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The world of social media marketing and podcasting can often feel like two completely different universes. Social media thrives on engagement metrics, click-through rates, and ROI, while podcasting is all about capturing attention with the power of audio. While podcasts don’t offer instant click-throughs like social platforms, they offer something even more valuable: the undivided attention of your listeners. Imagine having 80,000 people genuinely interested in what you're saying. That’s the power of an authentic podcast endorsement. When the content is woven seamlessly with ads, listeners barely notice, yet the message lands effectively.

However, selling podcast ads was tricky, especially for someone managing time constraints and competing priorities. Enter a moment of serendipity—Tash from Word of Mouth Media came into the picture. After several meetings and almost signing with someone else, I found Tash. What started as a professional collaboration quickly grew into a friendship. With her business acumen and my storytelling approach, we started something entirely new—podcast subscriptions.

The Birth of a Subscription Model

As a podcaster, I’d been thinking for a while about subscriptions, wondering why I hadn’t seen this model gain traction in my corner of the industry. After much reflection and outreach, I began exploring the idea seriously. Just as I was about to launch a subscription on Patreon, I got an unexpected message from Apple—a game-changing opportunity to launch an exclusive subscription with them.

This was a calculated risk, as going exclusive with Apple meant losing part of the audience—those on Android. But with a solid PR strategy and Apple’s backing, I decided to take the leap. The result? We hit our monthly goal in just three days, and our annual target in six weeks. This success was not just financial—it was validation. Listeners trusted me enough to support the content I was pouring my heart and soul into.

One message in particular really struck me. A woman from rural Queensland shared that her husband had encouraged her to keep her subscription despite financial struggles, knowing how much it meant to her. This was more than just content; it was about connection and the value that listeners placed on something that resonated with them deeply.

Crafting a Subscription Worth Paying For

When launching a subscription, I knew it couldn’t just be about offering “ad-free” episodes. I wanted to create something truly special. Subscribers receive exclusive content that’s raw, unfiltered, and often deeply personal—things I’ve never shared publicly, not even with close friends or family.

For example, I opened up about my experience with domestic violence—something I’ve never talked about in-depth on the main podcast. It was crucial for me to share this with the people who trust me and who have been on this journey with me. We’ve created a “secret society” of sorts, where listeners can access conversations too explicit or personal for mainstream airing. This is what makes the subscription offering more than just ad-free content; it’s a community where listeners can feel connected, challenged, and understood.

Staying Authentic in a Commercial World

Running a podcast is more than just hitting play and recording conversations. It’s about building a sustainable business, which can be a challenge without compromising on authenticity. This is why I partnered with Acast to help monetize the podcast while keeping the content true to its purpose. Not every episode is suitable for ads, and maintaining the integrity of sensitive stories is important. That balance—between being authentic and running a successful business—is something I constantly strive for.

Advice for Aspiring Podcasters

If you’re thinking about starting a podcast, ask yourself: "Why?" Podcasting isn’t for everyone, and the space is saturated. If you're not deeply passionate, it’s probably not worth pursuing. However, if you have something to say that you believe the world needs to hear, then go for it. But here’s my biggest piece of advice: retain ownership of your content. Don’t sell out to big production houses that might try to steer your content in a more commercial direction. Keep your creative control, even if it means making less money in the beginning.

The Importance of Connection and Impact

For me, everything comes down to connection. Whether it’s connecting with my audience, with guests on the show, or with my team, fostering meaningful relationships is at the core of what I do. Impact is also a key factor—knowing that what I’m creating is making a difference in someone’s life is what keeps me going.

Looking back, one of the most exciting moments was seeing the podcast featured on Apple’s banner. We’ve been in the top 25 worldwide and top 5 in Australia and New Zealand, but beyond the numbers, it's the stories of listeners who feel connected and inspired that matter most to me.

Lessons Learned: Trusting Strong Women

One of the greatest lessons I’ve learned in this journey is the power of surrounding yourself with strong, smart women. Every member of my team, from my accountant to my lawyer, is female. It’s intentional, and it’s empowering to work with audacious women who believe in the same values.

In the end, my podcasting journey has been one of authenticity, risk, and building connections that matter. It’s not just about making money—it’s about creating something that resonates on a deeper level, both with my audience and within myself.