In a world where digital media is evolving faster than ever, Matt Tompkins has successfully leveraged his background in radio to build a thriving podcasting and marketing business. As the founder of Two Brothers Creative, a podcasting and marketing company, Tompkins helps clients create engaging podcasts—an industry he believes holds tremendous potential, despite early skepticism.
Before venturing into the world of podcasting, Tompkins had a career in radio. The story of Two Brothers Creative begins with a moment of rejection at a radio station. Tompkins had proposed a business model centered around podcasting. His vision was to use the tools of the digital age to create highly specialized, niche content—something he believed the radio industry could benefit from. However, his ideas were met with resistance.
“The general manager dismissed it, saying, ‘People make pennies off podcasts, and there’s no future in them,’” Tompkins recalled. The radio industry at the time, he argued, was struggling to adapt to the changing media landscape. “The failure of the radio industry to evolve into the digital age, with consolidation and syndication, led to a disconnection from local communities. It became clear to me that radio wasn’t going to change, and that opened up opportunities for podcasting.”
This experience proved to be a pivotal one. Radio, once a successful platform due to its local and specific content, had become increasingly corporate and generic. Podcasters, on the other hand, had the opportunity to engage with niche audiences and build communities based on shared interests. This insight ultimately led to the creation of Two Brothers Creative.
As Tompkins reflects on the state of podcasting today, one of the key observations he has made is how many podcasts fall short of expectations. He noted that a significant number fail to make it past their seventh to tenth episode. Why? Tompkins points to one common mistake: a lack of proper development upfront.
“Before launching a podcast, it’s critical to define your target audience,” he emphasized. “Who are they, and why should they listen to you? What value are you offering? If you don’t take the time to understand these fundamental aspects, your podcast will likely struggle to connect with listeners.”
At Two Brothers Creative, Tompkins and his team make it a mandatory part of their process to work with clients on these foundational questions. Skipping this development phase, he believes, leads to missed opportunities and ultimately results in a podcast that fails to resonate with its intended audience.
“Podcasting is an intimate medium. You’re literally talking to someone’s head, and if you don’t know what you’re offering, it’s difficult to build that connection. It’s like any relationship—you have to understand yourself and your audience first,” he explained. Tompkins compared this to a person trying to form a meaningful connection without first knowing who they are or what they stand for.
He also pointed out a common misconception many aspiring podcasters have. “A lot of people think they’ll become famous overnight…They expect instant success and are disappointed when they see their download numbers stagnate. The reality is, podcasting is a lot of work, and it’s an ongoing process. If you commit to doing the foundational work and focus on your audience, you’ll see the results over time.”
One of Tompkins’ key pieces of advice for anyone looking to start a podcast—whether for business or entertainment—is to treat it like a business. While many people see podcasts as a hobby or side project, Tompkins believes that to succeed, podcasts should follow the same business principles as any other entrepreneurial venture.
“The first step is to treat your podcast like a brand,” he said. “Even if it’s entertainment-based, you need to know who your ideal listener is, why they should listen, and what value you’re providing them.” He stressed that successful podcasts, especially business podcasts, are built on a clear brand strategy and purpose. Without a clear understanding of your audience and what you bring to the table, it’s easy for your podcast to get lost in the digital noise.
In today’s content-driven world, where AI can generate endless material, human connection remains the key differentiator in podcasting. “AI can write content all day long, but it can’t make people feel something. That emotional resonance is something only human creators can provide. If you can connect with your audience emotionally and authentically, that’s what sets your podcast apart.”
Tompkins emphasized that podcast creators should always keep their ideal listener in mind when making decisions about content, guests, or even promotional strategies. He recommends visualizing the ideal listener—not just in demographic terms, but in a more personal, almost intimate way. “Think about their age, their interests, and even their hopes and fears. Understand who they are, and everything you create should be designed to resonate with that person,” he said.
A common mistake among podcasters is focusing too heavily on download numbers. While it’s natural to want to see high download counts, Tompkins believes that the true measure of a podcast’s success lies in engagement—and specifically, the consumption rate.
“Platforms like Apple and Spotify use consumption rate as their primary metric. It’s not about how many people download your episode—it’s about how much of each episode they actually listen to,” Tompkins explained. “Too often, podcasters focus on the number of downloads, but that’s not a true reflection of how engaged your audience is. You could have thousands of downloads, but if people are only listening to 10% of your episode, it’s a sign that your content isn’t connecting.”
Tompkins compared downloads to a personal benchmark, like a bench press. “The number of downloads is like how much you can bench—only you care about it. No one else really does. Instead, focus on the content. If people are listening to 80% or more of your episodes, that’s a true sign that your podcast is resonating with your audience.”
For podcasters looking to monetize their content through ads or sponsorships, Tompkins advised against focusing too heavily on download numbers. “Only about 3% of podcasts make money through sponsorships. The bigger opportunity is in creating content that your audience values and that resonates deeply. That’s what will keep them coming back.”
Another key takeaway from Tompkins’ experience is the importance of focusing on one platform or strategy at a time. While many podcasters spread themselves thin by promoting their show on multiple platforms, Tompkins argues that the key to success is doing one thing exceptionally well.
“Don’t try to be everywhere,” he advised. “Pick one platform and master it. For example, if you’re just starting out, focus on creating great content for your podcast and promoting it through one social channel. Don’t feel like you need to be on Instagram, TikTok, Twitter, and Facebook all at once. Instead, really hone in on one channel and do it better than anyone else.”
Tompkins believes that quality always trumps quantity when it comes to building a podcast brand. “Consistency and focus are more important than trying to juggle multiple platforms and diluted efforts,” he said. “If you do one thing well, it’ll pay off in the long run.”
Tompkins’ insights into the world of podcasting and digital media come from years of experience navigating both the radio industry and the growing podcasting space. While the radio industry may have missed the opportunity to evolve, Tompkins sees podcasting as a medium that is only continuing to grow. But for anyone looking to succeed in the podcasting world—especially those building business podcasts—his advice is clear: take the time to define the audience, treat the podcast like a business, and focus on creating content that resonates emotionally with listeners. Through thoughtful development, authentic storytelling, and strategic focus, any podcaster can turn their vision into a thriving and successful endeavor.
Visit twobrotherscreative.com for more information.
This article originally appeared in the February/March 2025 issue of B2B Magazine. To receive the magazine, click here to subscribe.
