Make Money with Podcasting

The debate over how to make money with podcasts began shortly after they were rolled out. At first, the natural inclination was to do pre-roll or post-roll ads on podcasts – much like existing media such as TV and radio.

But some very successful companies have ignored this strategy. They have developed their own business model that has allowed them to earn money from their passion.

Here are 9 ways to make money from podcasting:

  • Become a podcast consultant – Why not help those who are trying to get started with podcasting by hanging out your own shingle and offering your services?
  • Start a full-service podcasting company like podango.
  • Form a podcast network like PodTech and offer services as well.
  • Charge for premium content – If your content is that valuable, charge for it
  • Podcast advertising – Companies like Kiptronic will do audio ad insertions and share the revenue. They also do post read (listen) ads.
  • Solicit donations from listeners – PayPal has an app you can put on your site that will allow folks to leave you a tip (think tipjar).
  • Score valuable schwag – Barter with companies for things you need to keep your podcast series going.
  • Employ a sponsorship model – An example here is MommyCast, which keeps its product recommendations really relevant to its audience.
  • Build a huge following and sell your company – Wallstrip, which was bought by CBS, tapped into a huge audience, and it paid off.

If you are going to consider advertising in your podcasts, think about your listeners first. I suggest you start the show first, and then run the ad, so listeners are not lost the second they tune in. And think about listeners on an iPod shuffle. If all they hear at the very beginning of your podcast is the same ad, they will be disoriented, they won’t support your advertiser and they may even opt out of your podcast series.

Written by Paul Dunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations. Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011). His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand. Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.