How to monetize your podcast with sponsorships — David Tintner // ThoughtLeaders

Quotes

• “The good news is there's a lot of ways that content creators can monetize today. That's good because it means that there is incentive for people to create really good content because they can actually make money from it.”

• “I think a sponsorship is the best way for content creators to monetize because it's actually something that's valuable for their audience. A sponsorship has to be something that fits naturally and is useful. So it can actually be a win-win.”

• “The only thing that I don't really like about the subscription model is that I think that really high quality educational content should be available to everyone. And shouldn't be walled off to only the people who can afford it.”

• “There might be a place for subscriptions where some creators are doing nicely, where they have kind of a very premium thing that they give away. Maybe with the content.”

• “Most podcasters are told to sell their content on a CPM basis somewhere between $25-50 CPMs. This is $2,500 a month, which is not enough to pay the rent in the suburbs of San Francisco. So we focus on a niche audience that's much more valuable and much more targeted.”

• “I think an agency that is doing the job they're supposed to be doing for a brand is supposed to be getting them to the right audience and doing that in a way that they're also hitting their direct response goals.”

• “We recommend all content creators to look at the brands that are already sponsoring similar content. So that means going into contents, if you're a marketing podcast, check out all the other marketing podcasts and find the brands that are sponsoring there.”

• “It's definitely an art, not a science deciding what you should charge. You should definitely be trying to charge something correlated with the value that you're driving to brands. Because if you don't, those brands are not going to come back and continue to work with you.”

• “Even if a brand tells you that they don't care about conversions, they don't care about the traffic drives or whatever, ask them what they care about. And really try to figure it out beforehand. 99% of the time, thats how they determine if they should buy again from you.”