As podcasts grow in popularity you will hear more and more about podcast networks.
Podcast networks are groups of podcasts that should have the same theme which essentially means that when they are grouped together in a network a rising tide lifts all boats. But sadly this isn’t always the case.
From the newbie pod-curious to the experienced podcaster the whole idea of being part of a network is incredibly exciting.
There are fewer things than what feels like an exclusive invite to join a group to give us a feeling of validation.
But these days it’s highly likely that if you’ve published just a few shows you’ll be invited to join a podcast network, and today I’m sharing what that could look like.
If you’re being invited to a podcast network early on in your podcasting life or perhaps before you’ve even started… beware.
We all have to start somewhere but if you have no real form as a podcaster yet, these invites are likely to be from nefarious network owners.
Here’s how an invite might unfold.
1. They will tell you they love your content (but they won’t be specific)
2. They will tell you about their network of X number of shows with X number of listeners and probably include a top X% of podcasts in the world stat to really impress you.
3. They will invite you on a call to talk about the exciting possibility of joining them.
On the call, they will talk about reach and listeners and at some point let you know it’ll cost you X to cover the production costs. Then you can be part of the gang.
While this could be ok I’d encourage you to ask some additional important questions. For example…
What is the theme of the podcast network? The narrower the better. “We help great podcasters grow” might initially appeal to your ego but it doesn’t actually say anything.
Whereas “we support parents of mixed-race children” is super specific and shows a very clear theme that could be a perfect fit for your podcast.
What is the motivation of the podcast network owner?
Are they building a network because it’s their actual business? My good friend Brady Sadler does this with a music-themed podcast network called Double Elvis. An invite to that network is genuinely exclusive and exciting.
One of the big things you must consider is advertising.
The obvious benefit of joining a podcast network is that you could receive revenue from sponsors. But please dig a little deeper.
Your podcast about eating meat-free is going to be seriously undermined if you find your network owner has sold ad space to a chain of beef burger joints.
Get clear on how exactly the network will operate and if you’ll have any say in what ads are placed on your show.
You should also look closely at the company you’re in. Who else has shows on the network?
Are your values aligned? Are these people your competitors? Does that matter?
What’s MOST important, is the question of your ownership.
Are they building the network to sell to someone else? Would you be part of that sale?
One of our regular referrers is a top New York Lawyer who hires our team to untangle podcasters from nefarious networks that try to steal content and brand it as their own.
Ask these deeper questions and you could end up saving yourself massive legal fees.
So when it comes to ownership, check the agreement.
Owning your RSS feed means you own your show. If you don’t you could lose everything.
That means owning your hosting subscription with an established hosting company that will keep your show safe.
If you are happy not to own your show the benefits of being in the network must be worth it to you? And if that’s the case just like TV networks they should probably pay you to host a show.
If you are asking yourself if you should start or grow a podcast network, stay tuned for the next installment!
Whenever You’re Ready Here Are Five Ways I Can Help Your Business Grow Using Your Podcast
1. Get your FREE ‘Ultimate Profitable Pod Checklist’
2. Read ‘Narrow Podcasting’
3. Implement with the ‘Profitable-Pod Method’ Online Course
4. Enjoy seamless Podcast Production powered by my global team
5. Work with me 1:1
About The Show
Podcast Business Coach tells you exactly what you need to know to grow your business with your podcast.
Hosted by me, Toby Goodman - CEO of Production Company Podcast Network Solutions, Author of Narrow Podcasting, and Creator of The Profitable Pod Method.
These tips and musings can also be found on Blubrry's Podcast Insider Show.
