{"id":11579,"date":"2022-09-14T12:01:14","date_gmt":"2022-09-14T16:01:14","guid":{"rendered":"https:\/\/libsyn.com\/blog\/?p=11579"},"modified":"2023-02-17T09:53:24","modified_gmt":"2023-02-17T14:53:24","slug":"sustaining-your-podcast-purpose-partnership","status":"publish","type":"post","link":"https:\/\/libsyn.com\/blog\/sustaining-your-podcast-purpose-partnership\/","title":{"rendered":"Sustaining Your Podcast in 2023 \u2014 Podcast Purpose and Partnerships\u00a0"},"content":{"rendered":"

[Updated] In 2023, podcast purpose and partnerships play a big role in podcast revenue, though you may not think inherently so.<\/span><\/p>\n

One of the most asked questions we hear from podcasters is “how can I make money from my podcast?” or “when can I start making money with my podcast?”\u00a0<\/span><\/p>\n

Unfortunately, that is not a simple answer, as with most things with podcasting \u2014 it depends.<\/span><\/p>\n

I was able to sit down with award-winning broadcast journalist and former CBS News reporter, Erica Mandy. She <\/span>is<\/span><\/i> making money from her long-running podcast <\/span>The Newsworthy,<\/span><\/a> primarily through advertising.<\/span><\/p>\n

Erica shared two key insights and very actionable advice on how to make sure that you set yourself up for success and continue to thrive, even when the world changes and fluctuates.<\/span><\/p>\n

 <\/p>\n

Be Clear on your Podcast Purpose
\n<\/b><\/h2>\n


\nIn 2017, Erica launched her now noteworthy podcast<\/span> The Newsworthy<\/span><\/a> to help people stay informed in a more convenient, unbiased and less depressing way. The show provides a wide variety of news in 10 minutes Monday through Friday.<\/span><\/p>\n

She started her show because she saw a need in the world for news to be less incendiary and anxiety inducing. She saw an opportunity to provide important, unbiased news in a way that would inform her audience, giving them what they needed to know, without creating more unease and angst.<\/span><\/p>\n

When you look at her podcast artwork or visit her website you will immediately see this messaging over and over again:<\/span><\/p>\n

The day’s news<\/span><\/i>\u00a0<\/span><\/p>\n

Fast, fair, fun<\/span><\/i>\u00a0<\/span><\/p>\n

Quick, unbiased, fun<\/span><\/i>\u00a0<\/span><\/p>\n

In just 10 minutes<\/span><\/i><\/p>\n

We all know that the world changed in a way that we did not expect in 2020 due to COVID-19. Not only did we have to find new ways to work, but our everyday behavior shifted.<\/span><\/p>\n

I was curious about the impact of these years on Erica’s audience and advertising partnerships, and whether things had changed.<\/span><\/p>\n

Her answer: not really.<\/span><\/p>\n

Erica’s podcast purpose was clear prior to the pandemic.\u00a0<\/b><\/p>\n

She had built an audience due to her stellar, well-researched content, her consistent production and her undeviating delivery of fast, fair and fun news in just 10 minutes.<\/span><\/p>\n

The pandemic, Erica said, “only accelerated and highlighted the need for content that was fair and grounded.\u201d In a world turned topsy-turvy, her efforts to make news digestible and convenient \u2014 even enjoyable \u2014 was welcome.<\/span><\/p>\n

\u201cEverything can be alarmist if you want it to be,\u201d said Erica. \u201cWe’re constantly balancing reporting what\u2019s happened without communicating unnecessary anxiety and division. That means putting things into context: this is what is happening, this is who it’s affecting, and here’s the plan moving forward. It\u2019s a constant.\u201d<\/span><\/p>\n

When it comes to staying informed, her podcast provides the solution that we are all looking for.<\/span><\/p>\n

And you might think, well, my show isn’t a news podcast, or it’s not a short podcast, or it’s not <\/span>like<\/span><\/i> her show.<\/span><\/p>\n

You are right, we don’t all have shows like The Newsworthy, but here are some things that you can be clear on that will help sustain your show through uncertainty and change.<\/span><\/p>\n

    \n
  1. Be extremely clear on why you are starting your podcast and what problem you are looking to solve.<\/span><\/li>\n
  2. Communicate this message just as clearly on your podcast artwork and on your website<\/span><\/li>\n<\/ol>\n

    How does that help you make money?<\/span><\/p>\n

     <\/p>\n

    Nurture Partnerships<\/b><\/h2>\n


    \nMaking money with advertising is all about figuring out what works best for you and making sure that you continue to build rapport with advertisers.<\/span><\/p>\n

    Erica works with <\/span>Libsyn\u2019s AdvertiseCast Marketplace<\/span><\/a>, who manages the advertising on her show. \u201cWhen I first started, I thought \u2018I’m gonna try to do sponsors on my own.\u2019 And it’s just very time-consuming. In the end, it made more sense to work with the people \u2014 like AdvertiseCast \u2014 who already have the relationships.<\/span><\/p>\n

    Admittedly, when you are first starting out, your show might not be ready to work with an advertising network. But that should not stop you from developing processes to work with advertisers in the future.<\/span><\/p>\n

    Ask Yourself:<\/span><\/h4>\n