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 Cast 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 1000 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 Carly Baker, who is the listener acquisition manager on the audience development for podcast side of things at HubSpot. She's really involved in the HubSpot Podcast Network and helping and just overseeing so many different creators launch podcasts, grow podcasts, acquire listeners.
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Inside Look at Podcasting Networks: Hubspot Creator Network with Carly Baker
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Blaine Bolus
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Carly
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Ramon
00:00 Excited audio industry vet now into podcasting. 05:53 Brands deciding between broad reach or trust.
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“You'll learn the ins and outs of content strategy, creation, production, distribution, growth, platforms, tools, and more.”
“And somehow all paths led to podcasting. And, yeah, I've been in the industry for a couple of years now and have had a really great opportunity to be a part of sort of the entirety of the podcast life cycle and creator life cycle at HubSpot as it's been developed and have had many different roles and just had a chance to kind of soak in and and learn from so many so many people both in network and and out of network that have really sort of crafted a lot of my holistic approach to how I think about creators and and brands and just leveraging the power of podcasting.”
“And so what I think brands are struggling with right now is do we wanna go for reach? Do we wanna reach a larger pool of people who might not be a good fit for our product or service, but we're, you know, we have very sexy numbers in terms of the reach that we're getting? Or do we wanna focus on trust and conversion and make bets and work with sort of these smaller creators knowing that the outcome and, like, how far people down the funnel are gonna go is actually probably much higher.”
“Yeah. And sometimes some of those niche audiences can cross the CASM into, like, the mainstream if a huge trend takes over. You know? For example, SMB has been, like, really hot on Twitter, and the SMB sector has blown up. Whereas, like, 3 years ago, it was all, like, nah. SMB, not, like, as SaaS is the future. And so but now sort of like there's a turnaround in the market and the economy and the broader sector that SMBs are really profitable.”
“And so but there are other metrics that aren't just downloads that define success.”
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Carly has experience working with one of the biggest podcast networks and access to a bunch of the best industry experts. So we're really excited to chat with Carly. Carly, if there's anything I missed at that intro, I'd love for you to kind of hit on it. But why don't you tell us a little bit about your background, and then we can jump into the conversation in terms of what it takes to grow and acquire listeners at the podcast level.
Awesome. Yeah. Thanks for having me. I'm really excited to be on. I think you pretty much hit everything, and my background and sort of what led me to the industry is I'm finding out is similar to many folks, but I come from the audio industry on the music side. I went to music school and have just been in sort of the music creator sphere for a very long time as a freelancer myself and went on to study music business. And somehow all paths led to podcasting. And, yeah, I've been in the industry for a couple of years now and have had a really great opportunity to be a part of sort of the entirety of the podcast life cycle and creator life cycle at HubSpot as it's been developed and have had many different roles and just had a chance to kind of soak in and and learn from so many so many people both in network and and out of network that have really sort of crafted a lot of my holistic approach to how I think about creators and and brands and just leveraging the power of podcasting.
Changes. One day, one thing's working. The next day, everyone's doing it, and it's not performing as well. So one of the things I really wanna focus on this conversation is now that we're into 2024, you've seen kind of what's going on in the landscape. I'd love for you to kind of talk about, you know, what are you seeing? What what is it in podcasting, especially this year, that is really working on the acquisition side of things?
Yeah. Absolutely. So there's there's many things. There's many levers, and I think actually sort of more levers than ever that folks can pull for growth. What I am loving seeing now is a just larger focus in general on partnership based growth. So whether it's partnering with brands, whether it's partnering with other creators, whether it's having sort of more of a holistic co marketing approach to, shows that have guests. Like, all of these all all all of these levers are really just rooted in less growth being one-sided or, depending on other parties to push you forward and betting and depending more on yourself and leveraging others to help you grow. So that's definitely a huge sort of increase that we're seeing in the industry as a whole, which I think just sort of mirrors now the fact that, like, it seems like every every single brand has a creator program now.
Just the world in general is really feeling the power and the influence that creators have and are really diving in. And so for folks that are looking to break into the industry, while there are more podcasts than ever, there's also more listeners than ever, and so the pools that were previously available to us have just expanded so much more, and that's allowing the sort of barrier to entry and the amount of niches and specialized folks, just an easier path forward in in terms of starting and and growing their audience in a in a way that's, yeah, it's just just much easier, I think.
The one thing that you just mentioned was the term niche. Right? And one thing that Ramon and I talk about a lot is that not all podcasts are necessarily created equal. Mhmm. When you get into niches, you can go really deep, and you can maintain an audience that is into a very specific topic. And that's inherently very difficult than just going super broad and talking about everything. Right?
Yeah.
So for someone who's thinking about, like, either starting a podcast or they're trying to decide what topic to focus on, how do you guys see, like, the evolution of niches and, like, how does that play in the podcasting world? Is are all audiences created the same? Is there different value in different niches? How do you guys think about that?
Yeah. Absolutely. There's definitely different value in different niches, especially on the brand side. What I think we're seeing a lot of right now is that there's a lot of shows that have a really, really large audience, but with a large audience just innately comes a more disengaged audience. And then on the other side of the coin, we're seeing shows with a much smaller audience, but they have a very engaged they have they're very engaged, They follow the the creators or the talent or the host, whatever word you wanna use, on multiple social channels. They hold a lot of influence over their audience. So when working with brands, there's a higher level of conversion. They're really believing in this person, and there's much more of kind of like a parasocial relationship.
And so what I think brands are struggling with right now is do we wanna go for reach? Do we wanna reach a larger pool of people who might not be a good fit for our product or service, but we're, you know, we have very sexy numbers in terms of the reach that we're getting? Or do we wanna focus on trust and conversion and make bets and work with sort of these smaller creators knowing that the outcome and, like, how far people down the funnel are gonna go is actually probably much higher. So I think when it comes to starting a new show, it's re it's much harder to have a really to have a very broad audience. The other thing that I will say is that no show should have a single audience that they're trying to reach. You should have 3 kind of audiences or personas that you're thinking about. So you have, like, the core audience, which should be the audience that you're always you want all of your content to resonate with. So you could think about it as, like, the center of a circle. The secondary circle around that is your secondary audience, which has some overlap with the core, but might be straying a little bit further, might expand a little bit on what your core is. And then you have kind of what we like to call the transformational audience.
So these are people that are not even in the 3rd circle, they're just kind of hovering around the other two circles. And those are folks where if you can serve the core and the secondary and bring those transformational people into those inner circles, that's really where you're gonna see explosive growth. So not only thinking about audiences as one person, but thinking about it as many people and trying to serve and always iterating on that I think is gonna be a really good way to continue with growth. And this translates well for shows that wanna be a little bit more broad and it translates really well for shows that wanna be super niche. I mean, I think I get a little scared by people that are like, I'm trying to come up with an example. Maybe they're like in the lawn care industry and they wanna start a podcast about the history of having manicured lawns or whatever and use it as like a marketing play for their business, like, is that gonna have a 1000000 downloads a month? Like, absolutely not, but it doesn't mean that it's not valuable for them or valuable for the business or a way to get clients. So with the way that audiences are growing in general in the medium, there is a way to grow no matter what size you are. You just have to be really intentional and really figure out how is the audience that you're reaching different than who you're reaching and how are you going to take sort of hold those two things as truths and continue forward while also expanding on those?
Yeah. And sometimes some of those niche audiences can cross the CASM into, like, the mainstream if a huge trend takes over. You know? For example, SMB has been, like, really hot on Twitter, and the SMB sector has blown up. Whereas, like, 3 years ago, it was all, like, nah. SMB, not, like, as SaaS is the future. And so but now sort of like there's a turnaround in the market and the economy and the broader sector that SMBs are really profitable. And so, I think it's important for people to know too that, like, you don't necessarily wanna start something to catch on a trend. Just be early to what you really know
Mhmm.
And and what you're an expert on. Be and just stay faithful that, like, it could catch on, and then you're perfectly positioned. So I'm curious. And based on, like, you know, you're mentioning growth, etcetera. And so some podcasts know they know that they're not gonna get to a 1000000 downloads. And so but there are other metrics that aren't just downloads that define success. Mhmm. So how else would you how else do you guys look at success outside of, say, download numbers? And what are some of the benefits that people might be able to look for so they don't get discouraged if, like, okay.
Well, I don't have a million downloads podcast. This isn't gonna work.
Yeah. Absolutely. So my my own sort of personal, crusade, you could say, is that down downloads downloads are not people. That's the most simple way to put it. Like, the downloads that you're seeing does not mean that someone is actually listening to the episode, and that's a very important distinction if we think about the amount of players, the technology, the way that every player counts download sort of differently. It is there are industry standards of what's counted and what's not. I think it's really important to not look at your download number as a source of truth and as a success metric. It's the best reach metric that podcasters have, but it shouldn't be the primary focus.
So I always I always wanna say that that downloads do not equal people. It's very important. Success looks different to everyone. I think it really comes down to the core reason or reasons why you started the show. I think what's great now and sort of what we're seeing that's changed over time is that creators are a lot more control have a lot more control in how they monetize their show. So the dependency on ad revenue or revenue shares through sort of traditional advertising buys is no longer the only way that creators can make money by having a podcast. So we think about companies like Supercast, which maybe you've heard of, that allows direct or audience to create our monetization. We have mem private memberships.
Of course, people are selling courses and digital products and all these other things. Like, you have a lot more options and choices challenges that goes along with monetization and with reach or with downloads is that many folks expect when they start a show that it's just gonna be explosive and they're gonna make a ton of money and the downloads are gonna be insane and their audience is gonna be massive and, like, podcasting really is a slow burn. It's not like the TikToks and the YouTubes of the world. And if you are at a place where you want to sort of capture the trends and the virality of the internet, like podcasting is probably not going to be the best median, for you to do that. And so those are 2 things that I also like to call out, but on the editorial side, something that we look at a lot is, like, average consumption rates for episodes. We look at average listen time. This tells you a lot about what your where your audience is dropping off, what they want more from you, what they want less, those types of things. We also are looking at deliveries, which is like a little bit different of a metric than downloads.
It's sort of like how many episodes are automatically going on, on your devices, which has changed a lot with sort of the new Apple updates and and those types of things. But I think the most important thing is when you're starting, figure out what success means to you and know that that's gonna change as your journey continues. It's never gonna look the same, as it was when you started. And if your numbers don't look how they how you want them to look now, that's okay. They may not ever look like that, and that's also okay. It's figuring out how you wanna use those numbers to give you the success that you want even if it looks different.
Yeah. And, you know, it can also be an educational source. It's just an easier way with less friction to make content that can feed other channels, etcetera. I know that's the way we're we're leveraging uploading. We get so many questions from in terms of b two b content.
Mhmm.
So we might as well speak with the experts and and relay that. So, I wanna speak about HubSpot and their creator networks.
So
creator networks are something fairly new, super interesting, great way for, creators to to grow their audiences and get exposed to exposed to more data, that they couldn't get by themselves, and and we can expand into that. But first, I want to talk about how this whole initiative started within HubSpot. You know, I know HubSpot has always been big with content. They did it with blog really early in the day. So why podcasting, and how did that decision sort of came about in terms of, like, the inception of the program?
Yeah. Absolutely. So something that I think well, a couple of things folks may not know about HubSpot is we've actually had our own HubSpot podcast for a long time. I think probably for, like, like, 10 years now. We have regional shows that are done in different languages because we are, you know, our our market is very, like, global focused and a lot of these shows are still going on. So there's kind of always been a very quiet podcast arm as a content play, especially, like, early in in the industry. So that's kind of always been, been going on in the background, but I think folks don't realize, like, we have an entire media team of a 100 plus people at HubSpot that are all focused on all of our media properties, meaning all of our newsletters, our blog properties, our our podcasts. We have owned original content and licensed content.
YouTube channels, we have a YouTube network, like, we have an entire team of people that are kind of functioning as a media company within HubSpot as a whole. And a lot of this was, of course, built on the acquisition of the hustle, which is kind of what which is what brought My First Million to us. And with that acquisition and with, you know, having My First Million, the conversation was, well, we should start a network. Why should we not start a network? And at the time we were very early in identifying podcasting as a medium, but also really wanting to invest and kind of lead the way in the b to b creator space, which of course led to us starting the network. We also had an accelerator creator program. We were one of the first, if not the first business network to offer that. Like, creators have always been really important and kind of a part of the fold and and podcasting as well. So as the business has grown and as the media company, as a whole or the media function has grown, we've just kind of continued to expand the way that we work with creators, but also thinking about it in a different way.
Right? So when we think about traditional networks, many of them are built on revenue ad shares, so the network has an ad sales team that goes out and pitches your show and brings in, advertisers for you to work with and takes a cut of that and you're kind of at the liberty of whatever they decide is a good fit and you're really not in the driver's seat for many decisions of your show. And when we think about the network that we've built, it's very creator first. It's very education and community focused. We don't do participate in, you know, those sort of ad sales and and revenue shares. So we really wanna focus on educating and helping our shows grow in a really holistic way and also having a community. And this is easier because we have a niche network. Right? We're all business shows. Everyone's in a different lane, but the lanes are next to each other, and so we have people that have expertise in kind of every area of business, and most of the people that are in the network are business owners themselves, either their podcast business or another business.
We have executives, we have CEOs, we have all sorts of different people in there, and so that's what's really special about it, I think, is we've found a way to build it that is not primarily to benefit us, although it is. It's also really strongly built to benefit the people that are in the actual community itself.
Carly, could you talk a little bit about just for, you know, maybe some of our listeners who are getting their shows off the ground. Maybe they haven't joined a network. Like, Ramon and I are lucky enough with our other podcast, TTC pod, to be part of the HubSpot podcast network. But for a show that's, like, getting off the ground, they're seeing some early success as a creator. You know, what's the benefit of joining a network? How do these networks work for for shows? What what's the value prop to the creators? And then what is then what? Right? Like, then how do how do things function and how do things happen on a a a more day to day basis once you're part of a network?
Yeah. Absolutely. So for anyone that's considering joining a network, I think having intentionality behind it is really important. So really sitting down and thinking about, okay, what do I not have the capacity to do for my podcast or for my podcast business that I know would make a difference? That should be number 1. Number 2, what what are some initiatives or marketing plays or strategies that I have that are going on that are kind of working, kind of not working, and could use the help of a team to optimize and make these work for me? And number 3, what do I want to like, what do I want help with? What would I wanna offload and be fine giving someone else and having them take full ownership of doing on my behalf? Right? And so once you kind of have those 3 big pillars, then that's gonna help you filter out networks. So if you have a big pool of networks, you say, this is what I need them to have the capacity to do, I need them to be experts in area so that I can optimize these, and this is what I want taken off my plate, then you have a much smaller pool. Right? And what I think is after being on the network side, on the seller side, I wish that more creators came to calls with networks and could strongly share their value proposition and what would make them a great fit for the network, what they can bring to the network so that it's not so one-sided. Like, it should be a partnership of here's what the network is giving me and here's what I'm giving back to the network, and I think that's one of the biggest things that creators miss out on and they get a really sexy sales pitch from a network who's gonna do x, x, x, x, and x, and they get in there and it's not what they were promised, nothing's happening, they have no idea what's going on, they've gone dark, like, it's not the experience that they want.
And so being able to advocate for yourself and knowing, like, what you want what you're bringing to the table, what they're bringing to the table, and what that's actually gonna look like is very important. From, like, a from a deal perspective, there's many different types of deals, some networks, and this is something to be really wary of too, especially for a lot of larger networks. You need to think about if you wanna maintain ownership of your content, if you wanna own the IP, if you want a license deal, if you're okay with working in a network where if you leave you can't take any of the content that they produced on your behalf, like there's many many many many different legal things that are very, very important to understand what it would mean should you decide to leave, and what the ownership rights are, and all of these different their deal early and they maintain the rights and now they now all of this amazing content is gone, so that's something to be wary about and always to make sure that you're informed about what's going on and work with an attorney and and those types of things. And that's not, like, a very sexy part of the answer, but it's very important because there's no kind of standard for how networks are doing that as a whole. And the other thing I think that's important is when we think about creator networks, like, think about the network effect. Right? So if you're trying to monetize your podcast without doing revenue sales, if that's not a part of your network, and you're really looking to build a private membership and you see a network where 6 out of 10 of the shows, those folks have very successful private networks, like or private memberships, like, that's a network you should be interested in because you can learn from the people that are in there, and in return, you can give them something back. So thinking about how to leverage not only the network as the network, but the actual people that are participating in the network and what they're bringing to the table and and what that looks like and also what you're bringing to the table. So looking very closely at the talent that's in the network, the shows that are in the network, figuring out what you can learn to learn from them and also what you can bring to the table is super important.
What do you guys look for in, when vetting out or seeking potential shows? You're not just investing in the show. You're investing in the host as well. So what do you guys look for within, you know, the components of the show and then the components of, like, what makes a a person be a good fit to join the HubSpot Podcast Network?
Yeah. Great question. So we take a really sort of holistic approach, so we don't have barriers to entry in terms of numbers. Like, we don't say, oh, this person has you know, you have to fit between this amount of downloads and this amount of downloads. We really have shows of kind of every shape and size. What's really important to us more more than reach, I think, I guess you could say reach is important, but believing in the editorial angles and the talent of the host is very important, especially in the business space. You wanna work with someone who's giving legitimate advice, has diverse viewpoints, has their own experience, and is aligned with what we call our heart values here at HubSpot. So that's really important part of it.
We also look at, like, the diversity of guests that they bring on, are they bringing on diverse voices? We look at, you know, production stuff. Is their production value really high? What kind of social channels do they have? Are they like a thought leader in their industry? You know, those different types of things. And then we sit down and kind of look at all the different components, and and score them based on that. We also think about shows in terms of what the priority for the business is, and I think this is a way that makes us a little different maybe than some networks is we have strategic priorities as, as a business. And of course, because we are advertisers, we're always really really wanted to get more, like, sales leaders in the mix. So some of it is dependent on sort of the business and how we wanna expand the businesses, audiences sort of as a whole, but also the, like, qualitative and quantitative, aspects of shows are are really important. The one thing I will say, during my time looking for shows is please invest in podcast SEO. I think some people call it PSO, which is really funny.
I really like that term, but discoverability is really hard. And if I'm looking for a sales leadership show and when I search sales leadership podcast on Google and your show doesn't come up, how is your audience gonna find you? How are advertisers how is anyone gonna find you? So think about that. Think about what networks and advertisers and your audience would search for and make sure that, you know, you're optimizing for that, because I'm sure there's many shows that I would love to listen to, but I can't find them. So think about your digital footprint.
Yeah. That reminds me of, the easy and lazy name of DTC pod. If you just look up DTC podcast, just make the title what people would Google, and then you will be number 1 in the results. But, as we approach towards the end, I I definitely wanna touch on, discover wait. What was the word? Jeez. I just blanked. Discover Discoverability? Okay. Discoverability.
That's my Spanish kicking in in my subconscious saying don't make up a word. So, discoverability, RSS and so podcasts are RSS. And so there is this kind of blend happening now between YouTube shows being ran as, like, podcasts. So you speaking of SEO, there's a bunch of SEO benefits from YouTube. People are reverse engineering the show to even start based on the SEO volume from YouTube. So where do you see this going? How do you how are you thinking about YouTube SEO? You know, you can chip away years years out of podcast, and the RSS feed is there's no algo to boost you. Mhmm. And so people are coming to this realization.
How are you thinking about YouTube as as sort of like podcast YouTube first shows?
Yeah. Absolutely. So I think it's really interesting, and, you know, people ask me about this all the time, and I think it's kind of become, like, very divisive thing to talk about in the industry. Personally, I I think YouTube is amazing for so many reasons. I think you have so much freedom to do a lot of testing. You can test thumbnails, you can test titles, you can really like go on the back of YouTube studio and see like what terms people are searching for that are coming to your videos, like, that is mind blowing compared to what we get on the RSS, which is literally nothing. So the power of YouTube is certainly amazing. Do I think that everyone should upload their podcast to YouTube? Personally, I'm gonna say no, and what I what I think it comes down to is that your audience isn't necessarily on every channel, and if there's not an audience on YouTube for what you have going on with your content, because a lot of people are doing it doesn't mean you should do it.
Right? And so that's kinda one of the big things that, the big viewpoints that I have on it. I also, like, after working with YouTubers, like, YouTube native creators have such high production value in their setups that it makes like, if you're gonna compete with people that are professional YouTubers, like, the barrier to entry is extremely, extremely, extremely high. So it's much easier to build an audio audience and maybe try to convert some of that audience over to YouTube once you have kind of more of an infrastructure going on that can support that, like, really high production value, so you can kind of compete with other people that are only investing in YouTube. YouTube also has a direct feedback, you can get direct feedback and you have more of a parasocial relationship with your audience, right? Like they're seeing you, they're seeing your set, they're seeing your mannerisms, like, it's kind of taking that one step further, but that can also be distracting, I think, in some ways, opening up the floodgates to direct comments and feedback on the content that you're making. But I think ultimately there's lower lift, lower barriers of entry to sort of explore what video could look for you. So TikTok, like, YouTube shorts, and, like, having a clips channel for your podcast with CTAs to move over to your audio show, I think are a good way to kinda like dip your toe in the water with video and see kinda what's going on. I do think that SEO and discoverability on the RSS side will hopefully continue to become better over time, and I think with sort of the way that Google search is changing and kind of the new era of search and just, like, asks for increased discoverability for these platforms that it will happen. I think it's a little bit slower.
And because YouTube is so dependent on search, it's always kind of just been a part of the platform in a really easy way. And so I'm hoping that, you know, these players on the audio side will continue to invest in in tools and just increased insights. But long story short, my answer is
Yeah.
Is YouTube right for you? Yes, no, maybe. Depends depends what your goals are. Depends about your content. Depends about your audience.
Yeah. And I think an easy way to even get started with YouTube, and this is something we even did for uploading Mhmm. Was you can just start by syncing up your RSS SV to publish to YouTube podcast. So at least you're covered on that side. You've got some of the discoverability. And then when you've got the bandwidth, you know what content's hitting, and you've got the kind of operations in place to pursue a video strategy, then you can kind of go to YouTube. But, Carly, I think you're spot on. It's sometimes one of the most overwhelming parts of creating content is just nailing the operations to be able to, you know, create content that's purpose built for all the different platforms in the way they need to be.
So I think that's probably a really good middle ground. And I also love what you were saying about SEO and podcast. One thing that Ramon and I have been doing a lot of has been taking you know, using a tool like Cast Magic and taking the content that we're generating from our own episodes Mhmm. And actually creating it, publishing it to our own website. So we're outranking even the, like, hosting providers that just have, like they don't have, like, really complex show notes, and they don't have, like, the full transcript or anything like that. So we're kind of using that as a medium term arbitrage to be able to put out more of our own content so we'll be able to beat them to our own SEO.
Yeah. No. I I love that. And, definitely, like, transcripts and really detailed show notes are great for SEO. Like, investing in having a really good podcast website and being able to dominate search is great. I love that. And, of course, I I it it makes me so happy that y'all use your own tool because I feel like most people that are founders don't use their own tool. So I'm glad that you're you're testing and and iterating and using that as a part of your strategy.
It makes me happy.
Yeah. And and now we now we've got a whole new podcast to use it on too. Car Carly, as we wrap up here, just have a few lightning questions for you. So wanted to get your thoughts on these. So first one is, could you name a creator that you, really admire and why you admire them?
Yes. KBS.
Okay. My my gut reaction is, Britney Broski. Do either of you know who Britney Broski is? She's kind of a niche. Not yet. So so she her her initial rise to fame, I'll keep this short, was she became famous or became sort of on the scene for the kombucha girl meme. Do you know what that is? Am I exposing myself as Gen Z here?
But Please.
Okay. So so in the early days of TikTok, she made this video of, like, her reacting to, like, taking a sip of kombucha and then, like, just kinda went viral during the early TikTok days and in general. She's continued to build her brand. And what I admire the most about her is I think it's extremely difficult to be authentic online. She's a YouTuber. She also has a podcast and also has a very big TikTok following. And she is one of the few people that as she has grown and sort of risen in fame really quickly is still exactly the same person as she was in that meme video and just fully embodies and shows up as herself every single time. And it's like in a way that's kind of jarring, but is also so heartwarming because you just know it's truly her and who she is, and she talks about that a lot, how being really authentic online is important.
And I think it's really commendable, especially being a woman on the Internet. It's very hard. So I really just love her and love, like, kinda what she has going on. So that's my answer. I think her YouTube is The Broski Report, and her podcast is called that as well if anyone wants to listen, but she's great.
Love that. We'll check it out. Next one is, I know this one might a tough one for you because you have so many shows, but why don't you name a show in your HubSpot podcast network that you guys are really excited about? Maybe they just joined, and what gets you excited about their show?
Oh, great question. So hard because we had a lot of people join recently. I wanna give a shout out to the show called Mistakes That Made Me. It's a brand new show. She just started in January, and it's focuses primarily on, like, mistakes that business owners have made and what that has meant and how that they've turned that into success. And she's really wonderful. The conversations are great, really authentic conversations. And I also love that, like, for her sort of full time job, she's an email copy strategist, which I feel like is a very niche job and is also, like, very interesting.
So really excited about her show. And then we also just signed or, yeah, just signed last year Talking Too Loud, which is a Wistia podcast, which is just hilarious. Chris Savage is a host, and he just is it's very funny, like, very irrelevant, like, just great conversations, with folks in the in the c suite that are not your typical interview show.
Perfect. And the last one I got for you is if there's one content, strategy or medium that really excites you in 2024, like, what is it and and why?
Yeah. Great question. For a platform, I'm gonna say LinkedIn. LinkedIn is gonna be the future of b to b. I mean, it's it's already kinda coming there, but that's gonna be huge. That's what I would say I'm excited about in terms of platforms for creators is LinkedIn for sure. For trends, I think social selling is getting really big, and it's very interesting. Like, we're having, like, the old early 2000s, like, QVC, like, live TV is coming back on TikTok with TikTok Shop, and I think it's such an interesting, investment for TikTok as a platform, and I'm really excited to see kinda how create what that means for creators and how, yeah, sort of a new era of social selling, sort of continues to grow in 2024.
I love that. Ramon, we may have to do a feed swap with our DTC pod because we go Yeah. All the way in-depth on TikTok shop and all these, ideas on on that podcast. But, anyway, Carly, wanna thank you for coming on the show. For our listeners who are tuning in, where can they connect with you and learn more about the HubSpot Podcast Network or anything that you guys are working on?
Yeah. So if you wanna learn about the network, you can go to the website. It's hubspot.com/podcastnetwork. If you wanna connect with me, I'm on LinkedIn. My at name is carlycbaker. Pretty easy. We'll link it link it down below in case you can't find me, but feel free to, yeah, hit my DMs if you have any questions, and thank you both for having me on. It's been real fun.
Thank you, Troy.
For coming on.
Also generated
More from this recording
1️⃣ One Sentence Summary
Exploring podcast networks and success with HubSpot's Carly Baker.
🔑 Key Session Themes
Creator-first network model
Intentional audience growth strategies
Ownership and legal considerations
Podcast show vetting criteria
SEO for podcasting success
Niche audience targeting
Monetization beyond ad revenue
🔥 5 Conceptual Takeaways
Creator-First Network Approach
Conceptual Takeaway: Carly describes the network model she's involved in as being centered around the creator, emphasizing support in education, community, and holistic growth of shows. This model deviates from traditional network models that focus predominantly on ad sales and revenue shares, handing back control and ownership to the creators themselves.
Benefits of Joining a Network
Conceptual Takeaway: Joining a network comes with numerous advantages, such as marketing support and the delegation of certain tasks. Carly stresses the importance of being intentional when joining a network and advocates for creators to ensure they still champion their best interests in these partnerships.
Legal Considerations and Ownership Rights
Conceptual Takeaway: When entering into a network relationship, creators need to be cognizant of the legal implications, especially concerning intellectual property and ownership rights. Understanding these aspects is crucial to maintain control over one's content and future earnings potential.
Importance of Podcast SEO
Conceptual Takeaway: Carly discusses the significance of search engine optimization for podcasts, as discoverability is key to reaching targeted audiences and attracting advertisers. The use of detailed show notes, transcripts, and the right platforms can greatly enhance a podcast's visibility and success.
Trends in Podcast Acquisition and Audience Engagement
Conceptual Takeaway: Carly and the hosts explore current trends in the podcasting landscape, such as the rising prevalence of niche audiences and the need for podcasts to have specialized content for growth. Podcast success isn't strictly about downloads; engagement metrics and the ability to capitalize on core audiences are also valuable indicators. Additionally, they discuss the potential of platforms like LinkedIn for B2B content and TikTok for social selling.
These themes collectively emphasize that podcasting is evolving into a creator-centric space where networks can provide strategic advantages. However, legal savviness, SEO, audience understanding, and content specialization are key elements in the path to podcasting success.
📚 Timestamped overview
00:00 Excited to join podcast industry after music background at HubSpot. Learning from many people, shaping approach to creators and brands.
05:53 Brands face choice of reach vs trust for audience. New shows need broad & multiple audiences.
07:06 Serve core, secondary, transformational people for explosive growth. Audience size doesn't dictate value, be intentional and iterate for growth.
11:25 Podcasting is a slow burn with challenges in monetization and audience growth. Editorial focus includes consumption rates and listen time, as well as delivery metrics.
15:00 HubSpot has a YouTube network and values creators, leading to expansion and new programs.
20:04 Self-advocacy, deal considerations, network effects, leveraging talent important.
23:33 Assessing podcast diversity, production value, social channels, thought leadership, and business priorities.
27:38 YouTube's high production value, lower barriers to entry for audio, and potential for SEO improvement.
32:24 A TikTok creator gained fame and maintains authenticity online.
35:00 LinkedIn is the future for b2b, social selling on TikTok is growing.
36:29 Applauding.
📚 Timestamped overview
00:00 Excited audio industry vet now into podcasting.
05:53 Brands deciding between broad reach or trust.
07:06 Serve core, secondary, transformational people for growth.
11:25 Podcasting takes time, different from viral content.
15:00 HubSpot builds YouTube network, prioritizes B2B creators.
20:04 Understanding and advocating for network deals effectively.
23:33 Reviewing and scoring podcasts based on diversity, production value, and strategic priorities.
27:38 High production value for YouTube, audio audience.
32:24 TikTok star stays authentic amid growing fame.
35:00 LinkedIn is future of B2B and social selling.
36:29 Arriving soon, be prepared.
❇️ Key topics and bullets
Introduction to the Guest and Network
Hosts Blaine Bolus and Ramon Berrios introduce Carly Baker, the listener acquisition manager at HubSpot.
Overview of the HubSpot Creator Network, which focuses on business niche podcasts.
Inside the Hubspot Creator Network Approach
Carly's explanation of the creator-first focus of the network.
Emphasis on education, community, and holistic growth of shows.
Benefits of Joining a Podcast Network
Intentionality in content creation and marketing strategies.
The convenience of offloading technical and administrative tasks.
Advocating for rights and interests within network partnerships.
Legal and Ownership Considerations
Understanding the importance of legal terms when joining a network.
Ensuring creators are aware of their ownership rights and obligations.
Show Vetting Criteria
How shows are selected for the network based on various factors:
Editorial angles
Host talent
Guest diversity
Production quality
Social media presence
Thought leadership
Importance of Podcast SEO
The role of SEO in achieving successful listenership and discoverability.
Download metrics versus other success indicators like average consumption and listen time.
Carly's Background and Experience
Carly Baker's transition from the music industry to the podcast industry.
Her role in podcast lifecycle management and creator support.
Podcasting Trends and Audience Growth
Current trends in podcast acquisition and the importance of partnerships.
Discussion on niche audiences and targeting strategies:
Differentiation between core, secondary, and transformational audiences.
Challenges and rewards of honing in on specific niches.
Podcast Monetization Beyond Ad Revenue
Alternative monetization strategies for podcasts.
HubSpot's podcasting arm and media team initiatives.
Hubspot Creator Network Expansion
Launch of the network and an accelerator creator program.
Aim to lead in the B2B creator space.
Creator Spotlights and Recommendations
A TikTok influencer's trajectory to fame and authenticity.
Podcasts and YouTube channels recommended by Carly.
New podcasts within the HubSpot network: "Mistakes That Made Me" and "Talking Too Loud."
Future Content and Trends
Anticipation for the year 2024's content and platform trends.
The potential of platforms such as LinkedIn and TikTok for B2B and social selling.
Discoverability and Content Optimization
Carly Baker's advice on enhancing discoverability.
The role of detailed show notes and transcripts in SEO.
The comparison of different content platforms tailored for podcasts, including YouTube.
Conclusion
Encouragement to visit the HubSpot Podcast Network website and Carly's LinkedIn.
Carly's admiration for content creators.
Final thoughts on content search optimization and platform selection by the hosts.
These topics summarize the various aspects of the conversation between the hosts and Carly Baker, encapsulating the core elements of podcast network dynamics, audience engagement, and future trends.
🎒 Session Worksheet
Worksheet: Understanding Podcast Networks and Content Optimization with Carly Baker
Part 1: Exploring Podcast Networks
Describe a traditional network model for podcasts and its implications on creator control:
What are the main characteristics of the traditional model?
How does this model affect the relationship between creators and their shows?
Creator-First Focus:
List the three key focuses Carly mentions for a creator-first network.
How do these focuses differ from the traditional network model?
Advantages of Joining a Podcast Network:
Name at least three benefits of joining a podcast network as emphasized by Carly.
Think of a reason why a podcast creator might hesitate to join a network. How can they overcome this concern?
Part 2: Legal Considerations and Ownership
Understanding Legal Aspects:
Identify one key legal consideration or ownership right that creators should be aware of when joining a network.
Why is this consideration important for the long-term success of a podcast?
Part 3: Criteria for Vetting Podcasts
Show Evaluation:
List at least five criteria that Carly details for vetting potential shows.
How can a podcast host evaluate their show based on these criteria?
Podcast SEO:
Explain the importance of podcast SEO and how it contributes to a show's success.
Describe one strategy for improving a podcast's SEO.
Part 4: Audience Development and Content Trends
Audience Categorization:
Differentiate between core, secondary, and transformational audiences. Provide an example of each.
Explain how niche audiences can sometimes become mainstream and why starting with expertise is more important than catching a trend.
Metrics for Success:
Apart from download numbers, list other metrics that are important to measure the success of a podcast.
How can these metrics provide more insight than download numbers alone?
Part 5: Monetization and Platform Strategy
Monetization Strategies:
Identify two ways a podcast can be monetized beyond traditional ad revenue.
Discuss which monetization strategy could be most applicable to your own podcast, or one you enjoy, and why.
YouTube and Podcasting:
Summarize the discussion on the potential and challenges of using YouTube for podcasting.
Would you recommend uploading a podcast to YouTube? Why or why not? Provide supporting arguments.
Part 6: Creator Insights
Learning from Influencers:
Describe how the TikTok influencer mentioned by Carly exemplifies the importance of authenticity online.
Identify one principle you can take from her story to apply to your own content creation.
Content Recommendations:
Carly recommends a podcast and a YouTube channel she admires. What are they, and why does she admire them?
Consider a content creator you admire and write a brief paragraph on what makes them stand out.
Part 7: SEO and Discoverability
SEO Techniques:
List the tools and techniques mentioned for improving podcast SEO and discoverability.
Propose an additional method or tool not mentioned in the episode that could benefit podcast SEO.
Action Plan:
Based on what you've learned in this episode, create a simple action plan detailing steps to optimize one specific podcast episode for better search exposure.
Feel free to add any additional notes or insights below:
Once you have completed the worksheet, you can check your answers by revising the key points from the episode. This will not only reinforce your understanding of the discussed topics but also help you apply these strategies to your own podcasting journey or content creation endeavors.
✍️ Quiz
What is the focus of the podcast network Carly Baker is a part of?
A) Celebrity-based shows
B) True crime stories
C) Creator-first, business niche
D) General entertainmentAnswer: C) Creator-first, business niche
Rationale: Carly describes the network as being creator-first with a focus on education, community, and holistic show growth, specifically in the business niche.What is one of the benefits Carly mentions about joining a podcast network?
A) Guaranteed listener numbers
B) Unlimited creative control
C) Offloading certain tasks
D) Full ownership of ad salesAnswer: C) Offloading certain tasks
Rationale: Carly emphasizes the benefits of joining a network, including offloading tasks such as marketing and other administration that can help creators focus more on content creation.According to Carly, what should creators be aware of when joining a network?
A) Popularity contests
B) Legal considerations and ownership rights
C) The network's podcast theme song
D) Mandatory live eventsAnswer: B) Legal considerations and ownership rights
Rationale: Carly highlights the importance for creators to be aware of the legal considerations and ownership rights when they join a network.What criteria does Carly detail for vetting potential shows for the network?
A) Celebrity endorsements
B) Internet memes
C) Editorial angles and diversity of guests
D) The number of followers on social mediaAnswer: C) Editorial angles and diversity of guests
Rationale: Carly mentions several criteria for vetting shows, including editorial angles, talent of the host, diversity of guests, production value, social channels, and thought leadership.Which platform does Carly point out as having potential for B2B growth in 2024?
A) Instagram
B) LinkedIn
C) Facebook
D) SnapchatAnswer: B) LinkedIn
Rationale: Carly expresses excitement about the content and trends in 2024, including the potential of LinkedIn for B2B content.Why does Carly believe download numbers are not the only measure of a podcast's success?
A) They do not account for listener engagement
B) They are often inaccurate
C) Only ad revenue counts
D) They are irrelevant in the creator-first modelAnswer: A) They do not account for listener engagement
Rationale: Carly states that download numbers are not a true measure of success; metrics such as average consumption rates, average listen time, and deliveries are also important factors to consider.What does Carly recommend as a more accurate gauge of monetization potential beyond ad revenue for podcasts?
A) Download numbers
B) Social media likes
C) Average consumption rates and listen time
D) Number of episodes publishedAnswer: C) Average consumption rates and listen time
Rationale: Carly points out alternative metrics like average consumption rates and average listen time, suggesting they are more reflective of a podcast's engagement and monetization potential than download numbers alone.What is Carly's role at HubSpot?
A) Legal advisor
B) Listener acquisition manager
C) Chief executive officer
D) Social media coordinatorAnswer: B) Listener acquisition manager
Rationale: The host introduces Carly Baker as the listener acquisition manager at HubSpot, where she leads audience development for podcasts.Carly notes a TikTok influencer she admires for what quality?
A) Their dance skills
B) Their visual effects
C) Their authenticity online
D) Their podcasting tipsAnswer: C) Their authenticity online
Rationale: Carly talks about admiring a TikTok influencer who gained fame and continues to be successful by being authentic online.What does Carly and the hosts agree on as beneficial for podcast SEO?
A) Shorter episodes
B) Increased ad slots
C) Detailed show notes and transcripts
D) Background music selections
Answer: C) Detailed show notes and transcripts
Rationale: Carly and the hosts agree on the value of having detailed show notes and transcripts for improving a podcast’s SEO, helping to make the content more discoverable.
🔖 Social Media Post
Dive into the vibrant world of podcasting networks through a candid conversation with Carly Baker, the Listener Acquisition Manager at HubSpot. Our latest episode of Uploading delves deep into what it means to be part of a creator-centric podcasting collective, focusing on growth, community, and the holistic success of shows, particularly in the business niche.
Join your hosts Ramon and Blaine as they explore the intricacies of podcast networks with Carly. Learn about the intentional strategies that can uplift your podcast, the crucial legalities to consider before joining forces with a network, and how to find your unique voice that resonates with niche audiences.
Listeners will gain a fresh perspective on the podcast life cycle, current trends in listener acquisition, and the real metrics that define podcasting success. Carly's move from the music industry to the pulse of podcasting brings a treasure trove of insights on content creation, audience development, and leveraging one's expertise to tap into the ever-expanding audio space.
This episode not only highlights the tools and SEO considerations to enhance discoverability but also invites you to understand the rising influence of social platforms in the podcasting journey.
Tune in for an enlightening session that combines Carly's experiences, HubSpot's innovative approach, and the transformative potential of niche audiences in the podcasting world. All without overwhelming you with industry jargon, just pure educational content to inspire your podcasting venture.
💭 Lesson Memo
MEMORANDUM
To: Aspiring Podcast Creators and Content Marketers
From: [Your Name], Professor of Digital Media and Content Strategy
Subject: Key Concepts from "Inside Look at Podcasting Networks: Hubspot Creator Network with Carly Baker"
Dear Class,
Today, we have dissected an enriching discussion featured on the podcast "Uploading", hosted by Blaine Bolus and Ramon Berrios, with special guest Carly Baker from HubSpot. Carly provided us with an array of valuable insights that any burgeoning or established content creator should consider. I would like to articulate these academically rich notions and clarify how they should influence your approach to podcasting and content creation.
Traditional vs. Creator-First Network Models
Understand the spectrum of podcasting networks, from traditional ad-sales-based models to creator-first networks. The latter model, as exemplified by the HubSpot Creator Network, prioritizes education, community, and holistic growth with a niche focus in business.
Benefits of Joining a Network
Joining a network comes with advantages such as marketing support and relief from administrative burdens. Advocacy for oneself and clear communication with the network are crucial for a symbiotic partnership.
Legal Considerations and Ownership
A critical examination of any network partnership must include a close look at legal stipulations surrounding content ownership and rights. It is imperative to maintain both the integrity of your work and the practical negotiating abilities to fight for your creative control.
Vetting Criteria for Shows
Vet potential shows diligently by considering aspects like editorial integrity, host talents, guest diversity, production quality, social media presence, and thought leadership positioning.
Podcast SEO and Discoverability
Leverage podcast SEO tactics to ensure the content reaches its intended audience. This includes detailed show notes, transcripts, and optimized content for search engines.
Podcast Acquisition Trends
Acknowledge the ever-evolving landscape of podcast acquisition, which now emphasizes partnership-based approaches, tapping into niche audiences, and leveraging different metrics for success beyond download numbers.
Niche Audiences and Differentiation
Distinctive, niche-focused content can be the lighthouse in a sea of generic information, potentially turning niche audiences into mainstream markets.
Beyond Download Numbers
Success metrics should include average consumption rates, average listen times, and other engagement indices. Think about monetization strategies that stretch beyond traditional ad revenue.
Content Trends and Social Selling
Look forward to content trends such as the increased significance of LinkedIn for B2B and the rise of social selling on platforms like TikTok.
The Potential of Multiplatform Presence
Not every platform will befit your podcast. Consider your target audience and the specific barriers to entry, like YouTube's demand for high production value, when deciding to expand your presence.
The Role of Tools and Technology
Embrace tools like Cast Magic to assist with SEO and content creation, and consider technologies that can synchronize your RSS feed across platforms.
In summary, the conversation with Carly Baker underscores a collaborative, well-researched, and forward-thinking approach to podcasting within a networked environment. Digital creators must consistently re-evaluate their strategies, platforms, and engagement metrics to remain relevant and successful.
In your journeys forward, may you find both inspiration and practical strategies in these concepts to carve out a successful niche within the vast, dynamic world of content creation.
Warm regards,
[Your Name]
Professor of Digital Media and Content Strategy
🧲 Lead Magnet
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Lead Magnet: Essential Podcast SEO Techniques Guide
Unlock the Power of Your Podcast with Essential SEO Techniques: A Guide Inspired by Carly Baker
👉 What you will learn:
⚙️ Podcast SEO Basics: Understand the foundation of optimizing your podcast to rank higher in search results.
🌟 Keyword Mastery: Learn how to pick and incorporate the right keywords into your podcast content.
📈 Episode Optimization: Tips for crafting the perfect episode titles, descriptions, and show notes that give you an edge.
🎧 Leveraging Transcripts: Discover the value of show transcripts for broader reach and accessibility.
📣 Effective Promotion: Strategies for promoting your podcast on social media and beyond.
💎 The Hidden Metrics: Why looking beyond download numbers at metrics like average listen time can refine your strategy.
🤝 Network Collaboration: Insights on optimally working within podcast networks to amplify your show's growth.
PLUS, you'll get real case studies from Carly's experience in podcast growth at HubSpot!
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Top Strategies
It appears there might be a mix-up in the name as the key facts provided do not mention a Stephanie. Instead, we have Carly Baker discussing podcast networks and their intricacies. Carly did not share strategies specific to livestreams for B2B businesses or tips on engaging attendees with live streams in the information provided.
However, based on the trends and insights shared by Carly, and extrapolating from her focus on podcasts, a similar approach to engaging people during livestreams for B2B businesses could be drawn upon. The following strategies align with the creator-first ethos and focus on community and holistic growth that Carly emphasizes:
Choose a Host With Spark: Similar to finding a dynamic podcast host, it’s crucial for live streams to have an engaging host who can connect well with the audience, encouraging participation and keeping the conversation lively.
Create Value-Driven Content: Following Carly's advice on the importance of intentional and specialized content, live streams should provide valuable information that resonates with a B2B audience, focusing on insights, expertise, or solutions to industry-specific issues.
Foster Community Interaction: Like the benefit of joining a podcast network, live streams should aim to facilitate networking, Q&A sessions, and interactive discussions, giving participants a chance to converse and exchange ideas.
Emphasize Authentic Engagement: Reflecting Carly's story of an influencer who gained fame through authenticity, livestream hosts and content should prioritize authentic interactions over scripted or polished presentations. Authenticity helps forge stronger connections with the audience.
Utilize Effective Marketing Strategies: Carly discusses the role of marketing strategies in podcast growth. Similarly, for livestreams, pre-event promotion, leveraging social media platforms, email marketing, and partnerships can attract a relevant audience.
Prioritize SEO and Discoverability: Just as podcast SEO is crucial for show success, it is also important to optimize live stream titles, descriptions, and promotion materials with relevant keywords to enhance discoverability for B2B audiences.
Consider Multi-Channel Distribution: Carly talks about using different platforms like LinkedIn and TikTok for B2B growth. Livestreams should also be broadcast across platforms that cater to professional audiences, like LinkedIn Live, to maximize reach and engagement.
These strategies, while derived from podcasting insights, are applicable to the interactive and dynamic nature of live streaming, especially in a B2B context. The goal is to create valuable, engaging, and easily discoverable live content that can foster strong connections and deliver on business objectives.
What, Why, How
In this lesson featuring Carly Baker discussing podcasting networks and her role at HubSpot, there is no mention of someone named Stephanie or a "What, Why, How" framework. If you are looking for a discussion on that framework or insights from a person named Stephanie, you might be referring to a different episode or another resource. This lesson focuses on Carly's insights into podcasting networks, the importance of content creator rights, and strategies for growing a podcast audience, among other topics. If you need information on a "What, Why, How" framework from another source, please provide more details or clarify your request.
Content Calendar (10 by 10)
Given the context of the podcasting network and the HubSpot Creator Network with a focus on Carly Baker's insights, I will form the FAQs and should-ask questions within that realm.
Top 10 Frequently Asked Questions (FAQs) About Podcasting Networks and Content Creation:
What are the main benefits of joining a podcasting network?
How does a podcasting network help with audience growth?
What kind of support can creators expect from a network like the HubSpot Creator Network?
How do podcast networks handle advertising and revenue sharing?
What are some common legal considerations when joining a podcasting network?
How does podcast SEO contribute to show success?
Can niche podcasts really become mainstream?
What kind of metrics should podcasters focus on beyond download numbers?
How does HubSpot's podcast network differentiate itself from traditional networks?
What tips do you have for a podcaster considering uploading content to YouTube?
Top 10 Should Ask Questions About Podcasting Networks and Content Creation:
What specific criteria do you use to vet potential shows for your network?
How can podcasters effectively leverage different platforms like LinkedIn and TikTok for growth?
What strategic insights can you share for content optimization and discoverability?
How do partnerships and collaborations impact the growth of a podcast?
What are the pros and cons of aiming for a niche audience versus a broader audience?
In what ways can podcasters diversify monetization strategies outside of ad revenue?
What are the emerging trends in podcast content and listener engagement for 2024?
How can detailed show notes and transcripts improve my podcast's SEO?
What are the challenges in maintaining authenticity as a creator as your audience grows?
How should podcasters approach content creation to align with their expertise rather than just current trends?
20 Video Ideas:
The Journey of Joining a Podcast Network: A Creator's Guide
Niche Podcasting: From Obscurity to Mainstream Success
SEO Strategies for Podcasters: A Detailed Walkthrough
Before You Join a Podcast Network: What You Must Know
Podcast Monetization: Beyond the Basics
Diversifying Your Podcast's Audience: The How-To
YouTube for Podcasters: Worth the Hype?
The Importance of Show Notes: An SEO Deep Dive
Emerging Podcast Trends in 2024: What to Watch Out For
The Role of Social Media in Expanding Your Podcast Audience
Creator Spotlight: Success Stories from the HubSpot Podcast Network
Podcast Guest Diversity: How to Keep Your Content Fresh
Crafting the Perfect Podcast Pitch for Networks
Authenticity in Podcasting: Building Trust with Your Audience
Legal Must-Knows for New Podcasters: Protect Your Show
Understanding the Power of Podcast Analytics
Curating Content for a B2B Podcast
The Evolution of Listener Acquisition Strategies: Case Studies
Integrating Storytelling into Your Business Podcast
Aligning Your Podcast Content with Your Brand Mission
20 Blog Article Topics:
5 Reasons Why Podcasters Should Consider a Creator Network
Podcast SEO: The Key to Unlocking Larger Audiences
The Business of Podcasting: How to Build a Profitable Show
Partnering with Brands: Tips for Podcasters Seeking Sponsorship
How to Create Podcast Content That Resonates with Niche Markets
Why Detailed Transcripts Can Be a Game Changer for Your Podcast
The Rise of Business Podcasting: Trends & Opportunities
Understanding Your Podcast's Core, Secondary, and Transformational Audiences
The Benefits of Community in a Podcasting Network
The Art of the Interview: How to Have Engaging Conversations on Your Podcast
The Growing Impact of Social Selling on Podcasting
How to Use LinkedIn to Grow a B2B Podcast Audience
Why Podcasters Should Keep an Eye on TikTok
Navigating the Legal Landscape of Podcast Content Creation
How to Measure Success in Podcasting Without Relying on Downloads
Podcasting Pitfalls: Common Mistakes and How to Avoid Them
Exploring the HubSpot Creator Network: An Inside Look
Maximizing Your Podcast's Reach with Content Repurposing Strategies
Networking Strategies for Podcasters at Every Level
How Authenticity Can Lead to Explosive Podcast Growth
20 Live Stream Ideas:
Live Q&A: Starting & Growing Your Podcast in a Competitive Market
A Day in the Life of a Podcast Network Manager
Live Podcast Episode Recording: See the Process in Real-Time
Networking Tips for Podcasters: Live Interaction Session
Inside the Studio: Live Gear Setup and Recommendations for Podcasters
The Power of Storytelling: Live Workshop for Podcasters
SEO for Podcasts: Live Audit and Tips Session
From Music to Podcasts: A Live Discussion on Industry Transition
Live Unboxing: Latest Podcasting Equipment and Tech Reviews
The Future of Podcasting: Live Panel Discussion with Industry Experts
Building Your Brand Through Podcasting: Live Strategy Session
The Legalities of Podcasting: Live Interview with an Entertainment Lawyer
Content Creation Marathon: Live Brainstorming and Planning Session
Understanding Podcast Analytics: Live Tutorial and Discussion
Elevating Production Value: Live Editing and Post-Production Techniques
Navigating Ad Sales and Revenue Shares: Live Insights and Advice
The Role of Authenticity in Content Creation: A Live Chat with Creators
Listener Engagement Tactics: Interactive Live Strategies Roundtable
Behind-the-Scenes of a Podcast Launch: Real-Time Chronicles
Distinguishing Your Podcast Voice: Live Voice Coaching and Tips
20 Short-Form Video Ideas:
Quick Tips for Podcast SEO Enhanced by Visual Graphics
The Benefits of Joining a Content Network Explained in 60 Seconds
Inside the Success of a Niche Podcast: Fast Facts
How to Optimize Your Podcast Show Notes: Quick Tutorial
Monetization Strategies for Podcasters: Rapid Rundown
Achieving Authenticity: Fast Tips for Creator Impact
Latest Podcast Tech: Quick Reviews and How-To's
Soundbites from Successful HubSpot Podcast Creators
Mythbusters: Podcasting Edition - Clearing Common Misconceptions
The Legal Need-to-Know for Podcasters: Quick Legal Tips
The Transformation of Podcasting: Quick Take on Future Trends
Before & After: Podcast Makeovers and Upgrades
Audience Growth Hacks: Lightning-Fast Strategies for Podcasters
Snapshot Stories: Creator Journeys and Inspirations
Quick Bites: Diversifying Your Podcast Revenue Stream
What's Your Podcast's Unique Angle? Finding Your Niche in Seconds
Social Media for Podcasters: Platform Quick Tips
Snapshot Stats: Understanding Your Podcast's Impact Beyond Downloads
Tools for Better Podcast Production: Speed Reviews
The Art of the Podcast Pitch: What Works in a Minute?
Marketing Plan
Based on the insights shared by Carly Baker and the hosts, Blaine Bolus and Ramon Berrios, in the podcast episode "Inside Look at Podcasting Networks: HubSpot Creator Network with Carly Baker," we can draft a robust marketing plan for a podcast. The strategies highlighted in the episode revolve around audience growth, content optimization, network benefits, and leveraging various platforms.
Marketing Plan Overview for a Podcast
Identify Your Niche and Audience:
Define the target audience, differentiating between core, secondary, and transformational listeners.
Create specialized content tailored to your audience's needs and interests.
Avoid chasing trends; instead, focus on expertise-based content creation.
Join a Creator-Focused Network:
Partner with a network like HubSpot that offers a creator-first approach, emphasizing education and community building.
Leverage the network's resources for marketing and offloading non-content creation tasks.
Content Quality and Differentiation:
Ensure high production values for your podcast, from audio quality to the editorial angle.
Prioritize the talent of the host and the diversity of guests to make the content engaging and unique.
Search Optimization (SEO):
Optimize the podcast for search engines by employing detailed show notes and transcripts.
Use tools such as Cast Magic to improve SEO efforts and content reach.
Utilize Multiple Platforms:
Consider the podcast's presence on platforms like YouTube if it aligns with your audience's preferences and where the barrier to entry makes sense.
Explore other social selling platforms like TikTok and LinkedIn, especially for B2B audiences.
Measure Success Beyond Downloads:
Keep track of alternative metrics such as average consumption rates, average listen time, and episode deliveries.
Build a marketing strategy that doesn't solely rely on ad revenue but also looks at monetization through various streams.
Legal and Ownership Considerations:
Be aware of the legal aspects concerning network partnerships, especially regarding content ownership and rights.
Community Engagement and Education:
Invest in building a community of listeners by providing value through education and interactive engagement.
Advocate for oneself and maintain a degree of control in network partnerships to ensure alignment with personal brand and goals.
Content Promotion:
Share podcast episodes across social media channels and leverage guest networks.
Engage listeners through email marketing and provide incentives for sharing the podcast.
Layer Your Content:
Use each episode to potentially contribute to larger themes or narratives that span across the podcast.
Utilize storytelling to keep audiences coming back and absorb your content in a structured manner.
Invest in Analytics:
Use podcast analytics tools to gain insights into audience behavior and preferences.
Adjust your marketing strategy based on data-driven insights to increase engagement and listener loyalty.
By integrating these strategies into a comprehensive marketing plan, a podcast can effectively grow its audience, improve its search visibility, and find sustainable ways to monetize the content while providing value to both listeners and creators.
🎠 Social Carousel
Cover Slide:
"10 Maxims Every Podcaster Needs to Know"
Slide 1:
"Creator-First Focus"
Prioritize education, community, and the holistic growth of your show.
Slide 2:
"Intentionality Wins"
Choose partnership and marketing strategies that align with your show's goals.
Slide 3:
"Advocate Passionately"
Fight for your rights and interests when joining networks.
Slide 4:
"Vet Thoroughly"
Examine potential shows for talent, diversity, and production value.
Slide 5:
"SEO Matters"
Optimize podcast content to maximize search visibility and reach.
Slide 6:
"Authenticity Sells"
Be real and consistent across all platforms to build loyal audiences.
Slide 7:
"Niche Focus"
Specialize your content to successfully engage core, secondary, and transformational listeners.
Slide 8:
"Metrics Over Downloads"
Average listen time and consumption rates are strong success indicators.
Slide 9:
"Explore Platforms"
Consider YouTube for SEO, but assess if your audience aligns with the medium.
Slide 10:
"Detailed Notes"
Enhance SEO with thorough show notes and transcripts.
CTA Slide:
"Join the Pod Revolution"
Visit the HubSpot Podcast Network and connect with Carly on LinkedIn for more insider insights!
🧲 Lead Magnet
Promotional Post:
🎙️🌟 Step into the Audio Revolution with "Inside Look at Podcasting Networks: HubSpot Creator Network with Carly Baker" 🌟🎙️
Are you ready to transform your podcasting journey? Join Blaine Bolus & Ramon Berrios from Castmagic as they unveil the secrets of successful podcast networks with the expertise of Carly Baker, the mastermind behind HubSpot's ingenious audience development strategies!
In this thrilling episode, Carly demystifies the podcasting industry, sharing an inside scoop on:
🎧 Creating a show that thrives on purpose and passion
🎧 Mastering the art of audience development
🎧 Legal know-how to protect your creative control
🎧 Secrets to getting noticed in a sea of sound bites
Dive deep into what makes a podcast more than just downloads. Learn how to target niche audiences, why download numbers don't define your success, and how SEO makes your show unstoppable! 🚀
📈 Explore the future of podcasting in 2024, from LinkedIn’s potential to TikTok's social selling power and find out how to launch a show that leaves a mark.
If you're a creator seeking explosive growth, don't miss this game-changing conversation! 🎤💥
👉 Tune in now and amplify your podcast's potential with "Inside Look at Podcasting Networks: HubSpot Creator Network with Carly Baker"! #PodcastingNetworks #CreatorGrowth #HubSpotCreatorNetwork
🎁 Lead Magnet:
Grab our FREE Podcast Growth Blueprint! Packed with actionable strategies and insights from top industry experts, this comprehensive guide will help you:
✅ Build a loyal, engaged audience
✅ Navigate the essentials of podcast SEO
✅ Optimize and monetize your content for long-term success
✅ Harness the power of podcast networks for unparalleled growth
What's Inside?
Exclusive Expert Tips from Carly Baker and the creators behind HubSpot's most successful podcasts
Step-by-Step Guides to Content Strategy and Rights Management
Tools and Tricks for Leveraging SEO and Enhancing Discoverability
Access to In-Depth Case Studies and Analytics Tactics
Seize the opportunity to transform your podcast into a powerhouse. Download your FREE Podcast Growth Blueprint today and join the ranks of successful podcasters who've made their mark!
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Lock in your chance for enduring podcast success, as spots are limited. Don't miss out – get your guide now! #PodcastSuccess #FreeGuide #GrowthBlueprint
Social Media Post - Spanish
🎧⚡️ ¡Atención creadores y apasionados del podcasting! En nuestro último episodio de Uploading, tuvimos el placer de recibir a Carly Baker, la experta en adquisición de audiencias de HubSpot.
🚀 Carly compartió con nosotros una visión única de las redes de podcasting, dando énfasis al enfoque en la educación, la comunidad y el crecimiento integral de los programas. Si estás explorando cómo unirte a una red y cuáles son las estrategias clave para el éxito de tu podcast, ¡este episodio es para ti!
💡 Además, nos sumergimos en las tendencias actuales de adquisición de podcasts, la importancia de las audiencias de nicho y cómo el SEO para podcasts puede catapultar tu show al éxito.
No pierdas la oportunidad de descubrir cómo aumentar tu audiencia y maximizar tu impacto en este emocionante mundo del podcasting.
👉 Encuentra el episodio completo y mucho más en [Link del Podcast]. ¡Convierte tu contenido en negocio con nosotros! #Podcasting #HubspotNetwork #SEO #AudienciasDeNich #UploadingPodcast
💎 Maxims
Maxim 1: Embrace a Creator-First Philosophy
Prioritize creative control and take an active role in the direction of your content. Let engagement, education, and community building be the markers of your growth.
Maxim 2: Be Intentional with Content Creation
Focus on developing content based on your expertise rather than chasing trends. Ensure that your content adds value to your niche audience, fostering loyalty and growth.
Maxim 3: Understand and Advocate for Your Rights
When joining any network or partnership, be aware of the legal considerations and insist on maintaining your ownership rights. Always negotiate terms that favor your long-term goals.
Maxim 4: Vet Partnerships and Networks Thoroughly
Scrutinize potential networks and collaborations by assessing editorial alignment, production quality, and shared growth goals. Look for partners who value diversity and thought leadership.
Maxim 5: Utilize Podcast SEO
Invest in optimizing your content for search engines to increase discoverability, connect with your target audience, and attract advertisers.
Maxim 6: Diversify Monetization Strategies
Look beyond traditional ad revenue and explore various monetization avenues for podcasting, such as sponsorships, merchandising, or paid subscriptions.
Maxim 7: Measure Success with the Right Metrics
Evaluate your podcast's performance using metrics like average consumption rates, listen time, and audience engagement rather than solely focusing on download numbers.
Maxim 8: Carefully Select Platforms
Choose distribution platforms where your audience is most present. Recognize that not all content is suitable for every platform, and the barrier of entry may vary.
Maxim 9: Cultivate a Niche Audience
Building a dedicated niche audience can lead to explosive growth. Understand the levels of your audience (core, secondary, transformational) and tailor content accordingly.
Maxim 10: Embrace Authenticity
Stay genuine in your interactions and maintain authenticity across all platforms, as authenticity can resonate with audiences and build strong connections.
Maxim 11: Leverage Emerging Trends and Platforms
Stay ahead of the curve by adapting to new content trends and platforms. Be open to exploring emerging opportunities like social selling and professional networking platforms for growth.
Maxim 12: Prioritize High-Quality Production
Invest in the production value of your content to stand out in competitive spaces like YouTube, where high-quality visuals and audio are expected.
Maxim 13: Optimize with Show Notes and Transcripts
Enhance your content's discoverability and accessibility through comprehensive show notes and accurate transcripts, which also contribute to SEO.
Maxim 14: Collaborate and Grow Together
Engage with the creator community, seek advice, and work together on shared initiatives for mutual benefit. Networking within the community can lead to valuable collaborations.
Maxim 15: Stay Grounded in Your Vision
Remain focused on your core message and values even as you adapt to changes in the industry. Your vision will guide your decisions and help maintain your podcast's integrity.
✏️ Custom Newsletter
Subject: Uncover the Secrets of Podcasting with Hubspot's Carly Baker! 🌟
Hey Podcast Enthusiasts!
Have you ever wondered what goes on behind the scenes of a podcast network? 🎙️ Well, buckle up, because our latest Uploading episode features none other than Carly Baker, the mastermind behind HubSpot's Creator Network! Get ready to pull back the curtain and dive deep into the world of podcasting.
🔑 Here are 5 key takeaways you're going to love learning about:
The Creator-First Approach: Discover the philosophy of putting creators at the forefront. Learn how to gain control over your content and the benefits of a supportive network that champions your growth.
Intentionality in Partnering: Carly stresses the importance of being purposeful and self-advocating when joining podcast networks. How this shift in approach can help offload tasks and enhance your marketing strategy.
Legal Know-How and Ownership Rights: Stay informed about the sometimes-overlooked aspects of podcasting. Know what to look for in contracts to ensure your creations remain yours.
SEO and Discoverability: Carly delves into the importance of podcast SEO and why having detailed show notes and transcripts is crucial in reaching your target audience and appealing to advertisers.
Trends and Growth Opportunities: Get insights on the potential of LinkedIn for B2B content, how niche audiences are the new mainstream, and why platforms like TikTok and YouTube could be your ticket to explosive podcast growth.
🎉 Fun Fact: Did you know that Carly came from the music industry before rocking the podcast world? Her transition showcases that unique career paths can lead to unexpected and exciting destinations!
Outro:
But wait, there's more where that came from. Smash that play button and join us on this eye-opening journey with Carly Baker. Whether you're a seasoned podcaster or just starting, this episode is packed with golden nuggets you won't want to miss!
📣 Call to Action:
Don't keep these insights to yourself! Share this email with your fellow content creators, and let's spread the word. Remember to hit up the HubSpot Podcast Network website and connect with Carly on LinkedIn for even more wisdom nuggets.
Keep Creating and Stay Uploading,
Your Uploading Team – Blaine & Ramon 🚀
P.S. We'd love to hear your thoughts on today's episode, so hit reply and tell us your biggest takeaways or a-ha moments!
Hit the Play Button: [Insert Episode Link Here] 🎧
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