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Balancing ROI and Creativity in Brand Podcasts
Balancing ROI and Creativity in Brand Podcasts
In this episode of Showmakers, Ed Barker from Studio 1878 discusses the tension between proving ROI and maintaining creativity in branded podcasts. Ed explains why ROI should not dominate the planning phase and how focusing too much on it can stifle creativity. He introduces the concept of ROI through financial, behavioral, and reputational lenses, emphasizing that true podcast success builds trust and familiarity over time. He advocates for thinking of a podcast as an ecosystem with inputs, outputs, and outcomes, and provides practical advice for presenting ROI to budget owners without sacrificing creative freedom. Ed concludes by affirming that a successful podcast is one that feels human and not just like another sales tool.
Chapters
00:00 Introduction to Showmakers
00:53 The ROI Dilemma in Branded Podcasts
02:10 Understanding Different Types of ROI
03:28 The Challenge of Attribution in Podcasts
04:23 Connecting Creativity to Commercial Outcomes
05:27 The Compounding ROI of Podcasts
06:20 Protecting Creativity in Podcasting
07:28 Reporting ROI Effectively
09:20 Key Conversations with Budget Owners
10:55 Conclusion and Next Steps
About Your Host
Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎
A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.
Contact
Web: www.1878.studio
Email: [email protected]
Mobile: 425-520-3483
Hosted on Acast. See acast.com/privacy for more information.
View all episodes
By Studio 1878Balancing ROI and Creativity in Brand Podcasts
In this episode of Showmakers, Ed Barker from Studio 1878 discusses the tension between proving ROI and maintaining creativity in branded podcasts. Ed explains why ROI should not dominate the planning phase and how focusing too much on it can stifle creativity. He introduces the concept of ROI through financial, behavioral, and reputational lenses, emphasizing that true podcast success builds trust and familiarity over time. He advocates for thinking of a podcast as an ecosystem with inputs, outputs, and outcomes, and provides practical advice for presenting ROI to budget owners without sacrificing creative freedom. Ed concludes by affirming that a successful podcast is one that feels human and not just like another sales tool.
Chapters
00:00 Introduction to Showmakers
00:53 The ROI Dilemma in Branded Podcasts
02:10 Understanding Different Types of ROI
03:28 The Challenge of Attribution in Podcasts
04:23 Connecting Creativity to Commercial Outcomes
05:27 The Compounding ROI of Podcasts
06:20 Protecting Creativity in Podcasting
07:28 Reporting ROI Effectively
09:20 Key Conversations with Budget Owners
10:55 Conclusion and Next Steps
About Your Host
Ed Barker has been producing and recording podcasts since 2009. After a long career as a corporate marketing and strategy executive - and then a VC - Ed launched Studio 1878 in early 2025 with the goal of making brand and business podcasting much better. Ed is a Brit, working out of Seattle, and podcasting worldwide. 🌎
A podcast development studio for the modern brand. We believe everyone has a story worth telling. Specializing in business and brand podcasts, we’ll help build your story from ideation to distribution, transforming concepts to real connection with your audiences. We produce our own shows but our core proposition is in helping businesses and creators produce something truly compelling and authentic. We’d love to help you tell your story.
Contact
Web: www.1878.studio
Email: [email protected]
Mobile: 425-520-3483
Hosted on Acast. See acast.com/privacy for more information.