Inside Look at Podcasting Networks: Hubspot Creator Network, Carly Baker

Welcome to our edition #8 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

In this episode, we speak with Carly Baker. She is in charge of Audience Development for Podcasts at HubSpot. Carly began her professional journey in the music industry before moving to HubSpot growing podcasts audiences for My First Million, DTC POD and many others.

Join us as we discuss:

• How to measure your Podcast success besides # of downloads

• Transitioning from Audio to Video Content

• Pros and Cons of joining a Podcast Network

• and more!

2 IDEAS FROM THE PODCAST

How to measure your podcast success besides # of downloads. 

Downloads aren’t people.

Fact: The number of downloads your podcast gets doesn't equal the number of listeners. (09:30- 10:32)

However, downloads are the best way to measure reach. 

If downloads aren’t the best way to measure success, what is?

It depends on what success means TO YOU. 

Success looks different to everyone. It comes down to the core reason why you started the show. 

For example, if your goal is to make money, traditional advertising is no longer the only way that creators can make money with a podcast.

Some other forms of monetization include:

• Private Memberships

• Digital Products

However, there are certain metrics that you follow to see if your podcast is resonating with your audience and see what to improve on, for example:

• Average Listen Time → This tells you a lot about where your audience is dropping off, what they want more from you, what they want less, and where to improve.

Should you join a podcast network?

Again, it depends. 

Ask yourself:

1. What am I unable to do for my podcast that could have an impact?

2. What marketing strategies or initiatives are somewhat effective but could improve with a team's help to truly succeed?

3. What tasks do I want to delegate and have someone else take complete charge of?

Then filter out networks based on your answers from above.

Now, before you make a decision:

→ You need to be very wary of the type of deals for a larger network.

Think about:

1. Do you want to maintain ownership of your content? 

2. Do you want to own the IP? 

3. Are you okay with working in a network where if you leave, you can't take any of the content that they produced on your behalf?

Understanding the various crucial legal aspects is essential.

Many creators have been burned by networks and lost years of their content because they left their deal early and the network maintained the rights.

1 KEY LEARNING

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