“How do you make money from a podcast?”
It’s probably the question I’ve been asked the most since launching the Feeling Content podcast.
More recently the question has become even more direct.
“How are you going to make money from your podcast?”
The honest answer is simple.
I didn’t start the podcast to make money.
Of course podcasts can generate revenue through sponsorships, advertising and product placements. But those opportunities usually appear once a podcast has built consistency, trust and an audience. That doesn’t happen overnight.
The real reason we started the Feeling Content podcast was something different.
There were three motivations behind it:
To reposition my role within LOFT ONE12 as the business grows.
To learn from people who are further ahead in the journey.
And to create a more sustainable content strategy.
That third reason is the one that has already started to make the biggest difference.
A Podcast as the Starting Point for Content
One of the biggest challenges founders and marketing teams face with content isn’t ideas.
It’s time.
Most businesses know they should be creating content consistently, but when you're balancing client work, operations and everything else that comes with running a business, it can quickly become overwhelming.
A podcast changes that dynamic.
Instead of constantly trying to create new content from scratch, a podcast becomes cornerstone content.
One conversation can support content across multiple platforms:
Reels.
Shorts.
LinkedIn posts.
Carousels.
Stories.
Blog posts.
Behind the scenes clips.
Instead of chasing the next post, you start building a content system.
But for that system to work, the planning needs to start well before the cameras start rolling.
Choosing the Right Guests
When we first started planning the Feeling Content podcast, the focus wasn’t on filling the schedule as quickly as possible.
We wanted to be intentional about the guests we invited.
Rather than sending out a blanket promotion asking for podcast guests, we focused on people whose story could genuinely provide value to us and to our audience.
Founders, creatives and business owners who have built or grown a brand where content played a meaningful role.
That includes the wins.
But just as importantly, the challenges they’ve faced along the way.
Those challenges are often where the most valuable insights come from.
In some cases we already know the guest. In others we don’t, so we gather some background information beforehand to help guide the conversation.
The goal isn’t to script the episode.
It’s simply to make sure we stay on track with the themes we want to explore while keeping the conversation natural.
Capturing More Than Just the Conversation
When we film the podcast, we’re not just recording the conversation itself.
We’re also capturing behind the scenes content.
This might include short clips of the setup, snippets of conversation before or after recording, or moments around the studio.
Behind the scenes footage is incredibly valuable because it gives audiences a more authentic look at what’s happening.
That kind of content fits naturally with the LOFT ONE12 brand and works well before, during and after the episode launch.
It also provides content that feels different to the polished main edit.
Editing With Future Content in Mind
The editing stage is where the content strategy really starts to take shape.
As we work through the podcast edit, we actively bookmark moments that could become valuable pieces of content later on.
Some clips are linked to specific guests or events.
For example, a moment that might work well around International Women’s Day if the guest is speaking about their journey as a female founder.
Other clips are linked to themes that come up regularly in business conversations.
Things like work life balance.
Standing out in a competitive market.
Building a community.
Those moments often become some of the most relatable pieces of content.
We also identify clips that can work well as trailers before the episode launches.
These short snippets help build curiosity and excitement without giving too much away.
Turning One Episode Into Multiple Pieces of Content
Once the podcast is published, the real content strategy begins.
Using the clips and themes we identified during editing, we can plan content across multiple platforms.
That might include:
LinkedIn posts
YouTube Shorts
Instagram reels
Stories
Posts
Carousels
This content is shared across both the LOFT ONE12 brand and Shaun's personal profile.
When clips relate directly to the guest, we also make those available to them so they can share them with their own audience.
That creates a natural ripple effect where the conversation reaches people beyond our own platforms.
Expanding the Content Ecosystem
One of the interesting things we’ve discovered through this process is that the opportunities around a podcast extend well beyond the platforms we’re currently using.
At the moment we’re repurposing content across platforms like LinkedIn, Instagram and YouTube. But as we’ve started to map out the full content journey from each episode, we’ve also identified other areas that could play an important role in the future.
For example, newsletters could become a natural extension of the podcast. A short written summary of key insights from each conversation could provide value to subscribers while also bringing new listeners back to the episode.
There are also opportunities across other social platforms where short clips and key moments from the podcast could reach entirely new audiences.
The important thing is that these opportunities all stem from the same source.
The conversation itself.
When the podcast becomes the starting point for your content strategy, it opens the door to a much wider ecosystem of content that can grow over time.
The goal isn’t to be everywhere at once.
It’s to build a system that can expand gradually as the podcast and the audience grow.
The Real Value of a Podcast
When people ask how podcasts make money, they’re usually thinking about direct monetisation.
Sponsors.
Ad placements.
Product placements.
And while those things are possible, they rarely happen immediately. They tend to come once a podcast has built consistency, trust and an audience.
But the real value of a podcast often shows up somewhere else.
In the conversations you’re able to have.
In the relationships you build.
In the insights you gain from people who have faced the same challenges you’re navigating.
And in the content that can grow from a single conversation.
Because the real value of a podcast isn’t just the episode itself.
It’s everything that comes from it.
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