What It Is
Being hired by a company or media outlet to host a podcast or video series specific to your industry puts you in the role of paid on-air talent. Unlike creating your own show, you serve as the face and voice of content that's funded and produced by an organization seeking to establish thought leadership through engaging, expert-led conversations.
How the Monetization Works
Companies compensate hosts through various arrangements:
- Per-episode fees ($300-$1,000+)
- Monthly retainers for consistent production
- Performance bonuses tied to audience metrics
- Package deals including promotion and distribution
The sponsoring organization typically handles production costs, editing, and distribution, allowing you to focus on what you do best—sharing insights and guiding conversations that showcase your expertise.
Example
Microsoft's ".future" podcast featured industry personalities exploring AI's impact across society and business. The technology giant funded production while the hosts brought credibility, interview skills, and subject matter expertise. This partnership created valuable content that enhanced Microsoft's thought leadership position while providing the hosts with regular income and expanded visibility.
Practical Steps to Get Started
- Research Content-Producing Companies: Identify organizations investing in thought leadership.
- Create a Compelling Host Pitch: Highlight your unique perspective and audience engagement skills.
- Develop Show Concepts: Propose specific formats that align with potential sponsors' goals.
- Build a Professional Presence: Create samples demonstrating your hosting capabilities.
Key Takeaways
Hosting a sponsored series leverages your expertise and communication skills while removing many production challenges. This arrangement provides consistent income and expanded reach without requiring you to build an audience from scratch or manage technical aspects of content creation.
Further Reading & Resources
- Microsoft’s ".future" Podcast – Corporate-produced show featuring industry expert hosts
- MarketScale – B2B media company creating industry-specific content with professional hosts
- Content Marketing Institute – Resources on branded podcast development and hosting
