‘Digital Strategy’ Learning Agency – Rebranding a podcast agency

Authors of the article: Niklas Bode, Aranya Reubold, Zahedullah Helmand

• Learning Agency: Digital Strategy
• Winter Semester 2025/26, 3rd semester
• Prof. Dr Patricia Bliemeister & Simon Kunisch

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Podcast agency “Juicy Crew” meets “ACE LAB”

In the Digital Strategy Learning Agency, we have come together as the agency group “ACE LAB”. In learning agencies, we go through the entire process that professional agencies later implement for their clients: from the initial analysis through strategic conception to technical implementation and SEO optimisation. Anyone interested in day-to-day agency work with key areas focusing on online presence, website optimisation and SEO (search engine optimisation) will get a practical taster of what it’s like to make real brands more visible in the digital space.

In weekly meetings, we simulate professional agency processes and work with real clients – in our case, the podcast agency Juicy Crew. Instead of fictional theory, we develop concrete, market-oriented solutions to tackle real digital challenges.

Who is ACE LAB:

As part of the ACE LAB learning agency, we – a group of students – collaborated with Juicy Crew, an agency specialising in podcast advertising. The aim of the project was to provide Juicy Crew with strategic support in the areas of analytics, SEO and content, and to develop practical recommendations for action.

Who is Juicy Crew:

Juicy Crew specialises in podcast advertising and connects companies with suitable podcast hosts. The focus is particularly on authentic host-read adverts that build trust and integrate brands credibly into podcasts. The growing podcast market offers great potential, but also presents companies with new strategic challenges. Our analysis showed that Juicy Crew is already very strongly positioned in the field of podcast advertising and has a large podcast portfolio. At the same time, it became clear that there is still potential, particularly in the areas of content and SEO, for example through the expansion of blog posts, an FAQ section and a structured content hub in the form of a glossary. This content hub would be important to ensure that AI-powered search queries can also process the information on Juicy Crew’s website.

Objective:

ACE LAB’s aim was to strengthen Juicy Crew’s online presence in the long term. The target audience, market and competitive analyses carried out provided crucial insights into which subject areas are already well represented in the market and where there are gaps in content. On this basis and drawing on in-depth analyses, we were able to prioritise relevant keywords and group them into topic clusters that are both beneficial from an SEO perspective and contribute strategically to Juicy Crew’s positioning.

Building on these results, we developed specific SEO measures based on the keyword analysis. These included the targeted use of focus keywords, the creation of a glossary and topic-specific blog posts to increase visibility and reach. We categorised the keywords according to their suitability for either glossary entries or blog posts. The aim was to position Juicy Crew as experts in the field of podcast marketing in the long term.

Building on this, we developed a proposal for a content hub centred on podcast marketing, which consolidates knowledge, links content in a meaningful way and positions Juicy Crew as experts in the long term. The concept was complemented by a clear website structure that guides users from their initial enquiry right through to making contact, thereby achieving the main objective: better organic rankings on Google.

From keyword research to a clear content structure

Based on our analyses, we carried out comprehensive keyword research focusing on podcast advertising and host-read ads. Rather than focusing solely on search volume, we centred our efforts on identifying which topics and questions are truly relevant to potential customers. The identified keywords were then clustered by topic and served as the basis for specific URL suggestions. In doing so, we determined which content was suitable for glossary entries, blog posts or landing pages. Building on this, we developed a proposal for a content hub centred on podcast marketing, which consolidates knowledge, links content in a meaningful way and positions Juicy Crew as experts in the long term. The concept was complemented by a clear website structure that guides users from their initial enquiry right through to making contact.

Result:

At the conclusion of the project, we presented our findings to Juicy Crew as part of a pitch presentation. We presented a strategic guide that brings together the key insights from the analysis, keyword research and content planning. The guide serves as a concrete roadmap and foundation for Juicy Crew to continue implementing and independently expanding the SEO and content strategy we developed. The aim was not merely to provide short-term recommendations, but to deliver a sustainable concept that Juicy Crew can build upon in the long term.