If you started a podcast today, you’d be joining a crowded field. But imagine starting one in 2005, when you had to manually code your own RSS feed and explain to everyone what a "podcast" even was. That is exactly what Dave Jackson did.
As the founder of the School of Podcasting and a 2018 Podcast Hall of Fame inductee, Dave has seen every trend, tool, and tactic come and go. In our latest episode of Podcasting Momentum, he shares why the fundamentals of brand building with podcasting haven’t changed, even if the technology has.
Here are the top lessons from a true industry veteran on how to build an audience that matters.
1. Don't Monetize the Podcast—Monetize the Audience One of the biggest mistakes new podcasters make is expecting sponsorship checks to roll in immediately. Dave’s advice? Stop trying to monetize the show itself. Instead, use the show to build trust with an audience that will buy your products or services.
For small business owners, this is the golden rule of podcast lead generation. You don't need millions of downloads to see an ROI. You just need the right listeners who trust your authority and need your solution.
2. You Need a Home Base (That Isn't Spotify) "Just search for me where you get your podcasts." Dave admits that hearing this phrase makes him want to drive off the road. Why? Because you are relying on third-party algorithms to surface your content.
If you are serious about growth, you need a dedicated podcast website. As the Head of Podcasting at PodPage, Dave explains that a website is essential for SEO (Google searches websites, not audio files) and for capturing email leads. A website allows you to own your audience rather than renting it from Apple or Spotify.
3. Connection Outlasts Content In a powerful moment during the interview, Dave shared a story about a listener who credited the podcast with saving his life. While most business podcasts won't have stakes that high, the lesson remains: connection is your currency.
In an era of "AI slop" and automated scripts, authenticity is your competitive advantage. People listen to hear you—your unique perspective, your bad jokes, and your real voice.
Conclusion Whether you are looking into remote video podcast production or just starting to record on your phone, remember Dave’s "North Star" advice: Know why you are doing it and who it is for. If you have those two things, the downloads (and the business results) will follow.