NOT ALL PODCASTS ARE CREATED EQUALLY
As It Should Be is a production company and content studio that develops its own in-house shows for self-release and produces commissioned content for select companies and non-profits.
Our development approach is flexible. We start with an original concept, then match it to the right talent to create a brand new podcast. Or we build out a show idea from an existing property like a book, film, article, or play through co-productions.
What sets us apart is our multi-platform development strategy. Each show is crafted in layers of engagement, like painting on a mural, to create a bigger-picture narrative across mediums. Integral to our approach is developing content with publicity, brand collaborations, live events, social media, and commerce in mind.
Our company brings 15+ years of experience working directly in the podcast industry, with senior-level executives guiding development, production, and marketing.
ORIGINALS
Our original shows aim to explore and illuminate inspiring topics not covered frequently. Thematically, we tend towards the optimistic, with topics we personally care about and stories that make us feel something deeply. Content categories under development include sustainability, entrepreneurship, animal advocacy, mental health/wellness, children’s fiction, and food.
COMMISSIONS
We also help others fulfill their vision for a podcast. We are available to work on branded content shows for companies or with thought leaders who want to bring their expertise to life through a podcast. Our commission work provides clients with editorial and ownership control.
For example, we’ve worked on podcast production and marketing for Tricycle: The Buddhist Review, the top Buddhist news magazine publisher with award-winning editorial, podcasts, and online video courses. Their main interview show, Tricycle Talks, ranks in the Top 20 on Apple Podcasts within its category. We also helped the publisher launch a panel discussion podcast called Life As It Is, featuring noted author and meditation teacher - Sharon Salzberg.
Our team has production experience across a diverse range of podcast show categories, including: Business, True Crime, Sports, and Arts.
MULTI-PLATFORM Marketing
While podcasts are the start of what we do, we also help create integrated content marketing – whether it’s building a social media community, nurturing a newsletter following, producing live shows, or creating commerce opportunities.
A good example of our multi-platform development is Dog Save The People, a podcast exploring how caring for dogs transforms us and changes our lives for good. It’s an interview series currently hosted by Dr. Sharon Holland, an author and scholar at UNC at Chapel Hill, whose work explores the human-animal distinction from a philosophical perspective. The podcast has attracted a solid social media following and a highly-engaged newsletter audience. The show also has an online shop with custom-designed podcast merch and artist collaborations that support animal advocacy organizations. The show consistently ranks in the Top 100 for Pets & Animals on Apple Podcasts.
We also launched the Dog Walk Meditation podcast as a companion series to support mental health and deepen connections with our dogs during daily walks. The most recent season promotes responsible off-leash dog walks on nature trails. It features award-winning outdoor journalist, author, teacher, and meditator - Annette McGivney.
Our latest dog people spin-off show is a narrative series called Dog Parkology. The podcast covers the history of dog parks, how park designs might be improved, and emphasizes the importance of dog parks as public space. The show features NY Times best-selling author, writing coach, and spokesperson - Jenna Blum.
Sponsorships
Our team has deep expertise in audio sales, marketing, ad copywriting, podcast analytics, and campaign measurement. We have worked on customized sponsorships and advertising integrations for top podcasts like This American Life, Song Exploder, This Week In Tech, Girls Gotta Eat and 99% Invisible. This professional experience provides foresight on how to produce content that connects with audiences, attracts brand partnerships and delivers measurable results.