Packaging, Positioning, and the “Invisible” Money in Podcasting

What if most of the money in podcasting isn’t in podcasting at all?

In this episode, we’re joined by Jeremy Enns, founder of Podcast Marketing Academy, to break down where podcast revenue really comes from, and why so many shows miss it.

Jeremy challenges the idea that growth is about tactics. Instead, he makes the case that concept, positioning, and packaging are the real drivers of audience and revenue.

He also introduces a critical shift: podcasts aren’t just content—they’re conversion accelerators within a broader business system.

“There’s way more money that never gets accounted for… businesses that use podcasting to drive business.”

In this episode, we cover:

• Why most podcast revenue is “invisible” and happens outside the industry
• Podcasting as a conversion accelerator (and how it shortens sales cycles)
• The difference between advertising, partnerships, and equity-based deals
• Why concept is the most overlooked lever in podcast growth
• How poor packaging kills great content before it gets a chance
• The role of podcasts inside a larger media and business strategy
• Why most creators misunderstand content strategy entirely
• The shift from tactics to belief-building in marketing
• Long-term thinking, detachment, and sustainable growth in podcasting

Episode Chapters

(00:05) Packaging vs. promotion in podcast growth

(01:08) Where the money in podcasting actually lives

(03:49) Sponsorship vs. products and services

(05:30) Creative monetization: equity and partnerships

(07:16) Podcasting as part of a broader media strategy

(09:13) The myth of art vs. business in podcasting

(14:08) Why marketing feels “smarmy” (and how to fix it)

(17:25) Audience clarity and value proposition

(18:18) What makes a show inherently shareable

(21:24) The slow burn of podcast growth

(26:46) Why concept is everything

(28:00) Content strategy and belief systems

(31:50) Positioning your podcast within your business

(36:09) Detachment, long-term thinking, and creative success

(42:57) Why there are no shortcuts in podcast growth

About the Guest

Jeremy Enns is the founder of Podcast Marketing Academy, where he helps creators and businesses grow podcasts through strategy, positioning, and concept development. With a background in audio engineering and years of experience working with podcasters at every level, Jeremy focuses on the intersection of craft and marketing, helping shows become both compelling and commercially effective.

Connect with Jeremy

Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremy-enns/

Explore his work at Podcast Marketing Academy: https://podcastmarketingacademy.com/scrappy-podcasting-newsletter/

Some Additional PodBiz Buzz

“There’s way more money that never gets accounted for… businesses that use podcasting to drive business.”

“Normally my time to conversion was 12 to 18 months… after the podcast, a couple weeks later they’re ready to talk.”

“If you don’t get the concept right, everything is going to be harder downstream.”

“People do judge shows by their cover, by their title, by that one sentence blurb.”

“The game is staying in the game while you build your skills.”

“If you package great work, it will grow itself.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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