How Podkit Simplifies Sponsorships and Media Kits for Podcasters with Eric Melchor

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Welcome to Podcasting Tech, a podcast that equips busy

 

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entrepreneurs engaged in podcasting with proven and cost effective

 

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Matthew Passi, your host and a fifteen year veteran in the podcasting

 

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podcastingtech.com to subscribe to this show on YouTube or your favorite

 

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podcast platform and join us on this exciting journey to unlock the full

 

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potential of your podcast. New

 

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product that just came across my radar recently that I think is an incredible one

 

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for podcasters to check out. We are chatting with Eric Melkor. He's the

 

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cofounder of Podkit. He's also the host of the Innovators Can

 

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Laugh podcast and founder of the b two b podcast network, b

 

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two b Pod Pros. Eric, thank you so much for joining me here

 

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today. Hey, Matthew. Pleasure to be here. Well, I

 

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I'm intrigued by what you've built, obviously, with Podkit, but it sounds like

 

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you've been messing around with the podcasting space for a little while. So

 

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start off, tell me, how did you get into podcasting? What was your, like, first

 

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foray into it, and and what have you been doing since? Yeah.

 

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I got into it a little over three years ago. I just moved to Europe

 

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from Texas. I didn't really know anybody in Romania, and,

 

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I thought, hey. Interviewing other tech

 

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founders, entrepreneurs, people that were very innovative

 

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may be a good way to make some friends, build some relationships, sort

 

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of develop a network, and then also just kind of develop a name

 

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for yourself in the tech industry over here in Europe. And so that's what led

 

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me down the path of podcasting. It was it was crazy, Matthew. I never

 

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forget my first few episodes. I had pillows, like, these

 

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pillows that you put on the bed around my laptop

 

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because next door, they were building this apartment building, and you heard this

 

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drill going on. And I was just trying to drown out the sound, you

 

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know, from outside. And one of my guests saw, like,

 

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what are you doing? And I'm, like, you know, putting these pillows around my laptop.

 

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And she goes, what is this? Pillow Talk with Eric? And I'm, like, you know,

 

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I mean, like, that would be a good podcast name, actually.

 

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Yeah. Well, that's how I got into it. It it might have a different inference

 

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than, pod pros or b two b if it was Bill to talk with Eric,

 

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though. Yeah. Well, I was telling I told that

 

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joke with my wife what happened. She didn't she she wasn't too happy about it,

 

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though. So it's interesting that, you know, we've

 

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talked about it plenty of times on the show that a lot of folks, you

 

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know, they're focused on podcasting to the audiences, but it seemed like your focus

 

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was more on who the guests were and, right, building your your network that way.

 

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Is that still the case today, or has your podcast evolved from that

 

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first iteration? No. It it is. And so

 

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it's a great way to meet people, make connections. And what I did

 

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is the first season, I only interviewed Romanian start up

 

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founders, and so I built a good network here in Romania, and I didn't know

 

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if I was going to continue podcasting, but I enjoyed it so much. I

 

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thought, wouldn't it be interesting if I did a different country here in

 

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Europe every season? And that's what I did. So one season was Lithuania.

 

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Another season was The Netherlands. Another one was, like, Bulgaria and The

 

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UK. And the great thing about this is that whenever I go to these

 

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places, I I know people who can show me around like a local.

 

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So it's a great way not just to build relationships and connections, but

 

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also tour guides. Right? Tour guides. That's the other reason I do it.

 

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But, yeah, that's the main reason. And then about, I guess, last

 

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year, I thought, how can I monetize my show? And I I was only getting

 

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maybe a few hundred downloads a month, And I started researching Spotify

 

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and some other ad large ad networks. But they didn't want me, Matthew,

 

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because I wasn't doing, like, 10,000 downloads or more a

 

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month. And because I was in the b to b space, I knew my

 

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audience was valuable. I knew they worked at tech companies, and they're deciding what

 

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tools, they should be using for their companies. And so I I approached

 

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other b to b podcasters in the space and said, hey. I think we're in

 

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the same position here. There's no risk to you, but what if I were to

 

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pitch us, like, as a group sponsorship package to potential

 

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advertisers and maybe it's additional revenue for you and

 

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and just see where it goes? And there was a lot of people that were

 

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like, yeah. Sure. Why not? And that's how b two b Pod Pros was formed.

 

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So that that happened about a year ago, more or less. Wow. Very cool. And

 

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has that been successful? Have you been able to

 

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leverage a network of shows to attract more business

 

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interest and potential sponsors and whatnot? Yes

 

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and no. Most of the podcasters who have come on have been through referrals from

 

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other members in the group, and I try to make it a community. So we

 

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have a private Slack channel where we hop in, answer, ask questions. And

 

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every month, we have a different guest who comes and talks to the group.

 

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Usually, it's around podcasting, maybe streamlining your your production

 

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process, or maybe different ways to grow or different ways

 

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to tackle YouTube and grow your show there.

 

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And so I'm more focused on the community aspect, but it has been growing

 

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steadily and over the past year. So I think we have more than 60

 

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members now. And I tend to focus on b to b podcasts that are

 

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in the SaaS space, b to b marketing, and then also

 

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product management. And we're starting to expand a little bit into, like,

 

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HR and web three and digital transformation shows.

 

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But a lot of other networks, they send an email and they're like, hey, you

 

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can make money if you join our platform or join our

 

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network. Me, I've got some criteria. You've got to at least publish

 

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30 episodes, Have to be consistent, at least two episodes a

 

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month, and you're consistent with how you promote it. So I wanna make sure that

 

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you are promoting it through a newsletter or maybe on Twitter or x or

 

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LinkedIn. And so if you meet those criteria, then I am willing

 

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to talk to you and just get on the phone with you and and do

 

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a call and just see how, if we have that sort of, good

 

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rapport, good connection. And, because it's not really about the money.

 

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First is, hey. How can we help you and your show? And then second is

 

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if there's sponsorship opportunities, then then, sure, there's maybe a way to make

 

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money there. Alright. And speaking of sponsorship opportunities,

 

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I imagine that was somewhat the impetus for creating

 

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Podkit. Is that right? That's right. So one

 

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of the members in my group, he is in California,

 

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and he said, you know what, Eric? My partner, he's a developer out of

 

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Romania, and he's built this thing for affiliate marketing, but

 

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he's also interested in building this thing for podcasters. You

 

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should talk to him. I said, sure. Why not? And so we got on a

 

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Zoom call, and he showed me his idea. And it was like a

 

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dynamic shareable media kit that doesn't

 

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exist yet. And right away, I was really, really interested and fascinated. And

 

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so he showed me some wireframes, and he had this idea how it would work.

 

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And then I gave him feedback from a podcaster's perspective because he wasn't a

 

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podcaster. And so we worked on it, and I think we got it

 

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developed in about two or three months. And then we had it in

 

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beta phase, and we got a lot of feedback from podcasters in my community.

 

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And so we just wrote out version one right now, so there's a it's really

 

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I think you've seen it, Matthew. How would you describe it? So, yeah, the way

 

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I would describe it is it's basically a way to create a

 

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simple piece of marketing material that is dynamic and

 

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engaging so that if you are a podcaster trying to

 

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showcase your work to not other podcasts. Right? This

 

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isn't about growing your show. This is really about approaching potential sponsors and partners

 

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and basically creating this very dynamic and beautiful media kit. I I

 

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literally signed up for it today. It couldn't have been any simpler. Added my show

 

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information, links to a couple of my social profiles. And, you know,

 

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obviously, we'll have a link to to the one that we created here in the

 

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show notes. But, you know, I've already got a great looking

 

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website. I've got some background video based on an episode that I selected. I've got

 

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an episode being highlighted from Spotify, pulling in all my

 

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videos from YouTube, even some of my shorts, you know, throwing up there

 

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my number of followers on YouTube and Instagram. So it really is this

 

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great, you know, dining it's almost like a pod page but for media

 

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kits. It's like enter a little bit of information, and you guys take care of

 

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the rest for us. Absolutely. I mean, you could get it set up in

 

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less than five minutes. And once you set it up, you can forget it because

 

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it automates it it updates automatically with all your

 

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stats from Apple, YouTube, Spotify, but also Instagram,

 

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TikTok, and LinkedIn. And then you can also add different sponsorship deals

 

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that you worked with in the past on there if you like to. But just

 

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like you said, it's like it's it's beautifully well done. I

 

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was very, very impressed with how the first version of this, I think it

 

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looks great. I don't think there's anything like it on the market. If you

 

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Google I say Google, I feel like that's very old now because if you

 

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go to JetGPT or Google or anywhere and you type podcast

 

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media kit, they all wanna take you to places like Canva or

 

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PDF version or something like that or Google Slides. And

 

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I I can't believe that we've been doing that for so long and how

 

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how much time consuming it is to create these

 

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slides, grab all the various data from all these different platforms, put it in

 

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a presentation. And by the way, maybe every quarter you have to go back

 

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and update these numbers. Why something didn't exist like this in the

 

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first place? So we kind of eliminated all of that effort,

 

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all of that time spent on creating media kits into

 

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just like you said, it's like a dynamic, shareable media kit. You create it one

 

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time and then never have to never have to mess with it again. Yeah. And

 

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I love the fact that, you know, once you've had sponsors, you can add them

 

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to your profile. So if you're showing this to another sponsor, it's like, hey. Look.

 

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We've had success doing this before. Right? We're not just some, you know,

 

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one time podcaster begging, for for your money. How

 

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do you expect podcasters to use this? Is it just for acquiring

 

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sponsorships? I see you actually have a find a sponsor feature

 

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coming, but is there more to it than just that?

 

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Well, I'm glad you said that because we're actually in the

 

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next rollout, probably in a couple of months from now, we're gonna make it

 

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super easy to find ideal sponsors that align with

 

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your audience, your show's audience. And so we'll be incorporating

 

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AI into this. And so AI will just look at your show, look at the

 

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listeners, find out what the show is all about, and then

 

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automatically recommend ideal sponsors that you can connect with and get in

 

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touch with quite easily and be able to share your podcast with them

 

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through a quick message. Maybe it's a quick email or something like that. But that's

 

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what we're working on right now. It's really to help podcasters

 

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just find the ideal sponsors that are really perfect for their show,

 

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that align with, with their audience. Have you had a ton of

 

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experience with selling podcast sponsorships? And if

 

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so, you know, one, what has been the your

 

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experience in the landscape right now? And two, is it any different overseas

 

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in Europe versus what maybe we're used to here in The US?

 

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So the clients that we've been working with with B2B Pod Pros have been both

 

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European and The US market, primarily SaaS companies that are

 

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midsize or enterprise level. And the

 

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thing that concerns them the most, right, the top thing is how do you

 

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measure and track the podcast campaign performance? Okay. So we

 

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go into detail about measurement and tracking. And then the second

 

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thing are, well, what's the reach? And that's where the media kit comes in

 

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because the media kit automatically provides the show's numbers, like the number of

 

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downloads, number of listeners. So those are, like, the two big concerns

 

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that every advertiser that we've worked with, those are

 

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the main questions that they have. What is your plan for

 

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or do you have a plan for incorporating real stats

 

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into this? Because right now, like I said, it it looks beautiful. It's showing

 

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off our show. It's showing some video. It's showing a highlighted episode.

 

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It looks nice. It looks clean. It's showing numbers from our social media. But, I

 

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mean, truthfully, when I approach a sponsor, the first thing they're gonna say is, well,

 

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what are your downloads? And is there any sort

 

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of implementation you're planning on, some sort of API with hosting companies

 

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or something that you're planning to do so that that information is

 

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front and center but also, accurate and

 

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reliable? Because, you know, people could say 1,000,000 downloads. It's like

 

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Yeah. Is that true? Yeah. Well, Matthew, I'm

 

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glad you asked that because that's one of the reasons why I love this thing,

 

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because I've actually approached podcasts on behalf of advertisers

 

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asking for a media kit, and they send me this bogus number. And I'm

 

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like, well, listen. I really need to see the screenshot of your download numbers. And

 

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they're kind of reluctant to send that information because they're

 

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inflating the size of their audience.

 

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With Podkit, and you can do this right now,

 

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if you sign up, you can directly link your Spotify creator

 

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account with Podkit, and it's going to pull in

 

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direct your numbers from Spotify directly

 

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into the media kit. Apple Podcasts will be

 

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rolling out this week, and so the same thing. It will have a

 

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direct API with Apple Podcasts. And so when a person is looking at your

 

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pod kit, it's looking at real real time numbers that are

 

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coming in from both Apple and Spotify as well as YouTube and some of the

 

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other social channels. Alright. That's a that's a

 

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decent listing of reliable information that, people would,

 

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I'm sure, love to have and sponsors would at least get a a decent

 

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idea for. What about, have you started to approach

 

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sponsors about being on the other side of this equation, being folks who were gonna

 

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look at the directory of folks in Podkit and wanna look for shows

 

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to, you know, put their messaging on? Oh, that could probably be a

 

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2026 problem. But I did think about that idea, and I'm like, yeah, that's

 

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really farther down the road because we're not really we're we kinda wanna just get

 

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feedback now from a lot of customers. I think first, we'll have the

 

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API sort of like, you know, find your ideal sponsor just using the API

 

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I'm sorry, the AI technology component. But after that,

 

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we may make a version of Podkit for, for agencies and networks

 

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because we've already gotten some inquiries. Can we just have one login where

 

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we can manage multiple Podkits for many different podcasters?

 

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And so we're starting to hear that request more often. So I think that's probably

 

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another another version that we'll be creating before we start

 

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thinking about the other side of the equation. As a reminder, we were chatting

 

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with Eric Melkor. He is the cofounder of Pod Kit. You can learn more

 

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about it at p0dk.it. Like I said,

 

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we'll have a link to that website as well as the Pod Kit we created

 

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for this episode right there in the show notes. You can see an example of

 

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what it looks like. They are free and easy to create. There are paid

 

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tiers that will give you additional access, additional information. And

 

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as Eric has been saying, we've got more features coming down the line to look

 

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forward to. So, Eric, as somebody who's been in the podcasting space

 

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for, you know, I would say relatively short amount of time compared to some of

 

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the other folks we've had, I'm curious, you know, the questions we ask everybody.

 

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First one is, is there something in podcasting where you would like to

 

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see improvement? Right? Whether it's the creation,

 

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distribution, promotion, monetization, or even listening. Is

 

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there something about podcasting where like, God, I wish it did this better?

 

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Wow. I think, you know, the first thing that comes to mind

 

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is the process because when I first started

 

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podcasting, the average episode from beginning to end from

 

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actually researching the guest, doing the recording, editing

 

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the videos, getting it out for distribution, you know,

 

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creating the the artwork for the episode, writing the copy.

 

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It took around fifteen to eighteen hours per episode. I got it down

 

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to, like, around five to seven hours after I after

 

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I started, you know, more reps in. But I think if there was just

 

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a simple platform that helped out with the

 

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actual process for beginning to end, that

 

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could, that could take away or shave off a lot of hours that goes, that

 

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goes into podcasting, that I think that would be a big, a big,

 

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big win. Okay. And for those who who

 

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might be thinking about the same thing, of course, there is Riverside, which is what

 

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we use for recording this podcast, and they do have pretty good postproduction tools

 

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and, you know, podcast marketing asset

 

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tool creation such as show notes and media clips and the

 

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transcript and and whatnot. So that's one place you can look. Descript is another

 

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one that does pretty easy editing and, you know, marketing

 

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asset creation. But, yeah, I I I you're not the first

 

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person who said, I really want more of an all in one solution that

 

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does it from start to finish without having to go from this site to this

 

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site, back to this site, over this site, this site to to have the whole

 

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thing done. Right? Just kinda like a one stop shop for the entire thing.

 

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What about as far as other technologies, are any on your wish list? Whether

 

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it's something that you know is out there that you just wanna get your hands

 

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on or a device that you're like, god, I wish somebody would make this because

 

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that would make my podcasting life easier, outside of that

 

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single, you know, production platform that we just talked about? You know what? The other

 

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thing that I think would be great is, a podcast

 

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score, like a listener score that's sort of universal.

 

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The first thing that comes to mind is Listen Notes, which is like a podcast

 

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search engine, and they have a listener score. But I don't think it's

 

Speaker:00:17:26

universally accepted, and people don't really know what that means.

 

Speaker:00:17:30

But if there was some sort of score maybe based on three or four different

 

Speaker:00:17:33

factors that everybody in the industry would be aligned

 

Speaker:00:17:37

with, I think that would be great because, you know, people

 

Speaker:00:17:41

always ask, well, what's the reach? And it's not really it's not so much about

 

Speaker:00:17:44

the reach. I mean, for especially for niche podcasts, I think the

 

Speaker:00:17:48

listener scores is pretty big, especially for the smaller podcasts

 

Speaker:00:17:51

out there. Because if you've got a pretty good listener score to an advertiser

 

Speaker:00:17:55

or to anybody else who's just, interested, that means

 

Speaker:00:17:59

a lot. You know? How consistently are they getting an episode out there?

 

Speaker:00:18:03

What's the engagement like for for listeners? To

 

Speaker:00:18:07

me, it's like an you know, it's like sort of like a batting average, you

 

Speaker:00:18:09

know, for baseball, but you have some sort of, like, you know, metric for

 

Speaker:00:18:13

podcasters. That would be interesting. And, yeah, listen notes,

 

Speaker:00:18:17

definitely I I question a lot of the ways that they

 

Speaker:00:18:21

tell podcasters about their success, right? Oh, you're in the top 10%

 

Speaker:00:18:24

of all podcasters. I don't think I've ever gotten an email. I don't think I've

 

Speaker:00:18:27

ever seen anybody on Listen Notes who wasn't in the top five or 10% of

 

Speaker:00:18:31

all podcasters or, you know, in their niche. So, yeah, definitely take that with a

 

Speaker:00:18:35

grain of salt. But that's an interesting idea, almost like, you

 

Speaker:00:18:39

know, for a while there, there was like a platform that would do that for

 

Speaker:00:18:42

your social media. Right? It would it would kinda rank, like, how you're doing across

 

Speaker:00:18:45

all the different social media brands. And so something like that for podcasting would be

 

Speaker:00:18:48

interesting, although difficult to, difficult to come up

 

Speaker:00:18:52

with. So maybe that's your, your next challenge, sir.

 

Speaker:00:18:56

Well, yeah. Again, that'd be later on down the road. Yeah.

 

Speaker:00:19:00

Yeah. Still got some work to do, still, you know, finalizing podcast and making

 

Speaker:00:19:04

it the best, it can possibly be. And then the last thing we always ask

 

Speaker:00:19:07

everybody, is there a favorite podcast or two on your listening list?

 

Speaker:00:19:11

Like, is there a show that as soon as a new episode pops out, you

 

Speaker:00:19:14

are gonna stop and listen to it, or you're never gonna let an episode of

 

Speaker:00:19:18

that show get by you, Yeah. You know, when it comes to consumption?

 

Speaker:00:19:22

Yeah. There's probably about three podcasts I listen to for many, many years,

 

Speaker:00:19:25

but the two that I usually never miss an episode is My

 

Speaker:00:19:29

First Million, and, the other one is Hidden

 

Speaker:00:19:33

Brain. Have you ever heard of Hidden Brain, Matthew? I've heard of Hidden Brain. Yeah.

 

Speaker:00:19:37

Yeah. It's great. It's like human behavior, and they just got

 

Speaker:00:19:41

really good stories that are authentic and genuine and

 

Speaker:00:19:46

fascinating in my mind. I've never heard anywhere else, but I'm sure there's a lot

 

Speaker:00:19:50

of other podcasts that are very, very similar. But the way the

 

Speaker:00:19:53

way the host tells it and, you know, there's so much that goes into a

 

Speaker:00:19:57

great show. I mean, the content could be amazing. Like, there's a lot of people

 

Speaker:00:20:01

who like the show founders. I try listening to it, but I just I

 

Speaker:00:20:04

can't stand the host his voice and the way he he tells it. I

 

Speaker:00:20:08

can't. So I could never get into it. But this the host for

 

Speaker:00:20:12

Hidden Brain is just very welcoming, and it sounds kind of, like,

 

Speaker:00:20:15

cozy and friendly the way he tells the story and his tone.

 

Speaker:00:20:19

And you can just you can just I don't know. It just feels natural, and

 

Speaker:00:20:22

I think that's why it's been one of the more successful podcasts for so many

 

Speaker:00:20:26

years is just because he's just a really, really good host. My

 

Speaker:00:20:29

First Million. Those two guys have got great, great connection

 

Speaker:00:20:33

camaraderie. It's almost like you're in the bar with them

 

Speaker:00:20:37

just kind of, like, sitting alongside them and and being a part of the

 

Speaker:00:20:40

conversation because, again, it's just they're very natural and very

 

Speaker:00:20:44

casual, and they've been friends for so long, and they've got this great chemistry and

 

Speaker:00:20:47

rapport. I think that's another reason why that show has been been pretty pretty

 

Speaker:00:20:51

popular, and it's one of my favorites too. Very nice. Well, as a

 

Speaker:00:20:55

reminder, we are chatting with Eric Melkor. He's the cofounder of

 

Speaker:00:20:58

Podkit. That's p0dk.it. A great

 

Speaker:00:21:02

spot to create a beautiful landing page to showcase your show and,

 

Speaker:00:21:06

you know, send it off to sponsors and other folks you'd wanna collaborate with to

 

Speaker:00:21:09

make it look really nice. He's also the founder of b two b Podcast Network,

 

Speaker:00:21:12

b two b Pod Pros, and host of Innovators Can

 

Speaker:00:21:16

Laugh podcast. Eric, love what you're building here. Can't

 

Speaker:00:21:20

wait to see the new features, and thank you so much for joining me today.

 

Speaker:00:21:23

Hey, Matthew. It's been a pleasure. Thank you. Thanks for joining us today on

 

Speaker:00:21:27

Podcasting Tech. There There are links to all the hardware and

 

Speaker:00:21:30

software that help power our guest content and podcasting

 

Speaker:00:21:34

tech available in the show notes and on our website at

 

Speaker:00:21:37

podcastingtech.com. You can also subscribe to the show on your favorite

 

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platform, connect with us on social media, and even leave a rating and review while

 

Speaker:00:21:44

you're there. Thanks, and we'll see you next time on Podcasting

 

Speaker:00:21:48

Tech.