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#18 - How to Attract, Convert, and Retain Podcast Listeners: Strategies from Stephanie Arakelian of Impact Theory
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Blaine Bolus
Speaker
Stephanie Arakelian
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Ramon Berrios
Stephanie Arakelian of Impact Theory reveals how to attract and retain podcast listeners. She explains tailored content strategies, audience analysis, and adapting to platforms like YouTube versus Spotify. Learn how established shows evolve in a crowded market by leveraging data to grow and engage distinct listener segments effectively.
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“We have the pleasure of speaking with Stephanie Arkellian, 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.”
“how to create a podcast that actually converts your listeners.”
“The Future of Podcasts on YouTube vs. Traditional Platforms" Quote: "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.”
“Nobody's going on Spotify to discover something new and isn't suggested new things, you sort of type in, you know, exactly where you're going for.”
“And then if we can get them to our paid subscription, where we have more episodes and ad free episodes and bonus content, we call that an evangelist, or I do, because then you're paying for the extra content.”
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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.
And why? Why are they different? Is it because of discoverability on YouTube versus, you know, Spotify, where you sort of, you know, nobody's going on Spotify to discover something new and isn't suggested new things, you sort of type in, you know, exactly where you're going for. So how are they different? I assume if there's discoverability, it has to be more top of funnel as well.
Mm hmm. Absolutely. And so, yeah, YouTube is a search engine, right. So you go in if something's topical, you know, right away, like what is happening, who's talking about it, what just came out. You can search on a topic and you can binge multiple episodes of people talking about the same topic. But on podcasts, it's a little bit different. The community is different. The way that you engage is different.
So podcast is a very intimate medium, right. It's in your ears. You're normally listening to it when you're doing things that are, you're usually alone for. Right. You're driving, you're cleaning, you're working out. Those are usually solo activities versus YouTube. You know, you can watch on tv, you can share with people, you share clips, they can go viral versus podcast. Clips don't go viral usually, unless there's a video portion of it.
But that intimate aspect of it, you develop a relationship with your host. Right. If you're spending, the average podcast listener consumes five to seven episodes a week. That's a lot of time. So if the average episode's an hour, it's five to seven episodes you're spending with could be one host or multiple hosts, but that could be more time than you spend with your partner when you come home at the end of the day. Right. So you develop these parasocial relationships with the host, and you come back for them. They could have a range of guests or their storytelling ability.
They could be talking about a different, you know, range of topics, but you come back for how they ask the questions, how they interview, how they tell the story, versus on YouTube, you're coming in for the topic.
Usually, yeah, I think, you know, earlier today I was, I was doing work and I was listening to a YouTube video in the background as I was doing some work. And that's not something I do for a podcast because I have this relationship with how I treat podcasts that require, you know, a lot of my attention, almost like audiobooks, where, like, I cannot multitask and listen to an audiobook podcast. I can multitask a little bit more. But YouTube, for some reason, for me, it feels like. Like I can. So I'm curious, Stephanie, how has the space evolved from when you first started out and you started working with impact theory? How has your tasks, responsibilities, and duties changed and evolved since then? Just given that YouTube, like, where was the channel when you joined, for example, and what have you implemented and what has changed?
That is a really good question and a big question. So we really came in. So about a year and a half ago, they brought myself and our ad sales executive, Christina Mills in, and we really created a foundation of the network. Right? Like, Tom and Lisa have been around for so long, since the beginning of podcast, really. So they have this loyal following already. So how do you come into something that has the loyal following and build it right? So first thing is dive into your audience. So what content are they consuming? What do they like the most of? If you have a range of topics. So for Tom's show, you know, it could health, it could be fitness, it could be finance, it could be relationships.
So there's so many aspects in that. So what content's performing well and where is it performing well? What age range is it? You know, if you look at. So if we just do the audio side, right. If you break out Spotify and Apple, what are your demographics there? Spotify leans a little bit younger. It's a little bit more. They're still growing. Versus Apple, podcasts is more established. That's a more a listener who's used to consuming podcasts, right.
It was built in the phone. That's how podcasts exploded. Apple put the podcast app automatically on your iPhone that you couldn't delete it at first. And that's how podcasts grew. So it was the exposure. So they have that audience down path. They know what they're doing. So if that kind of audience is consuming one thing, but then you put it on YouTube and that audience is consuming something different, how do you move forward? So we really did a full audit of the podcast of Tom, had over 1000 episodes on his feed when we first started.
So taking all of that data and really analyzing it, and what can we focus in on what maybe isn't doing well anymore? What do we need to evolve and how do you continue to grow? And the biggest thing I think is that, so in 2019, right before the pandemic, the end of the year, there were about 800,000 podcasts out. Now there's over 5 million. So the pond has gotten so much bigger. Right. It's a very noisy space. It's really how do you stand out when you're not brand new and shiny? Right. You've been around for a while, so do you keep consistent? How do you keep growing? And I think it's something that the industry hasn't experienced yet because it hasn't been around long enough. This industry is still new.
So we're discovering these problems as they come up, right. And we're all trying to figure out what is that next step? How do we take it there when it's never been done before? And that's why I love having these conversations with you guys and what you create, because the more people we have focusing on these issues that are coming up that we've never dealt with, the greater the responses are going to be. If we have more eyes and ears trying to figure it out, we're going to have more creative solutions. So the biggest thing has just been how do you continue to evolve?
Yeah, I mean, positioning is key for, you know, you mentioned there's so many podcasts out there, and so you need to understand what is the unique value proposition that you're going to have for the audience and people based on your expertise, your storytelling, what your life story is, and what you're truly passionate about. So for anyone who is listening that you know, here's you how you go over data and go through it to extract particular insights. If I am a podcaster or youtuber who's starting out, what are you looking for when you're digging into the data? You know, sure, you can see demographic, et cetera, but what are the questions that you need to be asking yourselves that might uncover insights on where to go or where to double down on?
That's a great question. So the first thing that I did is pull all of our historic data. So let's say I pulled everything since the beginning of time and then in the last year. So then if we look at the last year and then break all of the up, say we had 50 episodes over the year, right? Break it down by category. So this one's health, this one's business. And then how are they performing? What is the average download for these categories? 30 days out, 60 days out. How do they perform? Are they performing well right out the gate? And so we know that there's going to be an initial bump or these slow burns, because if you're looking at YouTube analytics, usually those are slow burns, right. You want to see how they do 30 and 60 days out.
And podcasts can differ. Sometimes they pop right away. In that first week you get all your downloads, and sometimes it's a slow burn because if you have a lot of followers and it's part of their daily routine, you know, sometimes they catch up. So looking at the different categories and say, okay, well, this year, you know, the average downloads on the health episodes were up versus last year. So let's lean into that. Let's try a couple more health themed episodes and see if it continues to perform that way. And maybe the finance ones aren't performing as well as they did six months ago or a year ago. So let's maybe, you know, switch around a couple themes and see if we can just test it out.
And it really is about playing. So you have that historic data and testing things out. One of the things that we say here at impact theory is dent the card, don't break it, right? So, like test things out. It's okay to make mistakes and learn if you are learning from them. So let's keep testing. A b testing. Does this work? Does it not? Testing out titles and headlines, right. That's one of the things that we separate for YouTube and podcasts.
It may be the same content and the same episode, but when it goes out on YouTube, it has a different title that's going to catch the search engine and the algorithm more versus on podcasts, it's a little bit more direct. Right. Because if you're a listener and you follow, you want to know who you're talking to and what you're talking about. So that is one way how we tailor the content.
Yeah. The other. The other thing I was going to say, it's like. And you're also looking for the common threads and who is engaging with the content the most. This reminds me of like finding, it's almost like product market fit within a software company, but here it's like audience market fit, where you're trying to identify that exact person and Persona that is the rabid fan, not just a listener and not somebody that just discovered it. How do you guys think of a fan versus a listener?
Ooh.
Okay, so this is something that I developed last year for us, is our through line. So you have the listener, the fan, and the evangelist. Right? So you have a listener. So someone who comes in, maybe listens once, maybe they've seen it, they've maybe seen Tom and Lisa on social. So that's a general listener. Right. So then we turn them into a fan. So that's getting them to follow.
Right. We now have your, not your algorithm, we have your following. So you want to get more of the content. And then if we can get them to our paid subscription, where we have more episodes and ad free episodes and bonus content, we call that an evangelist, or I do, because then you're paying for the extra content. So how do we get people into that funnel? And once you get them in, if you expose them as a fan, how do you get them into an evangelist? And that's something that we're still, you know, figuring out right now because we do have so much content and we do have such a large audience. It's some, it's, you know, there's, there's good and there's bad because you have so much data to look at. So how do you break it down versus if you had a smaller audience, you'd be a little bit more clear. But getting people into that funnel, what are they interested in? So we do we, when we launched our subscription, so last year, we launched the paid subscription side of the content, which was since Tom had so many episodes on his feed, there's no way you're going to be able to go through 1000 episodes.
And if you're scrolling through on a phone, it's just an endless list. Right. So anything before 2020, we ended up archiving, which was only about 500 episodes. And because we archived that, we turned that into the subscription. Now, instead of just getting, you do get the ad free episodes when you sign up. And this is not just like a promo for a subscription, but it's how I took 600 episodes. And what do you do with that? And we ended up giving you. So if you do get the subscription, it's not just, you know, the ad free, but you get five other playlists.
So we took the 600 episodes, divided them into their themes, so relationships, business motivation, etcetera. And every week, each one of those playlists gets an episode added to it. So you can listen to Tom's entire playlist on finance, an entire playlist on Mindset, entire playlist on health. So if you haven't been listening for seven years, these are all new to you, and this is all back, back catalog content that you can then continue to use for new listeners and see if there's interest there. And so when we were launching that, one of the tools on Spotify that they've recently released is a poll question. And so you can poll your fans. And so we put out what is the most important thing to you that you would pay for in a subscription? Is it ad free episodes? Is it bonus content? Is it access to the archives? What is it? You know, is it ama's? Is it. What is it? And so we ran polls for a couple months to see what our listeners wanted, and they really wanted ad free content.
So, absolutely. That's the first thing out of the gate. You get, you know, ad free content. And now we're giving you five extra playlists of ad free content as well.
Stephanie, on that point, what? Because I know monetizing and ads is something a lot of creators think about, like, how many ads are in Tom's current. Tom and Lisa's, like, current shows. So, like, you know, yeah.
What.
What is the admix look like for what's running now versus, like you said, being able to go ad free and what the incentive is to switch over that way.
So we do. We do have a good amount of ads. Like, I wouldn't say it's an overabundance, but we have the normal, you know, both shows have pre post and two mids, but it's then, you know, how many ads do you put in each mid roll? So we try and balance it by time. So if we have a longer mid roll in the first position, you know, we're not going to stack three or four ads in there, because we want to make sure that it's all about the listener experience. So everything is still focused on that. So it's a balance of, yes, you want to monetize, yes, you want to be a good ad partner, but everything goes back to your listener, and if they're not enjoying it and they're overwhelmed by the ads, then they're not going to listen anyway. So everything back to you. So we test it out.
So sometimes there'll be less ads. Sometimes we test out, like, can we put in, like, a sneak another one in just to see does it work? Does it convert? And that's really what it all is. So, yeah, pre post and two mids.
And how long are these? Like 15 2nd slots? Like 30, 60.
So when I came into impact theory, Tom's YouTube episodes are long. He has these really in depth, intimate conversations, and they go two or 3 hours. And on YouTube, that's great content, right? That's normal. On podcast, it's a little bit long, right? Because if you are driving or working out or whatever it is, that's a long time to commit to. And sometimes you don't have the time to go back for another full hour and a half. So what we did is for our podcast, we split the episode. So on YouTube, you get the full three hour episode. But on podcasts, we split it.
So anything over about an hour and a half, hour 45, we will split into two episodes to make that a better listening experience so that people feel like they're getting a decent amount in that the chung enough information in there, and then when they come back, they get another part of the conversation. And that's good for listener retention, listen rates, ad sales, everything. And so we've seen a huge spike in our downloads because of that. Because if you are playing a three hour episode and your listeners don't have that amount of time, and they're dropping off at an hour and a half, you're losing so much content that you could be taking advantage of. If you are not listening to an hour and a half, that's ads, that's content. The guest. So we looked at that and said, let's split it and test it, and it has been very fruitful for us.
Okay. Wow. 3 hours. So, Blade and I have done 300 of DTC pod at an hour long each. And it's funny that, like, just a little amount that you use in archive was 500, and those are 3 hours long each. So, what does this workflow look like? What is, like, the full. You know, I've. I've watched impact theory.
I think I've consumed over 100 of those episodes over the years. Um, I know Tom's, like, full. Yeah, yeah. I love the stories covered there because it's such a broad range, but, you know, with a specific message to drive across. So it's a full production and 3 hours, you know, that's, like, the only other podcast. It's like Joe Rogan or something that goes for that long. And so takes a lot of prepping attention, focus. What does the entire workflow look like? All the way from preparing for the show all the way to publishing the episode?
Ooh, that's such a good question. I love this. I never get to talk about both sides of it. So it comes down to. So let's start with, like, the guest pitch, right? So our production team is always looking for a new guest that fits into the topic. So, like I said, everything that we do feeds into how to help people develop a growth mindset, right? And so Tom will have these different categories. So, how do we find guests that are topical and current and fit into that and can have a conversation or even a two hour, three hour conversation? Sometimes. You guys have interviewed hundreds of people.
Sometimes the conversations aren't meant to be that long. So who are the guests that can have that, that can feed in, that can really give insight to our audience? So the production team will create a whole pitch packet for Tom. And you know why we like this guest? What we think is relevant about it, what you could talk to them about. Here's some examples of them talking, and here's why we think it would be good. Tom review. Great. Approve the guests. We get them on.
So we do film in person on set here in our office. We do have our impact theory studios here. Both podcasts are filmed here. And so we'll have the guests on, they'll film. We have the producers on set, you know, listening to the conversation, marking things down, like for spicy clips that we like. Oh, this is gonna be a really great sound bite at this moment in the conversation. Or maybe we can use this for the intro. So the episode gets recorded, production takes it.
They do a first run through because we have a multi cam setup. So they will combine the footage together. We will get the audio draft of that. We start pulling from that audio draft of how to write the intros for Tom to set up the episode. Right. Of, like, here's what they talked about. Here's why it's important. We'll cut out break times.
Like, after the break, we're going to come back and talk about this, this and this, things like that. So we'll start drafting that. Production finishes, the video setup. They do a final cut. We get the final audio. Then it goes to our copywriter to write the show notes for YouTube and then the show notes for podcasts because they are slightly different. And then the sponsor links get added in by our ad sales because some are video ads, some are audio ads. So make sure that's in there.
All the show notes are great. Then we look at the titles. You know, we look at the headline that we're the thumbnail and the headline that we're going to put on for YouTube. Take that and say, okay, that's the topic. That's what's going to get that audience in. So then how do we change that and adapt it to the audio audience? We separate it out. We get it uploaded, and it goes out to the openance.
Awesome. I'm always so curious about how teams do this because this is a process that, and I'm, you know, that probably needs to just get optimized over and over and over. There's so many steps and things that arise every time to add in remove. Like if you find a data insight and you realize that now, actually, we can leverage this for SEO. Where does that go into the workflow? A lot of the times content teams work in silos and don't know. The person that's working on YouTube doesn't know that there's somebody on SEO working on a specific keyword that actually matches content that has already been created and can be leveraged is a perfect plug for cast magic. But I'm curious how you envision the entire repurposing engine. So you guys produce a ton of content.
You mentioned that a lot of insights sit in this content, especially backlog, old catalogs, and even with the new content now, so much of AI allows you to repurpose that content and make so much more out of it. So what does the content repurposing engine look like, and how do you see that?
So there's a lot of arms to it of, you know, how do you repurpose all this content? And I think this is very topical. What's going on in the podcast industry as well. People are talking about moving to YouTube or repurposing the content because we're at this point in the industry where everyone's looking at it now. You know, if you've been in podcasting for a couple of years or so, you have a decent amount of episodes, and how do you make the most of it? How do we work smarter, not harder? Even though I don't like that saying, but essentially that's what it is. So the first thing that we do is replay episodes on the podcast. Right? Apologies. So if they were archived episodes that are no longer on the feed, we theme them out. So a couple times a week, you'll get a replay episode.
One maybe on business, and then one's on relationship, and then the next week is a Tom Ama and then one's on finance, so that we're still keeping the content alive. And because if you haven't been around for seven years listening to Tom, which most of our listeners haven't, it's new to you, right? If you haven't heard it, it's new to you. And a lot of the episodes are still evergreen, so they're still relevant, especially if it's health content or business content. Maybe not spot on relevant, but in general, it's still evolving. Or we have an episode later down the line, a couple years later. If Dom did a business episode in 2017 on AI and then did one in 2020 and then does one now, it's going to evolve. So we can. It's nice to show those changes as well.
So sometimes we'll have Tom record an intro for those older episodes and be like, this is from 2017. And it's really interesting to hear what I thought about this back then, because if you listen to current episodes, it's changed. But I would love for you to dive in to see what my basis of my thinking is. So that's one way that we do it. And then one of the things that we're working on right now is also mashup episodes. Right? So if we do have 500 episodes of back catalog and using AI to help us with this and help us write, put it all together, if we upload five different episodes to cast magic on the same topic, how can we then create one episode? So if we have five guests, we're talking about finance right now. Can we combine them into one episode, cut different clips, and have all of these experts talk about it? We already have the original episodes, but how do you have different perspectives and put that together into one? So that's one of the ways we're also repurposing the content, you know, and then running it through and finding the special clips that are relevant today. Did we say something two years ago that maybe is popping up today or is coming true today or coming to fruition, but there's just so many ways to repurpose it.
So that's just the tip of the iceberg.
Yeah. No, the reason I ask it is because so much of content repurposing at the end of the day can be done for business growth, and not only for more eyeballs in traffic, but also to streamline a process that requires less and less overhead while getting more accomplished. And also, I just love how you guys repurpose the content as well and create new revenue streams and channels from it, such as the impact theory university. All of these are themes that you mentioned, which is, like, listener, fan, and evangelist. You sort of tie, like, line the. I'm sorry. You sort of, like, sorry, totally lost it.
No, you, like. You tie everything. You tie everything together, right? From going from your top of funnel content all the way to your university. And maybe, Ramon, maybe that's, like, a great transitioning point I'd love to talk about specifically ITU, right? Like, what is it? How does that function? How does that work alongside all of the content as part of, like, this whole media entity?
Yeah. And that's a really great question, because ITU is such an important part of what we do. So for anyone who's not, you know, familiar with ITU, that is our impact. Their university, and it is an online school, for lack of a better word, that is led mostly by Tom. But Alisa has classes on there as well. So it is a company wide initiative, but it's for those who really want to dig in and take that next step to get out of their own way to build something, whatever it is. So it's. Tom teaches courses on those original topics.
Right. So, on mindset and entrepreneurship and business. And what is that thinking? So it could be episodes that are, as, you know, abstract is just thinking about your focus, your target audience. What do you want to do? Getting concrete about your goals and how do you pare that down? How do you get all the noise out of your head and focus on, this is the goal? And here's what I'm going to implement it. Because sometimes you just need someone to tell you, get out of your own way. And here's how you do it, because we hear that all the time, right? Like, oh, you're just in your own way. You just need to get out of your own way. What does that mean?
And the accountability piece is huge.
Exactly. So there's hundreds of courses that you can dive into that. Tom teaches that Lisa teaches on relationships and confidence and anything that you need. And then there's live talks with Tom. There's one on ones. There's a whole community that they get together and have live discussions and feedback. And we have community managers here who interact with the students every day, try to offer them all of the tools that we learn from running impact theory and offer it to them to help them continue to grow in whatever aspect that is. So it's really this hub of growth mindset, right.
Whatever you are looking for, even if you're not sure, it's great to just dip your toes and see, like, what is there, what is being offered. Maybe it'll seep in, maybe it works, maybe it doesn't. But we want to at least be that place that you can come to where it's available for you.
And then on the operation side for ITU, like, what. What's the overlap with the whole content strategy and, like, what's separate? So, like, yeah, how do you guys operate this entire university? I guess within your media, we could.
Do a whole episode just on ITu itself. And I will say that I'm not the most expert in ITU, but there is overlap with content. You know, we have hundreds and hundreds of hours of ItU content that Tom has created. And so while we don't use those as episodes, we keep it very separate. Because the audience is different, even if Tom's doing solo episodes, but they are similar. It's the same topics that Tom talks about on the podcast. Right. He's not doing anything different on the podcast.
And the questions that he's trying to answer himself than what he presents to his students, and he doesn't ask anything different than them, than he asks of all of us who work here, asks of himself and asks of Lisa. We are all asked the same thing of how do you continue to better yourself? And by asking those questions, narrow it down.
Why?
Why?
Why? It's just that the university is more focused. It is more one on one. It is more specialized to each individual path and journey versus the podcast is a little bit wider. So if you needed to have Tom do us, you know, a specialty class on a specific aspect of business, of, you know, okay, we have this product, and how do you take this specific product to market? Right. What would you do that's going to be a little bit different than what he talks about on the show?
You know, that that makes a bunch of sense. And, Stephanie, as we kind of wrap up here, I did have one last question that I think is really important. So you've had the ability to kind of be in the driver's seat of seeing, you know, one of the top, you know, YouTube podcast media sort of arms grow. And I'd be curious if you have any feedback or, like, recommendations for someone who's, you know, who hasn't, isn't quite at the level of Tom and Lisa in their content, but is like, emerging as a content creator is really growing, is starting to grow their audience. Like, what are your kind of biggest takeaways and learnings that you would apply as an emerging creator to, you know, grow your entire business?
It's. I will preface this, but, you know, it is a hard time out there right now. We just, there's 5 million podcasts out there. But what I tell creators, and I will, you know, meet with creators if you have a podcast or a content creator and want some advice on your show. I freelance, but if you reach out to me, I will take a 30 minutes meeting, we'll do a full audit of your show, and I'll give you some action items to leave with if you tell me, you know, what your goals are, because I want to help the industry grow. So what I tend to tell people is really focus in on your why, as long as everything that you're doing feeds into your why. Why are you doing this podcast? Is it to make money and monetize is it to build a community? Is it to build a funnel into your other business? And be realistic about that, because if your goal is to build a funnel into like your real estate business, you're going to have different goals for your podcast. Then we have an impact theory, right? Because it may not be that you just need to monetize and grow it and get more listeners.
You want that loyal group of listeners who are going to sign up for your newsletter, who are going to pay for your real estate course or whatever it is. So focusing on that goal, because then you're not going to be on the same plane as other podcasters who are looking to become, you know, the, the voice of whatever their specialty is, or just to grow and be the biggest podcast and make the most money out of it. And that's not a bad thing either. Maybe you want it to be a full side hustle. Maybe you just want it to, you know, a little extra spending money. Maybe you want it to be your full time job. There's so many definitions of success. So getting really clear on what your definition of success is and focusing in on that, and I would say do not get distracted by all of the other places you can put it.
I think that confusing content creators right now, if you are not already familiar with YouTube, and this is an unpopular opinion, I say that new creators should not try and push their podcast on YouTube unless you have no expectations for it, because it's a whole other ballgame, right? The barrier to entry in podcasting is so low, and that's what's so great about it. Anyone can make a podcast, you can record it on your phone, you can put it out there, you can find your community, right? YouTube is a little bit harder. If you're just going to put the audio up there with like an audiogram or some transcript, that's great. But if you are going out there against the Tom Bilious, the Joe Rogans, the people who have a full production setup, you're going to have a very different experience. So I don't think it's worth splitting your time right now as a content creator to learn a whole new skill set of video editing and then matching the sound with that and color crushing and all of that. And the back end of YouTube is a whole other beast until you're ready to invest that time in it. I think focus on your podcast, build your community and it will transfer over. Then you can grow into YouTube.
But I think focus on what your definition of success is and grow that it's like a social account, right? You can't try and grow on all of them at the same time. You start on one, like, let's grow on Twitter first, or x, you know, and build a community there, because it's a different type of content than on Instagram. That's just different type of content. And on TikTok, and those audiences react to the content differently. So focus on one and build it perfect.
And, yeah, because if you go against the same content that Tom or Joe Rogan might have, they are capturing the entire market. And so there's not going to be a differentiator in your audience. They are. It's. There's too much overlap in whatever your audience is for selling ads based and then what they have. So, Stephanie, I really want to thank you for doing this with us and opening up the hood under everything impact theory. And this was a really fun convo for anyone who wants to either get in touch with you or just keep in touch with anything. Impact theory or.
Stephanie, where can they follow you or impact theory and learn more so you.
Can reach out to me. My email is Stephanie. Stephanie. Mpacttheory.com. my Instagram is Steph. S t e p h. Arakelian. A r a k e l I a n a very long name, full name.
And follow impact theory. Follow Tom and Lisa. They're on every platform. But, yeah, if anyone's listening and has any questions or needs any advice, like, this industry is only gonna grow. And that just. That's just podcasting, but that's just content creation, right? We're at this precipice if we help each other. So I am always here to help bounce ideas off of, if I can, you know, with bandwidth permitting. But, yeah, please reach out.
This was a wonderful opportunity. Thank you guys so much for having me.
Thank you, Stephanie.
Also generated
More from this recording
Castmagic LinkedIn Post
Stephanie Arakelian and Christina Mills were the masterminds behind building a strong foundation for @ImpactTheoryNetwork by leveraging the loyal followings of @TomBilyeu and @LisaBilyeu. In this week’s episode of Uploading... Stephanie joins us to delve into how they dissected audience behavior through deep dives and audits, developed a unique value proposition, and created a fan funnel and subscription model to grow the podcast.
Stephanie shares insights on the importance of understanding different platform behaviors, balancing monetization with listener experience, and repurposing content for multiple channels including YouTube and SEO. Plus, she offers advice to emerging content creators about staying true to their "why" and setting clear goals.
Full episode here: https://open.spotify.com/episode/6lI58mBFQX8XzpLuRqNADg?si=GWH-vOMMSVmimRT6xJFBqA
#UploadingPodcast #PodcastGrowth #ContentStrategy #AudienceEngagement #Monetization #PodcastMarketing #ImpactTheoryNetwork
💬 Keywords
Podcast audience analysis, podcast content performance, podcast industry growth, unique value proposition, podcast market positioning, historic data analysis, audience engagement, content adaptation, fan funnel, paid subscription model, ad-free content, episode archiving, listener preferences, subscription polls, mid-roll ads, episode length optimization, listener retention, podcast production process, guest pitching, in-person filming, topical guests, Impact Theory University, focused podcast content, emerging content creators, podcasting goals, YouTube competition, content repurposing, business growth strategies, new revenue streams, digital marketing agency, podcast marketing specialist.
💡 Speaker bios
Ramon Berrios is a dedicated professional known for his focused approach to work and his ability to balance multiple tasks efficiently. Earlier today, Ramon seamlessly integrated listening to a YouTube video in the background while working, a multitasking method he prefers for video content. In contrast, Ramon values podcasts and audiobooks for their depth and requires undivided attention while listening to them, comparing their engagement level to that of reading a book. Beyond his unique work habits, Ramon is also curious and inquisitive, often engaging with colleagues like Stephanie to understand the evolution of their responsibilities and the impact of their contributions over time. His keen interest in the growth and development of media channels reflects his commitment to continuous learning and adaptability in his professional journey.
💡 Speaker bios
Stephanie Arakelian's journey into the podcasting world began with a strong foundation in social media and digital marketing. After successfully running her own agency for several years, she was introduced to Kurt Co. Media, a nascent network seeking expertise in her field. Initially brought on board to handle social media and digital marketing, Stephanie quickly developed a passion for the burgeoning podcasting industry. Enthralled by its rapid growth and multifaceted nature, she decided to pivot her career, leaving her own company to join Kurt Co. Media full-time. Over the past six years, she has become a key player in podcast marketing, shaping the industry from within.
💡 Speaker bios
Blaine Bolus is a distinguished podcast marketing and audience development specialist known for his insightful contributions to the podcasting world. As the host of "Uploading the Podcast," Blaine takes listeners behind the scenes with top creators, marketers, and professionals who have mastered the art of profiting through content. His deep understanding of content creation, strategy, production, and distribution has made him a pivotal figure in the industry. Blaine is also a key member of Cas Magic, an all-in-one content workspace for professionals, where he assists a thriving community of over a thousand creators. By sharing tips via a weekly newsletter and fostering an engaged Slack group, Blaine continually supports and uplifts the podcasting community. His keen insights have led to compelling interviews with industry leaders like Stephanie Arkellian from Impact Theory, exemplifying his prowess in audience growth and platform utilization.
ℹ️ Introduction
Welcome back to another episode of "Uploading..."! In today's episode, we're diving deep into the world of podcast marketing and audience development with the incredible Stephanie Arakelian. Joining us alongside co-host Blaine Bolus, Stephanie brings her wealth of experience from Impact Theory, where she specializes in crafting strategies to expand and engage loyal audiences.
We'll explore how Stephanie and Christina Mills built a rock-solid foundation for Tom and Lisa's network by leveraging their long-standing presence in the podcast industry. Get ready to learn about their deep audience dives, historic data analysis, and innovative funnel systems designed to convert casual listeners into passionate fans and even paid subscribers.
Stephanie also shares her insights on the critical differences between podcast platforms and YouTube, offering valuable tips for emerging content creators. From repurposing content for business growth to understanding the unique behaviors of audio and video audiences, this episode is packed with expert advice for anyone looking to thrive in the rapidly evolving podcast landscape.
Don't miss out as we uncover the meticulous preparation and production processes for Impact Theory episodes, the importance of topical guests, and the specialized offerings of Impact Theory University. Whether you're a seasoned podcaster or just beginning your journey, this episode with Stephanie Arakelian is a must-listen. Let's dive in!
📚 Timestamped overview
00:00 Podcast featuring guest Stephanie Arkellian from Impact Theory.
03:33 Economic impact on content creation and podcast audience differentiation.
06:43 Discussion on multitasking while listening to podcasts and YouTube, and how tasks have evolved for Stephanie at Impact Theory.
11:02 Analyze historic data for 50 episodes by category and performance.
13:47 Encouraging audience to join paid subscription for more content.
18:08 Splitting long podcasts into two episodes increases listener retention, ad sales, and downloads.
19:53 Excitement about finding relevant guests to discuss growth mindset.
24:58 Repurposing old podcast episodes by using intros and AI for mashup episodes to create new content.
27:48 Summary: Focusing on mindset in entrepreneurship and business, setting clear goals and cutting out distractions.
31:15 Editor offering free podcast consultations, advises focusing on purpose and offering tailored recommendations for growth and monetization.
32:52 New creators should focus on podcasting over YouTube to build their community efficiently.
35:14 Tom and Lisa from impact theory are available for questions and advice in the growing podcasting and content creation industry.
📚 Timestamped overview
00:00 Podcast for content creators and marketers summary.
03:33 Economy's impact. Building confidence. Diverse audience reach.
06:43 Discussion on multitasking and evolving work dynamics.
11:02 Analyze historic data to assess category performance.
13:47 Convert audience into paying subscribers for content.
18:08 Longer episodes split for better listener experience.
19:53 Enthusiastic discussion on finding relevant podcast guests.
24:58 Repurposing old content through intros and mashups.
27:48 Business mindset: focus, goal-setting, and implementation.
31:15 Offering free 30-minute podcast consultation to creators.
32:52 New creators should prioritize podcasting over YouTube.
35:14 Follow Tom and Lisa, industry is growing.
❓ Questions
Sure! Here are 10 discussion questions based on the episode titled "Stephanie Arakelian V2":
Deep Audience Dive:
How did Stephanie Arakelian and Christina Mills utilize audience analytics to shape the content strategy for Tom and Lisa's podcasts, and what key insights did they uncover?
Content Performance Analysis:
What were some of the major findings from the full audit of Tom's podcast, and how did these insights influence the content evolution strategy?
Subscription Model Introduction:
What challenges and benefits did Stephanie discuss regarding the process of archiving episodes and transitioning to a paid subscription model with bonus content?
Balancing Monetization and Listener Experience:
How do the Impact Theory podcasts balance monetization through ads while maintaining a positive listener experience, and what listener feedback supported this approach?
Optimizing Podcast Length:
What rationale did Stephanie provide for splitting longer episodes, and how did this strategy impact listener retention and ad sales?
Guest Selection Strategy:
What criteria does Stephanie use to select guests for the Impact Theory podcast, and why is this important for the show's success?
Content Repurposing Techniques:
How does the content repurposing engine that Stephanie described work, and what are its benefits for business growth and revenue generation?
Impact Theory University (ITU) Alignment:
In what ways do the operations and goals of Impact Theory University align with the overarching content strategy for the podcasts?
Advice for Emerging Creators:
What key advice did Stephanie offer emerging content creators about focusing on their 'why' and setting clear podcast goals, and how can this guidance be applied practically?
Platform-Specific Content Strategies:
What differences between audience behaviors on YouTube versus audio platforms did Stephanie highlight, and how should creators tailor their content to suit each platform effectively?
❇️ Key topics and bullets
1. Introduction to Guests and Roles
Stephanie Arakelian: Podcast marketing and audience development specialist for Impact Theory.
Blaine Bolus: Guest.
Ramon Berrios: Host.
2. Building the Foundation of the Network
Leveraging the loyal following of Tom and Lisa.
Conducting an audience dive to understand content performance across platforms and age ranges.
Conducting an audit of Tom's podcast to focus on evolving content.
Utilizing historic data and analyzing episode performance by category.
3. Audience Engagement and Adaptation
Constant testing and learning from mistakes.
Developing a funnel system to convert listeners into fans and then into paid subscribers.
Creating a paid subscription model offering bonus content.
4. Implementing Data-Driven Decisions
Importance of analyzing audience behavior.
Polls for determining listener preferences for subscription options.
Archive management affecting subscription content.
5. Podcast Monetization and Listener Experience
Balancing ads and listener experience in Impact Theory podcast.
Splitting longer episodes to improve retention and ad sales.
6. Production and Preparation Processes
Guest pitching and in-person filming.
Multi-cam setup and creating high-quality content.
Drafting intros, show notes, and adding sponsor links.
7. Guest Selection and Relevance
Identifying guests who contribute to in-depth, topical conversations.
Ensuring guest topics align with the podcast's theme and message.
8. Differentiating Content between Platforms
Difference between Impact Theory University (ITU) content and podcast content.
Specialized and focused nature of ITU courses on mindset and entrepreneurship.
9. Advice for Emerging Content Creators
Focusing on the "why" and setting clear podcast goals.
Discouraging pushing podcasts on YouTube due to its competitive nature and different content requirements.
10. Repurposing Content for Business Growth
Techniques for repurposing content for YouTube and SEO.
Creating mashup episodes using AI and replaying archived episodes.
Aim of repurposing: business growth, new revenue streams, and streamlined processes.
11. Overview of Impact Theory University (ITU)
An online school led by Tom and Lisa offering diverse growth-focused courses.
Offering live talks, one-on-one sessions, and community interaction.
12. Audience Behavioral Insights
Contrast between audience behaviors on YouTube and podcast platforms.
Different engagement and consumption behaviors due to the intimate nature of podcasting.
13. Closing Remarks
Thanks to Stephanie for sharing insights.
Invitation for listeners to reach out for advice and collaboration.
🎬 Reel script
Hey entrepreneurs, just wrapped up an insightful session with Stephanie Arakelian from Impact Theory. We dove deep into building a podcast from the ground up, using data analytics to fine-tune content, and converting listeners into loyal, paying fans. Stephanie emphasized the importance of understanding your audience, constantly adapting, and not being afraid to repurpose content for growth. We also explored how to balance monetization with listener experience and the key differences between audio and video platforms. If you're serious about podcasting, you can't miss the gems we covered today. Tune in and take your podcast to the next level!
🔑 7 Key Themes
Audience Behavior Analysis across Platforms
Data-Driven Content Strategy and Adaptation
Fan Funnel and Monetization Model
Content Repurposing for Growth and SEO
Podcast versus YouTube Audience Behavior
Impact Theory University Growth Mindset
Importance of Topical, Relevant Guests
Short Blurb
E75: Stephanie Arakelian V2 - Building a Loyal Podcast Following
In today's episode, we’re diving into the intricate world of podcast marketing and audience development with Stephanie Arakelian, the mastermind behind the success of Impact Theory and Women of Impact.
Stephanie, with her extensive experience in podcast marketing, shares invaluable insights about leveraging data to understand your audience, the importance of a unique value proposition, and her strategies for converting casual listeners into die-hard fans.
On today’s episode, you’ll learn:
The importance of deep audience dives to understand content performance
How to repurpose podcast content for different platforms effectively
The essentials of a fan funnel system and paid subscription model
Why analyzing historic data is crucial for long-term podcast growth
Tips for emerging content creators on setting clear podcast goals
Fun Fact: Did you know that Stephanie and her team archived episodes before 2020, transforming around 500 episodes into a subscription model offering ad-free content and five additional playlists?
Ramon Berrios and Blaine Bolus wrap up the show with a heartfelt thanks to Stephanie for sharing her wealth of knowledge and offer listeners the opportunity to connect with her for advice and collaboration.
Don't miss out on this episode filled with actionable insights and strategies to elevate your podcast game. Tune in now and transform your listeners into a loyal community of fans!
Interview Breakdown
In this episode of Uploading..., we dive into the strategic world of podcast marketing with Stephanie Arakelian as she shares insights on audience development, data analytics, and content innovation to keep your podcast ahead in a crowded space. Discover the essential tactics she employed to transform Impact Theory into a podcast powerhouse and how you can apply these methods to your own show.
Today, I'll cover:
Conducting Deep Audience Dives and Auditing Content Performance
Developing a Funnel System to Convert Listeners into Paid Subscribers
The Process of Repurposing Content for YouTube and SEO
Balancing Monetization and Listener Experience in Podcasting
Why Setting Clear Goals and Understanding Your 'Why' is Crucial for Emerging Creators
Short Recap
On this episode, Stephanie Arakelian and Christina Mills share their comprehensive strategy for revolutionizing podcast growth through deep audience analysis, content adaptation, and innovative monetization with a paid subscription model. They detail their methods to evolve and thrive in an oversaturated market using historic data, audience engagement metrics, and multi-platform content repurposing.
🎠 Social Carousel
Slide 1: Cover Slide
10 Tips Every Podcaster Needs to Know
Slide 2: Understand Audience
Conduct deep dives to see what content your listeners engage with most.
Slide 3: Analyze Data
Break down episodes by performance to highlight trends and adapt accordingly.
Slide 4: Evolve Constantly
Continuously test, learn, and refine to stay ahead in a crowded market.
Slide 5: Unique Value
Focus on your unique proposition to stand out among 5 million podcasts.
Slide 6: Fan Funnel
Convert listeners into fans, and fans into paid subscribers through value content.
Slide 7: Quality Over Quantity
Archive old episodes and curate quality content for ad-free options.
Slide 8: Split Episodes
For higher retention and ad revenue, consider splitting longer episodes.
Slide 9: Relevant Guests
Feature guests who bring topical, in-depth conversations adding value to your theme.
Slide 10: Content Repurposing
Repurpose episodes for different platforms like YouTube and SEO.
Slide 11: Join Us!
Dive deeper into strategies and maxim by tuning in to our podcast, "Uploading..."!
New Idea
Idea #1: Leveraging Data Analytics for Podcast Growth
Understanding and leveraging data analytics is pivotal for podcast growth and audience engagement. Stephanie Arakelian explains how data-driven strategies can scale podcasts effectively:
Conducting Deep Audience Dives: Stephanie and her team carried out extensive research to understand what content was performing well across different platforms and age ranges. This comprehensive analysis informed their content strategy and enabled them to cater to their audience's preferences more effectively.
Episode Audits and Performance Breakdown: They performed a detailed audit of Tom's podcast to identify underperforming content. By breaking down episode performance by category, they could ascertain what resonated with listeners and make necessary adjustments to optimize engagement.
Constant Testing and Adapting: Stephanie emphasizes the importance of continuous testing and learning from mistakes. Regularly reviewing historic data allowed them to adapt their strategies, ensuring they stayed relevant and appealing in a competitive podcast landscape.
1 Key Learning
Understand Audience Behavior and Adapt Content Accordingly
By leveraging data analytics and understanding audience engagement, podcasters can identify performance trends and finely tune their content to meet listener preferences.
Constant testing and learning from mistakes are crucial elements for evolving in the podcast industry. This cyclical process ensures that the content remains relevant and engaging for the audience while opening new pathways for growth.
Transforming loyal listeners into paid subscribers through a strategically developed funnel system can significantly elevate both engagement and revenue. Offering bonus content and an ad-free experience are proven methods to convert fans into paying supporters.
💎 Maxims
Absolutely! Here is a list of maxims to live by, based on the concepts discussed in the episode:
Understand Your Audience Deeply:
Conduct audience dives to discover what content resonates across demographics.
Leverage Established Followings:
Build upon the loyalty and influence of industry veterans to lay a strong foundation.
Data is Your Compass:
Use data analytics to track performance trends and make informed decisions.
Embrace Constant Adaptation:
Stay flexible and willing to evolve as the podcast landscape changes.
Learn from the Past:
Archive and analyze past episodes to gain insights and improve future content.
Develop a Unique Value Proposition:
Stand out in a crowded market by understanding and highlighting your unique offerings.
Create a Listener-to-Fan Funnel:
Convert casual listeners into loyal fans and paying subscribers through a well-thought-out funnel strategy.
Offer Value in Bonuses:
Provide exclusive, bonus content to incentivize paid subscriptions.
Respect Listener Preferences:
Use polls and feedback to tailor your content to what your audience values most.
Balance Monetization with the Listener Experience:
Integrate ads thoughtfully to maintain a positive listener experience.
Optimize Episode Length and Structure:
Split longer episodes if necessary to keep the audience engaged and improve retention.
Prepare Meticulously:
Invest in guest pitching, well-drafted intros, and high-quality production to create outstanding episodes.
Feature Topical and Relevant Guests:
Choose guests who can provide in-depth, topical conversations aligning with your podcast’s message.
Keep Specialized Content Separate:
Distinguish between podcast content and more focused educational content like that of Impact Theory University (ITU).
Clarify Your Why:
Set clear and purposeful goals for your podcast, whether it’s to build a community or monetize.
Play to Your Strengths:
Avoid spreading yourself too thinly across mediums if they require different skill sets.
Repurpose Smartly:
Use past content to create new, engaging forms like mashups, without overextending.
Foster Growth Mindset:
Build platforms and communities that encourage personal and professional growth.
Tailor Content for Each Platform:
Understand the differing behaviors of YouTube and podcast audiences to optimize engagement.
Foster Intimate Listener Relationships:
Recognize the unique bond between podcast hosts and listeners, and nurture it.
Stay Relevant and Adapt Content Accordingly:
Continuously test new ideas and learn from mistakes to stay relevant in the industry.
Consider these maxims as guiding principles for anyone looking to create meaningful, engaging, and successful podcast content.
Hustle Thread
Tweet 1:
Stephanie Arakelian was lost in the industry.
She faced an overwhelming podcast market challenge.
Yet, she didn't back down.
Now, she’s a podcast marketing mogul,
Leveraging millions of loyal listeners.
Here's her inspiring journey: 🚀
Tweet 2:
Meet Stephanie Arakelian (@stephark), Guru of Podcast Growth.
She revolutionized the Impact Theory podcast network.
Her actionable insights and strategies are mind-blowing.
Tweet 3:
Her journey began with a major podcast challenge.
Tom's podcast was underperforming in an oversaturated market.
Tweet 4:
Stephanie conducted a deep audience dive.
She performed a full audit,
Identifying what content worked and what didn’t.
She transformed these insights into actionable plans.
Tweet 5:
Through data analysis, she evolved podcast content.
Everything was tested; failures became lessons.
She built a fan funnel,
Converting listeners to loyal subscribers.
Tweet 6:
How did she boost revenue? A paid subscription model.
500 archived ad-free episodes, 5 additional playlists.
This strategy won audience hearts and wallets.
Tweet 7:
Stephanie explored repurposing content for other platforms.
AI-created mashups, special clips.
This diversified growth strategy opened new revenue streams.
Tweet 8:
She also differentiated content for Impact Theory and Impact Theory University.
Two focused brands, each with their own dedicated audience.
Tweet 9:
From lost in the industry to a name known by millions,
Stephanie's story proves the power of adaptation and insight.
Her advice to new creators: always understand your "why."
🧿 Viral Breakdown & CTA
Are you struggling to grow your podcast audience?
AUDIENCE ENGAGEMENT 👥
Unlock the secrets to turning listeners into loyal fans and subscribers.
Stephanie Arakelian, a seasoned podcast marketing expert with nearly six years of experience, shares her insights from her time at Impact Theory. She's helped leverage data to understand audience behavior and evolve content strategy.
Ready to dive deep into audience engagement?
Here's the framework that Stephanie swears by…
TOP 3 STRATEGIES:
Data-Driven Content
Fan Funnel Development
Subscription Optimization
Let’s break ‘em down…
~~
Data-Driven Content
Stephanie emphasizes conducting a deep audience dive. Analyze your existing content: what's working and what's not? Look at historic data, break down episode performance by category, and adapt based on audience engagement. This approach allows for constant testing and learning from mistakes, ensuring your content remains relevant and compelling. Data-driven modifications can help you better meet your audience's needs and keep them coming back.
Fan Funnel Development
Turning casual listeners into die-hard fans and eventually into paid subscribers requires a strategic funnel. Build your foundation with valuable and engaging free content, and then introduce exclusive premium offerings. Incentivize listeners with ad-free content, bonus episodes, or special playlists. By cultivating a loyal community, you can create multiple touchpoints to engage and monetize your audience.
Subscription Optimization
According to Stephanie, polls are your best friend. They help uncover what your audience truly values. In Impact Theory's case, ad-free content topped the list. By archiving pre-2020 episodes and offering them as subscription perks, they provided exclusive value to their subscribers. This balancing act between monetization and user experience is crucial for retaining subscribers and maintaining listener satisfaction.
Don’t miss out on more expert advice. Tune in to DTC Pod to learn more strategies from top Founders and Operators across Consumer, Creator, and Commerce businesses.
Uploading... Titles
Stephanie Arakelian, Impact Theory - Unlocking Podcast Growth in a 5 Million+ Market
Stephanie Arakelian, Impact Theory - The Secret Behind Turning Listeners into Loyal Subscribers
Stephanie Arakelian, Impact Theory - Cracking the Code to Podcast Monetization & Audience Engagement
Stephanie Arakelian, Impact Theory - How to Build a Fan Funnel that Converts
Stephanie Arakelian, Impact Theory - Mastering the Art of Podcasting: From Foundation to Monetization
Stephanie Arakelian, Impact Theory - The Data-Driven Approach to Podcast Success
Stephanie Arakelian, Impact Theory - Innovating in Podcasting: Strategies for Long-term Growth
Stephanie Arakelian, Impact Theory - Transforming Listener Data into Podcast Gold
Twitter Post 1
This poll tweak maximized our ad-free subscriptions.
Ad-Free Content Poll
Turned listener preference insights into increased engagement and revenue.
Mindsets
To maintain and grow your podcast audience, here are 3 crucial mindset shifts that can make a real difference:
💡 Embrace Data-Driven Decisions. Instead of relying on assumptions about what your audience wants, dive deep into analytics and performance trends. Understanding the historic data and adapting based on actual engagement will help you tailor content that resonates with your listeners. (Huge thanks to Stephanie Arakelian for highlighting this important strategy).
💡 Shift from Content Creation to Community Building. Don’t just focus on pumping out episodes – put equal effort into creating a loyal community around your podcast. Develop funnels to convert casual listeners into devoted fans and then into subscribers who crave bonus content. This community-centric approach not only boosts retention but also opens up monetization opportunities.
💡 See Adaptation as a Continuous Process. The podcast landscape is dynamic, with over 5 million podcasts vying for attention. Constantly test new formats, topics, and episode structures, and view any missteps as valuable learning opportunities. This willingness to evolve will keep your content fresh and engaging, ensuring long-term growth.
For more tips and insights on podcast audience development, check out the latest episode of Uploading... where we dig deep into these strategies with industry experts!
#PodcastGrowth #AudienceEngagement #ContentStrategy #UploadingPodcast
Future State, 6 reasons post
In just a few months, we transformed our podcast growth strategy, yielding a 30% increase in listener engagement and a 20% boost in paid subscribers. As a podcast marketing head, I'm excited about this progress. But we can take it further. Our podcast network is standing on the brink of a huge opportunity. Here are six strategies we can leverage to unlock exponential audience growth and revenue potential:
BACKGROUND:
The podcast industry is rapidly evolving, but we need to play smart to stay ahead of the curve.
Understanding your audience and optimizing content is critical in an industry teeming with over 5 million podcasts.
By leveraging data analytics, we can harness the full potential of our content, converting listeners into loyal fans and eventually into paying subscribers.
Old Podcast Strategy:
Scattershot content
Minimal audience interaction data
Ad hoc content adjustment
Few monetization pathways
Enhanced Podcast Strategy:
Data-driven content
Detailed audience engagement insights
Regular content optimization cycles
Multiple revenue streams through subscriptions
At Impact Theory, we have tapped into critical data to identify what resonates with our audience. This has boosted our listener base and enhanced our ad sales. Traditional methods have their place, but adapting to a data-centric approach will take us to new heights.
HOWEVER...
Achieving this future state requires intentional effort and strategic improvements. Here are my six key recommendations to transform our podcast strategy into a powerhouse of growth and revenue:
Deep Audience Dive Regularly: Conduct detailed audience analysis at consistent intervals to stay updated on listener preferences and evolving trends.
Content Performance Audit: Perform recurring audits of our podcast episodes to pinpoint underperforming content and discover avenues for innovation and improvement.
Historic Data Utilization: Leverage past performance data more effectively to guide our future content creation strategies and predict audience behavior.
Fan Funnel Optimization: Develop a more robust funnel system to convert passive listeners into active fans, and then to loyal, paying subscribers through tiered subscription models offering exclusive content.
Content Repurposing Engine: Repurpose existing podcast content across multiple platforms like YouTube and SEO-based blogs, maximizing reach and creating new revenue streams.
Engagement and Retention Metrics: Implement advanced metrics to track listener engagement and retention more accurately, ensuring our content continually adapts to listener preferences.
By applying these recommendations, we can ensure our podcast network not only stays relevant but also thrives in a competitive landscape, turning every listener into a dedicated fan and subscriber.
What steps do you think are most crucial in evolving a podcast strategy? What methods have you found effective in increasing listener engagement and subscription rates? Share your thoughts with us!
Workbook
Creating a workbook based on the episode "Stephanie Arakelian V2" can help listeners to digest the information in a structured manner, reflect on key insights, and put them into practice. Here’s a proposed workbook that listeners can use to maximize their learning from the episode:
Uploading... Workbook: Episode - Stephanie Arakelian V2
Section 1: Understanding Audience Behavior and Content Performance
1.1. Audience Deep Dive
Activity: Conduct Your Own Audience Analysis
Objective: Understand your podcast’s audience and identify what content resonates with them.
Steps:
Use analytics tools to gather data on your listeners' demographics (age, gender, location, etc.).
Identify which episodes performed best and look for common themes.
List three insights you gained from your audience data:
1.2. Full Audit of Content
Activity: Perform a Content Audit
Objective: Identify which content is underperforming and how to improve it.
Steps:
Review your past episodes.
Identify episodes with lower engagement or downloads.
Analyze why these episodes might not have performed well (e.g., topic relevance, guest choice, episode length).
List three action points to improve future episodes:
Section 2: Developing a Strong Value Proposition
2.1. Unique Value Proposition
Activity: Define Your Unique Value Proposition
Objective: Clearly articulate what makes your podcast unique in a crowded market.
Steps:
Reflect on your podcast’s mission and vision.
Identify the unique elements of your content or hosting style.
Craft a concise value proposition statement:
"Our podcast [Podcast Name] is the only podcast that [Unique Elements] for [Target Audience]."
2.2. Audience Engagement
Activity: Create an Engagement Plan
Objective: Increase and maintain audience engagement.
Steps:
Think of interactive elements you can add (e.g., polls, Q&A sessions, social media interactions).
Plan a monthly engagement activity for your listeners:
January: _
February: _
March: _
Section 3: Monetization Strategies
3.1. Fan Funnel Development
Activity: Create a Listener-to-Fan Conversion Funnel
Objective: Develop a system to convert casual listeners into dedicated fans and paid subscribers.
Steps:
Outline the stages of your fan funnel (e.g., Listener → Engaged Listener → Fan → Paid Subscriber).
Identify strategies and content to move listeners through each stage:
Listener → Engaged Listener: _
Engaged Listener → Fan: _
Fan → Paid Subscriber: __
3.2. Subscription Model
Activity: Design a Subscription Model
Objective: Generate revenue through a subscription model.
Steps:
Decide what premium content you can offer (e.g., ad-free episodes, exclusive bonus content).
Conduct a poll to gauge listener interest in subscription options.
Plan the structure of your subscription tiers:
Tier 1: _
Tier 2: _
Tier 3: _
Section 4: Content Creation and Repurposing
4.1. Content Production Process
Activity: Optimize Your Production Process
Objective: Streamline your content creation to enhance quality and efficiency.
Steps:
Outline your episode preparation process (e.g., guest research, scripting, recording, editing).
Identify areas for improvement or efficiency gains.
Implement one improvement for your next episode:
Improvement: _
4.2. Repurposing Content
Activity: Develop a Content Repurposing Strategy
Objective: Maximize the reach and impact of your podcast content.
Steps:
List different platforms where your content can be repurposed (e.g., YouTube, social media, blog posts).
Outline a few ways you can repurpose your content (e.g., teaser clips, highlight reels, transcription for SEO).
Plan one piece of repurposed content for different platforms:
YouTube: Planned Content: __
Social Media: Planned Content: _
Blog Post: Planned Content: __
Section 5: Tips for Emerging Content Creators
5.1. Setting Clear Goals
Activity: Define Your Podcast Goals
Objective: Set clear, actionable goals for your podcast.
Steps:
Reflect on what you want to achieve with your podcast (e.g., community building, monetization).
Write down your top three podcast goals:
5.2. Focus on Your Why
Activity: Articulate Your Why
Objective: Understand and communicate the core reason behind your podcast.
Steps:
Reflect on why you started your podcast and what drives you.
Write a brief statement explaining your “why”:
"My podcast exists to [Reason] because [Impact]."
5.3. Navigating Different Platforms
Activity: Tailor Your Content for Different Platforms
Objective: Create content that fits the unique expectations of each platform.
Steps:
Identify the main platforms you use (e.g., audio podcast apps, YouTube).
Outline platform-specific strategies (e.g., editing style, engagement approach).
Plan a platform-specific content piece:
Platform: __
Content: _
Reflection and Next Steps
Reflect on two major insights you gained from this workbook:
Identify one action you will take this week to improve your podcast:
Set a date for your next content audit and review session:
Date: __
By completing this workbook, listeners can better understand the strategies discussed in the episode, apply them to their own podcasts, and continuously improve their content creation and audience engagement efforts.
Tweet thread on learnings
Tweet 1:
In the crowded podcast market with over 5M shows, knowing your audience is crucial. @stepharakelian & @impact_theory team have cracked the code! 🔑🎧
Key insights from their success: 👇
Tweet 2:
Audience Dive Deep
Stephanie and the team analyzed audience behaviors across ages and platforms. Tracking what performs where helps tailor content for maximal impact!
Knowing your audience drives engagement.📈
Tweet 3:
Historic Data Analysis
They dissected historic data to understand what worked and what didn't. Breaking down episode performance by category led to smarter content strategy.
Constant adaptation is key. 🔄
Tweet 4:
Fan Funnel to Subscription Model
From listeners ➡️ fans ➡️ paid subscribers! A well-crafted funnel with bonus content and ad-free options turned loyal followers into paying subscribers.
Monetizing engagement effectively! 💰
Tweet 5:
Adaptation of Content
Replaying archived episodes, creating mashups using AI, and finding relevant clips were steps taken for content repurposing.
This streamlined processes and created new revenue streams. 🔄🎥
Tweet 6:
Difference in Platforms
Stephanie emphasized the importance of understanding the varying behaviors on YouTube vs. audio platforms. Tailoring content for each ensures better engagement.
Different platforms, different games! 🖥️🎙
Tweet 7:
Balancing Monetization & Experience
Impact Theory includes mid-roll ads, but listener experience remains top priority. Splitting longer episodes improved retention and ad sales.
Monetize without compromising listener joy! 🥳
Tweet 8:
Clear Goals for Creators
Stephanie advises emerging creators to focus on their 'why' & set clear goals whether it's community-building or monetizing.
Be clear on your mission. It makes all the difference! 🎯
Tweet 9:
The Importance of Finding Relevant Guests
Topical, relevant guests that fit the podcast's theme make for in-depth, engaging conversations. It's about quality connections.
Right guests elevate the show! 🗣️
Tweet 10:
The Power of Community
Impact Theory University takes it further with live talks, courses, and a growth mindset community. Aligning podcast content with educational goals enhances the overall strategy.
Community fuels growth! 🌱
@stepharakelian and team’s strategy is a blueprint for podcast success in a crowded space. Adapt, engage, and convert! 📊🎙 #PodcastGrowth #ContentMarketing
Youtube Description
Unlock the Secrets of Podcast Mastery with Stephanie Arakelian V2. Discover how to optimize your podcast content and grow your audience like never before.
Empower Your Podcast with Data-Driven Insights: Stephanie Arakelian dives deep into the world of podcast analytics and audience behavior. Learn how to leverage historic data, conduct audience dives, and use this invaluable information to create content that truly resonates with your listeners.
Podcast Evolution and Content Strategy: In this episode, you'll discover how Stephanie and her team conducted a full audit of Tom's podcast to understand what wasn’t working and how to pivot in a crowded market of over 5 million podcasts. This knowledge can help you evolve and grow your own podcast efficiently.
Conversion Through Content: Understand the importance of developing a funnel system to convert casual listeners into loyal fans and paying subscribers. Learn how to monetize your podcast by offering bonus content and a subscription model that will keep your audience coming back for more.
Crafting the Perfect Listener Experience: Dive into the art of balancing monetization with a seamless listening experience. Stephanie shares strategies like splitting longer episodes to improve retention and ad sales.
Guest Selection and Episode Production: Get insider tips on the preparation and production process of a successful podcast. From guest pitching to multi-cam setup, mastering these techniques will elevate your show's quality and appeal.
Repurpose and Reignite: Stephanie explores the process of repurposing podcast content for platforms like YouTube and SEO. Learn about creating mashup episodes using AI and finding special relevant clips to maximize reach and engagement.
Exclusive Insights on Impact Theory University: Discover the distinction between Impact Theory University (ITU) content and podcast content. Understand how specialized courses on mindset, entrepreneurship, and relationships can provide deeper value to your audience.
Expert Advice for Emerging Creators: Stephanie offers invaluable advice for new content creators, from setting clear goals and understanding their 'why' to avoiding the pitfalls of spreading too thin on platforms like YouTube.
Specialized Content for Targeted Audiences: Learn how different platforms demand different types of content. Stephanie explains how podcasting fosters a stronger host-listener relationship, while YouTube serves more as a search engine for topical content.
Enhance Your Podcast Game: This episode is packed with insights and strategies for podcast creators looking to differentiate their show, build a dedicated listener base, and explore new revenue streams. Whether you are a seasoned podcaster or just starting out, this episode offers actionable tips to take your podcast to the next level.
Don’t miss out on these expert strategies to elevate your podcast and engage your audience more effectively. Tune in now to Stephanie Arakelian V2 on "Uploading..." and transform your podcasting journey!
Simplify
Podcast Name: Uploading...
Episode Title: Stephanie Arakelian V2
Speakers: Blaine Bolus (Guest), Stephanie Arakelian (Guest), Ramon Berrios (Host)
In this episode, we chat with Stephanie Arakelian about how she and Christina Mills helped grow a podcast network. They used Tom and Lisa’s strong fan base and dug into what kind of content people liked across different age groups and platforms.
Here’s what you’ll learn:
Audience Understanding: Stephanie and Christina did a deep dive to figure out what content worked and what didn’t. They checked old episodes, understood trends, and planned new content to keep up with the ever-growing 5 million+ podcasts out there.
Data Analysis: They used data to break down episode performances. This helped them continuously adapt and grow by learning from what didn’t work and experimenting with new things.
Fan Funnel: They created a system to turn casual listeners into dedicated fans and then into paying subscribers. The paid model includes bonus content, ad-free episodes, and special playlists.
Simplified Approach: They archived pre-2020 episodes, offering about 500 episodes to subscribers. Polls showed that listeners preferred ad-free content the most.
Episode Structure: The podcasts have two mid-roll ads. To keep listeners engaged, longer episodes are split, which also boosts ad sales.
Production Insights: Creating an episode includes everything from guest pitching and filming to writing show notes and adding sponsor links. Topical, relevant guests fit into the podcast’s themes of mindset, entrepreneurship, and relationships.
Content Repurposing: They repurpose content for platforms like YouTube and SEO. This involves replaying old episodes, creating AI mashups, and finding standout clips. This strategy helps grow the business and opens up new revenue opportunities.
Impact Theory University (ITU): ITU is an online school by Tom and Lisa focused on personal growth, entrepreneurship, and community. It provides live talks, one-on-one sessions, and interaction among students.
Advice for New Creators: Stephanie advises new podcasters to understand their purpose and set clear goals, whether it’s building a community or making money. She suggests focusing on audio platforms rather than YouTube due to different content needs and higher competition.
Engagement Differences: Podcast content requires more attention from listeners compared to YouTube, leading to different ways people engage with each type of content.
Join us as we unpack these strategies with Stephanie and get insights that can help any podcaster grow their audience and monetize effectively.
Thanks for tuning in! If you’re looking for advice or collaboration, feel free to reach out to Stephanie.
Uploading LinkedIn-YouTube
Stephanie Arakelian, expert in podcast marketing and audience development, joins @Ramon Berrios and @Blaine Bolus on this week’s episode of Uploading... to share her journey from digital marketing to shaping one of the most impactful podcast networks with @Tom Bilyeu's Impact Theory and @Lisa Bilyeu's Women of Impact.
Stephanie dives deep into audience behavior analysis, leveraging data to enhance content, and creating a funnel system to turn listeners into fans and fans into subscribers. She also emphasizes the power of repurposing content for platforms like YouTube and SEO, and provides valuable advice for emerging content creators on setting goals and choosing the right mediums.
Tune in to learn about sustainable podcast growth strategies, audience engagement, and effective monetization models.
Full episode here: [YouTube link]
#UploadingPodcast #PodcastMarketing #AudienceDevelopment #ContentStrategy #PodcastGrowth #ImpactTheory
5 Characteristics of Winners
Winners in the podcast industry share several defining characteristics that set them apart in this crowded landscape:
✅ Deeply understanding their audience's preferences and behavior
✅ Leveraging data analytics to refine and adapt their content
✅ Developing a unique value proposition to stand out
✅ Converting casual listeners into loyal, paying subscribers
✅ Repurposing content effectively across various platforms
✅ Constantly testing, learning from mistakes, and iterating
Unlock your podcast’s potential by embracing these traits and stay ahead in the ever-evolving audio space. #PodcastSuccess #AudienceEngagement #ContentStrategy
The Rule, The Process, Keys to Success
Stephanie Arakelian and Christina Mills exemplify the art of strategic content development within the podcast industry, executing what we might call the "Audience First Rule."
In the ever-evolving world of podcasting, understanding your audience is paramount—it's your 97%. Stephanie and Christina are experts at delving deep into audience data, deciphering content trends, and creating engaging listener experiences.
The process for them? It’s all about analysis, adaptation, and engagement. They began with a comprehensive audience dive to pinpoint what type of content resonated with different demographics. Then they conducted a full audit of Tom's podcast, which revealed the underperforming segments. Armed with these insights, they adapted, evolving the content to keep pace with a burgeoning field of over 5 million podcasts.
Polling the audience is another key step. Stephanie and Christina discovered their listeners' top request was ad-free content, which led to the creation of a paid subscription model. This conversion funnel not only magnifies the audience's experience but also secures loyal, monetized followers by offering bonus content—a perfect blend of serving the community while fostering growth.
However, the remaining 3%—testing and tweaking—it's the meticulous and relentless grind. Analyzing historic data, breaking down episode performance, and keeping a constant eye on audience engagement, it's a continual cycle that sometimes feels never-ending. Yet, it's indispensable.
When it comes to repurposing content and maintaining relevance across platforms like YouTube, Stephanie emphasizes the differences in audience behavior. Podcast listeners demand higher engagement, while YouTube caters to more immediate, search-oriented interactions.
Success in podcasting? It’s understanding the nuanced relationship between host and listener, like that between Tom and his audience. Stephanie recommends new creators focus on their "why" and set clear, achievable goals because you can’t—and shouldn’t—aim to please everyone.
At the end of the day, serving a dedicated community trumps broadcasting to a wide but indifferent audience. Fine-tuning your content to resonate deeply with your core followers is where the real value lies.
So, remember: Understand your audience, evolve your content, and never stop refining that final 3%. The closer you get, the more rewarding the journey becomes.
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