Paranormal Podcasting: How Brent Thomas Built a 100,000-Download Show By Breaking the Rules

Brent Thomas isn't your typical podcaster. After cycling through careers in factories, offices, sales, construction, IT, and even corrections, he describes himself as a "late bloomer" who finally found his calling in an unexpected place: paranormal investigation and storytelling. Today, as host of Paranormal Portal, Thomas has built an audience that generates between 60,000 and 100,000 downloads monthly, alongside a YouTube channel with more than 14,000 subscribers. For someone who considers himself naturally introverted, this level of public connection represents an unlikely triumph.

In this episode of Podcasting Secrets with Nathan Gwilliam, Thomas reveals the counterintuitive strategies that transformed his paranormal passion into a thriving media business. While many podcasters focus obsessively on equipment upgrades and technical perfection, Thomas discovered that authentic enthusiasm and genuine conversation consistently outperform polished production. His journey offers valuable lessons for content creators in any niche who want to build deeper connections with their audience.

What makes this conversation particularly compelling is Thomas's transparency about his business model. Unlike many podcasting "experts" who primarily monetize by teaching others how to podcast, Thomas has built a genuinely successful show in a niche market. The strategies he shares come from real-world experience building an audience around content that mainstream media often dismisses—yet his results speak for themselves. Whether you're fascinated by the paranormal or simply looking to grow your own creative platform, this episode delivers actionable insights from someone who's done it without following the conventional playbook.

The Energy Equation: Why Enthusiasm Outperforms Technical Excellence  

When Thomas first started broadcasting, he made what he now recognizes as a classic beginner's mistake. Armed with pages of meticulously researched material for a two-hour show, he found himself panic-reading three hours worth of content in just twenty minutes once the "on air" light illuminated. The experience taught him a crucial lesson about pacing, but more importantly, it revealed something fundamental about audience connection that many content creators overlook.

Technical excellence means little without energy transfer. Thomas discovered that listeners respond primarily to the host's enthusiasm rather than production quality or even topic selection. While many podcasters obsess over microphone upgrades or audio processing, Thomas argues that projecting authentic passion creates a reciprocal energy with listeners that no equipment can replicate. This explains why some technically "perfect" shows fail to build loyal audiences while rougher productions with energetic hosts thrive.

This principle manifests in Thomas's approach to interviews as well. Rather than sending guests predetermined question lists—a common practice among podcasters—he focuses on creating genuine conversations driven by authentic curiosity. The difference is immediately apparent to listeners, who frequently comment that his episodes feel like "sitting around a campfire" with interesting people rather than formal interviews. By prioritizing conversational energy over structured questions, Thomas creates an intimate atmosphere that keeps listeners returning episode after episode.

The energy advantage reveals itself in several key ways:

1. Reciprocal investment - Audiences match the energy level they perceive from the host

2. Emotional connection - Genuine enthusiasm creates stronger bonds than technical perfection

3. Forgiveness factor - Listeners overlook minor technical issues when engaged by authentic passion

4. Memorability - Energy-driven content stays with listeners longer than technically perfect but flat delivery

From Passion Project to Profitable Platform: The Marathon Mentality  

Before Thomas could monetize his podcast, he spent three years "hardly making a dime" while refining his approach. This reality contradicts the overnight success stories that dominate podcasting advice, yet it reflects the actual journey most successful creators experience. Rather than viewing this initial period as wasted time, Thomas recognized it as essential skill development that laid the foundation for later success.

The marathon mentality fundamentally changed how Thomas approached his show. Instead of desperately seeking immediate download spikes or viral moments, he focused on gradual improvement in both his content and business strategy. This long-term perspective allowed him to experiment with different formats, topics, and monetization approaches without the pressure of immediate results. By treating podcasting as a profession requiring deliberate practice rather than a get-rich-quick scheme, he developed the resilience necessary to breakthrough when others quit.

Creating a sustainable business model required Thomas to balance passion with pragmatism. He recognized early that while his paranormal topics might seem niche to outsiders, they actually encompass an expansive range of phenomena—from ghostly encounters and UFOs to cryptozoology and time slips. This strategic positioning gave him the flexibility to produce diverse content under a unified brand while appealing to different audience segments. By designing his YouTube presence as a paranormal variety show while maintaining interview-focused podcast episodes, he created multiple entry points for new listeners while serving different audience preferences.

Thomas attributes his monetization success to several key principles:

• Brand-friendly presentation - Creating content that companies feel comfortable associating with

• Platform leverage - Using established networks like Libsyn to secure programmatic and host-read advertisements

• Content diversification - Maintaining separate YouTube and podcast formats that cross-promote each other

• Audience-first approach - Prioritizing listener experience over immediate monetization opportunities

Beyond Bigfoot: How Topic Selection Drives Audience Growth  

Unlike many podcasters who narrowly define their content focus, Thomas employs a deliberately expansive definition of "paranormal" that provides tremendous creative flexibility. Rather than limiting himself to ghosts or UFOs exclusively, he explores anything falling outside normal explanation—including cryptozoology, time anomalies, and interdimensional phenomena. This strategic positioning allows him to cover an evolving range of topics while maintaining brand consistency.

Topic selection represents one of Thomas's most nuanced strategies. He balances trending paranormal events with evergreen content that remains relevant years after publication. While sensational stories like the Jersey drone sightings might generate immediate interest, Thomas recognizes their limited shelf life compared to perennial topics like Bigfoot or UFO encounters. This evergreen approach means his back catalog continues attracting new listeners rather than becoming quickly outdated, creating a compound growth effect as his content library expands.

The interview format provides another dimension to Thomas's topic strategy. By featuring both experiencers (people who've had paranormal encounters) and researchers/authors, he maintains two distinct content streams that appeal to different audience segments. This approach allows him to cover personal narratives that create emotional connection alongside more analytical perspectives that build credibility. Both formats serve different audience needs while reinforcing his position as a trusted guide through paranormal territories that mainstream media often treats simplistically.

When evaluating potential topics, Thomas considers several factors:

1. Audience interest - Topics with established curiosity and search volume

2. Evergreen potential - Content that remains relevant for years rather than weeks

3. Cross-audience appeal - Topics that might interest listeners primarily drawn to other paranormal subjects

4. Conversational quality - Subjects that naturally generate engaging discussion rather than simple reporting

5. Differentiation opportunity - Areas where mainstream coverage lacks nuance or depth

The Evaluation Advantage: Why Self-Critique Drives Success  

Perhaps Thomas's most valuable insight comes from advice he received from mentor Wes Germer of Sasquatch Chronicles: "If you listen back to your shows and you don't like listening to them, how can you expect anyone else to waste their time listening to them?" This fundamental truth challenges creators to honestly evaluate their own content rather than blame external factors for growth plateaus. Thomas regularly revisits his episodes, asking himself not just whether the information is valuable, but whether the listening experience is genuinely enjoyable.

This evaluation advantage creates a continuous improvement cycle that many creators miss. By consuming his own content critically, Thomas identifies weaknesses that audience metrics alone might not reveal. This practice helped him recognize that episode quality correlates more strongly with audience growth than specific paranormal topics. Even potentially viral subjects underperform when the conversation feels forced or lacks energy, while seemingly ordinary topics can generate exceptional engagement when the discussion flows naturally.

Self-evaluation extends beyond content to include format evolution. Thomas continually reassesses his show structure, looking for opportunities to refresh the listening experience. This might involve changing background music, restructuring segment placement, or experimenting with episode length. Rather than settling into comfortable routines that eventually stagnate, he treats his show as an evolving project that requires regular reinvention to maintain audience interest. This willingness to evolve prevents the creative burnout that derails many podcasters after their initial enthusiasm fades.

The evaluation process focuses on several key questions:

• Is this episode something I would choose to listen to if I hadn't created it?

• Does the energy level remain consistent throughout or are there sections that drag?

• Would new listeners understand and appreciate this content, or does it require too much background knowledge?

• Is this episode distinct from others in my catalog, or am I repeating familiar patterns?

• What element of this episode could be improved to make the next one better?

The Authentic Advantage in the Attention Economy  

Brent Thomas's success with Paranormal Portal demonstrates that authentic passion consistently outperforms technical perfection in building sustainable audience connections. In today's fractured attention economy, listeners gravitate toward creators who demonstrate genuine enthusiasm rather than polished indifference. Thomas's journey from working multiple unfulfilling jobs to building a media business around his paranormal interests offers inspiration for content creators struggling to find their unique voice.

The strategies Thomas shares in this episode apply far beyond paranormal content. His emphasis on energy transfer, conversational authenticity, topic flexibility, and rigorous self-evaluation provides a blueprint for podcasters in any niche. Perhaps most importantly, his marathon mentality serves as a reality check for creators expecting overnight success. The most valuable takeaway might be his willingness to invest years in developing his craft before significant monetization—a path that requires patience but builds sustainable success.

Ready to apply these insights to your own podcasting journey? Listen to the full episode with Brent Thomas on the Podcasting Secrets show with Nathan Gwilliam. Whether you're just starting your first podcast or looking to revitalize an existing show, Thomas's practical advice and entertaining paranormal stories will leave you with both actionable strategies and fascinating stories to ponder. Subscribe to Podcasting Secrets wherever you get your podcasts to ensure you never miss an episode featuring the unconventional wisdom of successful creators.