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, a producer with a background in both finance and media 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 remains one of the most reliable income paths in podcasting

• How branded podcasts drive ROI through brand lift, thought leadership, and audience trust

• What metrics actually matter, from subscriber growth to consumption rate

• Why a 75 percent completion rate is “really, really good” for a branded show

• How Stevie’s transition from finance to production led to purpose-driven work

• The importance of caring deeply about your subject matter, even in complex topics

• Why understanding your limitations and collaborating with experts builds stronger shows

• How creative brand storytelling is evolving and why now is the time for bold ideas

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.

Learn more about Stevie's work at http://steviemanns.com

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 podcasting

(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 work 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.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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