Most podcasters wait too long to monetize. [Here's how to change that.]

Most podcasters wait too long to monetize. Here's how to change that.

If you’re holding off on brand partnerships because you think you need thousands of downloads first—stop.

You don’t.

In fact, if you’ve been quietly building a niche show, even with a small but loyal audience, you may be more partnership-ready than you think. You just need to flip the way you think about what brands actually want.

I recently joined Dave Jackson on the School of Podcasting to talk about podcast monetisation—specifically through brand partnerships. If you haven’t listened yet, you can catch the full episode here.

But for now? Let me break down the biggest takeaways that you can apply right now.

This isn’t about chasing CPM rates.

This is about setting up your show to become a valuable asset brands want to be part of.

Let’s dig in.

Why most podcasters get stuck

Most podcasters follow a familiar path:

• Start a show with a message that matters

• Invest in a decent mic and edit their own episodes

• Post on socials (sometimes inconsistently)

• Watch their download numbers crawl

• Wonder if they’re ever going to see a dollar from all this effort

What usually happens next?

They assume they need to "grow more" before they can even think about monetising.

Here’s the problem: that advice is based on sponsorship models, not partnerships.

The sponsorship model pays you based on download numbers. Brands want a return on ad spend, so they work off CPMs (cost per thousand impressions). It’s a numbers game—and unless you’re pulling massive reach, it’s rarely worth your time.

But partnerships? Entirely different ballgame.

What brands actually care about (and it's not just downloads)

Let me be blunt: the right brands don’t just care if you’re hitting 5K, 10K or 50K downloads. They also care about:

• Audience alignment – Are you speaking directly to the kind of person they want to reach?

• Trust factor – Do your listeners believe in you and take action when you recommend something?

• Ecosystem – Are you just a podcast host, or are you an expert who shows up in other ways too?

If you can tick those three boxes, you’re already valuable to the right brand.

Even with a tiny audience.

And in the episode with Dave, we dove into how to build that value from scratch—even if you're just getting started.

Start here: build an ecosystem, not just a podcast

If you want to work with brands, you need to give them more than a 30-second ad spot. You need to offer them access.

Access to what? Your people.

And that means expanding your platform beyond just the audio file.

Here’s how:

1. Open a free Facebook group — Think of it like a behind-the-scenes lounge. It’s where your listeners hang out, share feedback, and feel like insiders. It builds community—and brands love community.

2. Start an email list — Even if it’s tiny. Even if it’s just 15 people. That’s 15 people who want to hear from you. Brands don’t get that kind of access from paid ads.

3. Show up as an expert — Post on LinkedIn. Speak on panels. Write articles. Be known for something. This is what builds brand trust and shows you’re more than just a voice on a mic.

4. Know your numbers — Not just downloads. What does your audience care about? What links do they click? How do they engage with your episodes? This is the stuff brands want to know.

It’s not about being everywhere. It’s about creating a deeper connection in the places that matter.

A real-life example: pitching before launching

In the episode, I talked about landing a five-figure partnership before my podcast even launched.

How?

I led with my story

I showed the brand where our audiences aligned

I offered more than just a podcast spot (think: socials, email, interviews, event shout-outs)

I didn’t pretend to have massive reach—I just focused on the right fit

And it worked.

Because the right brands aren’t looking for polished pitches. They’re looking for people who understand their audience, and can help them reach those people in a way that actually matters.

The mindset shift that unlocks partnerships

If you’re still asking:

"How do I get brands to sponsor my show?"

Flip it.

Start asking:

"How do I make my show an asset to a brand?"

See the difference?

Sponsorship is passive.

Partnership is collaborative.

One is about CPMs.

The other is about connection.

When you shift your mindset, you stop waiting around to be picked. You start building a platform worth investing in.

Your next 3 steps

If you want to start heading in the right direction today, here’s your to-do list:

1. Pick a platform and start growing a list (We like FG Funnels, but use whatever you’ll actually stick with.)

2. Create a listener hub (Facebook group, WhatsApp, Slack—whatever works for your people.)

3. Document your value (Don’t wait. Start a Google Doc with screenshots, testimonials, messages, anything that shows how people engage with you.)

None of these require you to double your downloads.

All of them help you become partner-ready.

Want help making it happen?

If you’re nodding along thinking “Yes! This is what I want”—you’re not alone.

We’re building something right now inside Podcast Expert Lab to help podcasters like you package your value, attract aligned brands, and know when it's the right time to find a partner for your show.

Keep your eyes peeled. And if you want to be first to hear about it, make sure you're signed up to our LinkedIn weekly newsletter.

Big thanks to Dave

Huge gratitude to Dave Jackson for opening up this conversation on the School of Podcasting. We need more honest conversations about how partnerships actually work.

Because the industry has changed. And podcasters deserve to know they can make real money, even if they’re not hitting the so-called benchmarks.

Let’s flip the script, shall we?

Not sure if you're ready? Get started with a free 15-minute fit call to see if you're podcast is ready for a partnership. Book here now.