Mastering Podcast Monetization with Matthew Sherry - [Making Media, EP.62]

Jul 18, 2024

Matthew Sherry, Co-founder of Platform Media, shares insights on podcast distribution and monetization. He discusses cracking the code in podcasting, innovative strategies, and future plans post-acquisition. The episode explores challenges, partnerships, and expansion into the US market.

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INSIGHT

Podcast As A Hero Asset

Matthew Sherry built Platform Media by treating a podcast as a hero asset and expanding it across video and social to create a modern digital magazine.
This approach solved distribution and monetization by prioritizing controllable social channels over audio ad reliance.

ADVICE

Monetize Outside The Audio Stream

Do monetize beyond audio by selling branded social and video campaigns that you control.
Hold off on standard dynamic audio ads early and capture full partnership value via bespoke deals.

ANECDOTE

Helicopter Pizza Stunt Wins Renewals

Platform Media executed creative branded stunts like talent delivering pizzas from a helicopter for advertiser campaigns.
Those inventive activations helped win renewals and oversized campaign performance.

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Our guest today is Matthew Sherry, co-founder and CEO of Platform Media. Founded in 2021, the business is home to some of the UK’s biggest podcasts and was acquired earlier this year for an eight-figure sum.

The business was founded to solve the two biggest problems in podcasting: distribution and monetization. Through a savvy social strategy and bespoke partnerships, it has found unique solutions to both of those issues.

We get into all the details of how they’ve managed to crack the code, where inspiration for the business came from, and what’s next after the capital injection from their recent acquisition. Please enjoy this conversation with Matthew Sherry.

For the full show notes, transcript, and links to the best content to learn more, check out the episode page here.

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Making Media is a property of Colossus, LLC. For more episodes of Making Media, visit joincolossus.com/episodes.

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Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com).

Show Notes

(00:00:00) Welcome to Making Media

(00:01:44) The Genesis of Platform Media

(00:04:26) Innovative Podcast Strategies

(00:05:22) Monetization and Marketing Tactics

(00:06:06) The Good, The Bad, and The Rugby Success Story

(00:07:24) Expanding Beyond Podcasts

(00:10:33) Challenges and Future Plans

(00:13:48) Social Amplification and Content Distribution

(00:15:40) Revenue Models and Commercial Strategies

(00:21:02) Adapting to Market Changes

(00:30:52) Exploring Partner Deals and Opportunities

(00:32:59) Benefits of Partnering with Big Companies

(00:35:20) Engaging Talent for Successful Partnerships

(00:37:43) Challenges and Success in Branded Content

(00:41:09) The Big Announcement: Business Acquisition

(00:45:16) Looking to the US Market for Inspiration

(00:48:36) Debrief