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

About this episode

In this episode, Jeremy Enns discusses the hidden revenue opportunities in podcasting and the importance of positioning and packaging.

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…

People in this episode

Hosts: Norma Jean Belenky, John Kiernan

Guest: Jeremy Enns

Topics covered

• podcast revenue
• business strategy
• content strategy
• marketing tactics
• audience growth
• monetization

Keywords

• podcasting
• revenue
• conversion accelerators
• business system
• content strategy
• audience growth
• monetization
• tactics
• partnerships

Mentioned in this episode

Organizations: Podcast Marketing Academy

More episodes of PodBiz | Where's The Money In Podcasting?

• The Future of Podcast Advertising in Latin America with Rodrigo Tigre · June 8, 2026 · 51 min
• Building a Sustainable and Successful Podcast Membership Model with Joe Fucigna · June 1, 2026 · 54 min
• Why Podcast Advertising Still Runs on Predictions, Not Certainty with Sean Howard · May 25, 2026 · 46 min
• What Podcast Metrics Actually Matter? Tom Webster on Discovery, Data & the Future of Audio · May 18, 2026 · 1h 2m
• Building Trust at Scale in Health Podcasting with Dan Kendall · May 11, 2026 · 52 min
• Owning Your Audience Is the Business Model with Michelle Jackson · May 4, 2026 · 43 min