How to Attract, Convert, and Retain Podcast Listeners: Strategies from Stephanie Arakelian of Impact Theory

Welcome to our edition #18 of "Uploading" Podcast, where we go behind the scenes with creators to learn about content strategy, creation, production, distribution, growth, platforms, tools, and more.

Each week, we'll shoot over 2 valuable ideas and 1 key learning from our weekly podcast that might just change the way you see your content game.

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Your Uploading co-hosts
Blaine Bolus & Ramon Berrios

THIS WEEK’S EPISODE

This week's guest is Stephanie Arakelian, a podcast marketing expert with nearly six years of experience. She currently leads Podcast Marketing & Audience Development at the renowned media company, Impact Theory.

Join us as we discuss:

• Strategies to attract, convert, and retain podcast listeners

• Guest selection, production processes, and repurposing.

• Tips for emerging content creators.

2 IDEAS FROM THE PODCAST

Idea #1: Finding the Right Guests

Who are the guests that can have that, that can feed in, that can really give insight to our audience? 

Here’s the process that Impact Theory uses:

1. Create a Pitch Packet:

   1. Explain why you like this guest and what makes them relevant.

   2. List specific topics you could discuss with them.

   3. Include examples of the guest speaking and reasons they’re a good fit.
      

2. Approve the guest: Once you’re confident the guest will add significant value to your audience, approve and invite them.
   

3. Have them on: Record the episode in person or online. Note good moments and potential spicy clips during the recording.

Idea #2: Impact Theory Post-Production Process.

1. Post-Production:

• 1.1 Initial Editing: 

• Edit the recorded video, including segments like, "After the break, we'll discuss...", etc.

• Drafting: Draft the episode structure and flow based on the conversation and marked clips.
  

• 1.2 Show Notes:

• YouTube Show Notes: Draft show notes tailored for YouTube.

• Podcast Show Notes: Draft slightly different show notes for the podcast platforms.

• 1.3 Sponsorship Integration:

• Ad Sales Team: Add sponsor links to the show notes.

• Ad Types: Ensure video ads and audio ads are correctly placed according to the sponsor agreements.

• 1.4 Review and Optimization:

• Title and Headline Creation: Review and decide on titles and headlines for the episode.

• YouTube Thumbnail and Headline: Create a compelling thumbnail and headline for YouTube.

• 1.5 Separation and Upload:

• Content Separation: Separate and prepare the video and audio content for your respective platforms.

• Upload: The finalized content is uploaded to the appropriate platforms (YouTube, podcast platforms, etc.).

1 KEY LEARNING

How to repurpose content.

Impact Theory has found effective ways to repurpose its backlog of content and monetize it. Here's how they're making the most of their existing episodes:

1. CaaS (Content as a Service)

Impact Theory replays archived content with themed episodes in another podcast called “Extra Impact” — covering business, relationships, finance, and more — to keep it fresh for new listeners and leverage evergreen topics like health and business. They charge a monthly fee and upload an additional episode each week.

2. ITU (Impact Theory University)

Impact Theory University (ITU) is Impact Theory’s online learning platform.

ITU offers exclusive courses on mindset, entrepreneurship, and business strategies.

In addition to courses, ITU features live talks with Tom (Co-Founder of Impact Theory), one-on-one sessions, and a community for discussions and feedback. 

They charge a monthly fee for access to all lessons, 1:1 sessions, and AMAs with Tom.

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