The Most Human Marketing Channel Left (with Erica Bonser)

As AI makes it easier to produce more content, podcasting offers something increasingly valuable: unmistakable evidence of a real person behind those ideas. Erica Bonser, co-founder of Fan Club, joins me to talk about what success should actually look like for a new show, and how marketers can turn a podcast into a sustainable engine — without expecting immediate business results.

Chapters

00:00 — Why podcasting feels distinctly human in the AI era

00:41 — What fitness brands teach us about identity and marketing

09:53 — Starting a podcast makes you a better communicator

11:34 — What should a podcast actually accomplish?

15:45 — Defining success and overcoming the “podcast graveyard”

19:10 — Why Erica isn’t worried about business outcomes yet

22:12 — The reality of sustaining a podcast

23:47 — Erica’s podcasting cheat sheet for 2026

Connect with Erica Bonser: https://www.linkedin.com/in/erica-bonser/

Check out Fan Club Brands: https://fanclubbrands.co/