Performance-Based Podcast Deals

David proposes creating a corporate podcast agency that helps companies create their own podcasts, focusing on the relationship-building value rather than audience size.

Key Points:

• Value Proposition:

  • Podcasts provide value even with zero listeners
  • Creates excuse for relationship building conversations with customers and prospects
  • Functions as sales enablement tool

• Use Cases:

  • Sales teams can link to relevant episodes for lead nurturing
  • Share customer success stories and testimonials
  • Build relationships with prospects through podcast interviews

• Business Model:

  • Target corporate clients who need content marketing
  • Focus on B2B companies where relationship building matters
  • Can be internal or external facing podcasts

• Key Insight:

  • Success metric isn't downloads/listeners
  • Value comes from creating content that can be used in sales process
  • Provides excuse to have meaningful conversations with potential customers

• Monetization:

  • High margins possible due to price insensitive corporate clients
  • Warning: First thing cut during recessions/downturns
  • Can charge premium rates for production and strategy