a producer currently working with BlackRock on their podcast, The Bid. They have a long professional background in finance and a creative background in music and radio, which they combined to pivot into podcast production and strategy. Stevie also works on independent projects, including the Star Trek podcast Set Phasers.

*Episode Chapters*
00:00 – Where is the money in podcasting?
01:01 – The value and ROI of a branded podcast
03:16 – The "halo effect" and brand lift
04:50 – Podcasts as "top of funnel" thought leadership
05:38 – ROI as a function of content need, subscribers, and consumption rate
06:49 – Defining a high consumption rate for brands
07:22 – Stevie's unconventional path into the podcasting industry
09:56 – The existential COVID question and realizing a passion for production
11:43 – Combining finance experience with production passion
12:01 – Independent projects, including working with a Ukrainian journalist
14:25 – The key mindset: caring about the subject matter and telling a story
15:38 – What people may not know about the producer's role
17:49 – Advice for creators: knowing your limitations and not trying to do it all
19:14 – Thoughts on regrets and the future career path
20:52 – Excitement for industry growth, new listeners, and brand creativity
22:57 – Examples of creative brand podcasting

Some Additional PodBiz Buzz…
“I do think there is a lot of money in working for a brand, whether it’s a corporate or whatever, but I really think that’s where it is”

“76% of them prioritize like thought leadership as what their podcasts will provide for you to eventually kind of think over time”

“You should be looking for a need and you should be filling that need.”

“I have a passion for the subject matter in general and trying to find a way to tell that story.”

“The secret to great audience development and to making a great show is labor.”
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