Welcome to uploading the podcast, where we take you behind the wheel with the world's best creators, marketers, and professionals who have cracked the code on how to profit through content. You'll learn the ins and outs of content, strategy, creation, production, distribution, growth, platforms, tools, and more. If you haven't already, be sure to join Cas magic, the all in one content workspace for professionals. We'll be sending out tips from our shows in our weekly newsletter, and we've also got a slack community of over a thousand creators, so make sure to drop in and say hello. And now get ready for the show. Welcome to today's episode of uploading. And today we have the pleasure of speaking with Stephanie Arkellian. She is the podcast marketing and audience development specialist for Impact Theory, a podcast hosted by Tom Bilyeu that currently has 4.2 million subscribers on YouTube.

Uh, in today's episode, we're going to be covering a lot, but we're going to dive into how to create a podcast that actually converts your listeners. The most effective ways to promote your show relationships, developing your audience, figuring out who they are and how to grow them, and then also different parts of just working in a really professional content or how to work with production, how to nail campaigns and how to play even a little bit of pr in terms of growing everything together. So, Stephanie, I'll let you kick us off. Why don't you give us a little bit of background about yourself and how you got involved in impact theory to begin with.

Yeah, absolutely. Thank you guys so much for having me. So I've been in podcast marketing for almost six years. Before that, I was running my own social media and digital marketing agency and was introduced to a network called Kurt Co. Media. And they were just starting and had brought me on just for social media and digital marketing work. And I really fell in love with the podcasting industry and as it was growing and developing and every little aspect of it. So I ended up leaving my company, going full time in house for Kurt Co.

As their head of marketing. I was there for four years, and then I've been at impact theory now for a year and a half as their podcast specialist, and it's been great. So I work with Tom show, as you mentioned, and then also Lisa Bilyusho, his wife, women of impact. And we're, you know, developing ways to continue to grow and build and how can we expand this industry? And it's been really interesting experience coming from a startup network like Kurt Co. Where we're building from the ground up and then coming into an established network like Tom and Lisa's and figuring out how can we solve these different problems from different aspects.

So tell us a little bit about maybe for the audience who isn't familiar, tell us a little bit about Tom and Lisa's content. What do they talk about? Who is their audience? And, you know, just tell us about the space that their content is sort of in.

Yeah, so it's really interesting. So Tom and Lisa are co founders of Quest Nutrition, you know, quest bars and protein and all of that. And they sold that off for a billion dollars and turned around and reinvested that money into a media network, which is impact theory. So they've been doing impact theory for seven years, and they each have their own show. Like you said, it's on YouTube and it's on audio on podcasts. And so Tom's podcast was focused on mindset and entrepreneurship and business. And everything that we do here at impact theory leads into how do we help the world develop a growth mindset. So Tom comes at it from a more business aspect, right? A world affairs aspect.

How is what's happening in the economy and finance in the world affecting what you're doing? And how do you not let that stop you? And how do you get out of your own way? And then Lisa's show, women of impact, comes at it from a confidence standpoint. You know, how do you mentally get out of your own way? How do you get those barriers? How do you build yourself up? Whatever that aspect is, whether it's relationships or it's business or it's family or it's whatever you want to do, how do you build that confidence within yourself? So they do play off of each other, but they have completely separate audiences. Tom's audience is a more male skewed audience, Lisa's some more female skewed audience. So we do tailor the content for those audiences. And then what was really interesting when we dove into the podcast side of it is breaking out their YouTube audience versus their audio audience, because they are separate. And that's one of the things that I'm trying to implement into the industry, is to show people, as podcasts are moving into the YouTube space, that you have to treat them separately because your audiences are not going to be the same. YouTube is still the number one most played listening platform for podcasts, but it's a completely separate audience. People who consume podcasts on YouTube are not the same people who are listening to it on Spotify and Apple podcasts and Amazon.

So how do you find your audiences where they are. And it's, there is crossover in the audiences. Obviously, they like the content, it's similar content. But how do you then cater to each audience when they differ? And that is the thing that we work on the most.