Rob Greenlee walks through why you should create content: figure out what value you bring, research what's already out there, then understand the platforms. YouTube, Spotify, and Apple all have different ways to make money, and platforms keep shutting down when they can't monetize.
think about why you're wanting to be a content creator and think about what value you think that you can bring to the market and do your research and find out what other shows are out there. What other shows are you maybe competing against, right? What's your brand that you have in the market and how that maps to whatever content that you want to make. So then you add this layer of that on top of this whole thing of these rise or the rising of these big platforms, right? The YouTubes and Spotifys and Apple and these big platforms that have aggregated huge audiences to some degree that there was a lot of other players involved in podcasting. And just a few years ago, like Facebook and Google, from the standpoint of Google search, and there were even Microsoft. I mean, I worked for Microsoft, ran the Zoom podcasting platform for Microsoft for 7 years. And they got tired of it and I started to work for Xbox and Xbox never supported it. And so there's been this kind of churn around the support for podcasting because of some of these challenges, right? That they were, that it was difficult to monetize. These companies wanted to make a lot of money and with whatever that they're doing. And I think as you look at the marketplace today with what YouTube is doing and what Spotify is doing. You can see why things are happening the way they are just from that lens alone, monetization, right? Both Spotify and YouTube are advertising-driven platforms, right? They have membership subscription processes. So you can see a common model here. And I talked about in last week's episode about Spotify, right? And Spotify is trying to become like YouTube. And while that's okay, you contrast that with what we've seen and what is the reality with Apple. Apple has been predominantly the largest distributor or distribution, not distributor, but consumption platform for podcasts for just about the whole life of podcasting. My whole experience over 20 years has really revolved around what Apple has done and what Apple's influence is.
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