Content Is Profit: Building A Podcast That Grows Itself! ft. Jeremy Enns

Episode Release Date: May 1, 2025
Host: BIZBROS
Guest: Jeremy Enns, Founder of Counterweight Creative

Introduction

In this enlightening episode of the Content Is Profit show, hosts Luis and Jeremy delve deep into the intricacies of building a self-sustaining podcast with their esteemed guest, Jeremy Enns. Drawing from Jeremy's extensive experience in podcast strategy, marketing, and production, listeners are equipped with actionable insights to transform their content into profitable ventures.

Guest Introduction: Jeremy Enns

Luis and Jeremy kick off the conversation by introducing Jeremy Enns, a seasoned podcaster and entrepreneur with a rich background in content creation and business growth. Jeremy's impressive journey includes traveling across 45 countries, biking 3,500 km across Europe, and walking 300 km along the Camino de Santiago, experiences that have profoundly shaped his approach to podcasting and business.

Journey into Podcasting and Online Business (03:35 - 08:11)

Jeremy shares his transition from a sound engineer to an online business mogul. Initially passionate about travel and photography, Jeremy pivoted to podcasting after realizing its potential as a powerful tool for business growth. "I was always experimenting," Jeremy explains at [05:24], highlighting how his technical skills in audio engineering facilitated his entry into podcasting. Over five years, Jeremy expanded his agency, Counterweight Creative, evolving from editing shows for $30 an episode to offering comprehensive podcasting services that include strategy and marketing.

Pricing Strategies and Profit First (08:11 - 14:05)

A significant portion of the discussion centers around pricing strategies. Jeremy recounts his "light bulb moment" upon reading Profit First, which transformed his approach to pricing. At [09:27], he states:

"When I read Profit First, there was part of the book that talked about what your margins should be based on business. It was laughable how far off mine were."

By implementing a structured pricing model, Jeremy was able to confidently price his services, ensuring business sustainability and enabling team expansion. He emphasizes the importance of understanding profit margins to avoid undercharging and to support long-term business growth.

From Content Consumption to Action (14:05 - 21:07)

Jeremy discusses the transition from consuming content to taking actionable steps. Initially engrossed in listening to eight hours of podcasts a day, Jeremy realized that excessive consumption was hindering his progress. He adapted by limiting his intake to high-quality, non-redundant content, allowing him to focus on implementing strategies. "You reach a point where everything starts to sound the same... you need to focus on implementation," Jeremy notes at [16:08].

Diversifying Content Consumption (21:07 - 25:13)

Expanding beyond business-centric content, Jeremy highlights the value of consuming diverse media to spark creativity and innovation. By listening to storytelling podcasts like This American Life and Hardcore History, Jeremy found new perspectives that enriched his approach to business and podcasting. This diversification fosters unique idea generation, setting content creators apart in a saturated market.

The Evolution of Podcasting as a Marketing Tool (25:13 - 30:44)

Jeremy explores how podcasting's role in marketing has evolved over the past five years. Initially a primary tool for audience growth, podcasting now requires strategic marketing efforts to achieve visibility. He remarks at [25:27]:

"Today in 2021, podcasting plays a much different role in a marketing system than it did five years ago."

Jeremy emphasizes that podcasting is unparalleled in building trust and intimacy with audiences, making it an essential component of long-term business strategies. However, he acknowledges the challenges of discoverability and the necessity of additional marketing efforts to attract listeners.

Marketing Your Podcast Effectively (30:44 - 37:03)

Addressing the misconception that a great podcast can grow organically without effort, Jeremy provides practical marketing tips:

1. Niche Down: "Which group of people can you realistically become the very best in the world for?" [31:57]

2. Podcast Guesting: Appearing on other podcasts to reach targeted audiences. Jeremy advises targeting shows that align closely with your niche to maximize relevance and listener interest.

3. Consistent Quality and Value: Ensuring every episode provides significant value to build word-of-mouth referrals.

These strategies are crucial for overcoming discoverability hurdles and establishing a loyal listener base.

The Long-Term Commitment of Podcasting (37:03 - 41:35)

Jeremy underscores the importance of viewing podcasting as a long-term investment. At [40:51], he compares podcasting to an exponential growth curve:

"Podcasting is a long game, and it's not about quick audience growth... but building trust."

He advises aspiring podcasters to commit to consistent content creation for at least five years to fully realize the compounding benefits. This perseverance leads to substantial business growth and enduring audience relationships.

Action Points for Listeners (41:35 - 48:50)

Wrapping up the episode, Jeremy and the hosts provide actionable steps for listeners:

• Define Your Ideal Audience: "Get super clear on who that audience is, who that person is that you can be the best option in the world for." [42:52]

• Engage in Podcast Guesting: Utilize guest appearances on niche-aligned podcasts to expand reach and build authority.

• Continue Evolving Your Niche: Regularly reassess and refine your target audience to stay relevant and impactful.

Jeremy also promotes his Podcast Marketing Academy, inviting listeners to enroll and further their podcasting strategies.

Conclusion

This episode of Content Is Profit offers a comprehensive masterclass in podcasting, emphasizing strategic pricing, the balance between content consumption and action, effective marketing techniques, and the necessity of a long-term commitment. Jeremy Enns' insights provide invaluable guidance for entrepreneurs and content creators aiming to harness the full potential of podcasting to drive business success.

Notable Quotes:

• “Podcasting is a long game, and it's not about quick audience growth... but building trust.” – Jeremy Enns [40:51]

• “You reach a point where everything starts to sound the same... you need to focus on implementation.” – Jeremy Enns [16:08]

• “Which group of people can you realistically become the very best in the world for?” – Jeremy Enns [31:57]

For more insights and resources, visit ContentIsProfit.com and explore Jeremy Enns' Podcast Marketing Academy.