Selling a podcast probably isn’t something most business owners think about when they start a show. But if your podcast is connected to your business, you may be building an asset with far more value than you realize.
In this episode, I’m joined by exit readiness strategist Amy Sussex to talk about what actually makes a podcast valuable—and whether selling a podcast is really possible. Amy and I have also been working together on the strategy behind her own show, looking at its positioning, discoverability, audience, and how the podcast connects to the larger business she’s building.
Because a podcast’s value isn’t necessarily sitting in its download numbers. It can live in the audience you’ve built, the intellectual property inside your catalogue, your brand and positioning, your podcast SEO and search visibility, your systems, and the relationship between the show and the revenue it helps create. That’s where podcast business strategy starts to look very different from simply trying to grow a bigger audience.
We also get into one of the most interesting questions for expert-led podcasts: what happens when the host is part of the value? Building authority around your expertise is exactly what we want your podcast to do, but there’s a difference between building something that is founder-led and something that is completely founder-dependent. If selling a podcast or eventually selling the larger business is even a possibility, that distinction matters.
And then there’s your back catalogue. If you’ve created 100, 200, or 300 episodes over the years, those aren’t necessarily just old audio files sitting in a feed. You may have built a searchable body of intellectual property that continues attracting listeners, establishing your expertise, and creating opportunities for your business long after an episode was published. That changes the conversation from how to monetize your podcast today to how you build something with lasting value.
Even if you have absolutely no intention of selling a podcast, this conversation matters. Building a show with clear positioning, owned assets, documented systems, strong intellectual property, and a real connection to your business can make the podcast more valuable to you right now. The question isn’t only how many people are listening. It’s what you’re actually building with their attention.
Amy is also one of 20+ Canadian experts joining me for The Canadian Entrepreneur Podcast Experience, September 28-30 We’re spending three days talking about growing your podcast audience, authority, and revenue, and Amy will be there teaching more about building value into the business behind your show.
Grab your free seat at janditchfield.co/summit and come learn with us.
Ready to grow your podcast alongside Canadian women who get it?
The Show is Canada’s podcast business mastermind for women entrepreneurs who want to build a podcast that gets found, grows their business and climbs the Canadian charts.
Inside, we’re working on the things that actually move a show forward: podcast business growth strategy, discoverability and SEO, audience growth, analytics, content, authority, Canadian chart strategy and turning your podcast into a business asset.
You’ll also be part of a room full of Canadian women podcasters to connect and collaborate with, plus access to Canadian guest opportunities, Sponsor Match, podcast growth resources and The Show LIVE—our monthly mastermind where we dig into what’s working, what’s not and what to do next.
The Show is free to join.
If you’re a Canadian woman entrepreneur building a podcast to grow your business, come find your people—and let’s put more Canadian women on the podcast charts.
Join The Show → janditchfield.co/theshow
