Podcast 101: What’s Your Podcast Goal? Building Your Brand or Making Money?

Dave Visaya, the owner of Podcast Engineer started a thread in the Podcast Technology Resource Group on LinkedIn 2 months ago. He asked if podcasters are using their own shows to build their brands or make money. The question elicited a lot of response from podcasters and we’re sharing some of the comments Dave received.

Below are some of the most interesting replies that will most likely get many podcasters to reconsider their goals.

Raise Awareness and Attract Revenue-Generating Opportunities

“It doesn’t have to be one or the other. When starting, many independent podcasters don’t have the resources or audience to build a revenue-generating podcast. Over time, with good content, they build the necessary awareness and audience to attract leads, sponsorships, and other means of income from their show.” -Shane Purnell

Most podcasters start a podcast because they want to build their business but as they go along and increase their brand credibility, new opportunities present themselves. This gives podcasters the luxury to monetize their shows. Many of them are now using the money they make from their podcasts to continuously promote their brand.

Give Value To Your Audience

“We use podcasts to help brands develop and to make money, but not normally directly from the podcasts. The trusted storytelling element of podcasts make them amazing content marketing but they must always give value to the audience, otherwise, they would just sound like a long-form radio ad, and we all know we channel hop or skip these if we can” – Chris Huskins

Chris is right. Podcasters can influence the audience through their content. How the message is delivered can spell the difference between people believing in your brand or dismissing it altogether. If you are able to establish authority, you’ll get a robust and constant support from your listeners and that can lead to more income-generating opportunities.

Producing Podcast As a Content Strategy

“Given that we produce multiple shows for the clients, we are in fact intentionally producing podcasts as a content strategy. The results are never about straight money generation. I totally agree the value to the audience must come first and foremost.” -Juergen Berkessel

Although podcasts can be a means of generating income, podcasters should also be aware that listeners expect them to produce quality output. This requires getting to know their audience on a much deeper level and establishing that much-needed connection. If your listeners won’t find your content valuable, you can’t expect to get a decent return for your marketing investment and efforts.

Know Your Goal and Work On It

“Unfortunately podcasting is going in a direction of brands. You have to sift through or be turned on to a good one. Making good one takes a lot of work. Solo or team, there is a lot to creating a podcast, let alone a good one. Sound quality and content are at the top of the list. Gathering guests, creating an intro, research depending on content, how you are recording, what host site if not your own. Editing, post production etc.. but the number one (question) is why? That answer will guide you to the content you want to make.” -Justin Michaud

Absolutely right! Some want to jump into making podcasts because they think all they need to do is record and publish. They often forget to take into account the hard work involved in making a podcast, much more a high-quality one. If truth be told, there really is more to it than just investing in a good microphone and discussing a content you are familiar with. The best podcasters spent an infinite amount of time planning and executing those plans.

Content Always Comes First!

“Focus on your content, not your mindset. Monetization over brand building is anti long- term strategy.” -Adam Feinsilver

Content is the core of every podcast. Poor content will not only frustrate listeners, it will make them avoid your show at all cost. Before thinking of monetizing podcasts, podcasters need to build their brand first. They need to establish their authority and following first by consistently producing topnotch content. Eventually, the money will come in once all the basics are taken care of.

Great podcasters will tell you they invested a lot of time and effort in building their brand. This should be the core foundation of every podcast. Without quality content, no advertising and sponsorship will come your way. However, with great content, you can easily build a solid and loyal following that will reward you in more ways than you can possibly imagine.

What’s your take on the question? Let us know by commenting below. Thanks and until next time!

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