Podcast 101: What’s Your Podcast Goal? Building Your Brand Or Earning Money?

Podcast 101: What’s Your Podcast Goal? Building Your Brand Or Earning 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 just a means to earn money. This elicited a great number of responses from podcasters and we'd like to share the comments Dave received.

These are some of the most interesting posts that will definitely make every podcasters consider their goals.

Raise Awareness and Attract Revenue Generating Opportunities

"It doesn't have to be one or the other. When starting, may 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, sponsorship and other means of income from their show." - Shane Purnell

Most podcasters start their podcast shows because they want to build their business but as they go along and increase their brand credibility, new opportunities sets in. This allowed the podcasters to monetize their shows. Many of them are now using their finances 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 the 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. Podcasts influence the audience through the delivery of the content. It is how the message is conveyed that keeps the audience believe in your brand and once they do, they will follow. They will support much of everything you advertise or endorse. This means more income generating business will be expected.

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 podcast can be a means of generating income, podcasters should also know that they are expected to produce quality output. This means that they should consider getting to know their audience. Learn what they need to gain their interest. If your listeners don't find your content valuable to them, regardless of how much money you spent on marketing it won't be profitable.

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 don't consider the many aspects that podcasters need to remember in starting the show. There really is more to it than buying a good microphone and choosing a content you know. The best podcasters spent their precious time planning and executing it. In the early parts of your planning process, you need to have a goal! This will definitely guide you in knowing which content or niche will you produce.

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 produce disappointed listeners. Before thinking of monetizing your podcast, podcasters need to build their brand first. They need to make their audience believe them and it will only happen if they produce quality content. In the long run, once they build loyal patronage and establish their reputation in their chosen field. The money will come pouring in. Trust us!

The great podcasters will tell you that they invested so much time and effort in building their brand. This is the foundation of every podcast show. Without quality content, no advertising, no sponsorship will come your way. But with every great content you produce, your loyal audience will increase in numbers and businesses will notice this. Slowly business will pick up and all your hard work will pay off!

What’s your thought regarding this issue? Any podcast concerns that you’d like to share with us? Let us know by commenting below! Thanks and until next time!

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