Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane discuss whether podcasting is better for brand building or lead generation. They share examples of how podcasting is great for both but also explain that while podcasting can generate high quality leads, its real power lies in building trust and creating long term opportunities.

KEY TAKEAWAYS

• Podcasting builds a brand better than it generates leads, it generally creates more value through indirect opportunities than direct monetisation.
• Authenticity is essential as overly sales focused content isn’t good for audience trust and long term brand value.
• Tim Ferriss leveraged his podcast brand to invest early in Uber, Facebook, Shopify, Duolingo and Twitter, showing how brand benefits can outweigh direct revenue.
• Podcast listeners often skip typical marketing funnel stages, converting directly to high ticket purchases. Podcast leads are typically fewer but higher quality so listeners are more likely to buy expensive products and services.
• Interview established names in your industry to build credibility by association, especially when you are first starting out.
• The podcasting opportunity hierarchy is to brand build first, lead nurturing second and lead generation third.

BEST MOMENTS

"If you overly focus on lead gen, that will affect your brand. The longer you can go without asking, the more you can ask for."

"The more human you are and the more you share opinions and what you believe in, that's what builds brand. Essentially it's like trust and when you build brand, you get loads of opportunities."

"Tim Ferris is one of the OG podcasters. It's been around like a decade, more than a decade, almost 15 years, really strong brand and because of his really strong brand, he was given the opportunity to invest in some of the biggest companies at a really early stage."

"I think it is not the best vehicle for your top of funnel... Anybody who normally reaches out to us from the podcast, they're buying our training or they're working with the agency. They're not doing like discovery calls, webinars, let me get on your email list."

"The podcast, I might get like less than 10 leads a month, but like they're buying really expensive products.”

"The brand you get isn't just through posting content and getting views, it's by being sat next to somebody who's already really respected and leveraging other people's brand."

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane share creative ways podcasters and creators can partner with brands. Podcasters and brands don't need to settle for a boring pre-roll ad when there are so many interesting and productive ways to partner and collaborate. 

KEY TAKEAWAYS

• Brands can create content that the podcaster takes part in, so it becomes an association between podcaster and the brand.
• Creators speaking at brand events is a creative way to embed a brand partnership and build authenticity too.
• Product placement is a simple but effective way for brands to partner with podcasts.
• Think about alternative ways you have a presence as a podcaster/creator and utilise that as an avenue with brands.

BEST MOMENTS

"I wanna be Jordan to Nike but it’s Ash and Kane and Riverside”

“Product placement is one”

“Doing things that have the creator involved with the brand in person, you can create content for both channels”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane share how brands and podcasters can find the right match with sponsorship. They reveal what both advertisers and podcasters can leverage to get the sponsorship right, including how brands can find the perfect audience match and how podcasters can position themselves to attract ideal sponsors.

KEY TAKEAWAYS

• Relevance trumps reach when choosing podcasts to sponsor. Find niche shows where your target audience aligns rather than mass-market podcasts with scattered audiences.
• Look for creators who are famous to a few in their specific niche, as their recommendations hold significant weight with followers who trust their opinion.
• Average viewer duration matters more than view count. Ensure audiences actually consume the portions where your ad will appear before investing.
• Research what competitors a podcaster has previously endorsed. Multiple competing sponsors can signal audience recommendation fatigue and can mean your ad won’t be as effective.
• Always listen to a podcaster's previous ad reads to evaluate their authenticity. The way they deliver ads for other brands indicates how they'll represent yours too.
• Long term partnerships are a strong signal for success, try and prioritise podcasters who maintain ongoing relationships with sponsors.
• Verify audience demographics for legitimacy, unusual geographic distributions (like a US business podcast with 60% Indian listeners) could indicate buying followers.
• Sponsors earned $4.90 for every dollar spent on podcast advertising last year. You're not just buying ad space, you're purchasing years of established trust between host and audience.

BEST MOMENTS

" The sentiment of this episode is relevance, not reach.”

"Someone said to Matt, 'whatever you recommend, I just buy' what a fucking endorsement that is. If you're a brand, you can find your specific audience and then find who is the person that they all know in that space and trust the opinion of." 

"Even if you have a script, you can make a script sound not like a script."

"Do they work with their partners in a way where they genuinely endorse the product and genuinely are trying to get results for them?" 

"On average, last year, sponsors make $4.90 for every dollar they spend. So it's a great place to be in and for the brand's benefit, you are buying trust that would normally take you years to build."

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane talk about what you can pay for in podcasting to help you succeed. From software to studios, they discuss the pros of paying to win in podcasting.

KEY TAKEAWAYS

• Pay for high-quality production, this will give you better opportunities and make others want to work with you.
• Pay for guests, the content you get from a good guest can give you a great return.
• Hire an editor to make each episode perfect but also repurpose your content for other platforms and short form content.
• Paid marketing, such as paying to sponsor other podcasts. Sponsor the podcasts your audience is already listening to.

BEST MOMENTS

"In your first year, you could have 10 great guests and if you’re good on YouTube and TikTok you could blow up”

“Having really good production is one thing, but having really good post-production is really important as well”

“I know somebody who spent a lot of money with a guest booker so that they can’t work with other people”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane discuss the most hated podcasters in this episode. They reveal Google's top five most hated podcast hosts including Steven Bartlett, Joe Rogan, Logan Paul, Meghan Markle and Andrew Tate, exploring why these figures attract criticism despite their success!

KEY TAKEAWAYS

• Steven Bartlett makes the list of most hated podcasters due to controversies around his business claims, association with Huel and because his interview style focused too much on making celebrities emotional.
• Joe Rogan appears on the list because of his massive success and controversial political interviews, hosting divisive guests can attract criticism regardless of the host's own personal views.
• Logan Paul's reputation suffered from the "Crypto Zoo" scandal, which was essentially a pump and dump scheme that cost followers millions.
• Meghan Markle's podcast failure after an alleged $20 million Spotify deal contributed to public criticism, with accusations she wasn't even present for guest recordings!
• Andrew Tate rounds out the list as one of the most Googled people in 2023, with his controversial views making him particularly reviled despite maintaining a long running podcast.
• Some podcasters, like Theo Von, seem to avoid significant backlash despite controversial content. Personality and delivery style definitely play a role in audience reception.
• Success inevitably attracts criticism, with the David Goggins quote: "You'll never find a hater doing better than you."

BEST MOMENTS

"Everyone loves to hate successful people. What's the David Goggins quote? You'll never find a hater doing better than you."

"Controversy sells but also he would interview people that had strong opinions... you end up getting all of the hate because you have essentially hosted this person. Even if it's not your opinions at all."

“I mean, everyone loves to hate Tate and he has extremely contrarian views, so that one barely needs explaining."

"Let me introduce you to gambling addiction... If you buy a shitty meme coin with all of your money like that, that some influencer promoted, who just appeared a month ago, you deserve to lose your money."

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane reveal the worst podcasting advice they have heard. Join them as they talk about common podcast advice and why it can be bad advice for podcasters.

KEY TAKEAWAYS

BEST MOMENTS

“There’s two types of podcasting marketing, growth marketing and retention marketing”

“Generally just really good content is a form of retention marketing”

“The show seems to do really well when I’m active on LinkedIn”

“Don’t niche for the sake of niching, niche because it makes sense”

“A great guest is someone who has a loyal fanbase and talks about things they haven’t really talked about before but that alone won’t help you grow”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

In this episode, Ash and Kane reveal the secret behind 7-figure podcasts! They share why licensing can be lucrative and why passive income from podcasting is absolutely possible if you put the right work in first.

KEY TAKEAWAYS

• Passive income from podcasting exists, you just have to put the work in initially.
• Licensing isn’t something you can do right away but after you have spent time building your podcast and audience.
• It’s essential for you to have high production value if you want to be able to license your episodes, if this is something you will consider then future proof your episodes by investing in high quality production.
• You still keep all monetisation from other sources, licensing is just an extra revenue stream.

BEST MOMENTS

“Some people say passive income doesn’t exist, bollocks I say”

“Someone will pay you the rights to play your podcast on their platform”

“These are podcast episodes you’ve already recorded, it’s completely passive and it’s marketing you at the same time, that is very cool”

“It’s a one time expense for a lifetime of paydays”

“Everybody who says passive income doesn’t exist hasn’t heard of Mariah Carey”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane answer questions from the community. They answer a wide variety of questions around podcasting, including content planning, how to ensure you have a successful launch and different ways you can market your podcast.

KEY TAKEAWAYS

• Plan to have four weeks of content recorded in case of emergencies. This will help you stay consistent.
• Having a good launch competition incentivises the right people to listen to your podcast.
• There is no silver bullet in podcasting, it’s simply about putting the work in.
• In person events, guesting on other shows and sponsorship are all great ways to market your podcast.
• You do not need to have launched already to gain sponsorship.
• Being vulnerable, authentic and consistent is how you develop superfans.

BEST MOMENTS

“DMs is one of the largest drivers of the success of the launch”

“Launch with the type of content you are going to continue to do”

“Authenticity is saying things you know will get backlash and doing it anyway”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1

https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

This episode is all about podcast confessions! Ash asked his LinkedIn audience to confess to their podcast mistakes and mishaps. Ash and Kane also discuss the worst thing you can do as a podcast host and their closest call making a big podcast mistake.

Audience Podcast Confessions:

• Forgetting the name of a guest
• Using a guests name wrong! This is why you should always do the intro after recording an interview.
• Being so bored of interviewing a person that you didn’t hear their answer and had to guess what they actually said!
• When the guest was so bad that the host blamed a tech issue for not uploading the interview.
• Accidentally deleting files you need when trying to do a tidy of files.
• Re-recording multiple times because of imposter syndrome.

BEST MOMENTS

“The algorithms will prioritise higher quality content”

“You must do the intro to the interview after the show’s done”

“Never meet your heroes”

“I have major imposter syndrome, still can’t believe you got me to do a podcast”

“We might have almost broken someone’s NDA with the Royal Family”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]

Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.

Ash and Kane talk about Spotify’s first year of profit, how they are paying podcasters and the new features they are bringing to podcasters including ‘smartlinks’ which allows you to track clicks and listenership. They also discuss the impact of Netflix launching video podcasts on their platform!

KEY TAKEAWAYS

• For the first time, Spotify made 1.14billion dollars.
• Spotify is trying to promote itself as creator friendly.
• Netflix is going to be launching video podcasts to stream soon, but it’s not clear how monetisation will work.
• Smartlinks is a new feature Spotify is rolling out that can track how many clicks the link has had and how many listeners have come from that link.

BEST MOMENTS

“Spotify has just hit its first year of profitability”

“Clubhouse came, dominated and went in six months because they didn’t pay their creators”

“Video podcasting is adapting across all platforms”

“You can track how many clicks it’s had and how many listeners that have come from that specific link which is a very useful tool especially when it comes to marketing”

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

CONNECT & CONTACT

Instagram

LinkedIn

Email: [email protected]