Why 99% of Podcasts Fail | Podcasting Update with Alex Sanfilippo

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off.  Ash and Kane talk about two successful ways you can monetise your podcast pre-launch and at launch, either via sponsorship or launching with an offer. Make sure to check out episodes focused on the stages of launching a podcast for a more in-depth look at how to create an offer:  https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1 https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2 KEY TAKEAWAYS It is more than possible to get good sponsorship deals before you launch your podcast. There are various business models out there that use a similar approach, such as festivals and start-ups. Approach pitching to sponsors like a partnership, show them what you can offer to them and what they will be getting out of working with you. Podcasting advertising gives the highest return on spend -vs- any other type of advertising, more than TV, social media, and YouTube. If you have a course, mastermind, mentoring or anything information based, this works great to give as a launch offer. Even if you don’t have any of these things you can create a course or mentorship specifically as a subscribing bonus or prize. BEST MOMENTS "Anytime someone tells us you can’t monetise a podcast before you launch we laugh in their face” “We’re basically a comedy show at this point” “Podcast advertising sees the highest return on ad spend compared to any other advertising” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT How to launch a podcast: https://omny.fm/shows/the-podcaster-s-podcast/how-to-launch-a-number-1-podcast-part-1 https://omny.fm/shows/the-podcaster-s-podcast/046-how-to-launch-a-number-1-podcast-part-2 Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane talk about membership sites and the bonuses you can offer. They reveal the best bonus content you can create or give away to your members in different tiers and also talk about the positives of these and the situations in which they can work well. KEY TAKEAWAYS If you put ads and sponsors you can create a tier on your membership site to remove ads. Early release for content and pre-edited content are good bonuses you can offer. Q&A sessions with guests work well as a bonus if you can facilitate them. Any bonus and exclusive content is something members want. Challenges for your members help engagement as well as sign-ups. Think about a challenge that relates to the content and information you are selling. ‘Ask me anything’ sessions are popular with members but another plus point to these is that the content doesn’t need to be planned. You don’t have to create every piece of content for your site; you can get guests to as well, in the form of keynotes, lectures etc BEST MOMENTS "Any content where you’re selling information…you can make a challenge and that’s a really easy way to get people in [to your membership site]” “Every week you can do an ‘ask me anything’, this is content you don’t need to plan” “You want people to keep coming to your membership site and staying” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Should I use a business account or personal account for my business? In this episode, Ash and Kane talk about the downsides of business brands and why building your personal (or personality!) brand is far superior. They also discuss why launching a branded podcast isn’t always the marketing opportunity you think it is and what you can do instead! KEY TAKEAWAYS If you are looking to market a company you are working for, launching a branded podcast is not a good idea. A better idea is to use a fraction of your ad budget to sponsor an existing show. People buy into personal brands, so it’s easier to build an audience. Podcasting allows you to create and craft your call to action, tailoring it specifically to your audience. This leads to a higher conversion rate with ads, sponsorship etc. BEST MOMENTS "Branded podcasts are stupid” “[Sponsorship] is cheaper, quicker and easier than launching your own podcast” “That’s the difference between someone converting or not, hearing that message and going ‘oh that’s for me, that makes sense’.” “Business brands are dead, people don’t want to engage with business brands” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane talk about their favourite creator led businesses in this episode. They also discuss some interesting stats from Patreon and OnlyFans and discuss the businesses that leverage creators the best. KEY TAKEAWAYS When creators get big, sites like Patreon aren’t beneficial anymore, they take 7-8%, which when you are making hundreds or thousands or more is a big chunk of cash Pateron lose their biggest money-making creators because of their fees Size can also impact the ability for a creator to be paid what they are worth from a sponsor Mr Beast gets an average of 2 million views per video. He has created various different businesses from his brand including chocolate bars and toys. Dave Ramsay is the world's biggest seller of business and money courses. He has released books, courses and has a media empire including a radio show and podcast. Congo brands have had a lot of success with leveraging creators including launching the Prime drink brand with Logan Paul and KSI. The Hubspot podcast network is licensing shows, essentially turning creators into employees. BEST MOMENTS "When a show gets so big, suddenly that money becomes so meaningful to just give away 8% so they create their own platform elsewhere” “Because he couldn’t get consistent sponsorship deals that would pay what he was worth he just thought ‘I’d start my own business’”. “He makes Grant Cardone look like a nobody” “Their number one ad-spend is on podcasts” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Kane is joined by Alex Sanfilippo to give an update on podcasting. Looking at current data, Alex and Kane talk about what is happening in podcasting including current active podcasts, download numbers, trends in audiences and more. They also talk about the failure rate of podcasts and what things you can do as a podcaster to ensure you aren’t in the 99% of podcasts that fail. KEY TAKEAWAYS By tracking through Google trends, Alex can see that the hype and buzz around podcasting remains very high. Less people are podcasting which means more opportunities for existing and new podcasters. As a podcaster, accountability matters, this doesn’t have to be financial it can be in the form of a group or community, to help you stay on track and remain consistent. The 100th episode tends to be a magic number in podcasting, it’s when a show generally starts to yield big results. There’s a 94% failure rate for podcasters hitting the 100th episode mark and it’s as high as 99% if the data is based on releasing less than 3 episodes. A niche podcast isn’t a reason for failure; it’s actually a reason for success. The internet has made the world smaller, being niche is powerful.  Podcasts are worlds apart from social media, people listen to a podcast when they are seeking out something, from knowledge to laughter.   BEST MOMENTS "The industry buzz is still really high” “We saw the number of active podcasts drop a lot” “So many of us are preconditioned by social media…but it’s not the same as listening to a podcast” “The reason it takes 100 episodes is because most of us, get better by 1% every day” “Most podcasts don’t monetise, most don’t understand how valuable their audience is” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Ash and Kane explore why podcast ads are outperforming traditional channels and how both podcasters and advertisers can capitalise on this. Learn about maximising sponsorship opportunities, crafting effective ad messages, and leveraging the unique advantages of podcast advertising. From the power of micro influencers to the importance of trackable discount codes, Ash and Kane explain the key factors driving success in this £4 billion industry. KEY TAKEAWAYS Don’t sell features or benefits, sell the outcomes and transformation Podcast ads have a better return than many more traditional advertising channels, which is why it has so much focus right now. The £4billion ad spend in podcasting comes from the same top 20-30% of companies. Discount codes and deals are essential when working with a sponsor to make things trackable. It means if they sign up from a different channel, they will still use your code and it will be attributed to you. Podcasters or micro influencers, are better at converting, so for marketing spend it makes sense to use them. Letting small podcasters have creative autonomy over and add makes it more authentic to their audience. One of the theories behind podcast ads converting so highly is due to the way the content is consumed. It is consumed passively whilst doing other things and in doing this, individuals generally listen more and retain information and the ad more. Podcasters know their audience incredibly well so they can contextualise and tailor the advertising for them. BEST MOMENTS "You can sponsor a podcaster and get huge leverage” “You can see why these companies are doubling their ad spend” “It all adds to its credibility” That is the ultimate form of advertising, it’s fun but it’s memorable and the brand gets paid beyond when it’s paying” “You can contextualise your advertising” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane explore the different ways AI influencers and AI content creators are making money. None of these ‘creators’ are real but they are all making real money! Find out what’s happening in this space and the proof that there is no such thing as being too niche! KEY TAKEAWAYS There are AI influences that are making 10 million dollars a year! AI is even creating music and it’s not always easy to tell. There are less tech companies on the FTSE 100 now than 10 years ago! People aren’t innovating. There was AI being developed over 20 years ago in the form of AI news anchors reading the news. BEST MOMENTS "Riverside are really making a stand on AI editors and making them good” “There’s a robot with tits and it’s all putting you to shame” “It doesn’t matter how good the music is I’m not listening to a robot country song” “This was on national television years before ChatGPT was released” “You’re never too niche, that’s the lesson” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane talk about why The Podcaster’s Podcast was created, the value it has provided for the agency and why they love podcasting. They also talk about their highlights of creating the podcast including their favourite episodes and interviews. KEY TAKEAWAYS After running the biggest podcast agency and recognising podcasting is the best content to get leads, Kane decided to create the podcast.  Podcasts have much more valuable audiences and engaged audiences -vs- social media like TikTok It’s a good feeling to be recognised and valued as a podcaster. Getting an inbound lead for sponsorship with Riverside was a big high point for Ash and Kane on the podcast. Any time there has been an episode where there’s been more laughter than knowledge, they know it will do well with reviews and stats, because of the good energy it projects. If you aren’t enjoying your content and creating, it will show, you need to try and find that joy in your podcasting journey again. BEST MOMENTS "That level of buy-in to a creator is completely different” “We then asked questions we were genuinely curious about…because we were finding out at the same time as everyone else” “Energy is everything, it’s one of those woo, woo intangible things but if you feel confident, excited, if you love it, everything flows better” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. So you’ve secured your sponsor, what do you do next? In this episode, Ash and Kane outline what to do once you have secured your podcast sponsor and discuss contracts, scripts, remaining authentic, sales and more! KEY TAKEAWAYS Ask your sponsor, what is it they want you to pitch, is there anything new they want you to focus on for example? Think about the tone of the ad you want to put in your episodes, where will it naturally fit and what angle works for your content. It’s good to have features and benefits in your ad read for your sponsor, but scripts can feel unnatural and unauthentic. Larger companies will usually write up their own contract for you to sign, ensure you read through it and understand it properly before signing. Ensure you work with the sponsor to decide whether they want dynamic or baked-in ads and if they have preferences for where in the episode the ad appears. Be clear on what their expectations are from the partnership, is it purely brand awareness or is there a target of sales they are looking at. BEST MOMENTS "What do you want us to pitch?” “People have a much better bullshit detector than you think they do” “Get some sort of discount code, some urgency or scarcity…anyone who wants to get sales from it there needs to be an incentive” VALUABLE RESOURCES Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]

One-Off live training with Kane to celebrate Podcast day 30th September 7pm BST: https://www.progressivesuccess.co.uk/podcastday Try Riverside free now: https://creators.riverside.fm/PodcastersPodcast & Use code: Podcast15 for an exclusive 15% off. Ash and Kane interview Adam Stott, a football content creator who shares his experiences from The United Stand to launching Forever United TV. Adam discusses the challenges of growing a YouTube channel, confronting online trolls and negativity, and the reality of being a full-time content creator. This episode is essential for budding YouTubers and content creators, providing genuine knowledge about digital content creation and the football media world. KEY TAKEAWAYS Creating a thriving YouTube channel demands relentless dedication, with Adam broadcasting daily and pushing through holidays to sustain viewer engagement. The shift from conventional media to social platforms is reshaping football content, with genuineness and interaction becoming pivotal for success. Handling online trolls and hate is an inescapable aspect of content creation, you have to build resilience and find a supportive community to survive. YouTube earnings can provide a viable income for creators, but expanding revenue streams through sponsorships and collaborations is a more viable and consistent way of making money. Grasping and bonding with your audience is essential for your success as a creator, as it nurtures a sense of belonging and devotion among viewers. Content creators must brace for the impact on their personal lives, including relationships and work-life balance as the job requires a lot of attention around the clock. Sincerity and innovation are crucial for standing out in the packed YouTube space, with Adam stressing the significance of staying true to yourself and remaining authentic. The transition from structured, scripted content to unfiltered reactions is steering viewer preferences, particularly in football-related content. BEST MOMENTS "I stream 24/7. I don't have a day off. That's my commitment. I have to work holidays, so I'll go on holiday and I'll be live streaming three times while I'm on holiday." "You're part of people's lives as a YouTuber. They rely on you so much. Like if I said to my subscribers, I'm going to miss this evening stream. Then we got it. That'd be absolutely, that'd be devastating." "TV is dead. TV is dead. Like no one watches it, I can't remember the last time I actually put BBC one on apart from the Euros." "If you know the space and you know how to manipulate it and you know how to work it, it's incredibly lucrative." "Be original. Be you. Be original. Don't change. Don't follow. Take the tips, but be you." "You can't polish a turd. You can have all the bright lights, the best cameras, best editor in the world, but if you're not comfortable and you're not confident in yourself and what you're doing. It ain't going to work." VALUABLE RESOURCES https://www.youtube.com/channel/UCuaRQTP2datF13IbNrtwLDg Website EPISODES TO CHECK OUT NEXT Comparing Podcast Production Options | using AI? Building a High Ticket Offer | The Best Way to Monetise a Podcast ABOUT THE HOSTS Kane Baron & Ashley Morris run the UK's first and largest Podcast Agency, Progressive Media. They specialise in planning, launching, and Growing Podcasts that Generate Leads, Revenue and Business opportunities as well as helping Experts and Entrepreneurs improve Credibility and Positioning within their niche to Scale their Personal Brand and Business. Kane and Ashley manage over 100 Podcasters every week Including Rob Moore, Kevin Clifton and Dapper Laughs. They have supported hundreds of Podcasts in generating tens of Millions in combined Revenue. Progressive Media have provided Production, Marketing and Consultancy services to help creators Launch, Scale & Monetise their Podcast for over 7 years. CONNECT & CONTACT Instagram LinkedIn Email: [email protected]