January 11, 2024 • 16 mins
Do you have a high-traffic website but no revenue to show for it? That's typical for podcasts, YouTube channels, and content websites.
You must do something different to earn $20,000 a year or more. That's what this episode is about. How to add additional streams of income to any periodic audio or video podcast.
The office is so busy lately that I cannot get through a podcast without an inbound call. That's a great place to be. But not the kind of distraction I need.
Start with understanding current earnings. Use a measure called CPM. This is "cost per mille" or "cost per thousand." The number doesn't matter; improve it each month.
But advertising alone won't get you to $20,000 a month. That's where so many podcasters, influencers, and publishers make a huge mistake. As a copywriter or marketer, you can help.
Want to grow your freelance copywriting business? This is only one example of the hundreds of ways smart copywriters grow their bottom line. Join us for more ideas at https://www.adbriefing.co.uk/newsletter/?utm_source=007-k0225a&utm_medium=spreaker&utm_campaign=n1127b&utm_content=is-20k-month-podcast-possible
#MonetizePodcast #Podcasting #PodcastMagic #LeadGeneration
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
You must do something different to earn $20,000 a year or more. That's what this episode is about. How to add additional streams of income to any periodic audio or video podcast.
The office is so busy lately that I cannot get through a podcast without an inbound call. That's a great place to be. But not the kind of distraction I need.
Start with understanding current earnings. Use a measure called CPM. This is "cost per mille" or "cost per thousand." The number doesn't matter; improve it each month.
But advertising alone won't get you to $20,000 a month. That's where so many podcasters, influencers, and publishers make a huge mistake. As a copywriter or marketer, you can help.
Want to grow your freelance copywriting business? This is only one example of the hundreds of ways smart copywriters grow their bottom line. Join us for more ideas at https://www.adbriefing.co.uk/newsletter/?utm_source=007-k0225a&utm_medium=spreaker&utm_campaign=n1127b&utm_content=is-20k-month-podcast-possible
#MonetizePodcast #Podcasting #PodcastMagic #LeadGeneration
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Here's a question that has come inabout the Spotify Ambassador ads program going away,
and it's going to impact the incomeof a lot of podcasters. And
since many copywriters are writing scripts andthey're also using podcasting to get clients,
I thought it might be useful tohelp you understand different ways to monetize a
(00:21):
podcast. Now, as a copywriter, you can use these different ways to
monetize a podcast to help clients monetizepodcasts, or of course, you can
monetize your own podcast or video channelor anything else. Now this is based
in information marketing, which I havea number of years of experience in,
and so I hope this is agood foundation to generate additional revenues for your
(00:43):
consulting services. I'm justin hit withad briefings, copywriting tips. Let's start
here. This particular podcast has inthe last thirty days, nine and twenty
seven thousand podcast impressions. It hasabout one hundred impressions per episode, and
as I talked about in a previousprogram, when it comes to ab splitting
(01:07):
or testing advertising, this is agood number of impressions. Two thousand impressions
per episode gives you the opportunity todo a very good ab split test.
Now this depends on the platform beingable to split one ad versus another,
but it's enough traffic that an advertiseris getting good value investing in your channel.
(01:29):
Another factor it's important is they havetwelve thousand, thirty two individuals in
their audience size over the last sevendays. Now, again it doesn't matter
where you are with a podcast orwhere your client is. These ways will
help you increase your revenue from thesechannels without significantly changing your channel. So
they were looking for twenty thousand dollarsa month in revenue and they're not going
(01:53):
to get that with their current opportunity. And so let's talk about some different
opportunities now. First off, alot of folks are suggesting that they change
to a different network, and becausethe different network's paying four dollars CPM,
and CPM means the amount of revenuethey get per thousand listens, and so
(02:15):
four dollars per impression, per thousandimpressions, that's nine hundred in twenty seven
times four. Because they've got ninehundred and twenty seven thousand impressions over the
last thirty days at four dollars CPM, that's only going to give them three
thousand, seven hundred and eight dollars. Now, their goal is twenty thousand
(02:38):
dollars. How do we take apodcast with this kind of traffic and we
create twenty thousand dollars a month.In order to create twenty thousand dollars a
month, they need to have onthis particular set of traffic a twenty one
dollar CPM. So we're using themetrics to estimate earning potential per channel,
(03:00):
and we're going to judge each channelby it's earning potential. Now, the
next option that's available is direct sponsorshipsinside the advertisement, inside the podcast itself.
Now, a lot of podcasters contactme, and a lot of channels,
you know, products contact me becausemy podcasts get about about four thousand
(03:22):
unique visitors a month. Now,that's not a lot, it's not twelve
thousand in the last seven days.It's four thousand a month. However,
this last promotion that contact me isabout some kind of energy drink thing,
and not an energy drink so muchas a cognitive enhancement drink. I gave
them my rate for sponsorship. Theyhave got back to me and they're interested,
(03:45):
But I'm going back and forth sothe sponsorship itself may require the host
of this show or the staff ofthis show to go back and forth,
and so now you have a highercost to manage. And so you might
get twenty five five hundred dollars anepisode because this particular episode has twenty one
hundred views on a typical episode,so you might get two thousand dollars.
(04:08):
You might get five thousand dollars anepisode per episode in order to do a
sponsorship, but you're going to havethe costs associated with that are going to
be much higher because we're going backand forth to negotiate the sponsorship. We
have to demonstrate value to the person. Some of the sponsors that approached me
in the past, and I've workedwith clients and it help deal with this.
(04:29):
Some of the sponsorships want unique thingslike they want you to get the
product and try it and then reviewan endorsement. Some of them just want
you to read a script. Andso the sponsorships alone will not pay the
twenty thousand dollars a month. Itmight be able to, but you're going
to have additional overhead which is goingto take away from that. So let's
say there's five podcasts in a monthbecause they're doing a weekly podcast. You
(04:54):
could throw in a bonus podcast thatyou pre record and you get paid the
sponsorship so that you can start feedingfuture podcasts or have podcasts in case you're
sick. But here's the deal.If there's five a month and it's two
thousand dollars each for a slot,you're probably not going to have one hundred
percent filled every month. And becauseyou're not having one hundred percent filled every
(05:15):
month, you're not going to meetyour twenty thousand dollars number. Because you
have contributed overhead. You might meetyour twenty thousand dollars number, but you're
not going to have the cash netcash. But you notice I did say
something there. If you're publishing oncea week and you have and you record
five episodes a month and the actualweek has a total of of four point
(05:43):
three weeks, I got a distractingphone call there. You're going to have
an extra episode every so often,so you'll be recording fifty two episodes a
year, but you're going to recordthem in less than it takes twelve months.
Now why do we do that?Well, these extra episodes off an
opportunity to deliver bonus episodes to deliverepisodes if you can't make it to the
(06:05):
you know, to do your podcast, and then also episodes that can be
starts you on the track of syntheticallypublishing, meaning you just you're off on
vacation for two weeks and there's stillepisodes showing up because they were pre recorded,
and that's okay. That works outreally well. It also gives you
time to have somebody do a littlebetter editing. There's a lot of benefits.
(06:28):
But what if that fifth episode inthe month was like a mega episode.
So normally, if the episodes arefifteen minutes each and then once a
month you do a forty five minuteepisode, it takes a little bit more
work to put together. But nowyou have a different slot because each episode
is a slot to the advertiser.Now you have a different slot to do
(06:48):
something bigger. But what if ratherthan selling someone else's service, what if
that megaslot was a webinar or anevent that you moded and your visitors on
that call paid to be there.Now, it really depends on the type
of podcast you have or the typeof periodic program. But this is the
(07:10):
point where we start moving away fromjust podcasting. Okay, I guess podcasting.
Yes, it's a serial. You'regoing to have multiple shows and episodes.
Now we're working our way towards whatwould be more of a cash surge,
which could be a dedicated event forthose who need a little bit more
than what they're getting on the podcast. It could be an opportunity to speak
(07:31):
with the host or to ask questionsof the host. And it could also
be an opportunity where there is ana plus revenue because it's a different kind
of sponsorship position. Now, ifwe're only looking at sponsorships, what are
the things that copyrtors can do.What are the methods of marketing that we
can do to help a show bemore valuable, because there could be a
(07:55):
point where you're only going to raiseso much money for an episode, and
so what a marketer can do isstart developing better calls to action to both
get sponsors and to get names ona list. This particular podcast with twelve
thousand audience, a twelve thousand audiencein the last seven days, could be
putting three to five percent of thosepeople onto an in house mailing list,
(08:18):
which, of course you can promotethe podcast and it's going to build better
traction and better return visitors, becausethose twelve thousand people don't you know many
of those people that they just listenfor the first time. You can offer
a special report, you can offera tip sheet, you can offer one
of these bonus episodes that you've writtenthat's not available on the YouTube channel.
(08:39):
And you are now in a informationmarketing world where you're building a list.
Now, let's say over the courseof a year, you get half of
this seven day traffic. Because I'massuming there's multiple listens, the typical episode
gets a lot of plays. Sowhat is if by the end of the
(09:01):
year you can get that seven daynumber and you have twelve thousand people on
a list. If you have twelvethousand people on the list, now the
sponsor package could be an email thatgoes out on your list, or it
could be a mention in your prospectnewsletter. It could be the audio portion
that's in an actual episode. Itcould be a three segment presentation. So
(09:22):
they're buying a bigger ticket because they'regetting more exposure to the audience. Now,
again, you and I know theexposure doesn't mean anything. Those names
on a list are more powerful thananything else. So if you've got this
podcast, you've got names on thelist. Your fifth episode recorded every month
is more of a package. Couldbe training, it could be a webinar,
(09:43):
it could be a special episode.Now you start to build a back
catalog to make offers to people onyour list. So the lead generation becomes
very powerful. Now, what kindof offers do we make to people on
the list. The easiest offer isa consultation. Someone can pay for a
consultation, speak with the host ofthe show one on one, or be
interviewed in a slot that creates anotherspecial episode, and that is a very
(10:07):
valuable thing to generate additional revenue.You might get ten or fifteen of those
a year, ten to fifteen ofthose a month. It just really depends
on how much time and effort youwant to put into it. You could
take last year's episodes, put themon a CD, DVD or a USB
drive and you can offer that forten or fifteen dollars nineteen ninety five,
(10:28):
and now sell that on Amazon andsell that as a digital product on your
website and other channels. So peoplewho who didn't listen to last year's episodes
can go get a DVD or aCD or a USB of those episodes.
You get a one time payment,but now you get someone else on your
(10:48):
list who is now a customer,and so you can invite them to current
episodes to start building up that channel. Another factor that's very important is you
already have recording equipment, you're alreadydoing podcasts. You can launch a new
podcast that maybe this current podcast isa narrative format and the new podcast is
(11:09):
going to be an interview format.And then where you would normally get guest
interviews to promote yourself or to promoteyour podcast, you're now creating a whole
channel of guest interviews where you getto constantly promote yourself. But you're also
reaching other audiences. And because youhave offers for a mailing list, you
can say to these individuals, hey, by the way, do you have
(11:30):
a mailing list, because I havean offer that I happily pay you a
commission on if you'd send it toyour list. I'm not trying to be
a sponsor. I'd like to joinventure because our audiences are similar. Can
you see how powerful that might be? Can you see how that gives you
something of leverage? Because you havenames on a list now as you know,
with this podcast, I have anewsletter associated with it. You don't
have to go as formal as that, but you do have to look at
(11:54):
ways to create a better equity inthe customers that you have. These people
listening to your podcasts are ethereal.They are not customers. They are not
on your mailing list. There's noguarantee they're going to come back and listen
to another episode. And so ifwe can get them on an in house
list, it doesn't take a lotof effort. Again, copywriters, marketers
(12:18):
can help with this. They canhelp write landing pages, they can help
write email series, they can writesales letters that you put people on a
list. And now you expand thepodcast with twelve thousand people in the last
seven days to maybe four or fivehundred people in a membership, four or
five hundred people on an email newsletterthat has sponsorship opportunities, or even to
(12:39):
promote your own products and service,even if it's the back catalog of the
podcast itself. Now you throw merchin there, and you throw a couple
other things, you can easily getto the twenty thousand dollars a month.
Now if any one of these thingscan get you to the twenty thousand dollars
a month, that's great, butyou don't want to be doing just one
thing, because what I'm trying todemonstrate here is that you have a media
(13:01):
channel. Unless you expand that channel, you're going to constantly be at the
mercy of Spotify trying to get ridof their ambassador program or their ads program,
or speaker locking a channel because theydidn't like one episode, or Google
Podcasts no longer showing their episodes online, so everybody who used to view there
(13:22):
may not be able to access yourchannel. You want to make yourself independent
of the platform that you're on bycreating other media that you control, which
could include a website. It couldinclude an email mailing list. It could
include a merch catalog or shopping ecommerce part where you selling merchandise. It
(13:45):
could include a back catalog of existingpodcasts. It could include special editions.
And then again all of these things, you already have the equipment, you
already have the talent, you alreadyhave the knowledge. You just need to
have the structure help clients with this. I focus on the structure because we
want to create something once and useit many times. You don't have to
(14:09):
have a fancy website, You don'thave to have any special or new equipment.
You simply have to have an opportunityto help the people who regularly listen
to your podcast, who enjoy whatit is that you have to offer to
get on a list in house sothat you can get questions from them and
develop better content, so that youcould understand their demographics by taking that list
and putting it into different platforms tosee what kind of people are listening to
(14:33):
your podcast to start building the backend lead generations, so you have something
of value to offer to your sponsors. And by the way, you don't
give this list to your sponsors.The sponsors pay you money to mention them
in the content that you're already sendingto folks. You also have the opportunity
to increase the stickiness of your podcastby reinviting people back out to the podcast.
(14:58):
And so if one channel stops presentyour podcast, and we've talked about
this another perm you can see whichchannels people are viewing a podcast. So
if some suddenly people are no longerwatching your podcast or listening to your podcast
on iHeartRadio, and you know thatsomething is going offline with Google Podcasts,
you can simply just email your listand let people know and invite them out
(15:20):
to your preferred channel. Now ifall you have is advertising and you've added
the lead generation list, Now whenyou have a channel such as Spotify paying
you four dollars, five dollars eventen dollars cost per per thousand CPM,
you can send traffic there until anotherplatform will pay you ten dollars cost CPM,
(15:45):
And now you can send all yourlist traffic to the other platform.
See. I want you to havemore control over the audience that you've taken
all this time to attract. Iwant you to get better results, and
I'm here to help you. WA w W dot at Briefings dot code at UK
Here's a question that has come inabout the Spotify Ambassador ads program going away,
and it's going to impact the incomeof a lot of podcasters. And
since many copywriters are writing scripts andthey're also using podcasting to get clients,
I thought it might be useful tohelp you understand different ways to monetize a
(00:21):
podcast. Now, as a copywriter, you can use these different ways to
monetize a podcast to help clients monetizepodcasts, or of course, you can
monetize your own podcast or video channelor anything else. Now this is based
in information marketing, which I havea number of years of experience in,
and so I hope this is agood foundation to generate additional revenues for your
(00:43):
consulting services. I'm justin hit withad briefings, copywriting tips. Let's start
here. This particular podcast has inthe last thirty days, nine and twenty
seven thousand podcast impressions. It hasabout one hundred impressions per episode, and
as I talked about in a previousprogram, when it comes to ab splitting
(01:07):
or testing advertising, this is agood number of impressions. Two thousand impressions
per episode gives you the opportunity todo a very good ab split test.
Now this depends on the platform beingable to split one ad versus another,
but it's enough traffic that an advertiseris getting good value investing in your channel.
(01:29):
Another factor it's important is they havetwelve thousand, thirty two individuals in
their audience size over the last sevendays. Now, again it doesn't matter
where you are with a podcast orwhere your client is. These ways will
help you increase your revenue from thesechannels without significantly changing your channel. So
they were looking for twenty thousand dollarsa month in revenue and they're not going
(01:53):
to get that with their current opportunity. And so let's talk about some different
opportunities now. First off, alot of folks are suggesting that they change
to a different network, and becausethe different network's paying four dollars CPM,
and CPM means the amount of revenuethey get per thousand listens, and so
(02:15):
four dollars per impression, per thousandimpressions, that's nine hundred in twenty seven
times four. Because they've got ninehundred and twenty seven thousand impressions over the
last thirty days at four dollars CPM, that's only going to give them three
thousand, seven hundred and eight dollars. Now, their goal is twenty thousand
(02:38):
dollars. How do we take apodcast with this kind of traffic and we
create twenty thousand dollars a month.In order to create twenty thousand dollars a
month, they need to have onthis particular set of traffic a twenty one
dollar CPM. So we're using themetrics to estimate earning potential per channel,
(03:00):
and we're going to judge each channelby it's earning potential. Now, the
next option that's available is direct sponsorshipsinside the advertisement, inside the podcast itself.
Now, a lot of podcasters contactme, and a lot of channels,
you know, products contact me becausemy podcasts get about about four thousand
(03:22):
unique visitors a month. Now,that's not a lot, it's not twelve
thousand in the last seven days.It's four thousand a month. However,
this last promotion that contact me isabout some kind of energy drink thing,
and not an energy drink so muchas a cognitive enhancement drink. I gave
them my rate for sponsorship. Theyhave got back to me and they're interested,
(03:45):
But I'm going back and forth sothe sponsorship itself may require the host
of this show or the staff ofthis show to go back and forth,
and so now you have a highercost to manage. And so you might
get twenty five five hundred dollars anepisode because this particular episode has twenty one
hundred views on a typical episode,so you might get two thousand dollars.
(04:08):
You might get five thousand dollars anepisode per episode in order to do a
sponsorship, but you're going to havethe costs associated with that are going to
be much higher because we're going backand forth to negotiate the sponsorship. We
have to demonstrate value to the person. Some of the sponsors that approached me
in the past, and I've workedwith clients and it help deal with this.
(04:29):
Some of the sponsorships want unique thingslike they want you to get the
product and try it and then reviewan endorsement. Some of them just want
you to read a script. Andso the sponsorships alone will not pay the
twenty thousand dollars a month. Itmight be able to, but you're going
to have additional overhead which is goingto take away from that. So let's
say there's five podcasts in a monthbecause they're doing a weekly podcast. You
(04:54):
could throw in a bonus podcast thatyou pre record and you get paid the
sponsorship so that you can start feedingfuture podcasts or have podcasts in case you're
sick. But here's the deal.If there's five a month and it's two
thousand dollars each for a slot,you're probably not going to have one hundred
percent filled every month. And becauseyou're not having one hundred percent filled every
(05:15):
month, you're not going to meetyour twenty thousand dollars number. Because you
have contributed overhead. You might meetyour twenty thousand dollars number, but you're
not going to have the cash netcash. But you notice I did say
something there. If you're publishing oncea week and you have and you record
five episodes a month and the actualweek has a total of of four point
(05:43):
three weeks, I got a distractingphone call there. You're going to have
an extra episode every so often,so you'll be recording fifty two episodes a
year, but you're going to recordthem in less than it takes twelve months.
Now why do we do that?Well, these extra episodes off an
opportunity to deliver bonus episodes to deliverepisodes if you can't make it to the
(06:05):
you know, to do your podcast, and then also episodes that can be
starts you on the track of syntheticallypublishing, meaning you just you're off on
vacation for two weeks and there's stillepisodes showing up because they were pre recorded,
and that's okay. That works outreally well. It also gives you
time to have somebody do a littlebetter editing. There's a lot of benefits.
(06:28):
But what if that fifth episode inthe month was like a mega episode.
So normally, if the episodes arefifteen minutes each and then once a
month you do a forty five minuteepisode, it takes a little bit more
work to put together. But nowyou have a different slot because each episode
is a slot to the advertiser.Now you have a different slot to do
(06:48):
something bigger. But what if ratherthan selling someone else's service, what if
that megaslot was a webinar or anevent that you moded and your visitors on
that call paid to be there.Now, it really depends on the type
of podcast you have or the typeof periodic program. But this is the
(07:10):
point where we start moving away fromjust podcasting. Okay, I guess podcasting.
Yes, it's a serial. You'regoing to have multiple shows and episodes.
Now we're working our way towards whatwould be more of a cash surge,
which could be a dedicated event forthose who need a little bit more
than what they're getting on the podcast. It could be an opportunity to speak
(07:31):
with the host or to ask questionsof the host. And it could also
be an opportunity where there is ana plus revenue because it's a different kind
of sponsorship position. Now, ifwe're only looking at sponsorships, what are
the things that copyrtors can do.What are the methods of marketing that we
can do to help a show bemore valuable, because there could be a
(07:55):
point where you're only going to raiseso much money for an episode, and
so what a marketer can do isstart developing better calls to action to both
get sponsors and to get names ona list. This particular podcast with twelve
thousand audience, a twelve thousand audiencein the last seven days, could be
putting three to five percent of thosepeople onto an in house mailing list,
(08:18):
which, of course you can promotethe podcast and it's going to build better
traction and better return visitors, becausethose twelve thousand people don't you know many
of those people that they just listenfor the first time. You can offer
a special report, you can offera tip sheet, you can offer one
of these bonus episodes that you've writtenthat's not available on the YouTube channel.
(08:39):
And you are now in a informationmarketing world where you're building a list.
Now, let's say over the courseof a year, you get half of
this seven day traffic. Because I'massuming there's multiple listens, the typical episode
gets a lot of plays. Sowhat is if by the end of the
(09:01):
year you can get that seven daynumber and you have twelve thousand people on
a list. If you have twelvethousand people on the list, now the
sponsor package could be an email thatgoes out on your list, or it
could be a mention in your prospectnewsletter. It could be the audio portion
that's in an actual episode. Itcould be a three segment presentation. So
(09:22):
they're buying a bigger ticket because they'regetting more exposure to the audience. Now,
again, you and I know theexposure doesn't mean anything. Those names
on a list are more powerful thananything else. So if you've got this
podcast, you've got names on thelist. Your fifth episode recorded every month
is more of a package. Couldbe training, it could be a webinar,
(09:43):
it could be a special episode.Now you start to build a back
catalog to make offers to people onyour list. So the lead generation becomes
very powerful. Now, what kindof offers do we make to people on
the list. The easiest offer isa consultation. Someone can pay for a
consultation, speak with the host ofthe show one on one, or be
interviewed in a slot that creates anotherspecial episode, and that is a very
(10:07):
valuable thing to generate additional revenue.You might get ten or fifteen of those
a year, ten to fifteen ofthose a month. It just really depends
on how much time and effort youwant to put into it. You could
take last year's episodes, put themon a CD, DVD or a USB
drive and you can offer that forten or fifteen dollars nineteen ninety five,
(10:28):
and now sell that on Amazon andsell that as a digital product on your
website and other channels. So peoplewho who didn't listen to last year's episodes
can go get a DVD or aCD or a USB of those episodes.
You get a one time payment,but now you get someone else on your
(10:48):
list who is now a customer,and so you can invite them to current
episodes to start building up that channel. Another factor that's very important is you
already have recording equipment, you're alreadydoing podcasts. You can launch a new
podcast that maybe this current podcast isa narrative format and the new podcast is
(11:09):
going to be an interview format.And then where you would normally get guest
interviews to promote yourself or to promoteyour podcast, you're now creating a whole
channel of guest interviews where you getto constantly promote yourself. But you're also
reaching other audiences. And because youhave offers for a mailing list, you
can say to these individuals, hey, by the way, do you have
(11:30):
a mailing list, because I havean offer that I happily pay you a
commission on if you'd send it toyour list. I'm not trying to be
a sponsor. I'd like to joinventure because our audiences are similar. Can
you see how powerful that might be? Can you see how that gives you
something of leverage? Because you havenames on a list now as you know,
with this podcast, I have anewsletter associated with it. You don't
have to go as formal as that, but you do have to look at
(11:54):
ways to create a better equity inthe customers that you have. These people
listening to your podcasts are ethereal.They are not customers. They are not
on your mailing list. There's noguarantee they're going to come back and listen
to another episode. And so ifwe can get them on an in house
list, it doesn't take a lotof effort. Again, copywriters, marketers
(12:18):
can help with this. They canhelp write landing pages, they can help
write email series, they can writesales letters that you put people on a
list. And now you expand thepodcast with twelve thousand people in the last
seven days to maybe four or fivehundred people in a membership, four or
five hundred people on an email newsletterthat has sponsorship opportunities, or even to
(12:39):
promote your own products and service,even if it's the back catalog of the
podcast itself. Now you throw merchin there, and you throw a couple
other things, you can easily getto the twenty thousand dollars a month.
Now if any one of these thingscan get you to the twenty thousand dollars
a month, that's great, butyou don't want to be doing just one
thing, because what I'm trying todemonstrate here is that you have a media
(13:01):
channel. Unless you expand that channel, you're going to constantly be at the
mercy of Spotify trying to get ridof their ambassador program or their ads program,
or speaker locking a channel because theydidn't like one episode, or Google
Podcasts no longer showing their episodes online, so everybody who used to view there
(13:22):
may not be able to access yourchannel. You want to make yourself independent
of the platform that you're on bycreating other media that you control, which
could include a website. It couldinclude an email mailing list. It could
include a merch catalog or shopping ecommerce part where you selling merchandise. It
(13:45):
could include a back catalog of existingpodcasts. It could include special editions.
And then again all of these things, you already have the equipment, you
already have the talent, you alreadyhave the knowledge. You just need to
have the structure help clients with this. I focus on the structure because we
want to create something once and useit many times. You don't have to
(14:09):
have a fancy website, You don'thave to have any special or new equipment.
You simply have to have an opportunityto help the people who regularly listen
to your podcast, who enjoy whatit is that you have to offer to
get on a list in house sothat you can get questions from them and
develop better content, so that youcould understand their demographics by taking that list
and putting it into different platforms tosee what kind of people are listening to
(14:33):
your podcast to start building the backend lead generations, so you have something
of value to offer to your sponsors. And by the way, you don't
give this list to your sponsors.The sponsors pay you money to mention them
in the content that you're already sendingto folks. You also have the opportunity
to increase the stickiness of your podcastby reinviting people back out to the podcast.
(14:58):
And so if one channel stops presentyour podcast, and we've talked about
this another perm you can see whichchannels people are viewing a podcast. So
if some suddenly people are no longerwatching your podcast or listening to your podcast
on iHeartRadio, and you know thatsomething is going offline with Google Podcasts,
you can simply just email your listand let people know and invite them out
(15:20):
to your preferred channel. Now ifall you have is advertising and you've added
the lead generation list, Now whenyou have a channel such as Spotify paying
you four dollars, five dollars eventen dollars cost per per thousand CPM,
you can send traffic there until anotherplatform will pay you ten dollars cost CPM,
(15:45):
And now you can send all yourlist traffic to the other platform.
See. I want you to havemore control over the audience that you've taken
all this time to attract. Iwant you to get better results, and
I'm here to help you. WA w W dot at Briefings dot code at UK
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