Today, I’m thrilled to talk about one of the biggest goals for any podcaster: growing your audience. Joining me is Steve Holloway, co-host of the hugely successful Between Two Beers podcast. Like me, Steve began podcasting in 2019, starting in a garage with no expectations.
Steve’s journey is inspiring—not only for his podcast’s reach but also for how he’s expanded it into a thriving business. Today, we’ll explore his strategies for growth, monetization, and creating content that resonates.
Podcasting Background and Journey
Steve started his podcast in a garage in Hamilton, New Zealand, with his best friend, Seamus. They had no expectations and weren’t thinking about downloads or making money. It was simply about having long-form conversations with people they found interesting.
In the early days, they invited guests like Steve’s brother-in-law, his dad, and even a high school teacher. Those conversations revealed layers of personal stories that might otherwise never have been shared. Steve told me how their second guest, his old teacher Paul Nixon, spoke about raising four kids alone after losing his wife to cancer. That story struck a chord, and they realized they were onto something.
What’s fascinating about Steve’s journey is how the podcast evolved alongside them as individuals. For example, the title, Between Two Beers, initially reflected a casual vibe where they’d drink and chat with guests.
Over time, Between Two Beers evolved. What started as casual chats about football and sports slowly shifted as they began hosting broadcasters, comedians, entertainers, and people with incredible life experiences. Fast forward five years, and the podcast is now a well-oiled machine with millions of downloads and a dedicated audience. Next month, they’ll celebrate their fifth anniversary with a live show—a testament to how far they’ve come since those garage days.
A big part of their success, Steve said, came from setting the right foundation. They didn’t expect success overnight. They didn’t make a single dollar from the podcast for the first three years. But they kept showing up because it was their favorite part of the week. That consistency paid off, setting them apart from the majority of podcasters who give up too soon.
Listening to Steve’s journey made me reflect on my own. Like him, I started podcasting out of a desire to share stories—particularly the untold ones. Based in Saigon, Vietnam, I kept meeting people with incredible backstories: former rock stars, leatherworkers, artists, lawyers, and teachers who had done extraordinary things. I wanted to give them a platform to share their lives because, like Steve, I believed that everyone has a story worth telling.
For both of us, podcasting is more than just a medium—it’s a way to connect, to learn, and to create something lasting. Steve’s journey reminded me of the beauty of starting with no expectations and letting the process take you somewhere incredible.
“The beauty of podcasting is being able to talk to people and scratch beneath the surface and find out something”
Check out my podcasting journey: From Humble Beginning To Success: 5 Lessons I Learnt In My Journey
Interview Style: Well-prepared or Natural Flow
When it comes to interviewing, every podcaster has their own unique approach. Some prefer meticulously planned conversations, while others thrive on a more spontaneous flow. My conversation with Steve Holloway highlighted just how different those styles can be.
Steve and his co-host, Seamus, take preparation to another level. For Between Two Beers, every episode is carefully storyboarded. They research their guests extensively—listening to past interviews, reading articles, combing through social media, and even calling people in the guest’s life to uncover lesser-known stories. Steve explained how this helps them shape the conversation, ensuring the episode flows from lighthearted moments to more serious discussions and back again.
What’s remarkable is how seamless the final product feels. Listeners might think they’re hearing an unstructured, easy-going chat, but behind the scenes, Steve and Seamus have mapped out seven or eight key “landing spaces” to hit during the conversation.
I found Steve’s approach inspiring, though I have to admit, it’s very different from how I do things. On my show, A Vietnam Podcast, I lean more toward a natural flow. While I always come prepared with some key topics, I’d like to let the conversation unfold in real time, reacting to the guest’s answers and exploring unexpected tangents. To me, it’s about capturing an authentic exchange, like a casual chat over coffee or beer.
I could see the value in Steve’s method. Meticulous preparation ensured you would always be ready with the right questions and gave the episode a polished, professional feel. But I also believe there was room for a hybrid approach. If you didn’t have time to dig through every interview or read an entire book, you could still craft thoughtful questions and allow for organic moments of discovery.
Learn more tips about Interviewing: Podcast Interview Etiquette
Promoting Podcast – Collaborate and Improve Ourselves
Steve’s journey in promoting Between Two Beers highlighted the importance of taking small, intentional steps toward growth. When they first started, the podcast had a strong foundation with great content, but they struggled with getting it out to a wider audience. Their social media presence was minimal, with less than 1,000 followers across platforms like Facebook, Twitter, Instagram, and TikTok. They knew they had to improve their reach, but the question was how.
Collaboration
One of their earliest strategies was teaming up with the Alternative Commentary Collective (ACC), a well-known sports entertainment group in New Zealand. The ACC had a massive online following, with over 200,000 followers across their channels. Steve and Seamus saw an opportunity to tap into that audience by having Between Two Beers promoted under the ACC umbrella.
Steve shared that joining forces with the ACC was the perfect move for where they were at the time. The ACC’s focus on sports and entertainment matched their guest lineup and tone during those early days.
Self-development
At the same time, Steve and Seamus recognized they had to improve their own marketing skills. They met with a marketing strategist named Marcus, who outlined a plan to grow their social media following and create better content for promotion. Steve admitted that neither he nor Seamus was natural at social media, so bringing in an expert was a game-changer.
It wasn’t an easy decision. At that point, they were earning between $2,000 and $3,000 a month through sponsorships and ads—just enough to cover basic costs. But they decided to reinvest almost all of that income into improving the podcast’s reach.
Marcus’s strategy focused heavily on creating engaging video content, like short clips, reels, and trailers for each episode. These snippets were designed to grab attention and draw listeners in.
For two years, they worked on building their channels while still benefiting from the ACC’s large platform. Over time, their own social media following grew significantly, reaching around 100,000 followers across multiple platforms. They now use a single piece of content and spread it across Instagram, TikTok, YouTube Shorts, LinkedIn, and Twitter, ensuring maximum reach.
Steve’s story reinforced how important it is to collaborate strategically and stay flexible. The ACC partnership gave Between Two Beers an early advantage, but their willingness to adapt and reinvest in their own platforms ensured they could grow independently.
Making Money with Podcasting
The conversation about monetizing a podcast was a grounded and refreshing reality check. Steve and I both agreed: Making money in podcasting is not an overnight success story. It’s a long, slow grind that requires consistent effort, a clear plan, and a whole lot of patience.
Steve shared that Between Two Beers didn’t make any money for the first three years. Even when they started earning, it wasn’t enough to quit their day jobs—bringing in around $2,000 to $3,000 a month through sponsorships and ads. The real turning point wasn’t just about bringing in revenue; it was about reinvesting that income strategically to grow their platform. Their approach to monetization was built on a long-term vision. Steve said,
“If you’re starting a podcast, you have to think about your 100th episode from the beginning.”
This mindset is crucial because building an audience—and a revenue stream—takes time. Consistency and quality are key to developing the word-of-mouth buzz that grows a loyal listener base.
We both laughed about the unrealistic claims of “quick money” often promoted online. Articles listing podcasting as a top side hustle completely miss the point. Podcasting is far from a quick and easy way to make extra cash. It’s a passion project first, requiring financial and emotional investment long before it pays off.
Related Post: 7 Ways To Monetize Your Podcast
Running Two Podcasts
One interesting part of Steve’s journey was the launch of a second podcast channel, Business and McLean. He and Seamus wanted to share their experiences of running a podcast as a business while reflecting on their personal growth along the way. Even with their massive following on Between Two Beers, starting this new channel was like going back to square one.
For me, this hit close to home. Starting Smarter Podcasting felt much the same—going back to basics, growing steadily, and focusing on evergreen content that provides value long-term. Like Steve, I believe in creating content that remains useful and relevant for years to come, rather than chasing fleeting trends.
Another critical point we both emphasized was aligning with the right sponsors and collaborators. Steve highlighted the importance of choosing partnerships that reflect your values and resonate with your audience. He explained how Between Two Beers benefited from its early partnership with the ACC but eventually outgrew the collaboration as its content evolved. The split was amicable, and it showed that thoughtful decisions about who you work with are key to maintaining your integrity and long-term growth.
Making money in podcasting isn’t impossible, but it requires a clear strategy, a willingness to adapt, and, most importantly, a love for the craft. For both Steve and me, the reward goes beyond revenue. It’s about creating something meaningful and sharing valuable stories and insights with our listeners. That’s what keeps us showing up, episode after episode.
Takeaways and Advice For Podcaster
One key point that stuck with me is that podcasting, while incredibly rewarding, is far from a simple process. Behind every successful episode lies hours of effort, from preparation to promotion. Talking with Steve Holloway offered some invaluable lessons about what it takes to succeed in podcasting.
Love the Process
Steve emphasized that passion is essential. If you don’t enjoy the process—learning, growing, and creating—it won’t last. This resonated with me because when I started, I did everything myself, and while it was overwhelming, I learned so much.
Be Patient
Podcasting is a long game. Steve said building an audience takes years, not weeks, and I couldn’t agree more. Each episode can take 10+ hours of work, so having realistic expectations is crucial.
Quality Matters
With so much competition, your content needs to stand out. For Steve, this means meticulous research and prep. For me, it’s creating an authentic flow. Either way, keeping the quality bar high ensures listeners come back.
Promote Smartly
Promotion is key. Steve shared how crafting press releases about newsworthy episodes helped attract media attention. It’s a simple but effective way to grow your audience.
Think Long-Term
Whether starting from scratch or launching something new, focus on consistency and quality. Steve’s commitment to the long game proves that patience and effort pay off.
Conclusion
Talking with Steve Holloway was both inspiring and insightful. His journey with Between Two Beers is proof that podcasting success doesn’t happen overnight—it’s a mix of passion, persistence, and smart strategy.
From starting in a garage to achieving over 3 million downloads, Steve’s story is a reminder that the love of podcasting must come first, with growth and monetization following later.
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Podcasters out there, if you have your podcast community with dedicated listeners, it’s time to turn them into loyal buyers! Let me help you with 5 secrets in my FREE E-book!
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