Off Mic is a weekly newsletter about podcast strategy for CMOs - the what, the why, and the how of brand podcasting.
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EDITION 6
Concept Creation for Category Leaders
Not every company should start a podcast. Some aren't ready. Some don't have the right conditions. Some would benefit more from other channels. Before you commit budget and time, it's worth asking honestly whether podcasting fits your business, your audience, and your capacity. This newsletter offers a framework for making that assessment. The aim isn't to discourage you but to make sure that if you start, you have the conditions for success in place.
EDITION 5
The best podcasts, whether brand, pro, or grassroots, start with what the audience needs to hear, not what the host wants to say. That has to be the case with brand podcasts. That distinction shapes everything: format, tone, episode structure, and even who hosts. When you design for the listener first, you earn attention. This edition of Off-Mic is about how to put audience at the centre of show design and why that approach leads to shows people actually come back to.
EDITION 4
What Podcasting Actually Requires in Time and Money
Podcasting costs time and money, but production fees are only part of the picture. The real costs are in the time your team spends on prep, booking, coordination, and promotion. And the risk isn't overspending on production. It's underspending on the work that makes production worthwhile. This edition of Off-Mic breaks down what podcasting actually costs across three budget tiers, where the hidden time sinks are, and how to design a budget that supports sustainability rather than just launch.
EDITION 3
Is Your Brand Right for This? An Honest Assessment Before You Commit
Not every company should start a podcast. Some aren't ready. Some don't have the right conditions. Some would benefit more from other channels. Before you commit budget and time, it's worth asking honestly whether podcasting fits your business, your audience, and your capacity. This newsletter offers a framework for making that assessment. The aim isn't to discourage you but to make sure that if you start, you have the conditions for success in place.
EDITION 2
ROI Questions: How to Measure Podcast Success
Someone is going to ask "what's the ROI on this podcast?" It's a fair question. But the way people often try to answer it, treating podcasting like performance marketing and chasing last-touch attribution, will always make your content look like a failure. Podcasts don't close deals. They shorten them. They build trust before the sales conversation happens. The ROI is real but indirect, and measurement requires a different mindset. This newsletter examines how to think about podcast measurement, what to track, what to ignore, and how to tell the story without killing the creativity that makes the show work.
EDITION 1
Why Podcast? The Strategic Case for Audio in Your Marketing Mix
Podcasts don't compete with white papers or programmatic advertising. They do a different job entirely. While other formats drive awareness or deliver information, podcasts build relationships. A listener spends 30, 45, 60 minutes with your business, hearing how your people think, understanding what you stand for. That's not performance marketing. It's trust built over time, one episode at a time. This newsletter explains where podcasting sits in the marketing funnel, how it works for both B2B and B2C, and how to think about proving the value when the numbers don't fit neatly into a spreadsheet.