The Key To Starting A Podcast Network With Jeff Umbro From Podglomerate

When it comes to the distribution aspect of your podcast there are fewer “sure things” than having other similar shows in your niche promoting your content.

And podcast networks are the most natural way to establish that cross pollination of your podcast with other relevant audiences.

In this coversation with Jeff Umbro from podcast network Podglomerate we discuss how setting up a podcast network can be a good fit for you and other shows in your niche, the 5 different approaches they take to distribution or promotion of shows they work with, and where Jeff feels many podcasters are missing out when it comes to the marketing of their podcasts.

Establishing Your Own DIY Podcast Network

While huge podcast networks like 5×5, Relay, Gimlet Media, NPR, and others have significant barriers to entry it doesn’t have to be difficult for you and your podcast to benefit from the same type of organic sharing that happens in these larger networks.

In fact, many of the most impactful podcast networks like Multitude Productions have created significant benefit for their member shows. One way that Multitude accomplishes this is by focusing much of their network into associated vertical niches.

For Multitude focusing their shows into the niches of gaming, Harry Potter and other mythology arenas has helped them grow significant audiences, mostly by cross promoting other member podcast in their episodes.

At Podglomerate, Jeff and his team handle 3 main aspects of podcasting:

Original Content Creation

While they have several member shows they also create some original shows.

Having a built in “laboratory” where they can experiment on new show ideas, refine approaches to content creation, and in general have an avenue to express their creative side has shown some of the biggest advances in their growth over the years.

One lesson Jeff learned for other podcast networks is having shows of your own is a great sort of virtual CV to show prospective shows that you’re approaching to join the network. Showing other podcasts the kind of work you do and what other member shows are like is a great selling point.

Monetizing Podcasts

Podglomerate works with member shows in a variety of ways to help monetize their podcasts.

Programmatic Ads

Working with platforms like Megaphone is a good option for podcasts with a large following to easily monetize their shows.

If your podcast has 10,000 listens or more per episode then programmatic advertising platforms like Megaphone may be a viable option for your show. In these platforms you choose the type of ads that you’d like to run on your show and the platform takes care of the sourcing of the ad content and dynamically inserts those ads into your podcast as listeners download or stream the episode.

For podcasts with lower listenership, say less than 1,000 listeners per episode, Jeff says that the best way to monetize a show is to go directly to brands in your space to sell ad spots on your show.

These “Direct Ad Placement” techniques require a bit more work up front, but can be the most beneficial for both sponsors and podcast brands.

Direct Ad Placement

If programmatic ads aren’t a good fit for your show, either because your audience is too small or your niche too narrowly defined to appeal to the broader audience...