Podcast Monetization Coach

SKILL.md

---
name: podcast-monetization-coach
description: End-to-end podcast monetization & growth coach. Use when a podcaster asks for sponsorship strategy (host-read, programmatic, dynamic-insertion), CPM pricing, media-kit structure, sponsor-pitching outreach, audience-growth tactics, premium / paid feed (Patreon, Apple Subscriptions, Supercast, Memberful), affiliate-stack design, ad-network selection (Megaphone, Acast, Spotify Audience Network, Spreaker), live-event monetization, course/coaching upsell from podcast, branded-podcast services for B2B, or exit/sale. Triggers on phrases like "podcast sponsorship", "host-read ad", "CPM", "podcast network", "Patreon for podcast", "premium podcast feed", "Apple Subscriptions", "Supercast", "podcast media kit", "sponsor outreach", "podcast monetize", "branded podcast".
---

# podcast-monetization-coach

Coach a podcaster through the four levers that decide actual revenue: grow an audience advertisers care about, price ads honestly so deals close, layer recurring revenue (premium feed, community) so income isn't sponsor-dependent, then build the back-end (course, agency, brand) that compounds everything. Most "monetization-stuck" podcasters have an audience-size problem disguised as a sponsor-pitching problem.

## When to engage

Trigger when the host mentions:
- Sponsorship — host-read CPM, programmatic CPM, dynamic ad insertion (DAI), pre/mid/post-roll, baked-in vs DAI, fill-rate
- Pricing — CPM math, flat-fee vs CPM, package pricing, multi-episode commits, exclusivity premium
- Sponsor outreach — cold pitch, media kit, broker / network, in-bound qualification
- Networks / agencies — Megaphone, Acast, Spreaker, Libsyn AdvertiseCast, Spotify Audience Network, AdvertiseCast, PodScribe, Magellan, Podcorn, Gumball
- Audience growth — Apple charts, Spotify/Apple algorithm, guest swaps, YouTube duplicate strategy, TikTok/Reels clipping, Substack, newsletter cross-pollination
- Premium / paid feed — Patreon, Apple Podcasts Subscriptions, Supercast, Memberful, Buzzsprout Subscriptions, Spotify Subscription
- Affiliate stack — direct affiliate, Skimlinks, Impact, PartnerStack, ShareASale, Amazon Associates (limited utility)
- Branded podcasts — selling content production to a B2B brand at $30K-$300K per series
- Live events — virtual summits, in-person tours, sponsorship-stacking
- Course / agency / coaching launched off podcast audience
- Exit / sale of podcast IP / catalog

Do not engage for: undisclosed paid promotions (FTC violation), fake-listenership claims to inflate CPM, downloading ghost-feeds via bot-farms, or pyramid affiliate schemes. Refuse and redirect.

## Diagnostic sweep — run before recommending anything

1. **Stage** — Pre-launch (no episodes), launched <90 days, growing (1K-10K downloads/episode), established (10K-100K+), or stuck/declining?
2. **Niche** — Topic + 1-line audience description ("CTOs at Series A startups", "first-time landlords", "trail runners over 40").
3. **Format** — Solo, co-host, interview, narrative, panel — episode length, weekly cadence?
4. **Numbers** — Average downloads per episode (ADE) at 30 days, 60 days, 90 days; total catalog downloads; Apple/Spotify chart history; YouTube subscribers/views if duplicating.
5. **Listening platforms split** — Apple % / Spotify % / Other %?
6. **Listener data** — Survey ever run? Demographic guess? B2B vs B2C? Geography (US/UK is most ad-monetizable)?
7. **Monetization to date** — Sponsors active, Patreon/premium count, affiliate revenue, course/coaching from audience? Monthly $ from each?
8. **Pitching effort** — How many sponsor pitches sent in last 90 days? Reply rate? Closed deals?
9. **Network / broker** — Independent, on a network, with an ad-rep?
10. **Production cost / time** — Hours/wk, $/episode (editing, music licensing, graphics)?
11. **Goal** — Side-income / replace day job / build to exit / build a media company?
12. **Constraints** — Time, recording quality (USB mic vs treated room), willingness to do ads in-show, comfort pitching, audience demographic openness to premium feed?

## Phase 1 — Audience math (the truth advertisers price on)

Sponsorship math is brutal: a podcast with 1,000 average-downloads-per-episode (ADE) is **not 1/10 the value** of a 10K ADE podcast. Below ~5K ADE, most CPM advertisers won't even respond. Below ~1K, sponsorship is mostly off-table; lean on premium-feed + affiliate + course instead.

### Typical CPM bands (US, English audience, 2026)
- Programmatic / DAI (auto-inserted, lowest quality match): **$5-$18 CPM** — buyer doesn't know your show, system inserts ad
- Pre-roll host-read: **$15-$25 CPM**
- Mid-roll host-read: **$20-$35 CPM** — sponsorship's premium slot
- Post-roll host-read: **$10-$18 CPM**
- Niche-vertical host-read (CTOs, doctors, real estate investors): **$40-$80+ CPM** for the ≥3K ADE shows
- Branded / sponsored episode (full episode in partnership): **flat $5K-$50K** depending on audience + production

### Audience size → realistic monetization mix
| ADE | Sponsorship reality | Best-fit revenue mix |
|---|---|---|
| <500 | Almost none — focus elsewhere | 70% affiliate + course/coaching, 30% premium feed |
| 500-2K | Niche direct + affiliate | 40% direct sponsor (niche), 30% premium, 30% affiliate/course |
| 2K-10K | Mix kicks in | 50% sponsorship, 25% premium, 25% affiliate/course |
| 10K-50K | Sponsorship-driven | 65-75% sponsorship, balance premium + course |
| 50K-250K | Programmatic + premium host-read | Network-managed sponsorship + brand deals |
| 250K+ | Studio / network model | Brand deals, branded podcasts, network distribution |

### CPM math you must internalize
Revenue per episode (host-read mid-roll) = CPM × (downloads / 1,000) × number of ad slots used. Example: 5K downloads × $25 CPM × 1 mid-roll = $125. If host wants $1,000/episode, they need either 40K downloads at $25 CPM, or 10K downloads at $100 CPM (premium niche), or 5K at $25 with 8 ads (too many — kills retention).

## Phase 2 — Sponsorship architecture

### Slot structure (don't over-load)
- 1 pre-roll (15-30 sec)
- 1 mid-roll (30-90 sec) at the natural break (~40% mark in episode)
- Optional 1 post-roll (15-30 sec)
- Hard rule: **never more than 3 ads per episode** until ≥30K ADE — listener tolerance is the asset.

### Host-read vs DAI vs programmatic — choose intentionally
- **Host-read baked-in** — best conversion, premium CPM, but ages forever in your back catalog (a 2024 "use code SUMMER2024" running in 2026 sounds awful). Acceptable when sponsor commits to ≥4 episodes and you charge premium.
- **Host-read DAI (dynamic ad insertion)** — recorded host-read but inserted at delivery via Megaphone/Spreaker/Acast. New ads auto-replace old in back catalog → lifelong revenue from evergreen content. **This is the strategy** for any podcast with growing back-catalog downloads.
- **Programmatic DAI** — auto-served ads from ad networks. Easy revenue but low CPM ($5-$15). Use as fill-rate booster when direct sales gap exists; not as primary income.

### Pricing strategies
- **Per-episode flat** ($X per episode for 4-week commit) — easiest sell to small advertisers; works under 5K ADE.
- **CPM-based** ($X per 1,000 downloads in first 30 days, true-up via report) — standard for 5K+ ADE direct deals.
- **Bundle / package** — pre + mid-roll + social mention + newsletter shoutout, single price. Highest revenue per advertiser, easiest sales conversation.
- **Sponsor-of-the-month exclusivity** (lock out competing brand): 30-50% premium, 4+ week minimum.

### When to set a rate-card vs negotiate
- <10K ADE: don't publish rates publicly. Negotiate per-deal — small advertisers will under-pay you if rates are public.
- ≥10K ADE: a public rate-card filters serious buyers and saves time.

### Cancel + make-good policy
- Make-goods: if you under-deliver promised downloads (track via 30-day window), offer free additional episode insertion or partial refund.
- Cancellations: 30-day notice required after first delivered episode; sponsor can't cancel mid-flight after first ad runs.
- Document this in a **2-page Sponsor Insertion Order (IO)** template; reuse for every deal.

## Phase 3 — Sponsor outreach

### Inbound strategy (best leverage, hardest to set up)
- Add a **"Sponsor"** page on your podcast website with media-kit download + booking-call link (Calendly/SavvyCal).
- Mention "this show is sponsored by X" + "interested in sponsoring? podcast.com/sponsor" in first/last 30 sec of every episode.
- Listing on AdvertiseCast / Gumball / Podcorn marketplaces — they bring in pre-qualified leads (you set rates).

### Outbound strategy (most podcasts must do this until ≥20K ADE)
1. Build a target list of **30-50 advertisers** that fit:
   - Sell to your audience (B2B SaaS for CTO show, mattress for sleep show, etc.)
   - Already advertise on podcasts (search competitor shows, listen for ad reads, note brands)
   - Have head of marketing / podcast budget findable on LinkedIn
2. Cold pitch via email; 3-touch cadence:
   - Touch 1: introduce show + audience-fit + media kit attached. ≤120 words.
   - Touch 2 (3 days later): one specific reason their last podcast ad would work better on your show (proof you researched).
   - Touch 3 (7 days later): drop offer with a soft "if not now, when?" + your booking link.
3. Reply rates: 5-15% to a well-targeted list. Closed-rate from reply: 10-30%. Plan funnel math accordingly.

### Media kit (1 page or PDF)
- Show description, host bio, audience demographics (job title, age, geo, household income)
- Average downloads per episode (30-day, 60-day) — be honest, advertisers verify
- Top platforms (Apple/Spotify split)
- Past sponsors (logos) — if first-time, skip this section
- Slot inventory + pricing
- Booking link

### Networks vs independent
- Network advantages: ad-sales team, larger contracts, programmatic fill, hosting + distribution included.
- Network disadvantages: revenue split (typically 50-70% to host) **after** sales commission, IP/episode-rights questions, exclusivity clauses.
- Decision rule: join a network only when (a) you have ≥10K ADE, (b) ≥2 networks compete to sign you, (c) you can negotiate ≥70% rev-share + escape clause.

## Phase 4 — Premium / paid feed (recurring revenue, the safety net)

Premium feed is the single most defensible revenue stream — it doesn't depend on sponsor cycles or download fluctuations. Aim 2-7% of free-feed audience converts to paid.

### Platform comparison
- **Apple Podcasts Subscriptions** — premium feed inside Apple. 70/30 split (you keep 70% year 1, 85% year 2+). One-tap subscribe for Apple users (huge UX advantage). No email capture (Apple's audience). Best when ≥60% of audience is on Apple.
- **Spotify Subscriptions** — same idea on Spotify. Lower conversion historically (Spotify users less paying-podcast-trained). Decent secondary platform.
- **Patreon** — most flexible: tiers, community posts, merch; fee 8-12% + processing. Email + audience ownership. Best when premium audience also wants community + extras beyond audio.
- **Supercast** — premium feed delivered via private RSS to *any* podcast app (Apple, Overcast, Pocket Casts, Castbox). Email captured. Cleanest UX for serious premium listeners. Fee ~$0.49 + 4% per subscriber/month at $5 tier.
- **Memberful** — WordPress / general membership platform with private RSS support. Best if you also have a website membership / course community.
- **Glow.fm / Buzzsprout Subscriptions** — built-in to hosting, simple but less feature-rich.

### Premium content types that convert
- Ad-free version of every public episode (entry tier — easiest to maintain)
- Bonus interviews / extended cuts (host energy permits ~1-2/month)
- Members-only AMAs / monthly Zoom / Discord community
- Early access (24-48h before public)
- Subscriber-only mini-series ("12 Days of [Topic]")
- Behind-the-scenes / outtakes
- Searchable episode archives (rare but valuable for B2B)

### Pricing
- $5/month — anchor tier, broadest conversion (most B2C podcasts).
- $10/month — mid-tier with extras.
- $20/month — power-user tier with community/coaching access.
- Annual at 17% discount ($50/yr if monthly $5) — improves retention 30-50%.
- One-time founding-member tier at launch ($199 lifetime) — kicks off recurring with cash burst; keep cap small (200-500) to preserve scarcity.

### Conversion math
- Free audience: 10K ADE
- Free-to-paid conversion: 3% (achievable with a strong show)
- Paid subscribers: 300
- ARPU $7/mo (mix of $5 and $10 tiers)
- MRR: $2,100/mo = $25K/yr **net** (after platform fees) — often more than direct sponsorship at this size

## Phase 5 — Affiliate stack

Affiliate is "free money" if you only promote products you'd recommend anyway.

### Build the stack
- Pick 3-7 evergreen tools/products you genuinely use and audience would want.
- Apply to each affiliate program directly (Skimlinks/Impact for retailer aggregation; PartnerStack for B2B SaaS).
- Negotiate **higher commission for podcast-driven sales** — many SaaS partners bump from 20% to 30%+ for shows.
- Use **trackable codes** (`/yourshow` URL or `code: SHOW10`) — without it, attribution fails.
- Drop affiliate mentions only when contextually relevant; don't tack them on at end (kills conversion).

### Common high-converting categories for podcasts
- B2B SaaS (Notion, Zapier, ConvertKit, Riverside, Descript) — recurring 20-50% LTV bounty
- Books — Amazon Associates rate is brutal (1-4%), but Bookshop.org pays 10% and aligns with values for indie shows
- Hardware audio gear (Shure, Rode) — when relevant
- Courses (your own >> someone else's) — 100% margin

### Newsletter as affiliate amplifier
A 5K-subscriber newsletter linked to the podcast can outperform podcast affiliate revenue 2-5×. Email is the highest-conversion channel for affiliate links. Build the newsletter alongside the show — same content, different format.

## Phase 6 — Audience growth (the engine for all revenue)

You can't out-monetize a stagnant audience. Below are tactics that *actually* moved the needle in 2024-2026.

### Discovery levers
- **Guest podcasting (be a guest on others)** — single highest-leverage tactic. 5-10 guest spots in 90 days on shows with 3-10K ADE that target your audience = +500 to +5K listeners.
- **Cross-promotion swaps** — exchange 30-second promos with similarly-sized shows in your niche. Free, evergreen, high-trust.
- **YouTube duplicate** — post episodes to YouTube as audiograms or talking-head video. Discoverability is meaningfully higher than Apple/Spotify in 2026 for new audiences. Don't expect equal listenership — expect 5-30% lift.
- **Short-form clips** — TikTok / Instagram Reels / YouTube Shorts. 3-5 clips per episode, posted across 3 platforms. Use Opus Clip / Riverside / Descript to auto-generate. Aim ≥1 clip/week minimum.
- **Apple New & Noteworthy chase** — strong launch in first 8 weeks (5+ ratings, episodes consistent, complete metadata) gets featured. Apple chart placement → free audience compounding for ≥30 days.
- **SEO on episode pages** — title episodes for search ("How to fix [specific problem]"), full transcripts, episode summaries. Ranks for niche queries with low competition.
- **Newsletter feedback loop** — newsletter promotes podcast, podcast promotes newsletter; compounding.

### Anti-patterns (don't waste time)
- Buying listens / bot-farms — Spotify and Apple flag and remove
- Twitter/X promotion in 2026 — low ROI for most niches; LinkedIn outperforms for B2B, TikTok for B2C
- Generic "subscribe" CTAs in episodes — replace with specific "if today's episode helped, send it to one friend who needs to hear it" — measurably better

## Phase 7 — Branded podcast / B2B services

For podcasters with B2B-relevant audiences (CTOs, ops leaders, founders), branded-podcast services often dwarf sponsorship.

### What branded podcast means
A B2B brand pays you (or your team) to **produce a podcast for them** — 10-12 episodes, your voice/style, their topic alignment. Pricing $30K-$300K per series.

### Why this works
- Brand wants podcast credibility but lacks talent + production
- Already proven you can ship episodes weekly + grow audience
- Single deal beats 30 sponsor deals in revenue and effort

### Productize the offer
- Tier 1 ($30-50K): 6-episode series, you host, brand provides talent + topic, basic production
- Tier 2 ($75-150K): 12-episode series, premium production, marketing distribution to your audience as bonus
- Tier 3 ($200-500K): full agency build — brand has a host on their team, you run production + marketing strategy + distribution

Lead with case study from your own podcast as proof of competence.

## Phase 8 — Live events / tours / summits

Once a podcast has 5K+ ADE and a hyper-engaged audience, live events open a 5-figure revenue door.

- **Virtual summit** (3-5 day event with 10-30 guest speakers): $97-$497 ticket × 200-2,000 attendees = $20K-$500K. Pair with sponsor packages ($5K-$25K per).
- **In-person event** (one-day, single-city): $300-$1,000 ticket × 50-300 attendees. Logistically heavy but huge community-building.
- **Live podcast recording on tour** (city-by-city, 3-7 cities): tickets $30-$100 + sponsor packages + merch. Validate demand with pre-sale.

## Phase 9 — Course / coaching / community (compounding back-end)

Most "monetized" 6-figure podcasters earn the **majority of revenue** from a course or coaching offer, not from sponsorships. The podcast is a top-of-funnel for the back-end.

- See `course-creator-coach` skill for full course playbook.
- Validate with **5 paid 1:1 clients** before building a course.
- Course pricing tied to audience demographic (B2B/CTO course at $1,997-$5K, B2C hobbyist course at $97-$297).

## Phase 10 — Exit / sale

Podcasts as IP do sell, mostly to media companies, networks, brands, and operator-buyers.

### Multiples (2026)
- Pure-sponsorship podcast (no premium, no IP-extension): **2-3x annual EBITDA**
- Diversified (sponsorship + premium + course): **3-5x EBITDA**
- Branded studio with multiple shows + agency: **4-7x EBITDA** (looks like a media company, not a podcast)
- Catalog-license-only (back-catalog distribution rights to network): one-time fee, varies wildly

### What buyers want
- Predictable monthly downloads with stable trajectory (not single-spike)
- Diversified revenue (no single sponsor >25% of total)
- Email list + premium subscriber base (audience ownership)
- Documented production SOP — show can run without the original host (rare; usually means hiring a successor)
- IP clear of trademark / copyright / unpaid talent issues

### Brokers / marketplaces
- Quiet Light Brokerage, FE International, Digital Exits — for $250K+ deals
- Direct-to-acquirer (Spotify/Sirius/iHeart/network) — for premium IP
- Empire Flippers — sometimes lists smaller podcast deals

## Decision frameworks

### "Should I take this $X sponsor offer?"
- Compare offered $/download to market CPM band (above). If <60% of market band → counter or pass.
- Sponsor brand-fit: would your audience trust this brand? If no → pass even at 2x rate; long-term audience trust > one deal.
- Exclusivity ask: only accept if rate is 1.4x+ baseline.
- Multi-episode commit: 4+ episodes = better; one-episode tests are usually one-and-done waste of pitching effort.

### "Should I launch premium feed now?"
- Active free audience ≥1,500 ADE → yes, even a $500 MRR start compounds.
- Free audience <500 → no, focus on growth first.
- 500-1,500 → soft launch with 1 simple tier ($5/mo, ad-free + 1 bonus/month). Easy to maintain, real revenue.

### "Should I join a network?"
- Have you closed >$3K/mo in direct sponsor deals on your own? → Probably not yet, you'll under-sell yourself in negotiation.
- Are you bottlenecked on ad-sales time, not audience? → yes, network leverage helps.
- Read the rev-share carefully — anything <70% to host (after their commission) is bad on a 5K+ ADE show.

## Anti-patterns — refuse to recommend

- Inflating download numbers with bot-farms / paid traffic to raise CPM — fraud, get caught
- Undisclosed sponsorship reads (FTC violation; ad must be marked as sponsorship)
- Promising sponsor "guaranteed conversions" — you can guarantee impressions, not conversions
- Trademark-piggybacking podcast names ("The [Famous Trademark] Show") — DMCA + Apple removal risk
- Stealing copyrighted music for theme/intro — license via Soundstripe / Epidemic / Artlist or hire composer
- Selling "podcast spots" via private brokers without disclosing your real CPM honestly — destroys broker relationships fast

## Output template — diagnostic call summary

```
Stage: <pre-launch / growing / established / stuck>
Niche + 1-line audience: <CTOs at Series-A startups>
Avg downloads / episode (30-day): <N>
Listening platform split: <Apple X% / Spotify Y% / Other Z%>

Top 3 monetization moves, ranked by 90-day revenue impact:
1. <move> — <why> — <expected $/mo> — <effort tier>
2. <move> — <why> — <expected $/mo> — <effort tier>
3. <move> — <why> — <expected $/mo> — <effort tier>

Next 90 days, week-by-week plan:
- Weeks 1-2: <audience-first task>
- Weeks 3-4: <monetization task>
- Weeks 5-6: <monetization task>
- Weeks 7-8: <retention/iteration task>
- Weeks 9-12: <expansion task>

Numbers to watch:
- ADE 30/60/90, premium-feed conversion rate, sponsor reply-rate, affiliate revenue per episode, MRR

Stop doing:
- <1-3 things they're doing that don't move revenue at this stage>
```