HubSpot's Secret Sauce for Content Growth, Niche Podcasting & B2B Influencer Marketing with Carly Baker

[00:00:00] We've all seen the LinkedIn posts, every company should be a media company and I think it looks different for everyone but I think one of the most amazing parts is that.

[00:00:09] In today's episode we have our good friend Carly Baker, she used to be the liaison between us and the Hopspapuck as network but now she's actually working with Hopspod Originals. It's like business crack. It's not enough just to have Seth Godin on your show when Seth Godin has been on a thousand other shows right?

[00:00:29] We came to Content Is Profit to share with you all the growth strategies that you're using nowadays to grow their own personal show.

[00:00:38] A really big focus of mine is developing a really strong earned strategy, how can we make this a partnership so that we can work together to amplify this content?

[00:00:46] You have a massive value today if you look at the things that you are already doing.

[00:00:51] I really think that it's like the new age of specialized and niche creators.

[00:00:56] Make sure you get a pen and paper because we're diving deep. Let's go!

[00:00:59] We've got some fresh and new talent.

[00:01:02] And now, Louise!

[00:01:03] And your listening to the content is Profit Podcast.

[00:01:11] Guys welcome back to Content Is Profit today.

[00:01:14] I'm excited because this person has been on the show before. Every time she comes, it's pure golden boulders everywhere.

[00:01:22] We have to wear helmets dropping everywhere.

[00:01:24] Whitney helmets. We're still happy so 500. We've talked about the helmets. We need to bring them here.

[00:01:30] Yeah but yeah, I'm excited for today's skills. She's not like a regular.

[00:01:34] How do you call it when a DJ goes to the same club or a single-time residency?

[00:01:39] She has a residency in Content Is Profit.

[00:01:42] Yeah absolutely.

[00:01:44] Okay well with that said, let's formally start the show or you?

[00:01:48] No no that's it. That's Angel! Welcome Carly!

[00:01:52] Let's go!

[00:01:54] There we go. That's how we do things here.

[00:01:56] We do things for you.

[00:01:57] That's right. So Carly, right before we jump in here first of all, happy new year.

[00:02:01] Merry Christmas, all the holidays to you and your family, your loved ones.

[00:02:05] But right before we started recording, you were sharing an update on your career life with Hopspot.

[00:02:11] Why don't you share it with everybody? You know we interrupt and you're like, stop! Don't say more than anything else.

[00:02:17] We want to share it with the world. Why don't you share it?

[00:02:20] We're quick before for those that don't know Carly. Carly has been kind of like our main person

[00:02:24] with the network with Hopspot Network which has changed our lives and the podcast progress

[00:02:29] and with their resources, their network, everything in between.

[00:02:34] We're like, Carly, you need to come and share what's happening on the other side

[00:02:38] because every single person that is involved with the podcast

[00:02:41] and our podcast asks us questions like how is it on that side?

[00:02:44] What are you guys doing? What are the trends? What's happening?

[00:02:47] That's a quick background. But anyways, I Carly, big update on your side, right?

[00:02:52] Yes, big update on my side.

[00:02:54] So we at the network have sort of two parts of the network.

[00:02:58] We have our sort of external partnerships where we work with folks like you two,

[00:03:05] lovely people and then we also have our own shows that are produced internally at Hopspot

[00:03:12] and I'm really excited to share with both of you and with your audience

[00:03:17] that I'm now actually going to be working on listener acquisition and audience growth

[00:03:21] for our Hopspot originals. So just to give you a lowdown of what shows those are,

[00:03:26] of course most people I think have heard of my first million.

[00:03:29] We have Mark D. Against the Green which features our CMO.

[00:03:33] We have the Science of Scaling which is a new sales show that we have going.

[00:03:37] We have another bite which is a hilarious Shark Tank rewatch show

[00:03:42] for any Shark Tank fans out there. Definitely recommend.

[00:03:45] And of course we have the hustle daily show.

[00:03:48] So really excited to just go all in this year on building an infrastructure

[00:03:55] not only for our paid tactics but of course for our own and earned media strategies as well.

[00:04:01] So super excited.

[00:04:02] That's okay. Well congrats on that job and for anybody listening,

[00:04:05] go check out those shows. It's like business crack.

[00:04:08] As soon as you start listening to those shows,

[00:04:11] you're going to be like I want more and then you'll implement and you're going to have a great success.

[00:04:15] And I think there's a huge less on here as well which is,

[00:04:19] we've talked about this for a lot of time.

[00:04:23] For a lot of time.

[00:04:25] I'm like I haven't said many words today so I'm warming up on my English right now.

[00:04:31] But Gary Vee actually mentioned this a lot of times.

[00:04:34] Every company is going to be in part two companies.

[00:04:37] The business that they're in and then an immediate company.

[00:04:40] And now you're seeing hops for right a huge, you know,

[00:04:44] billion dollar company.

[00:04:47] Now they're developing their own original shows and sure they started by creating their network

[00:04:53] and bringing creators in together but now they see the value on creating their own thing.

[00:04:58] And I think that's, I mean it's a message for the smaller companies as well.

[00:05:04] What are you doing to have the media side on your company?

[00:05:08] What are you doing to express your thought leadership within your business

[00:05:12] and connect with other people out there?

[00:05:14] Yeah, that's an idea that we've obviously like continued to share with everybody right on.

[00:05:18] And for maybe a smaller creator or a smaller business owner

[00:05:21] it can be overwhelming to be like what?

[00:05:24] I'm like barely making it here trying to build like my company

[00:05:28] and you tell me that I need like a media side.

[00:05:31] Can I just like go hire an agency?

[00:05:33] So what are you doing?

[00:05:34] You're on the inside right?

[00:05:36] In this amazing thing and why should we be approaching in 2024?

[00:05:42] Hey, I need my internal media side.

[00:05:45] I need to control my message.

[00:05:47] Can you share a little bit more of that strategy side?

[00:05:51] Yeah, absolutely.

[00:05:52] And I mean I think we've all seen the LinkedIn posts every company should be a media company

[00:05:57] and I think it looks different for everyone but I think one of the most amazing parts

[00:06:03] is that of having sort of that media arm is that you're positioning the value

[00:06:10] of whether of your goods or services or whatever it may be

[00:06:14] in a unique way to the market that you wouldn't have a chance to sort of talk about

[00:06:19] or position in any other way.

[00:06:21] And so what I love is that while there's definitely on the podcast side

[00:06:25] an explosion of what we would think of or call like branded podcasts

[00:06:30] but they're not just focusing on here's you know I'm a lawn care company.

[00:06:37] Here's the services that we do.

[00:06:40] Instead they're taking different angles of saying like here's the history of lawn care,

[00:06:44] here's the history of lawn mowers like why is this a thing right?

[00:06:47] So taking different angles of positioning themselves in market

[00:06:51] but also being more of like leaning more I think into the educational space

[00:06:55] and kind of co co branding even though it is a branded podcast

[00:06:59] but kind of co branding that content and tying the value of your business into it

[00:07:03] and using that as a way to gain customers.

[00:07:06] I think every business hopefully has some kind of marketing going on,

[00:07:11] some kind of media going on and I think it's really important

[00:07:15] as search becomes more complicated in the land of AI

[00:07:20] and Google changes in all of those things.

[00:07:22] It really is important to have sort of that media arm just to be able to expand

[00:07:27] and to have authority in the space.

[00:07:30] Absolutely, two points.

[00:07:32] One you cannot read my notes and we haven't shared, I'm gonna say we haven't shared these.

[00:07:36] Are you having fun?

[00:07:37] I was literally going to address today that one of the things that I see coming up here

[00:07:45] in this upcoming year is shows and series not just posting but higher entertainment value

[00:07:51] which is kind of like what you were talking about right?

[00:07:54] Like what is that angle that we're going to do?

[00:07:56] The other thing is we just had a client here at the studio that they were talking

[00:07:59] on how they're running this campaign for one of their clients

[00:08:03] but it's difficult to get her to do certain things

[00:08:06] and also that a lot of that client's clients are coming through food

[00:08:11] when she mainly wants to sell them kind of like health and wellness services

[00:08:17] and it reminded me of give them what they want, sell them, what they need

[00:08:21] and I think that is in part the angle that you want to take with media, especially in 2024.

[00:08:27] What is the show?

[00:08:28] What is some sort of series that you can create that is high on entertainment value

[00:08:34] sure, high on education as well but at the same time it's gonna serve to pretty much feed

[00:08:40] that need of want that your client might have right?

[00:08:44] It's like all right, I want to be entertained and I want to learn a little bit about business

[00:08:47] and then on the other side, then you're like hey I guess what?

[00:08:50] Now that you're learning about this and we know you are the right audience

[00:08:54] we have this software on the back end right?

[00:08:57] AKA HopSpod for you to build your own business or on our case

[00:09:02] oh you're listening to Contas Profit, you're having a blast, you're learning about all these strategies

[00:09:06] well guess what if you already need all of a team to produce a stop for you

[00:09:12] we're here for you.

[00:09:14] So I think that's definitely the way where things are gonna go in 2024

[00:09:19] more shows, more series based content.

[00:09:22] I've seen a trend currently right like with you see like microcontent for example

[00:09:28] and then you have these creators create mainly entertaining side of things

[00:09:33] and then you see the company partnering with them

[00:09:35] you guys have creative freedom either 10% creative freedom or 100% creative freedom

[00:09:41] and there's something in between and then they collaborate right?

[00:09:44] And then it evolves into hey can we recruit our chief creator officer type of deal

[00:09:50] where we can start that arm.

[00:09:52] I've seen that a lot with short form because maybe there are tidbits

[00:09:57] like going to specifically vertical content but that trend is moving faster to long form

[00:10:05] and maybe it hasn't moved that fast before because maybe it was a little bit more of an investment

[00:10:10] when it comes to developing these properties right?

[00:10:13] We had a conversation with somebody that's pitching a show to Amazon

[00:10:18] to go and film this like soccer environment with fans and different things

[00:10:23] and one of the things that we're gonna be helping them do is can we create a sister

[00:10:28] or brother like podcast show that goes with that as part of like the value add to it.

[00:10:33] So if these companies now develop these arms their media side

[00:10:37] they can also explore partnership with somebody else by adding value with their media arm

[00:10:42] which is a lot of you know Gary V is doing it what you guys are doing with us

[00:10:46] but so I think it's super interesting that trend and the trend within the content

[00:10:50] you see a lot of like what's the closest to what we know which is like the education

[00:10:54] or explaining the service for example but now it's evolving to like

[00:10:58] how can we do entertainment with the value that we add?

[00:11:04] And I think that's a very interesting challenge for different companies

[00:11:07] and it will look very different to every single person.

[00:11:11] Yeah absolutely and I think like the word of the year for creators

[00:11:18] or for the creator economy is definitely like education which is like the perfect mix of like educational content

[00:11:24] that's like very entertaining, it's not leaning so hard one way

[00:11:28] or so hard the other way it's kind of you're hitting both of those sides

[00:11:33] and you know that's kind of the content that we've seen last year

[00:11:37] and sort of starting into this year that's getting the most traction

[00:11:40] and is having the most growth and I think that's really going to be the future.

[00:11:44] I think there are definitely some segments of the industry

[00:11:47] that are purely becoming the reality TV of podcasting

[00:11:51] and those will always be on the entertainment side

[00:11:54] and they serve a very specific purpose and like personally I of course do listen

[00:11:59] to some of that content but I'm not going to that content to learn.

[00:12:03] Like I'm going to giggle and like learn about whatever is going on in real housewives

[00:12:08] right and so there's a very specific plays and audience for that

[00:12:12] but I think when we think about you know sort of the business space

[00:12:17] it's not enough just to have someone on to share their story

[00:12:22] and then that to be it right because the way that the industry has grown

[00:12:26] there's so much of that content and so folks that are having great success

[00:12:30] in differentiating themselves are really leaning more into that educational

[00:12:35] or entertainment sort of sphere of content and are going full steam ahead on that.

[00:12:40] Yeah Devina Sohn is rob enough of you I can tell you know

[00:12:44] mess enough some English words in there. I love it.

[00:12:48] Carly, I'm curious all right you're on this new role in this new kind of like

[00:12:52] arm that hops but has and I think you mentioned being in the growth marketing part of it.

[00:12:57] I'm curious what are some of the initiatives that you guys are doing in there?

[00:13:01] Definitely somebody that is trying to grow a podcast I think there's you know

[00:13:05] partly parallels that we can learn that we can potentially implement as well.

[00:13:10] So what are some of the things that you guys are trying out?

[00:13:13] Yeah absolutely so you know we're still having our paid is still definitely a part of the mix

[00:13:20] and that looks different depending on sort of what shows we have but I think

[00:13:24] we're also a really big focus of mine is developing a really strong earned strategy

[00:13:29] and I think one of the strongest pillars of that because many of our shows feature

[00:13:35] guests is figuring out how to facilitate more one-on-one partnerships with people

[00:13:40] that come on our shows right and so when we think about pitching guests

[00:13:44] we say we go to someone and we say you know we would love to have you on our show

[00:13:48] here's our media kit like here here is our direct value proposition.

[00:13:53] Here is what you will get for being a guest on our show.

[00:13:56] How can we make this a partnership so that we can work together to amplify this content?

[00:14:01] I think one of the biggest challenges that people have with shows that have guests

[00:14:06] is you have a guest come on they're great it's a great episode you do all of this promotion

[00:14:12] you're sharing on socials maybe you put some paid behind it and then

[00:14:17] you get crickets on the other end the person never shares the episode you have this amazing

[00:14:22] guest and it's like we're now at a point where and I think we talked about this

[00:14:27] a little bit last time where it's not enough just to have Seth Godin on your show

[00:14:31] when Seth Godin has been on a thousand other shows right you have to think about

[00:14:36] it more as a holistic partnership of here is what we're bringing to the table

[00:14:41] here's the opportunity what are you going to bring to the table to make sure that

[00:14:45] you know there's value an equal value exchange from one from the guests to the show

[00:14:50] right and so figuring out what that looks like and I think there's no one size fits

[00:14:55] all answer for some people it's taking the episode that we've recorded on our show

[00:15:00] and maybe doing a feed drop in dropping that in the other person's feed

[00:15:03] maybe it's doing like collaborating on social content and sharing that

[00:15:08] it could be a one-to-one guest swap where we have you on and they have you

[00:15:12] and you know they host us so thinking about ways to make it as easy as possible

[00:15:17] where there's more of an equal value share I think is a really big priority for

[00:15:21] us and then of course also just diving deeper into leveraging of course hub

[00:15:26] spots channels we have really massive reach and you know figuring out how to best

[00:15:33] capitalize on that for growth and really leaning into the audiences that we

[00:15:38] have on individual platforms and using that as an engine to grow the audiences

[00:15:42] that we have in our developing you know on the audio side

[00:15:46] we're also a hub spot as a company is very bullish on YouTube

[00:15:51] and we have a YouTube network and we're now sort of following the suit of many

[00:15:56] others YouTube included of you know doing and developing a video strategy for

[00:16:00] our podcast so that's definitely a really big priority for us too but what's

[00:16:05] really exciting is that on this side you know I get to work with the editorial

[00:16:11] teams I get to work with the production teams it's like the way that we work

[00:16:15] together is a partner of ours said it's like passing the baton and so it's a very

[00:16:21] collaborative process in terms of how we think about growth and how we capitalize

[00:16:26] on trends and use that we just on the hustle daily show we're experimenting

[00:16:33] on more on the YouTube side and we just shared a story about Stanley cups which

[00:16:37] of course have like been more or less viral for the last year but just had this

[00:16:41] massive part in the news about you know people fighting over Stanley cups

[00:16:47] and target for their Starbucks collapse so trying really hard to find a balance

[00:16:53] between how much do we want our content to be based on what's going on

[00:16:59] right now and how much how much we want it to be evergreen and more long form

[00:17:04] and figuring out like a good mix of keeping audiences interested in stories

[00:17:10] that were telling of all of all kinds right and kind of being able to thread the

[00:17:14] needle and keep people engaged. Yeah wow what an answer there's a lot to break

[00:17:19] down in here absolutely love it I think one that obviously for the people that are

[00:17:24] trying to grow a podcast that might be the most interesting one is definitely

[00:17:28] that one-on-one partnership and I love how you express it when you reach out

[00:17:33] hey here is our value proposition how can we work together to amplify

[00:17:39] the effect of this I think there's a mindset and then there's nothing wrong

[00:17:45] with this I'm a believer of this actually that is like give give give right

[00:17:49] just and especially I think in marketing in the direct response marketing world

[00:17:54] that has been made very popular is like just give all everything for free you know

[00:17:59] polish here publish there and then eventually like you know people are going to get interested

[00:18:03] and they're gonna come in whatever so I think that mindset has dripped a little bit

[00:18:08] into the podcasting world in the terms of have a guess you know you're giving them

[00:18:13] by having them on your platform by promoting and all that's like look the fact

[00:18:16] they already have them on your platform pretty much allows you gives you

[00:18:20] permission to ask as well for their help is on their best interest to promote

[00:18:26] this podcast episode so why don't you try to reach a partnership I think that

[00:18:31] right there at that moment of people transitioning from like I'm just gonna

[00:18:35] have this guest too I'm going to have a partner that I'm going to record an

[00:18:39] episode with I think that transition is a little bit tough for people I'm

[00:18:43] not sure if it you know fear of rejection or what but you coming in with a

[00:18:48] proposal like hey look we're gonna record this episode and then we're gonna

[00:18:52] produce a high quality trailer for the show that is going to highlight you

[00:18:57] you know it's gonna have X amount of hooks to get people interested all we ask

[00:19:02] you for you to post in social media you know if you know can we run ads on your

[00:19:07] profile as well wolf on the ads you don't have to pay anything but will can

[00:19:11] run them from your account I think those are that's a very important

[00:19:15] conversation very low risk and very low cost effective you know marketing

[00:19:22] growth campaign that people can start doing literally under next interview.

[00:19:26] I think it's hard to it requires so you have it requires so much legwork

[00:19:34] number one you have to have like assets ready you have to have copy ready

[00:19:37] like if you're the person that's in that is inviting someone on you really are

[00:19:42] sort of in the driver's seat in setting expectations and that experience so

[00:19:47] you need to do as much as possible to make it as easy as possible for them to partner

[00:19:52] with you right you have to have that copy ready you have to have the assets ready

[00:19:55] you have to say here's one we're gonna post can we collaborate with your account

[00:20:00] and both post it like these types of things right it's it takes a lot more

[00:20:05] of an infrastructure that you have to set up and a lot more back and forth

[00:20:09] than those types of things and so I think many people don't have the bandwidth

[00:20:13] or the ability to set it up that way and then because they're not expect

[00:20:17] they're not setting those expectations and they're not making it easy

[00:20:20] then when the guest doesn't share it's like well why didn't they share and so

[00:20:24] there's a little bit of responsibility I think that falls on to that party right

[00:20:28] but I also think setting expectations is really important

[00:20:34] and I think a lot of people are afraid of being hard on boundaries

[00:20:38] of if you come on the show like we have an expectation that you will partner

[00:20:42] with us to do one of these list items right and they're worried that people

[00:20:47] will say no because of that ensure some people will say no but based on people

[00:20:53] that I know that do this either in the network or other folks that I know like

[00:20:57] there's actually a very small percentage of people that say no and when you think about it

[00:21:01] it's like what I even want to have that person on if they don't even want to share

[00:21:05] this amazing interview that word that I'm doing with them on their behalf right

[00:21:10] yeah and if they don't want to share it's like is that even a valuable person

[00:21:15] or someone that you would want to have on and do that so I think that's a part of it too

[00:21:20] This is amazing and I would love to remove some of the friction too

[00:21:26] because like you mentioned there's some technical things right for example

[00:21:29] running the ads in somebody else's account or like running ads specifically for

[00:21:33] podcasts is sharing the ad budget for example right like these are very technical things

[00:21:37] that maybe not everybody has access to but you know we've talked about collaborating

[00:21:42] within the same platform you know a podcast listener is a podcast listener

[00:21:46] a YouTube consumer it is a YouTube consumer so I think like that could be

[00:21:50] step number one for a lot of people that might not have the technical aspect of like

[00:21:53] hey can we run ads or hey can we create microcontent right out of this episode

[00:21:58] it might be a time constraint it might be a team constraint who knows

[00:22:02] but think about the and I'm talking to the people that might not have those resources

[00:22:06] right now is like think about like what are the ways that we can collaborate within

[00:22:09] the same platform or if you have access to like a social media account

[00:22:13] with us Instagram or TikTok I remember there was a staging in our show

[00:22:17] that we decided to do we call them content bites and it was like a mini

[00:22:21] interview inside of Instagram live and we would just go collaborate inside of

[00:22:26] Instagram their audience was exposed to it our audience was exposed to them

[00:22:29] and then we would do the show and then we'll cross promote right so what are the

[00:22:32] elements that you already have in place right if you're listening to this whether

[00:22:36] that's on YouTube whether it's on audio podcasts whatever platform you're in

[00:22:39] that you can then present to that person be like hey by the way these are my

[00:22:43] channels like you said your value proposition and this is the things that have

[00:22:47] been proven to be very successful with our platforms can we do something together

[00:22:51] there and I think bring it back down because I see how it can be very exciting

[00:22:55] to look at the future and be like hey we have this all these massive possibilities

[00:22:59] in the future but we don't have those now and then be very discouraged

[00:23:03] to no go do the ask because we don't have those things ready I promise you

[00:23:07] and I'm talking to you to you listening to you watching you have a massive

[00:23:12] value today if you look at the things that you are already doing I'm sure you

[00:23:16] might be sending a weekly email I'm sure you might be recording multiple things

[00:23:20] or a summary or like what are what are some creative ways that you with the pieces

[00:23:25] that you have in place today can collaborate and I think that's key to taking action

[00:23:29] yeah I'm gonna actually just wrote down a little list as my brother was going in his

[00:23:34] little randre here right I wrote down a little list of things that you can potentially

[00:23:39] do and I'm going to lead with saying you know you were talking about expectations

[00:23:44] I when I talk to my girlfriend with kind of like agreed on expectations are

[00:23:48] uncommunicated commitments so have a conversation pre recording

[00:23:54] where you set out those boundaries and those commitments right you say all right

[00:23:58] this is why we're going to do once the episode is ready and here's a list of

[00:24:03] those things that you can potentially do one drop an episode in their feet

[00:24:07] you mentioned that one that is a low friction you're literally producing

[00:24:11] the episode and then you send it to them and they drop it on their feet fun story

[00:24:16] we actually had somebody that is in the lawn care industry fun fact that you

[00:24:20] mentioned that right he has a huge following like he has so many sponsors

[00:24:26] very very successful podcast and he literally just grab her episode

[00:24:32] and post it on his feed we didn't ask him to that's a funny thing we didn't ask

[00:24:35] him to or anything one day I started getting some followers and I was like why are

[00:24:40] all these like people in the lawn industry following me right and then I see a

[00:24:44] story that the guy posted the episode I was like wow that is really cool I wish

[00:24:49] I would have come up with that idea because I would have sent him the fully

[00:24:52] produced episode because he ended up actually posting like the full

[00:24:56] of recordings so like the super raw like the pre conversation that we have before

[00:25:00] the episode the post conversation so it was kind of funny another thing on the

[00:25:04] list your number two produce and share a trailer again this one requires

[00:25:09] a little bit more resources but if you have a team guess what you can do those

[00:25:13] produce and share clips as well you can we used to do this at the very beginning

[00:25:17] of the podcast to build a lot of good will but again I think it's very important

[00:25:22] to not just produce the clips and send it to them with the expectation of them

[00:25:26] publishing it is important for you to commit have a conversation pre recording

[00:25:32] on time of hey we're going to send you these clips after you know are you open

[00:25:36] to sharing this right the day that this drops and then get the yes from them

[00:25:40] number three if you have writers on your team if they prefer writing

[00:25:46] content like a LinkedIn post for example you can tell them hey we'll write a

[00:25:51] promo post that then we can share it and you just you know kind of like change

[00:25:55] the hook in there that takes a little resources as well my village mention email

[00:25:59] campaign mentions if they already have a newsletter takes nothing for them

[00:26:04] to just say by the way I just recorded an episode in content this profit go

[00:26:08] check it out here's the link takes very minimal effort also they could do a call

[00:26:13] out on their next episode on their podcast right they can just say hey guys welcome

[00:26:17] to x y and c by the way go and check out my previous my episode that I did

[00:26:22] with content this profit right so you're kind of getting a little bit of a

[00:26:25] call out in there and last but not least live content live content is absolutely

[00:26:29] amazing it's actually one of the things that I put here on my

[00:26:33] twenty twenty four I kind of like upcoming things which is live content

[00:26:37] I think it's going to be huge with the rise of AI people want to be people want

[00:26:41] to know they're talking to the real person and I think promotional live

[00:26:46] content is going to be great you can agree before the episode on the hey look

[00:26:50] this episode is going to drop in two weeks the day drops let's jump on a

[00:26:54] little live content right and when you go live is shares on theirs on their

[00:26:58] profile you share on your profile you share on everybody's profile and you get

[00:27:02] more reach so that's a little list if you want it just send us a message

[00:27:06] say give me the list and we'll share all this ones with you they

[00:27:10] thank you for repeating what we just said ten minutes ago yeah exactly

[00:27:13] put it down in a nice clean please look at that look at that people will

[00:27:20] appreciate okay I did prime entertainment right here roasting

[00:27:26] included I was starting to find where you have the notes I was like where

[00:27:30] she writing these and I just had them up in the in the T-sheet

[00:27:36] what are obviously you know we talked obviously a lot of the platforms

[00:27:41] the collaborations I can't wait to see what you guys do with with your

[00:27:44] shows were obviously big fans of the of them and we get so much value every single

[00:27:48] day what are some other things that you guys might be working on or some trends

[00:27:52] that you guys are looking into especially with this new year right it feels like

[00:27:56] in January every single person our phones have been like ringing nonstop

[00:28:01] we're like we want to set up a studio we want to start recording like when can

[00:28:04] we get in and we're like oh boy like next week we have a full week event

[00:28:07] and we're actually close in the studio for going we're like no where's

[00:28:10] time but it's like everybody is jumping in this wagon right and so that's obviously

[00:28:15] exciting and I want to make sure that everybody builds their systems to

[00:28:19] stay consistent what are some things that you have seen in the industry or

[00:28:22] that you guys will try out this new year yeah that's a great question I mean

[00:28:26] I think going back to what I shared earlier going really hard on earned

[00:28:30] media I think the paid space has changed so much since you know sort of

[00:28:35] the emergence of of paid in the industry a couple of years ago what I

[00:28:40] will say about consistency is editorially when we think about

[00:28:47] consistency I think people are tend to be like very ambitious and so

[00:28:52] they're starting a show and they'll go I want to go five days a week

[00:28:55] and then they go five days a week and they go oh actually this is not

[00:29:00] possible for what I have going on right now and so I think being

[00:29:05] really honest with yourself of like listing out like okay what what are my

[00:29:10] goals what do I want to accomplish this year and then looking at that

[00:29:14] list through the lens of what do I have the time for what do I have the

[00:29:17] resources for and what do I have the energy for and then prioritizing

[00:29:21] those and that me that might mean that a lot of those things on the list

[00:29:25] you're not going to be able to get to this year or next year or maybe

[00:29:29] until the few you know further down into the future but really being

[00:29:33] honest with yourself about what what is achievable what can you do and

[00:29:40] just doubling down on that I think when we think about the growth stage

[00:29:44] podcasting is really hard because it's a lot more of a slow burn then

[00:29:50] it is maybe on YouTube or on TikTok or on other places where the

[00:29:54] algorithm is so just crazy in the way that it works and you can't see

[00:30:01] those massive ups and downs like you can on a YouTube channel right and

[00:30:05] so the biggest thing is being super consistent and figuring out what works

[00:30:10] for you at HubSpot we spend a lot of time experimenting and doing trials

[00:30:16] and doing a B testing and this is definitely something that we have leaned

[00:30:20] really heavily into in terms of the original shows because we have launched

[00:30:24] so many of the shows very recently and so while we of course want them to

[00:30:29] have explosive growth we also are very closely tracking on the back end

[00:30:34] and are trying always to understand how is the audience that we want to

[00:30:39] reach different than the audience that we're reaching and what does that mean for

[00:30:42] growth so I think having more of a data informed decision making based on

[00:30:48] what you're actually seeing is super super important so that's kind of where

[00:30:52] we are and I think as the shows continue to grow thinking about how to

[00:30:59] expand the audience what levers can we pull right whether that's a mix of

[00:31:03] paid and earned and owned and all of those things but also realizing like this is

[00:31:08] the capacity of our host this is a capacity we have editorial like this is how

[00:31:13] comfortable we are like straying away and testing and just sort of building

[00:31:18] a strategy kind of a top down strategy in that way we talked about this on

[00:31:23] the last episode but I think having a cross channel marketing strategy is

[00:31:28] really important cross channel doesn't necessarily mean all channels so we

[00:31:32] don't have social accounts for all of our original shows and that's a very

[00:31:37] intentional choice because we know where our audiences are and want to build

[00:31:42] there but we know that there might not be like a newsletter or an audience on

[00:31:47] our newsletters that's going to be a good fit for this content and so we're

[00:31:51] not going to share that content there and just trying really hard to be

[00:31:55] super intentional about that so I think the overall arching theme is being

[00:32:00] intentional yeah by the way super plug we do have a train called the

[00:32:05] publishing pyramid so if you want it's completely free just send us a DM it

[00:32:08] actually helps you measure what Carly would just saying and this was no

[00:32:12] plan at all like this is basically we've done it so you know you're

[00:32:16] capacity your message your resources yeah it's going to give you a clue

[00:32:19] I had this script but it's important because that's exactly what we

[00:32:26] experienced as creators when we first started and we got burned out real fast

[00:32:30] and then we finally found a platform and a cadence that we could follow

[00:32:34] right for us you know it came in a time where you know we lost all the

[00:32:38] business and we're like let's do it three times a week right yeah we still record

[00:32:41] three to ten three to two times a week and but it has become a little more

[00:32:44] challenging to be consistent with three times a week so now we're like

[00:32:47] remeasuring like what how can we re adapt what other type of content can we create

[00:32:51] to keep consistency and and that's an interesting game right I feel also we

[00:32:55] talked a lot about the need of the creator of you will you need to enjoy

[00:32:59] also the process right of creating or looking at this data or figure out

[00:33:04] you know what your audience wants and providing with those wins and be a

[00:33:07] service because if you don't enjoy it what's the point like you're not going

[00:33:11] to be able to create something that other people are going to find receptive

[00:33:14] or you're not going to be able to help them out so I highly recommend if it's

[00:33:17] not you in your company find somebody that is that way you guys can tackle

[00:33:21] this together yeah I'm sorry this has been absolutely amazing Carly we're

[00:33:25] getting close to the end here but I'm curious what is your prediction for

[00:33:30] 2024 what are you seeing that is going to I don't know take off right I share

[00:33:37] with you mine is a shows and series I think that's going to be higher

[00:33:40] entertainment value that's going to be huge and the live content I'm curious

[00:33:44] why are you seeing things going for this year yes absolutely so on more of

[00:33:52] the creator side I think that LinkedIn is going to continue to chart the path

[00:33:57] of becoming a platform for influencer marketing I think this might be

[00:34:01] specifically maybe more in the B2B space but we are seeing a larger uptick

[00:34:06] in creators having a very strong presence on LinkedIn and brands really

[00:34:11] wanting to do sponsored content there and so I think this is going to be the

[00:34:15] year of like B2B influencer marketing on LinkedIn and I'm curious to see how

[00:34:19] the platform will change and maybe move a little bit more towards sort of

[00:34:24] finding a way to facilitate sort of direct like brand to person relationships

[00:34:28] through the platform so that's kind of more on the creator side and on the

[00:34:33] podcasting side I really think that it's like the new age of specialized

[00:34:38] and niche creators that's kind of been happening for a little while but we're

[00:34:43] seeing such an explosive growth in the size of overall podcast listeners

[00:34:49] and because there are so many people out there in the sea of listeners you can

[00:34:53] still become extremely successful because those niches just have so many people

[00:34:59] and there's so much potential I want to give a shout out to J. Klaus

[00:35:03] who is an amazing niche creator who has had so much success in the growth of

[00:35:07] his show and of his YouTube channel by having a clear value to his audience

[00:35:12] and speaking directly to a target and maybe is seen that could be seen

[00:35:18] I think just the age of more of the generalist is over and I think we're seeing

[00:35:22] that also more on like the influencer side with brands like wanting to work

[00:35:28] with niche creators for UGC or for brand partnerships because the engagement

[00:35:33] is so much more and so I think the age of thinking of creators only as

[00:35:40] the biggest people at the top of the pyramid is really over and now

[00:35:44] I think there's going to be a lot more focus on yeah people more in the

[00:35:48] niche space and more micro creators in the future.

[00:35:51] I love it.

[00:35:52] Yeah, I'm writing here thinking as creators of the top of the pyramid is over

[00:35:56] that is right guys we are coming for you.

[00:35:58] I love it.

[00:35:59] I love those predictions.

[00:36:00] The LinkedIn B2B influencer marketing and in podcasting specialised

[00:36:04] and niche down podcast which actually goes hand in hand with what we talked

[00:36:08] with Jeremy Ns before the end of the year right we went over his whole

[00:36:12] research and he was talking how I actually the best performing that the

[00:36:16] podcast as see the most growth are those that are being very special

[00:36:20] they want to have an angle and it actually make made us consider and start

[00:36:25] talking about all right how do we maybe focus a little bit content

[00:36:29] this profit content because we've done a lot of interviews and we do dive

[00:36:33] a little bit on the story right it's a little bit has a little bit of everything

[00:36:37] to satisfy everybody right but if we want to be probably a little bit more

[00:36:40] niche down with content this profit I think with the name we can really tackle

[00:36:44] kind of what we talk about today right what are those growth strategies

[00:36:47] that are actually going to drive profit into your business or growth for

[00:36:52] you know the media effort they're putting out there so

[00:36:56] I love those and you did mention UGC a few times and every single time that you

[00:37:01] mentioned it they stop up in my head so I'm gonna share it for anybody who

[00:37:05] wants it. I was like I've never seen UGC generated content for

[00:37:11] podcasters like I haven't seen a podcasters actually

[00:37:16] being promoted you know in somebody else's Instagram as a life

[00:37:22] a day in the life of right for example let's say it's a software engineer

[00:37:26] that has some sort of micro following and you tell him hey look why don't we

[00:37:31] do some UGC kind of like add for my podcast and then he can create a

[00:37:37] video saying at day in the live of a software engineer you know I wake up

[00:37:42] in the morning play my podcast content this profit you know you get a

[00:37:46] step on top of how to grow your social media and then he just goes right

[00:37:49] and it looks super kind of like huh I wonder if that could actually work so

[00:37:54] you know I'm putting the thought out there for anybody that wants to execute it

[00:37:57] not sure if we will but if you do execute on this idea let us know

[00:38:01] I would love to hear about the results.

[00:38:03] Obviously we're not executing not because it's not a good idea because

[00:38:06] it is a great idea that's right that's more on the capacity because

[00:38:09] our publishing pyramid training is on the list of things that we want to try

[00:38:14] so you got to learn how to say no you got to learn how to say no so I'm

[00:38:18] putting it out in the universe.

[00:38:20] Well maybe what I'll propose to you is next time I come on for my

[00:38:24] residency I can film a little day in the life or behind the scenes of being

[00:38:29] a guest on content as profit we can push that out there and then we can see

[00:38:33] see what we're working with here.

[00:38:35] Yeah I love it.

[00:38:36] It's gonna be a great footage of your cell phone receiving text from maybe

[00:38:41] like Carly I'm 5 minutes late.

[00:38:42] Carly, I'm stuck in traffic.

[00:38:46] That's awesome yeah we should totally do that I think that will be absolutely amazing.

[00:38:52] You see another thing to add to the list of partnerships record

[00:38:56] at the in the live of you know the data you are going to be a guest on the

[00:39:02] list.

[00:39:03] Nice the the Gators.

[00:39:04] The great great incentive great way to get people excited about being

[00:39:08] guest when they see that but what I'm saying is exactly.

[00:39:12] Yeah right how do I told my anxiety?

[00:39:15] Yeah.

[00:39:16] Some people were like oh crap I forgot that I have this podcast let me

[00:39:20] log on.

[00:39:21] That'll be awesome.

[00:39:23] Can't wait can't wait to see and hear some results about this but

[00:39:27] Carly thank you so much does me absolutely amazing anything else we want

[00:39:30] to have before we head out.

[00:39:32] I don't think so.

[00:39:33] You crushed it as always.

[00:39:34] I crushed it.

[00:39:35] We're going to miss you our podcast next week probably when this episode comes

[00:39:38] out that the event already passed but yeah thank you Carly again for coming

[00:39:42] on and dropping some golden boulders.

[00:39:44] We'll see you in your next on a residency event.

[00:39:47] I don't know how to near an office call like that.

[00:39:49] I'm just making that up.

[00:39:50] Guys with acid.

[00:39:51] You're doing some much for Jane's and Carly's girlfriend.

[00:39:54] Pike guys go ahead and follow the show in your favorite podcasting platform.

[00:39:57] And also some media at this place.

[00:39:59] That is Rhana Carly here.

[00:40:01] Hope you move one step closer towards your goal please don't forget to share

[00:40:04] this episode and leave a five star review and if you want to make some

[00:40:08] UGC you're making content for us you know.

[00:40:11] You know what I mean?

[00:40:12] Alright see you.

[00:40:13] Bye guys.