You've poured your heart and soul into creating an engaging B2B podcast. You've found your voice, you're reaching your audience, and your brand is starting to shine in a crowded digital space.
The truth is, creating a podcast that’s not just a brand builder but a revenue generator is a big leap—and it’s one you can’t afford to ignore if you want your efforts to pay off.
Whether you're just starting out or looking to level up your existing show, monetizing your B2B podcast is more than possible—it’s essential. And it all starts with understanding the strategies that work.
Ready to turn your podcast into a profit machine? Let’s dive in.
Hold on a minute; what is a B2B podcast?
So you have stumbled upon this article, and you're not quite 'in the know yet!’ that's okay! A B2B podcast is produced by a company with the goal of building connections with their ideal clients.
Podcasts are also a way to boost sales, promote a new service or product or grow your brand. Done well, a successful B2B podcast can enhance your business's industry authority in all these areas.
If you're looking for examples, explore all the B2B podcasts Fame runs or delve deeper into creating a B2B podcast.
Tell me, why should I monetise my B2B podcast?
Before we look at how to make money podcasting, we should probably look at why it’s a good idea to make it a profitable revenue stream in its own right.
Creating a B2B podcast that gets your business heard takes time, and we are all very well aware time costs money. So, naturally, you'll be wondering if you can make money from your podcast as well as using it as a marketing channel.
We understand that most businesses use their podcasts as a revenue and traffic driver for their main business. But, monetising a B2B podcast can generate direct income through merch, sponsorships, ads, premium content, and more. This can attract a much wider audience and result in high-profile guest appearances and valuable business partnerships. Additionally, monetisation provides audience data for strategic insights, differentiates your brand, and can ensure long-term sustainability.
How to make money podcasting, 5 proven strategies
1. Sell merchandise, an often missed opportunity for podcasters!
Merch! Hands up if you love a little merch. I use merch daily, both out and about and whilst at work. It's a great way to create a tangible connection between a brand and its audience and foster a real sense of community. (Plus, if it's ever given out for free, you can bet I'm at the front of that queue!)
It's a win-win; when your listeners wear your merchandise, they become walking advertisements for your podcast. Hello, massive opportunity for greater brand visibility.
Podcasters! You’re missing out on a huge merch opportunity!
YouTubers excel at taking advantage of the value of branded merchandise. Think Instagrammable T-shirts or hoodies, eco-friendly tote bags, viral water bottles everyone just has to own, and more. It's working really well for them. Selling merch can reduce your reliance on sponsorship and advertising and help diversify your revenue streams.
A.M. Custom Clothing conducted a study and found that based on SE ranking search data, the worldwide search volume for "podcaster merchandise" is on the lower side, with just 590 monthly searches globally, 480 in the US, 70 in the UK, and 40 in Canada.
We expect there are searches in other countries, but their volumes aren't substantial enough to appear in SE Ranking’s data. In contrast, "YouTuber merchandise" has 2000 monthly searches, with 590 in the US and 590 in Germany.
Despite both YouTubers and Podcasters creating content, it is clear that YouTubers are taking more advantage of merchandise as a revenue stream and marketing channel. This hesitation may stem from the misconception that merchandise is only suitable for consumer-facing brands.
Over the last few years, there has been a significant increase in interest in "podcast merch", according to Google Trends data. The United States shows the highest search interest, closely followed by Canada, in alignment with the SE Ranking search data.
In a nutshell, if you haven't started using merchandise to generate revenue and promote your brand, you are passing up a valuable opportunity.
Zapier, with its Automatic Apparel line, is an ideal example of how B2B businesses can successfully leverage branded products. By offering items like T-shirts and hoodies, Zapier has created an additional revenue stream but, even more importantly, strengthened its brand community. I have a Zapier T-shirt, which I love; I got it as a gift for giving them feedback—this is a great way to cultivate brand loyalty. P.S. It works. I always talk to people about Zapier. See?
How can I get started creating podcast merch?
Keep your audience in mind; what do they want? You might totally adore your podcast artwork—fabulous! But it may not be something people would want on their coffee mugs. Try to think beyond your logo/artwork. What could you create that will get people talking about your business? If you are unsure about your audiences' preferences, just ask them via social media or your podcast newsletter.
Great-quality merchandise speaks volumes: Whatever merch you create, prioritise merchandise quality. We know it can be tempting to opt for a cheaper option, especially when you are starting out. This just results in a poor-quality product that won't do your brand any favours. Ensure the quality aligns with how you want people to perceive your brand.
Get promoting: Yep, you guessed it, when it comes to podcast merch, promotion is everything! You've invested valuable time and effort into designing your products; show them off! You can mention your products in your episodes, post on social media, wear your designs to networking events, send out email newsletters when you have a sale, email your audience whenever you create something new, and include a menu or shop link on your podcast website.
2. Sponsored content and advertising for podcasts
Our second way to diversify your revenue stream is to consider sponsored content and advertising. Using your brand as the sponsor can be effective, but be bold and incorporate sponsors outside of your own brand, too, especially if they complement what you offer and will resonate with the podcast audience.
If you are worried about marketing products outside your own, try not to be, as it can make your podcast feel more authentic and less like a sales channel.
This approach has been successful for podcasts like Marketing School.
How can I get started with sponsored content and advertising?
Identify your potential sponsors: B2B podcasts typically have a niche audience; keep that in mind and work alongside brands that suit your podcast's niche.
Create a media kit: One of our best tips is to develop a professional media kit that outlines your podcast's reach, demographics, and sponsorship opportunities. This will save you loads of time and allow you to communicate these both quickly and effectively.
Reach out to brands: Go for it! Don’t be afraid to approach potential sponsors yourself! Be confident in your brand and podcast, and submit proposals highlighting the benefits of advertising on your podcast.
3. Consider affiliate marketing
Consider promoting products or services from other companies to earn commission on the sales you generate through your referral links. Promoting products that are different from yours can come across as more authentic and less like a sales pitch if integrated as genuine thought leadership with other products or brands woven into the Podcast.
We have seen this strategy be particularly effective for B2B podcasters. You can recommend tools, software, or services relevant to your audience that you genuinely use, have used and can review or highly recommend.
How can I get started with affiliate marketing?
Choose relevant products: Choose tools, products or services that you would genuinely use and that fit alongside your podcast's niche. Being authentic and honest will get you a long way in affiliate marketing.
Join affiliate programs: You can sign up for affiliate programs offered by companies or use platforms like Amazon Associates, ShareASale, or Commission Junction.
Promote through your content: We honestly believe the best affiliate promotions integrate naturally within podcast episodes, show notes, and blog posts.
4. Offer consulting and coaching services
You have the expertise; be confident and use it to monetise your podcast! You can use your podcast platform to offer consulting or coaching services.
How can I get started with offering consulting and coaching services?
Clearly define your services: Make sure to outline clearly and simply the consulting or coaching services you offer, including pricing and packages.
Promote, promote, promote! Mention your services wherever you possibly can. Gain feedback, share testimonials from previous clients, show your credibility, and you will attract new business.
Consulting success: Pat Flynn's podcast "Smart Passive Income" is a great example to take inspiration from. Pat offers consulting services and online courses, leveraging his podcast's reach to generate substantial income and help his audience grow online businesses.
5. Supply premium podcast content for a membership fee
If your audience is well established, offering them exclusive content for a membership fee is a brilliant way to monetise your podcast. We have to stress, though, that this works as long as you are consistent! Keeping your audience engaged and continuing to pay the membership fee takes quite a dedication.
How can I get started with offering premium content for members?
Feature bonus episodes: Consider featuring bonus episodes that are available only to subscribers. These are ideal because they can be fun, short and sweet.
Offer early bird access: Allow members to listen to episodes before they are released to the public.
Feature exclusive interviews: Provide access to exclusive interviews with industry experts that are available only to members.
Platforms like Patreon and Supercast can help you manage memberships so that you can offer exclusive content to your subscribers for a fee.
Conclusion
By implementing these strategies, you'll transform your B2B podcast from a marketing tool into a profitable revenue stream that enhances your brand’s authority. Monetizing your podcast isn’t just about making money—it’s about maximizing the value of your content, deepening your audience engagement, and creating sustainable growth for your business.
- Without monetization, your podcast is leaving money on the table.
- Without monetization, your podcast may struggle to sustain itself.
- Without monetization, your podcast’s potential is capped.
Follow these steps to ensure your podcast not only stands out in your industry but also generates the revenue it deserves. Turn your passion into profit, and let your podcast work as hard as you do.
Happy podcasting!
