Where the Money Meets Marketing: Podcast Audience Development with Catrin Skaperdas

About this episode

Catrin Skaperdas discusses the importance of integrating marketing into podcast development from the concept stage for effective audience growth and monetization.

What if audience development doesn’t start at launch… but at concept? This week on PodBiz, we’re joined by Catrin Skaperdas, Marketing and Audience Development Director at The Podcast Guys, whose career spans Cumulus Media, independent consulting across European markets, and now building marketing infrastructure inside a growing UK agency. Catrin makes one thing clear: marketing is not an afterthought. It belongs in the room from day one. As she puts it: “Now I'm part of podcast development. I'm in the room at the beginning of the conversation and I'm working with these brands to just to figure out what the best concept is for them. What's going to get them to their goals.” And when it comes to monetization for independent creators, she’s equally direct: “The money can be found when you use your podcast as part of a brand ecosystem.” This is a grounded, practical conversation about audience growth, branded podcast strategy, European market nuance, and why downloads alone don’t define success. Here are some insightful moments within the episode: Why monetization isn’t “one giant pile of money” How indie creators can build revenue beyond ads Why brands must budget for marketing as…

People in this episode

Hosts: Norma Jean Belenky, John Kiernan

Guest: Catrin Skaperdas

Topics covered

• audience development
• podcast marketing
• monetization strategies
• independent creators
• European podcast markets
• brand ecosystem
• podcast success metrics

Keywords

• podcast audience development
• marketing strategy
• monetization
• independent creators
• brand ecosystem
• European podcast markets
• success metrics

Mentioned in this episode

Organizations: The Podcast Guys, Cumulus Media

Places: UK, European markets

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