When events got cancelled in 2020, companies were sitting on events, travel, and marketing budgets they didn't want to lose the following year. My pitch was straightforward: you were going to sponsor a conference, so sponsor digital content instead and keep the spend justified. It worked — ExpressVPN, Hover, and FreshBooks all came through around then, and renewals were easier than they'd ever been. I think of it in three stages: the Wild West, where I had a podcast and a smile and my network said yes; the COVID stretch, when brands had money and were testing whether podcasts worked; and everything after 2022, when the tests came back and the money concentrated at the top.

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