In this episode, TJ digs in with creator and local media operator Jacob Espinoza on what really works for a city-focused podcast and Instagram presence. They cover why local podcasts are hard to grow, the outsized networking value of interviews, and how to keep production simple enough to sustain week after week. You’ll hear how Jacob repurposes interviews across newsletters and short-form video to multiply reach.

Jacob breaks down his toolkit (Riverside, repurposing flows, and Beehiv-style newsletter ops), his “green screen” explainer format for rapid local updates, and the difference between teaser-style clips and value-first reels that spark comments. They also discuss timing newsletters (evening sends), testing subject lines with AI, and packaging multi-platform inventory sponsors actually want.

You’ll learn how to price and pace sponsored reels, balance ads with organic value, and use social proof from Instagram to close deals—even if your podcast listens are modest. Jacob shares practical tactics for finding early guests, posting imperfect clips to learn faster, and making “make-goods” when a sponsored post underperforms.

Get in touch with Jacob Espinoza

📸 Instagram: What’s Happening Salem

🎥 TikTok: What’s Happening Salem

🐦 Twitter/X: @MrJacobSB

📸 Instagram (personal): @MrJacobSB

#LocalMedia #Podcasting #InstagramReels #ShortFormVideo #GreenScreen #NewsletterMarketing #Sponsorships #ContentStrategy #RiversideFM #Beehiiv