Engaging Your Audience through Creative Content and Podcasting with Jen Moss

Topics discussed in this episode with time stamps

00:00 – 00:42 ” The other analytics that we sometimes look at is the podcast neighborhood. So, what other shows are people who listen to your show also listening to? And that can tell you a lot about the tastes of your audience. Like, if you make a business show, they’re listening to other business shows. Oh, but look, there’s also a strong contingent of your audience that’s listening to, I don’t know, true crime or faith-based shows or something like that. That can give you some insight into who you’re dealing with and who you’re talking to. And you can use that to inform the content to make it even more relevant to them.” — Jen Moss

00:43 – 00:59 Welcome to Peppershock Media’s Marketing Expedition Podcast

01:00 – 02:53 Jen’s Background

02:54 – 11:39 Marketing Essentials Moment: Understanding KPIs in Marketing

11:40 – 13:37 Welcome to the show, Jen!

13:38 – 15:56 JAR (Job Audience Result) Podcast Solutions

15:57 – 21:49 Case Studies

21:50 – 24:53 Different Types of Podcasts and Their Impact

24:54 – 27:03 Tools and Resources for Podcast Analytics

27:04 – 29:36 Importance of Consumption Rate in Podcasts

29:37 – 30:12 Poderific, baby! Whether you’re looking for a podcast studio to rent or need help with the entire production and distribution of your podcast, we gotcha covered.

30:13 – 32:13 Using Listen Notes and Other Analytics Tools

32:14 – 33:07 Understanding Your Podcast Audience

33:08 – 36:40 Podcast Swaps and Cross-Promotions

36:41 – 39:39 Advice for Starting a Podcast

39:40 – 42:02 Tools for DIY Podcasting

42:03 – 43:48 AI Tools in Podcast Editing

43:49 – 47:03 Audience Growth Strategy

47:04 – 50:03 Paid Media and Podcast Ads

50:04 – 52:40 Real-World Promotion and Live Events

52:41 – 53:35 Reach out to Jen

53:36 – 54:09 Thank you so much, Jen! Share this podcast, give us a review, and enjoy your marketing journey!

54:10 – 54:56 Join the Marketing Expedition Community today!

Like what you hear, but need more information?

Meet with Rhea Allen

Full Transcript

262 — Engaging Your Audience Through Creative Content and Podcasting with Jen Moss (Clean Transcript)

Jen Moss: One analytics view we sometimes look at is the “podcast neighborhood”—what other shows people who listen to your show also listen to. That can tell you a lot about your audience’s tastes.

Maybe you run a business show and, predictably, they listen to other business shows. But you might also find a strong segment listening to true crime or faith-based shows. That gives you insight into who you’re talking to, and you can use it to make your content even more relevant.

Intro: Welcome to the Marketing Expedition podcast, an auditory journey through the latest in marketing, branding, and advertising. Now, here’s your Marketing Expedition guide, Rhea Allen.

Rhea Allen: On this episode of the Marketing Expedition Podcast, I get to speak with Jen Moss. As the Chief Creative Officer and co-founder of JAR, Jen loves bringing stories to life. With her clients, Jen acts as a “podcasting doula,” helping them harness their strengths in service of great storytelling.

Deeply steeped in the creative process, Jen is unafraid of ambiguity and enjoys guiding others through its twists and turns. With a strong background in theater, arts journalism, audio documentary, and new media storytelling, Jen helps clients tell authentic stories that matter to them—and to their audiences.

Jen spent many years as a producer and award-winning content creator for CBC Radio, and as an interactive storytelling producer for the National Film Board of Canada’s Digital Studio. Those experiences taught her to think of stories as living things—full of potential for impact—and to take an audience-first approach.

Jen isn’t afraid of surfacing big ideas, but she also understands that sometimes it’s the small things—the specific lens only you can bring—that gain the most traction. She encourages her clients and the JAR team to try new ideas, learn from audience data, and let that inform future creative strategy.

Jen also lectures part-time at the University of British Columbia’s School of Creative Writing, interacting with the next generation of writers, podcasters, new media producers, and audiences.

This is a great episode whether you’re thinking about starting a podcast or you’re already a podcaster.

But now it’s time for your Marketing Essentials Moment: the basics you need to help you build your brand and your bottom line.

Rhea Allen: Today I want to address the metrics we use to understand if what we’re doing is working—and what to stop, start, keep, or tweak.

There are a number of KPIs—key performance indicators. I like to call them “kept promise indicators.” Marketing can be hard to measure, especially brand awareness, but there are ways to track it.

We use a scorecard and update it with more than vanity metrics. We track what actually gets traction. For clients, we’ve used Google Looker Studio to connect data into dashboards, and we use our social media tool PepperPost to track performance.

We also made a key change internally: instead of trying to have everyone own their own numbers, we assigned one person to own the scorecard updates—so it gets done consistently. Then we review it in our bi-weekly marketing meeting to decide what to stop, start, keep, or tweak.

Start with your goals and objectives. If you’re a nonprofit, maybe it’s donations. If you’re running an event, maybe it’s attendance—especially the right people. If you’re in sales, maybe it’s calls and conversion rates.

If you track metrics but don’t understand what they mean or how to use them, you’re distracting yourself. If you don’t measure what you treasure, it won’t become important.

I always say: automate what you hate, measure what you treasure, and dump what you don’t.

A few KPI ideas to consider:

• Brand visibility: reach, impressions, branded search volume, share of voice, word-of-mouth signals
• Content performance: watch time, follower growth, website traffic, time on site, bounce rate
• Lead generation: qualified leads, cost per lead, click-through rate, form completion rate, lead-to-call booked rate
• Sales & revenue: pipeline value, proposal-to-close time, average deal size, close rate, customer acquisition cost, lifetime value
• Retention: retention rate, repeat purchase rate, net revenue retention, organic account growth

Even if you focus on one metric for 30 days, that’s better than nothing. Track what’s working, find what’s stuck, and make adjustments—maybe a clearer call to action, a cleaner landing page, or fewer required form fields.

If you want help building or improving your scorecard, reach out. You can connect with me on LinkedIn or visit peppershock.com.

All right—let’s get into the interview.

Rhea Allen: Welcome to the Marketing Expedition podcast. I’m your host, Rhea Allen. I’m the President and CEO of Peppershock Media and the founder of the Marketing Expedition Community.

Today we have Jen Moss with us. Welcome to the show.

Jen Moss: Thank you. I love the title “Marketing Expedition.” It feels like we’re going on a fun journey.

Rhea Allen: We are. Jen, share a little background—what you’re doing now and what got you here.

Jen Moss: I co-founded my company with my business partner, Roger Nairn, in 2017. We’re called JAR Podcast Solutions. We make audio and video podcasts, and we market them too. We work with various brands and organizations.

My big belief is that just because a podcast is funded by a brand doesn’t mean it has to be a direct sales tool. It can be audience-driven, story-based, engaging, and compelling—something people choose to listen to.

That approach is rooted in my background as a storyteller. I worked for CBC Radio for many years as a producer and writer, and for the National Film Board of Canada as a new media story producer. I’m motivated by people’s stories—human beings are fascinating. I love what I do.

Rhea Allen: Do you use podcasting as a tool to market what you do?

Jen Moss: Absolutely. My business partner and I spend a lot of time speaking to marketers, storytellers, and creatives about how we work.

We’re a small company, but we’ve been around since 2017 through a lot of ups and downs. We’ve figured out how to work with brands in a way that preserves the creative process and keeps content feeling fresh and authentic—not overly corporate or salesy.

Podcasts are great for lifting the lid on a process, describing nuance, or weighing in on what’s happening in your industry. I think of podcasts as a way of going backstage—almost a layer of commentary on the work people do and the lives they live.

Rhea Allen: Can you share an example of a podcast you’ve helped create and what it accomplished?

Jen Moss: Sure. We’ve done work with Amazon since 2017, with a department called the Small Business Accelerator. We make a show called This Is Small Business.

Amazon has dealt with the perception that they aren’t helpful to small business. It’s complicated, but one fact is that around 65% of the businesses on their platform identify as small businesses. They wanted to create something that served that community—and also help shift perception.

The show highlights diverse small business owners and is hosted by Andrea Marquez, a bilingual Spanish-English host from an immigrant community of Mexican entrepreneurs. She brings that lived experience into her interviewing and storytelling.

They did an audience impact study comparing brand impressions before and after listening. At the time, it was audio-only. The study showed a marked increase in brand trust and perception of Amazon as supportive of small businesses. So the podcast served the impact goal—and we had data to support it.

Rhea Allen: That’s great—especially when brands invest in studies like that.

Jen Moss: Not everyone can afford that, and we understand it. But we also work with smaller clients.

For example, we work with Genome British Columbia, a nonprofit with government funding. Their mission is to promote genomic science and its potential for problem-solving and growth in the province.

They already had a podcast, but it was dry and not audience-focused. They realized they needed to win the hearts and minds of the next generation, so we revamped it to appeal to a younger audience—shorter, tighter, more accessible storytelling, and a more playful tone.

We changed the name to Nice Genes—G-E-N-E-S—and hired a fun host, Dr. Kaylee Byers, a self-declared “rat detective.” She studies the interaction of environment and genes in rat populations in poverty-stricken regions of Vancouver. Fascinating—and she’s funny.

By shifting tone, title, and artwork, we reached a younger audience. We saw it in the analytics. The show grew, won awards, and drew attention to the organization. But it wasn’t a direct sales tool—because that’s not how podcasts work. If you try to sell too hard, you alienate your audience.

Podcasts are best for engagement, nuance, and storytelling.

Rhea Allen: Infotainment.

Jen Moss: Exactly. People also think they know what a podcast is. When I say “podcast,” what do you think of?

Rhea Allen: Listening in the car while commuting. Business podcasts, true crime, thought leadership—opinions and expertise.

Jen Moss: And how does that make you feel when you’re stuck in traffic?

Rhea Allen: If I’m paying attention to the podcast instead of someone cutting me off, that’s a better mindset.

Jen Moss: Exactly. It takes you to a higher place. Suddenly you’re not wasting time—whether you’re commuting, doing dishes, or waiting outside your kid’s school. Those liminal spaces become enriching.

That’s the gift of audio podcasts. And now we’re seeing more video podcasts too—audio plus video—and more genres: audio fiction, narrative, immersive storytelling.

I love audio because you have the most creative freedom for the least money. With video, to get the same freedom, you need a much bigger budget. Video works well for conversation-driven shows, and it’s great for chopping clips for social. We’re seeing a cross-platform approach more and more.

There are downsides too: you can lose some creative flexibility if everything has to work for video.

Rhea Allen: What tools do you recommend for analytics and understanding the audience?

Jen Moss: It can be overwhelming because Apple and Spotify measure different things. Comparing performance can feel like comparing apples and oranges.

Some platforms consolidate analytics. We use a platform called Cohost—a Canadian platform with excellent analytics. We can see geography, how long people listen, and where they drop off.

If people drop off around 50%, we look closely: what’s happening there? Do we need to shorten the episode? Add a teaser at the midpoint to keep them listening?

We use analytics to inform the creative. A podcast is an organic entity—it grows and changes over time. At JAR, we take a data-informed approach. If the data tells us our ideas aren’t working, we change them.

I’m a big believer in consumption rate—the percentage of the episode people actually listen to. Downloads matter, but they can be inflated by bots or purchased. Those are vanity metrics.

I ask people: would you rather have bots listen for three seconds, or have fewer listeners who come back week after week and spend hours with your brand?

A smaller number listening more intently is more valuable. If you get listen-through right—industry average is around 55–60%—I like to see 75–80% or higher. If you’re hitting that, you’re striking a chord, and downloads will rise as a byproduct.

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Rhea Allen: We look at ListenNotes too. Do you use that?

Jen Moss: Yes—ListenNotes is a good consolidation tool and an interesting reflection. You can sometimes learn things like gender breakdown, and in some cases even company-level listening patterns via IP-based tools—not down to the person, but the company.

That can be useful. If you see government listeners, competitors, or a target company listening, you might reach out. Podcasts can be a great sales enablement tool for educating potential buyers.

And another analytics view we look at is the “podcast neighborhood”—what other shows your listeners also listen to. That can tell you a lot about your audience’s tastes and help you make content more relevant.

It’s possible to learn an almost creepy amount about your audience. People underutilize that.

Rhea Allen: I like that. And pod swaps help too—sharing audiences with other shows in your genre.

Jen Moss: I love that about podcasting. It’s not seen as stealing an audience—it’s strengthening the conversation. A rising tide floats all boats.

Knowing your “neighborhood” helps with ad promos, feed swaps, and guest exchanges. Traditionally, the number one way people find podcasts is word of mouth and hearing a trusted host promote another show.

I listen to the Noiser network because I love history. I found other shows because the host promoted them—someone I already trusted.

Rhea Allen: Endorsements help.

Jen Moss: Definitely. Networking helps too. If you can, go to Podcast Movement or local podcast events. We’re isolated now, and it’s good to connect in person.

Rhea Allen: For someone thinking about starting a podcast, what advice would you give?

Jen Moss: First decide: DIY and learn as you go, or hire help. If you’re in a marketing department with expectations, you might want to go pro so you launch strong.

If you DIY, start with audio—it’s simpler. There are robust, affordable tools. A great one is Descript. Riverside is also excellent for recording audio and video.

We record in Riverside, then export into Descript. Descript transcribes your recording and lets you edit like a document—cut text, and it cuts the audio (and video) too. It’s a great way to get started without being a professional editor.

If you can afford a dedicated editor, your content will go up another level.

Also: use headphones, get a decent mic, add a small front light, and think about framing. Riverside has great tutorials—highly recommend.

I don’t want to discourage DIY. That’s how we learn. In the age of AI, people want to be excellent immediately, but you still have to learn by doing.

Rhea Allen: Riverside keeps evolving. The AI magic clips help, but it still takes human intelligence.

Jen Moss: Exactly. AI tools are useful for editing—background noise removal, clip identification, fixing pronunciation, and so on.

Where I lose interest is when AI generates full “fake” conversations—it feels flat and disconnected. But as a study aid, it can help some people learn.

Eye-gaze correction is another tool. It can look a little off, but it’s improving.

Rhea Allen: Let’s talk promotion. Once your podcast is running, what tactics help it get listened to and subscribed to?

Jen Moss: We create an audience growth plan tailored to each client. We start by listing owned channels: newsletters, LinkedIn, Instagram, Facebook, YouTube, and even analog channels like conferences or conventions.

Then we look at earned media: what about the podcast could generate coverage in trade publications, local media, or other podcasts? What headlines are timely?

Then paid media: do you have budget for podcast ads? If you have limited dollars, podcast-to-podcast ads usually convert better than social ads because the listener is already in a podcast app—one click to follow.

We also ask: where is your audience? If you want under-30 listeners but you only post on LinkedIn, you may need YouTube Shorts or TikTok clips.

I also believe in putting the right content in the right place. Tailor promotion to context. Don’t knock real-world events either.

We did a planetarium event in Vancouver for Nice Genes: a brain scientist and geneticist discussed music and inheritability of musical talent. We had 200 people show up on a Wednesday night for a live taping. They came for the scientists and left knowing the show.

Real-world connections still matter.

Rhea Allen: That’s genius—live recording at an event.

Jen Moss: Or at a conference: set up a booth, ask people a question, edit it later, and give them a QR code to access the show.

Rhea Allen: Any final words of wisdom?

Jen Moss: Thank you for having me. I love podcasts because they’re one of the most authentic and direct ways to connect with people.

From a marketing perspective, that’s powerful. From a human perspective, it’s important. I want high-caliber, well-researched content that allows nuance, breaks down silos, and helps people understand each other.

If that resonates with you and you have something to say, say it through a podcast. It’s a low-barrier form of media, and it can deepen people’s understanding of who you are and what you stand for—whether you’re a brand or an individual.

Rhea Allen: Thank you, Jen. How can people reach you?

Jen Moss: Go to jarpodcasts.com (podcasts with an “s”) or email jen@jarpodcasts.com—Jen with one “n.” I’m always happy to chat.

Rhea Allen: Where did the name JAR come from?

Jen Moss: It stands for Job, Audience, Result. Every podcast has a job to do, a target audience, and a way of measuring success.

Rhea Allen: Thank you for your time and wisdom today.

And for those listening: the best thing you can do for Jen and me is share this episode with someone who needs it—and leave a review or five stars. Or six stars, if your platform allows it.

With that, thank you for listening, and enjoy your marketing journey.

Outro: Thanks for listening to the Marketing Expedition podcast. Want to continue the journey? Don’t miss out on new episodes. Subscribe on iTunes, Spotify, Amazon Music, or wherever you get your podcasts. Wouldn’t it be great if there was one place you can go to get all the latest information and tips about marketing and advertising? The Marketing