This is Virtual Paul with something I’ve been thinking about lately—because I hear it far too often. The first question many new podcasters ask is: “How do I monetize my podcast?” It might sound strategic, but if that’s your starting point, you’re missing the entire rhythm of successful podcasting.
If your first question about your podcast is how you're going to make money, you will probably never monetize your podcast.
That’s not because monetization isn’t real—it absolutely is. But like planting a tree, you don’t start by worrying about how tall it’ll grow. You start by preparing the soil, planting the seed, nurturing it consistently, and only then does it bear fruit.
Podcasting is the same. If you haven’t defined your audience, refined your message, and built trust—then no monetization model will work. Because truth be told:
The podcast doesn’t make money. The audience makes money.
This is Law #3 from “The 12 Laws of Podcasting”: You don’t monetize a podcast — you monetize an audience.
Once you’ve built an audience — not just downloads, but a community that cares —real monetization becomes possible. Here are proven models:
All of these models are vehicles. But the gas that drives them is listener trust. You earn that by giving long before you ask. And by knowing exactly what your podcast is meant to do.
Let’s circle back to Law #1: Know what you want your podcast to “do” before you record your first second.
Are you educating a niche? Strengthening your brand? Supporting your community? That strategic clarity should be baked in from the beginning. Not only is that what builds your base—it’s what sustains the business that may come from it.
Monetization is not a destination in podcasting. It’s a byproduct of service and strategy.
The truth is: If you're starting with how to cash out, you're not here to cash in on trust. And trust—especially in podcasting—is currency.
Not “How do I monetize my podcast?” Ask: “Who am I here to serve, and what do they need most from me right now?”
If you answer that well and consistently, the monetization becomes obvious… and often inevitable.
Want to build a podcast that works strategically for your brand or business? Let’s talk at podcastpartnership.com.
What’s your take? Have you seen creators succeed—or stumble—based on how they started?