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

13 mar · Uploading

00:36:30

About The Episode:
This episode is all about how to grow podcasts and the power and inner workings of podcast networks. Carly Baker, who has worked across community, creator partnerships, and audience developement for Hubspot Podcasts joins us to break down the ins and outs -- including how to grow through strategic partnerships, niche audiences, and diverse monetization paths. We uncover strategies to better leverage your podcast's potential, understanding audience behaviors, navigating the podcast SEO landscape, and provide a blueprint for emerging creators aiming to amplify their reach and impact.

Today, we'll cover:
- The inside track on joining a podcast network and how it can benefit emerging creators.
- Crucial tips for understanding and negotiating network deals to safeguard your creative control.
- How to use the 'network effect' to expand your podcast's reach and create a buzzing private membership.
- Carly's professional take on what makes a podcast stand out to networks like HubSpot.
- Unpacking the rise of YouTube-first podcasts and the impact of SEO on your show's visibility.

What You'll Learn
1. Podcast network benefits for creators
2. Legal implications in network deals
3. Leveraging network effects for growth
4. Vetting criteria for HubSpot network
5. Podcast discoverability and SEO strategies
6. Evolving podcast monetization methods
7. Social selling on B2B platforms

Timestamps
00:00 Increased focus on partnership-based growth in industry.
05:53 Brands struggle with reach vs. trust, audiences.
07:24 Serving diverse audiences, intentional growth, niche content.
11:23 Podcasting monetization is a slow burn.
15:01 HubSpot has a YouTube network and accelerator.
20:02 Advocate for yourself, understand deal terms. Be cautious.
21:16 Leveraging creator networks for podcast monetization strategy.
27:24 Focus on audience, high production value on YouTube.
28:28 Exploring video content tips for beginners.
32:25 TikTok star stays authentic despite rapid fame.
35:00 LinkedIn will be future platform for B2B.

Partnership-Based Growth Strategies: "What I'm loving seeing now is 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, comarketing approach to shows that have guests, 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."
— Carly Baker [00:03:09 → 00:03:45]

Content Strategy for Brands: "So I think when it comes to starting a new show, it's much harder to have a very broad audience. You should have three kind of audiences or personas that you're thinking about. So you have the core audience, which should be the audience that you want all of your content to resonate with... the secondary audience, which has some overlap with the core, but might be straying a little bit further... and then you have what we like to call the transformational audience... 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 going to see explosive growth."
— Carly Baker [00:07:12 → 00:07:24]

Growth Strategies in Podcasting: "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 going to be a really good way to continue with growth."
— Carly Baker [00:07:24 → 00:07:38]

The Evolution of Podcasting in Content Marketing: "We have a YouTube network. 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 what brought my first million to us. And with that acquisition and with having my first million, the conversation was, well, we should start a network, why should we not start a network?"
— Carly Baker [00:15:01 → 00:15:28]

Joining a Podcast Network: "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 one. Number two, 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 three, what do I want help with? What would I want to 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 three big pillars, then that's going to help you filter out networks."
— Carly Baker [00:18:15 → 00:19:13]

Navigating Content Ownership in Media Deals: "You need to think about if you want to maintain ownership of your content, if you want to 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."
— Carly Baker [00:20:24 → 00:20:39]

Maximizing Creator Networks: "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 six out of ten of the shows, those folks have very successful private networks or private memberships, 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."
— Carly Baker [00:21:35 → 00:22:00]

Evaluating Podcast Partnerships: "Are they bringing on diverse voices? We look at 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, those different types of things?"
— Carly Baker [00:23:37 → 00:23:52]

Content Strategy for Emerging Platforms: "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."
— Carly Baker [00:27:30 → 00:27:38]

The Evolution of Content Creation: "Right? Like they're seeing you, they're seeing your set, they're seeing your mannerisms. 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."
— Carly Baker [00:28:28 → 00:28:53]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Carly Baker - Listener Acquisition Manager at HubSpot

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Episódios

#25 - Why Every Founder Should Create Content
6 nov· Uploading
About the Episode:
Chris Savage is the co-founder and CEO of the video marketing platform Wistia. He is a key figure in the video content space and personal brand, having famously scaled his company to over $50M a year in revenue, without outside investors.
Chris is also a content creator, regularly sharing insights from his entrepreneurial journey on LinkedIn and hosting the podcast Talking Too Loud.
In this episode of “Uploading…,” Chris discusses the evolution of video content, the impact of AI on content creation, and the enduring importance of authentic storytelling. He also shares lessons learned from Wistia's growth, his content creation process and workflow, and strategies for building a strong personal brand as a founder.
Today, we'll cover:
- The evolution of video content and the impact of AI on content creation
- The significance of trustworthiness and authenticity in an AI-driven content landscape
- Adapting to audience expectations and leveraging various content formats
- Chris Savage's journey as a content creator and the value of personal branding for founders
- Strategies for creating engaging content, setting realistic goals, and avoiding burnout
What You'll Learn
1. Evolution and Future of Video Content
2. AI’s Impact on Content Creation
3. Personal Branding for Founders
4. Content Creation Strategies
5. Content Workflow
6. Podcast Content Strategy
7. Strategic Goal-Setting
Timestamps
00:00 Chris Savage’s background and company
04:51 Evolution of video tech and production
06:59 Impact of AI on video content creation
13:53 Importance of content creation for founders
17:44 Chris Savage’s content funnel
20:14 Tips on getting started as a content creator
22:41 Creating content for personal brand vs business brand
25:34 Chris Savage’s content workflow and team
27:27 Strategies for growing a podcast
31:44 Importance of goal framing on success
Evolution of Video Tech: “Basically what keeps happening is that new technology comes out that makes it tremendously cheaper and easier to make video. And then the uses of video magnify and the expectations magnify." — Chris Savage, 00:05:17 → 00:05:27
Role of Founders in Business Growth: “I think there's a good question every founder should ask themselves, which is like, what's the thing that I can uniquely do that is going to add value?” — Chris Savage, 00:15:22 → 00:15:35
Trust in the Age of AI: "So I think while you should be using AI to aid in your content creation, you need to find ways to make sure that human beings that you can connect with are still really there." — Chris Savage, 00:10:10 → 00:10:23
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How to Reach 100K+ Followers and Land Your Dream Content Job
2 out· Uploading
About the Episode:
Jay Yang is a content creator with over 100,000 followers and the Head of Content for Noah Kagan, founder of AppSumo. At only 18 years old, Jay has already made a significant impact in the world of content creation while still attending university.
In this episode of “Uploading…,” Jay shares his journey from experimenting with various online projects to landing an opportunity to work with Noah Kagan using his TAG method. He discusses his content creation process, balancing his work with education, and overcoming imposter syndrome. Jay also shares insights into his upcoming project on creating accessible social content templates for beginner creators.
Today, we'll cover:
- Jay Yang's content creation and audience growth frameworks
- How to land high-profile opportunities using Jay Yang’s TAG method
- Overcoming imposter syndrome and embracing the learning process in content creation
- Benefits of social content templates for beginner creators
What You'll Learn
1. Target-Audit-Gift Method
2. Importance of Empathy and Pre-Work
3. Content Creation and Repurposing Strategies
4. Content Testing and Metrics
5. The “Name Test”
6. Top-Down Approach to Content Creation
7. Bottom-Up Approach to Content Creation
8. Benefits of Using Content Templates
Timestamps
00:00 How Jay Yang got into content creation
03:03 Jay Yang’s “portfolio of failure,” TAG method
06:42 Key learnings from working at Beehiiv
09:59 How to land an opportunity with your favorite company
14:38 Optimizing Noah Kagan’s content workflow
17:27 Quantitative approach to marketing; content testing
21:10 From experimentation to building a content engine that works
24:13 Overcoming imposter syndrome in content creation
28:02 Benefits of using social content templates
Mastering Empathy in Business: “I think the greatest skill you can learn as a marketer, a creator, an entrepreneur, even just as a person, is empathy and being able to place yourself in someone else's shoes.” — Jay Yang [00:08:00 → 00:08:10]
Keys to Building Professional Relationships: “I think that strategy of where most people ask, how can I help you? Or what can I do to work for you for free? The problem with that approach is that by asking, without showing, you're actually making the other person do more work to figure out who you are and if you're any good and what you can actually help with... And so the question that I ask myself, and I encourage people listening to this to ask is, how can I make this a no brainer for the other person? And that kind of ties back into that empathy, right? Putting yourself in the other person's perspective... To work with your favorite entrepreneur or company, basically, you need to show two things, that, number one, you want the job, and number two, that you can do the job. And the best way that I believe you can do that is to do the work upfront, to use the TAG method, to do what I like to call pre-work. And I think the coolest thing about this approach is you don't have to have any experience or, you know, credibility or a degree." — Jay Yang [00:12:46 → 00:13:13]
Overcoming Impostor Syndrome in Content Creation: "I only have to be one chapter ahead of the textbook of life. Like, you don't have to be the guru preaching at the top of the mountain. You just have to be one or two steps ahead of the people behind you and the people you're sharing content to. So that's kind of what I'm realizing is, as I grow my brand, I'm not trying to be the professor at the front of the class. The way I like to view myself is as that kid in the back sharing his notes with the rest of his classmates." — Jay Yang, [00:25:21 → 00:25:49]
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Rhythm, Hooks, and a Billion Views: Kane Kallaway’s Short-Form Video Content Secrets
28 ago· Uploading
About the Episode:
Kane Kallaway is a content creator specializing in tech, AI, and cult brands with over 550K followers and 1B+ views. Founder of WavyStudios, Kane helps companies enhance their video content for audience growth and conversions. He also leads WavyWorld, a community/course on short-form storytelling, and shares insights into the creator entrepreneur world through his newsletter Blueprint.
In this episode of “Uploading...,” Kane shares his strategies and workflow for creating engaging short-form video content. He discusses the importance of creating curiosity loops, placing strategic hooks throughout the video, and tailoring content to each platform's unique consumption experience.
We discuss at length Kane’s content creation process, where he finds his ideas, how he chooses relevant topics and writes scripts with his unique angle, why rhythm and pacing are important in video editing, and how all these factors in creating an engaging short-form video content which then drives his audience to longer-form content where conversion happens.
Today, we'll cover:
- The importance of curiosity loops and strategic hooks in engaging audiences
- Crafting the perfect rhythm and pacing for soothing, engaging videos
- Tailoring content for different platforms and their unique consumption experiences
- Kane's workflow for idea generation, scripting, recording, and visualizing content
- Leveraging short-form content to nurture audiences and drive conversion to long-form formats
What You'll Learn
1. Short-form vs. Long-form Videos
2. Storytelling Techniques
3. Personal Brand Building
4. Audience Engagement and Conversion
5. Content Creation Workflow
6. Video Idea Generation
7. Video Editing Process and Tools
Timestamps
00:00 Kane Kallaway’s journey from consultancy to full-time content creation
03:44 Choosing a content type, topic, and platform for online growth
07:48 Content evolution, brand deals, short-form vs long-form content
11:41 Creating native short-form content vs repurposing long-form videos into clips
18:45 Kane Kallaway’s 5-step content workflow, from ideation to editing
25:12 How to hook and rehook the audience throughout a video
30:32 The importance of rhythm, pacing, and visuals in video editing
35:19 Kane Kallaway’s tools and software for video recording and editing
Short-form vs. Long-form Content: “The fragility of the audience with short form cannot be overstated. It's like it takes hundreds if not thousands of reps of a short-form video in front of somebody on Instagram or on TikTok for them to actually understand who you are and, like, buy into you. I had this framework called content minutes, which is like, let's assume for someone to go from a stranger to a superfan level, it takes like 90 minutes of your content watched. Well, if you're making short-form video and the average one is watched 20 seconds long, that's 270 videos they would have to watch to hit that bar and become a superfan versus a podcast. If they listen to the whole hour, it's like two podcasts.” — Kane Kallaway [00:09:27 → 00:10:05]
Newsletters as Content Idea Source: “So the first piece of finding what's interesting, I just am constantly scanning, and I find for the videos I make, which is like business of culture, tech stuff, email newsletters are the best place for me to find topics because they're already a curated filter on everything. So if I didn't have email newsletters, I would have to go to like TechCrunch, The Verge, Business of Fashion, Entrepreneur.com, whatever the sites are. I'd be scanning like 30 sites. And you can use something like FeedLIVE to do this, but I've tried it and there's a lot of noise, there's not enough signal, it's like way too much noise. And so what I find is email newsletters, people who have actual businesses designed to filter the bad stuff out, curate just what's interesting. And so I subscribe to like ten or twelve newsletters that I love.” — Kane Kallaway [00:19:48 → 00:20:29]
Video Script Structure: “Most people think of videos as like a hook, the body, and the conclusion. I think of it like a hook, there's a dance, and in that dance, you have context and conflict, which is basically just set up, rehook. Set up, rehook. Set up, rehook. You're trying to rehook them. Then at the very end, I tried to hook them again with, like, the ending so that they share it.” — Kane Kallaway [00:23:11 → 00:23:28]
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The Art of Going Viral: Content Lessons from Dakota Robertson, Founder of Growth Ghost
14 ago· Uploading
About the Episode:
Dakota Robertson is the founder of Growth Ghost, a social media ghostwriting business with high-profile clients that include best-selling authors, prominent influencers, and 7 and 8 figure entrepreneurs. He scaled this venture to generate $30,000-$50,000 per month within its first nine months, then transitioned to his current role as a personal brand consultant after two successful years.
Now with an audience of over 550,000 followers and generating monthly earnings exceeding $100,000, Dakota's mission is to help others to achieve freedom and make an impact through their content and online businesses. He offers a free personal branding course for creators, coaches, and business owners.
In this episode of DTC Pod, he shares his strategies for creating viral content, emphasizing the importance of sharing personal experiences, addressing pain points, and providing actionable advice to connect with audiences. He also discusses his ‘what-why-how’ writing framework, his content repurposing workflow, and the value of ghostwriting for those who struggle with content creation.
Today, we'll cover:
- The art of simplifying your message and leveraging psychology in copywriting to create compelling content
- The critical roles that relevance and curiosity play in content consumption and purchasing decisions
- Dakota Robertson's proven "what, why, how" framework for creating highly engaging content
- The growing importance of ghostwriting in the social media space and how it can help clients achieve their goals
- Strategies for building a content funnel to nurture relationships and convert followers into customers
What You'll Learn
1. Techniques for Creating Engaging Content
2. Social Media Growth and Ghostwriting
3. Content Creation Workflow
4. Repurposing Content
5. Building a Personal Brand
6. Relevance and Curiosity in Content
7. The “What, Why, How" Framework
8. Funnel Strategy and Long-Form Content
Timestamps
00:00 Dakota Robertson’s background
02:22 How Dakota Robertson started on socials
05:15 Two important copywriting lessons
07:24 Inciting relevance and curiosity in social content
10:47 Dakota Robertson’s what-why-how framework
14:19 On ghostwriting as a career path
16:08 Creating content yourself vs employing a ghostwriter
19:18 Dakota Robertson’s content workflow
22:41 Ways to think of content ideas
25:06 How to create a transparent relationship with your audience
29:23 Sales funnel offers and how to convert with content
Understanding the Audience’s Pain Points: “Imagine you're in a desert and you have no water. It's scorching hot. You've been walking for days, and then someone has a little water bottle. How much would you pay for that? You’d probably empty your entire bank account. Opposed to, if you're just walking on the street, you're not thirsty, you're fine. It's like, you probably won't even buy it. The only difference is the context of the pain you're in. So something is showing, ‘Hey, like, I can solve this pain point for you,’ then it's gonna be more relevant to the person.” — Dakota Robertson [00:08:30 → 00:09:02]
Creating and Sharing Personal Content: “I find a lot of people in business, they're so focused on, you know, giving value and actionable stuff, and they totally neglect the personal side of things. So I think there should be more of a focus on personal stories, worldviews, and opinions, even if it's polarizing, because that's the stuff that's gonna make people love you, even if it means other people hate you.” — Dakota Robertson [00:24:44 → 00:25:06]
Impact of Long-Form Content on Conversion: “If someone consumes a three-second tweet, it's like, okay, but if someone consumes a ten-minute YouTube video, you're taking up more real estate in their mind, and you're nurturing that relationship way more because they can see and hear you. And that's the stuff that converts way better, is long form. So I'm always thinking about how can I convert my short-form content to long-form and ideally get them on my newsletter so they can have a direct line of access?" — Dakota Robertson [00:32:01 → 00:32:29]
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Blaine Bolus - Co-Founder of Castmagic
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Dakota Robertson - Founder of Growth Ghost
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Why Every B2B Founder Needs to Be On LinkedIn Yesterday & How to Catch Up Fast
31 jul· Uploading
About the Episode:
Tommy Clark is the founder of Compound Content Studio, an agency that helps B2B companies scale their content engines, especially on LinkedIn.
Tommy has a background in fitness coaching and B2B social media, and now specializes in helping founders and marketers effectively use LinkedIn to reach their target audiences. He also writes a newsletter called "Social Files," which provides deeper tactical insights into B2 content creation and strategy.
In this episode of Uploading, Tommy shares key strategies for B2B founders to effectively harness LinkedIn as a powerful content marketing platform. These include how to create a strong hook, what types of content to double down on, and why it’s important to engage with other users.
We also explore the power of polarization in content and the significance of defining your "why" when building a personal brand on LinkedIn.
Today, we'll cover:
- How to create a successful LinkedIn content strategy for your business or personal brand
- Practical tips and strategies you can immediately implement to improve your LinkedIn presence and engage your ideal customers
- Key actions to build momentum on LinkedIn, including consistency and engagement
What You'll Learn
1. Brand Positioning and Content Focus
2. LinkedIn Content Funnel System
3. LinkedIn Content Formats and Hooks
4. Strategies for LinkedIn Content Creation
5. How to Get Started Posting on LinkedIn
6. LinkedIn Algorithm and Engagement
Timestamps
00:00 Tommy Clark’s background, how he found his way to the B2B content landscape
03:28 Why LinkedIn is ideal for B2B marketing
06:28 How founders can get started on creating content for LinkedIn
10:38 Figuring your why in content creation and how you should position your brand
15:19 What kind of content should be your first post as a founder
17:25 LinkedIn post types that perform well
20:21 Text on LinkedIn, how to create effective LinkedIn hooks
26:42 LinkedIn algorithm, strategies to get more traction on LinkedIn
Why B2B Companies Should Focus on LinkedIn: “For a lot of B2B SaaS companies or just B2B companies in general, the effort that it would take to win on TikTok or another social platform is so much higher than the effort that it would take to do LinkedIn well because your audience is just hanging out there all day and they want to consume business-related content." — Tommy Clark, [00:04:07 → 00:04:23]
Building a Content Marketing Funnel: “If you're a founder, it's like, what type of content do you want to be known for? And then once you have that idea figured out, then what I like to do is break it up into what I call a content funnel. So top-of-funnel, middle-of-funnel, bottom-of-funnel content. It's a good way to organize the way you think about the types of posts that you're making." — Tommy Clark, [00:07:41 → 00:07:58]
How to Get Started on LinkedIn Content Creation: “If there's a client that we work with that has been totally dark on LinkedIn, or maybe they've posted like twice in the past two years, but they're going to start posting again because they've seen this podcast or they've seen someone else's content around how posting as a founder is super beneficial, what I would do is just make an intro post, like a quick context, or give some quick context on your backstory. Say why you're going to start posting, and then give your audience an idea of what to expect."— Tommy Clark, [00:15:17 → 00:15:43]
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The Remote Solopreneur’s Guide to Creating Systems and Content that Win Over Lighthouse Clients
27 jun· Uploading
About the Episode:
Ken Yarmosh, founder of "The Club," is an entrepreneur and business coach focused on helping consultants, solopreneurs, and founders build scalable systems and improve sales. He authored "App Savvy," which has sold over 12,000 copies.
Ken was also the CEO of Savvy Apps and currently works as a Fractional COO for companies like Content Growth.
In this episode of "Uploading...," Ken reveals the secrets behind creating scalable systems that drive business success. He introduces the mnemonic DTA—Document, Template, Automate—as a key strategy for freeing up time for high-impact tasks. He also covers why marketing, sales, and client delivery are the lifeblood of any scalable offer and how to hyper-target your ideal "lighthouse clients."
Ken shares his content strategy, particularly how he came up with the category "remote solopreneur" on LinkedIn and the effectiveness of daily publishing and repurposing content for conversion.
Today, we'll cover:
- Ken’s system for business growth: Document, Template, Automate (DTA)
- How to identify and target lighthouse clients
- Ken’s LinkedIn content workflow for daily publishing and engagement
- The significance of focusing on conversion over virality in social media content
- Challenges and benefits of building a remote agency
What You'll Learn
1. Definition and Importance of Systems
2. Content Strategy and Workflow
3. Targeting and Client Engagement
4. Business Growth Strategies
5. Remote Work Benefits and Challenges
Timestamps
03:19 Lessons from going against conventions in building a business
07:21 Business systems — what are they and how to build one
11:08 Framework for assessing challenges within businesses as a consultant
13:28 How to turn your skills into an offer that gets you clients you want
19:09 Looking at competitors, alternatives, and lighthouse clients
22:20 Building a business through content as a solopreneur
27:20 Virality vs conversion in social media
28:34 Ken Yarmosh’s content workflow, from ideation to repurposing
The Future of Knowledge Work: "I do believe that we're going to be more powerful as knowledge workers, combining tools and AI with those knowledge workers, I don't think it's just like, hey, content marketers are going to be replaced by Castmagic or AI. I think that content marketers are going to find new lanes. It's called creative destruction." — Ken Yarmosh [00:08:08 → 00:08:29]
Scaling Business Post-Automation: "The systems allow us as business owners to scale and to have control over that scale because we say, I'm not just gonna go replace this with another person." — Ken Yarmosh [00:09:03 → 00:09:13]
The Three Pillars of Business Success: "When I look at most businesses, not saying all businesses, but most businesses, they largely are going to be driven by three systems: marketing, sales and client delivery." — Ken Yarmosh [00:11:44 → 00:11:55]
Hyper-targeting Lighthouse Clients; “ A lot of the targeting is so generic, right? Title revenue and headcount, those are, that's a lot what people do to define their ICP. And I say the lighthouse client, we go deeper into things like the psychographics, right? How do they think? What are their pain points, the exegraphics? How does the company perceive themselves?” — Ken Yarmosh [00:15:09 → 00:15:27]
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Ramon Berrios - Co-Founder of Castmagic
Ken Yarmosh - Business Coach at The Remote Solopreneur
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The Kopywriting Formula: Neville Medhora on AI, AIDA, and Beyond
12 jun· Uploading
About the Episode:
Neville Medhora is known as the Copywriting guy. He has been creating content on the internet for almost 20 years. His earlier works include NevBlog, one of the first financial blogs online. Currently, he serves as a Copywriting Advisor for companies like Appsumo and The Hustle. He is also the owner of CopywritingCourse.com and SwipeFile.com, two leading resources for anyone looking to master the art of copywriting.
In this episode of "Uploading…,” we explore what it means and what it takes to write good copy, how to write stuff that people will want to read, and how online content is evolving with AI. Neville shares essential copywriting techniques like the AIDA framework, the role of stories in content, and the importance of conciseness.
Today, we'll cover:
- How AI is reshaping copywriting and where human creativity still reigns supreme
- Tips for creating viral, high-performing copy based on the AIDA framework
- The importance of conciseness and working backward in copywriting
What You'll Learn
1. Characteristics of High-Performing Copy
2. Tone of Voice and Audience Understanding
3. Role of AI in Copywriting
4. Storytelling and Content Effectiveness
5. AIDA Framework for Better Copy
6. Conciseness and Clarity in Copywriting
Timestamps
01:23 From learning how to write copy and training others to do the same to investing in Copy.ai
04:49 Strategies for writing copy for different companies, different audiences
10:25 Three levels of copywriting and the impact of AI on each
15:30 The inevitability of AI involvement in content creation, how AI-human dichotomy in content will dissolve over time
18:41 Writing copy for short-form video
21:36 Storytelling frameworks for short-form and long-form content
23:58 How to write a sales copy that converts, why a good copy does not necessarily tell a story
30:10 AIDA copywriting formula — how it helps writers weave a proper argument for people to take action
33:52 The essence of “kopywriting,” getting information from one brain to another
37:09 What novice copywriters get wrong and how to avoid them
41:32 Why good copywriting means simplifying complex ideas
The Future of Content Creation: "I think for the most part, for most content, people are just going to assume some AI was involved and it'll just be like, not a thing. Like, no one's going to care." — Neville Medhora [00:16:05 → 00:16:59]
AIDA Framework for Better Copy: “Using the AIDA form is just a way to at least get, um, a properly done argument for whatever you're selling, whether it be an idea, whether it be a product, that's, that's what the AIDA is. And it's extremely powerful. People try to do all sorts of variations, but it's basically built off of that same framework, same attention, interest, desire, action. Simple. — Neville Medhora [00:33:04 → 00:33:22]
On Going Beyond Traditional Copywriting: “If you're a copywriter that could just write words, that's. That is powerful. But if you could also generate your own custom images and thanks to AI and stuff, it's a lot easier. And then if you also put all those thoughts into videos and make it compelling, you could probably get in front of a lot more people. And whatever tools that come out, I'm willing to use them. So copywriting is not just like putting pen to paper all the time. And yes, there's, like, scripts behind certain things, but also it's like, let's use any tool available to us to transmit information from one brain to another.” — Neville Medhora [00:35:02 → 00:36:08]
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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Neville Medhora - Owner of Kopy Group, LLC (CopywritingCourse.com / SwipeFile.com)
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How to Attract, Convert, and Retain Podcast Listeners: Strategies from Stephanie Arakelian of Impact Theory
30 mai· Uploading
About the Episode:
Stephanie is the Podcast Marketing and Audience Development Specialist for Impact Theory — a podcast hosted by Tom Bilyue that currently has 4.2 million subscribers on YouTube — and the Marketing Advisor for Great Pods.
Before working on Impact Theory she was the: Marketing Director for Innovations 4 Health, President and Founder of a social media marketing agency called Dimont Media, and VP of Marketing and Audience Development for the podcast network CurtCo Media.
In this episode, Stephanie Arakelian shares her insights on podcast marketing and audience development, drawing from her experience of over 5 years in the podcast industry. From effective content repurposing to creating a podcast that converts, Stephanie breaks down key strategies for achieving success in the evolving podcast landscape.
Today, we'll cover:
- The contrast between YouTube and audio podcasts and how to cater to each audience
- The importance of community building and focusing on one platform at a time
- How to effectively repurpose old content using AI for business growth
- The importance of understanding your "why" when creating content
What You'll Learn
1. Content Creation and Goal Setting
2 Podcast Platform Specialization
3. Podcast Content Repurposing
4. Building a Podcast Community
5. Podcast Monetization
6. Audience Understanding and Content Analysis
7. Podcast Advertising and Listener Experience
8. Podcast Production Process
9. Podcast Industry Growth and Challenges
10. Funnel Strategy for Audience Engagement
Timestamps
01:31 Podcast marketing for startup and established networks
02:53 What Impact Theory is all about
04:11 The importance of treating YouTube audience separately from audio audience
07:33 How podcasts grew, analyzing podcast data, how to make a podcast stand out
10:56 Podcast analytics, how and what to measure, adjusting strategy based on data
13:18 Turning podcast listeners into fans, fans into evangelists
16:29 Strategies for placing ads on podcasts
19:45 Impact Theory’s podcast workflow, from guest selection to publishing
23:27 Repurposing podcast content — replays, mashups, special clips
27:11 Impact Theory University as a hub of growth mindset
29:20 Content strategy for Impact Theory podcast and university
31:14 Stephanie’s growth tips for emerging podcast creators
Understanding Different Podcast Audiences: "And then what was really interesting when we dove into the podcast side of it is breaking out their YouTube audience versus their audio audience, because they are separate. And that's one of the things that I'm trying to implement into the industry, is to show people, as podcasts are moving into the YouTube space, that you have to treat them separately because your audiences are not going to be the same. YouTube is still the number one most-played listening platform for podcasts, but it's a completely separate audience." — Stephanie Arakelian [00:04:10 - 00:04:37]
Maximizing Listener Retention: "So anything over about an hour and a half, hour 45. We will split into two episodes to make that a better listening experience so that people feel like they're getting, you know, a decent amount in the chung, enough information in there, and then when they come back, they get another part of the conversation, and that's good for listener retention, listen rates, ad sales, everything. And so we've seen a huge spike in our downloads because of that." — Stephanie Arakelian [00:17:59 → 00:18:23]
Why New Podcasters Should Rethink YouTube: "I think that confusing content creators right now, if you do, are not already familiar with YouTube, and this is an unpopular opinion, I say that new creators should not try and push their podcast on YouTube unless you have no expectations for it, because it's a whole other ballgame, right?" — Stephanie Arakelian [00:32:16 → 00:33:25]
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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Stephanie Arakelian - Podcast Marketing & Audience Development at Impact Theory
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The #1 Startup Coach in the World, Alisa Cohn, Reveals How to Get High-Profile Clients through Content
15 mai· Uploading
About the Episode:
Alisa Cohn is a globally recognized coach who specializes in guiding startup CEOs, executives, and board members. Her proficiency has earned her prestigious titles such as the #1 Startup Coach at the Thinkers50 Marshall Goldsmith Leading Coaches Awards and one of the Top 30 Global Gurus for Startups.
Alisa's clientele list reads like a who's who of the entrepreneurial world that includes Tim Ferris and companies like Venmo, Foursquare, InVision, Etsy & The Wirecutter. Big corporations including Pfizer, Novartis, Dell, Hitachi, IBM, Calvin Klein, Tory Burch, and The New York Times have also sought her expertise.
In this episode of “Uploading…,” Alisa Cohn shares how she leveraged her content and online presence, particularly on LinkedIn, to build a personal brand that catapulted her career in coaching.
Today, we'll cover:
- Alisa Cohn’s early journey in content creation through her email newsletters and their evolution into major publications
- Alisa Cohn's strategy for content creation, maintaining high engagement on LinkedIn, and leveraging this to fuel her coaching practice
- The transformative impact of personal branding on LinkedIn for establishing credibility and enhancing business opportunities
- Insightful tips on managing resistance to feedback and the crucial balance between intention and impact in communication
- Stories of transformation with clients, highlighting a founder’s journey to overcoming unconscious doubts and achieving company growth
What You'll Learn
1. Importance of Content Creation
2. How to Build an Online Presence
3. Leveraging Personal Brand through Social Media
4. Building Resilience and Self-Belief in Clients
5. Strategies for Effective Leadership and Growth
6. Benefits of Mentorship and Continuous Improvement
Timestamps
01:38 How Alisa Cohn found her way to coaching
04:02 Transitioning from corporate to coaching career
09:14 Alisa Cohn’s content strategy and writing career journey
12:10 How building your personal brand leads to opportunities
16:29 Details about Alisa Cohn’s book, "From Start-Up to Grown-Up"
18:42 Starting a podcast, interviewing entrepreneurs
19:05 The importance of self-belief and grit for founders
24:59 360 feedback, marrying intention with impact
27:08 Alisa Cohn’s advice for coaches looking to scale their business
Importance of Testing Ideas and Getting Feedback: “My advice to everybody is to just be on the lookout for the things that resonate with people and then begin to try them on whatever social, you know, medium of your choice helps you to test out your ideas. Because you have to be testing out your ideas and also getting feedback, which is this is not a good idea or this is a good idea in order to really see what's going to resonate with your audience. — Alisa Cohn [00:11:19 - 00:11:40]
Necessity of Self-Belief and Grit for Leaders: “You have to have self-belief, and that may sound simple, but a lot of people are suffering with imposter syndrome or insecurity or lack of confidence, and then they don't even try. So one thing about high performers, and certainly founders, is they are triers. They will try and combined with that, they have the grit to overcome obstacles because there are many, many, many obstacles on the way to success. So you have to kind of realize and not be daunted and afraid and upset by failure, setback, obstacles along the way. So I think that mindset is super important. There's no substitute for elbow grease. You must have, you must be able to work hard and have stamina to work hard. And you've got to create a community around you.” — Alisa Cohn [00:19:49 - 00:20:30]
Challenges of Leadership and Feedback: "You think, you know, you have this idea, you pretty sure you know what you're doing, and you have strong personalities, and in the best way, you've got conviction. So it's hard to listen to other people sort of tell you that there might be something else you're not seeing." — Alisa Cohn [00:24:33 → 00:25:17]
Marrying Intention with Impact: "Because you're the expert on your intention, but everybody around you is the expert on your impact, and so it's really important to be able to marry that intention with that impact." — Alisa Cohn [00:25:32 → 00:25:44]
Building Skills and Community in the Social Media Age: "So step one, get great at your craft. So you need to have reps, you need to have clients, whether it's for free, whether it's only not a lot of payment, like not a high fee, you don't have to, like, the first step is to get clients one way or the other in order to get reps and to get practice at your craft, to get better at your craft, find a mentor, find your own coach to really help you have that confidence of being great. And then I certainly think in the age of social media, you've got to find a way to get, to get attention by sharing your ideas. So you could build your own community, you could join another community, you could post on social media." — Alisa Cohn [00:27:09 → 00:27:45]
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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Alisa Cohn - CEO of Alisa Cohn & Associates, Inc.
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From 1 to 100,000 YT Subscribers with ContentCreator.com's Anthony Gallo
8 mai· Uploading
About the Episode:
Anthony Gallo, through his online course business ContentCreator.com, has helped over 100,000 students start creating content with just their smartphones.
In this episode of "Uploading…," Anthony Gallo shares the strategies that underpin ContentCreator.com's success. He highlights the importance of focusing on simplified, repeatable content creation methods, such as consistent YouTube video production and social automation for lead generation.
Anthony also discusses the significant influence of targeted advertising and developing humorous, unconventional ads to scale paid media effectively. He illustrates how leveraging community support and direct mentorship accelerates learning and success, especially for those just starting in the content creation landscape.
Today, we'll cover:
- The fastest strategies to gain your first 1,000 followers/subscribers within 30 days
- Effective strategies like ads, social automation, and consistent content creation as pillars for growth
- How to recognize ineffective content and tips for achieving content market fit
- The advantages of leveraging community support and skilled professionals to accelerate growth
- How simplicity and sticking with a proven monetization strategy can dramatically increase your income potential
- Anthony's key advice on using humor and value in ads to scale paid media efforts efficiently
What You'll Learn
1. Importance of Strategy and Simplification in Content Creation
2. Market Segmentation and Audience Targeting
3. Educational Resources and Community Support
4. Indicators of Successful Content Creation
5. Revenue Generation and Monetization Techniques
6. Advertisement and Paid Media Scaling
7. Use of Personal Influence and Brand Strategy
Timestamps
04:31 Turning passion about content creation into sustainable income
07:42 Defining ContentCreator.com’s primary target market
10:57 How to structure course content for creators for maximum impact
14:39 Microtribes, what they are and how to create one
15:58 Ways to measure success for different types of content creator
18:45 Strategies for creators who want to grow their brands and businesses
23:14 Understanding content packaging, creating content that your audience wants
25:59 How to start growing your business on YouTube
29:38 Outsourcing and incentivizing growth-oriented leadership roles
32:32 Secrets to skyrocketing growth with paid ads
Keeping Content Creation Fun: "Because definitely in the content world, like, if you're getting started and you put yourself in this situation where your passion and your enjoyment isn't aligned with your end goal, you're gonna quit." — Anthony Gallo [00:16:35 → 00:16:45]
Leveraging YouTube for Business Growth: "What you need to do is recognize how valuable of an opportunity YouTube is, map out how you're going to use it, hire a killer, and let them know that they could potentially make $500,000 a year because that's totally possible in the realm of YouTube monetization, using it as a marketing pillar to grow your brand, they can make that." — Anthony Gallo [00:30:30 → 00:30:51]
Building a Recurring Revenue Model: "Most great businesses are recurring, or they're built off of having a customer buy not one, but multiple things." — Anthony Gallo [00:33:59 → 00:34:06]
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Blaine Bolus - Co-Founder of Castmagic
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Anthony Gallo - Co-Founder of ContentCreator.com
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Navigating the Intersection of Ads, Sales, and Content Creation with Chase Barmore
1 mai· Uploading
About the Episode:
Chase Barmore is an Account Executive at Hyros, an ad tracking & AI optimization software for 3000+ global businesses with $3.5B in ad spending. Some of their clients are Tony Robbins, Click Funnels, Playboy, and Grant Cardone.
Chase is also the co-host of Sales Players, a podcast for top players in the B2B sales space.
In this episode, we explore how you can create and track top-performing ads for your info products, coaching, and consulting services. We also tackle why creating a podcast in the B2B space is a great idea and how can you leverage your job to create content.
Today, we'll cover:
- Chase Barmore's journey from burning cash on ads to streamlining ad attribution with Hyros
- Why understanding ad attribution is critical for content creators and how Hyros solves common challenges
- The power of using content, like a podcast, as a tool for strengthening sales and networking
- Insights on building a sales strategy in today’s content-rich environment and why inbound leads are crucial
- Actionable steps for content creators to transition into successful course and product offerings
What You'll Learn
1. Ad Tracking and Attribution
2. Inbound Marketing and Sales Strategies
3. Sales Process and Integrated Tracking
4. Leveraging Podcasting for Business Growth
5. Leveraging LinkedIn for Sales and Networking
6. The Intersection of Content Creation and Sales
7. Roadmap for Content Creators in Sales
Timestamps
04:07 About the ad tracking and attribution software, Hyros
05:53 Identifying top-performing traffic sources and conversion points with Hyros
07:38 Essentials for creators running an ad for the first time
11:04 Getting into podcasts about SaaS sales with Jesse Woodbury
11:52 Networking, building a personal brand on LinkedIn
13:10 Leveraging podcasts for ICP relationships and content creation
19:59 Approaching sales conversations as a content creator
21:55 Collecting prospects’ emails, learning from other content creators
The Importance of Server-Side Tracking in Advertising: "I had gotten into actually running my own ads and I had, I burned a lot of money, um, with ads. And something I didn't realize is having a server-side tracking tool and the importance of actually having a tool like this, uh, because you get a lot of ads in your internal feeds from Instagram, YouTube, and everybody makes it seem like it's really simple, uh, but it is a lot more complex. And with a tool like Hiros, I think, uh, it really can help those looking to run ads." — Chase Barmore [00:01:45 → 00:02:21]
Impact of Privacy Updates on Digital Marketing: "So he had seen issues before the iOS 14 update and the GA4 update and these different updates with privacy before anything was happening, because he was running so much with ads. And so really the thing that we saw for is attribution, missed attribution, really understanding where your, uh, leads are coming in from." — Chase Barmore [00:04:10 → 00:04:34]
Monetization Strategies for Content Creators: "What a lot of these creators are doing is basically they're running ads to a low ticket offer. So let's say some sort of, could be a $7 course, could be a $27 course. Then when the actual person comes into the funnel, they're going to have a mid-ticket offer, then a high ticket offer." — Chase Barmore [00:06:03 → 00:06:23]
Optimizing Digital Marketing: "So I would first make sure that you have tracking set up, that you have some sort of CRM, you have some sort of call booking funnel in that it, it's not all over the place. You want to use some sort of CRM that could be go high level, that could be HubSpot, and then basically you. I wouldn't start with every platform. Uh, I would start mainly with either Facebook or Google, and then I would start to understand my funnel and get that one page of, okay, what is my offer? Intro. Offer page. Get that page done, get some basic creative and start running ads to getting people to the page and seeing if they start to opt in. The issue that you were talking about, Ramon, was a lot of times what happens if somebody clicked on your ad and then maybe six months later they purchase? You're not going to know that that person found you through that ad." — Chase Barmore [00:07:38 → 00:08:37]
The Power of Networking: "LinkedIn and networking is so important for creating content. It's not about the amount of viewers or followers, especially. You can do these one-to-one conversations and really niche into your audience and start to help people." — Chase Barmore [00:12:14 → 00:12:30]
Testing Online Courses Viability: "If you're not already like selling a course or you're an affiliate marketer or you have some sort of offer, is testing your audience if they're going to buy something from you and just create a course, you can go on school like Alex Hormozi’s deal." — Chase Barmore [00:20:03 → 00:20:22]
Key Marketing Strategies: "The most important thing you can get from your prospect is their email. So any way that you can capture an email, if you're not already capturing your clients' emails, start doing that." — Chase Barmore [00:22:02 → 00:22:13]
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Blaine Bolus - Co-Founder of Castmagic
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Chase Barmore - Strategic Account Executive at Hyros
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Write to Connect: Ashley Grant from RSS & GoDaddy on Engaging Audiences with Content
24 abr· Uploading
About the Episode:
Ashley Grant shares her journey from accidentally adopting the nickname "famous Ashley Grant" to becoming a successful freelance writer. With experience dating back to 2007, she narrates the evolution of her career, from writing for newspapers to crafting online content for businesses.
Ashley discusses why it's essential to prioritize readers when creating content and offers insights on balancing user value with SEO. As AI continues to shape the digital content landscape, Ashley advises writers to focus on authenticity, relatability, and addressing user needs.
Today, we'll cover:
- The power of storytelling in personal branding
- Key tips for creating engaging and valuable written content
- Strategies for balancing SEO and reader value
- The evolving blogosphere and the impact of AI on content creation
- Leveraging AI to repurpose authentic content
What You'll Learn
1. Characteristics of Great Content
2. Optimizing for Search Engines and Readers
3. The Impact of AI on Writing
4. Repurposing Content with AI
5. Authenticity in Content Writing
6. Evolving Writing Strategies
Timestamps
02:34 Becoming a full-time freelance writer
05:36 Characteristics of great content
07:40 Balancing SEO and value in content writing
10:22 How to drive reader engagement through storytelling
13:20 The role of storytelling in building a personal brand
17:04 The importance of prioritizing customer needs
19:16 Leveraging AI tools for repurposing content
23:45 Authentic, relatable content and why they matter
Content Writing Philosophy: "Unless it's your story that you're writing about, you cannot make it about you. You have to speak to your audience. Because if you're talking about, oh, I, me, that's all about me, every single time you're writing a piece of content, you need to be thinking, what is in it for them? What is in it for your reader? Because if you're writing about yourself, then it's very clear that you don't care about what they want." — Ashley Grant [00:05:40 → 00:06:04]
The Future of Content Creation: "I think that what we're going to see a lot more is people trying to connect more with their audiences. They're not going to write these generic pieces that just answer the question. They want more than that. Though they do want the question answered." — Ashley Grant [00:10:28 → 00:10:41]
The Power of Personal Story in Branding: "I think that with personal branding, it needs to be, again, not just about you, but also your story, because that's one thing that nobody can replicate. Not any AI, not any person." — Ashley Grant [00:13:20 → 00:13:32]
Content Marketing Insights: "Of the clients I work with, the ones that are doing the best and hitting it out of the park with their content are the ones that aren't trying to make the sale. And I know that sounds counterintuitive because most of the time. All you're thinking about in business is, well, how do I move the needle? How do I make more money? But if you're caring more about the transaction than the person who's buying it, you've already lost them." — Ashley Grant [00:17:08 → 00:17:29]
Efficient Content Creation: "Take the amazing piece of long-form content you created, whether it be a YouTube video or a Facebook live, or heck, even a meeting you had internally with your own people, put it into a program, and then spit out some awesome content that you can then turn into other pieces of digestible content." — Ashley Grant [00:20:52 → 00:21:08]
Using AI to Produce Authentic Content: "Absolutely. The biggest reason is it's your content, it's your words, it's your voice. And so if you go to a ChatGPT or a Claude or a WordHero or whatever your favorite AI tool is, if you're just asking it to spit out something random, it's going to spit out something generic." — Ashley Grant [00:21:31 → 00:21:49]
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Ashley Grant - Freelance Writer
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Raising the Content Bar Through Research with Eugenio Castro
17 abr· Uploading
About the Episode:
Eugenio Castro has worked with numerous creators and entrepreneurs, including Sam Parr, David Perell, Colin and Samir, Nik Sharma, Ramon Berrios, Blaine Bolus, and Justin Mares.
In this episode of “Uploading…,” he distills his wealth of experience down to a potent strategy, emphasizing efficiency, credibility, and the transformative power of research, which you can leverage to elevate your own content to new heights.
Today, we'll cover:
- Eugenio Castro's perspectives on the necessity of credibility and trust in the field of research
- The pivotal role of research in developing content and making informed decisions
- How research content can be repurposed to reach a wider audience and increase impact
- How research can streamline workflow and increase efficiency in the creative process
- Ways to monetize research content in the digital age
What You'll Learn
1. The Impact of Research on Content Strategy
2. Repurposing Research Content
3. Effective Research Practices
4. Traits of Successful Content Creators
5. The Value of Research in Content Creation
6. Research Methodologies and Client Work
7. Practical and Theoretical Research
8. Monetizing Research
9. Research in Dialogue and Interviews
10. Research’s Role in Efficiency and Scale
Timestamps
03:37 How research supports content creation
06:35 Building trust and increasing reach as a researcher
08:59 Eugenio Castro’s research process
10:28 Condensing research notes based on the client's objectives
14:48 Three ways to use research to monetize content
18:15 How research informs content strategy
21:34 Repurposing research to create more content
25:11 The difference between good and bad research
30:09 The importance of research for impactful content creation
The Role of Research in Content Creation: "And I think any person or company that has a media machine, the moment that that media machine starts generating content about something that is not just about the company or the person, like their stories and their value props, but they want to talk about something external to them. That's when research comes in, because research helps capture what that is factually, precisely." — Eugenio Castro [00:02:22 → 00:02:45]
The Power of a Personal Brand on Social Media: "I used to have, like, an artwork as an image, and he said I should put my face on it. And, yeah, so I'm sample arts researcher, and from there, from sending that name on my bio. I mean, I get like weekly DM's people wanting to work with me." — Eugenio Castro [00:05:21 → 00:05:36]
Researching Digital Personalities: "You put them on YouTube, on Spotify, on Apple podcasts, and then you gather all the relevant interviews, all the relevant links from those platforms, put them on a Google Doc, and then you enter that subject's name on a tool like Perplexity or Google." — Eugenio Castro [00:09:43 → 00:10:00]
Crafting Content with Purpose: "Because again, if you just stop at that or do something very generic, it's got to be of no value. So you need to repurpose it to something very, very specific." — Eugenio Castro [00:10:40 → 00:10:48]
Effective Communication in Research: "You want a very high signal and very low, like serial noise. And counterintuitively, my clients pay me for what I leave out of the document, not so much for what I put in, because again, they didn't go to Perplexity, they didn't go to Google, but they have to sift through the noise, so they just want to get the signal." — Eugenio Castro [00:11:44 → 00:12:04]
Trends in Monetizing Research: "How you monetize research is by putting it behind a paywall and saying, this is what you get with what you pay, and then having that on the other side." — Eugenio Castro [00:15:45 → 00:15:55]
Content Creation Strategy: "What research, like a good research assistant or a good Jamie ensures that you'll sort of talk about the best things possible and you don't repeat things that have already been asked or talked about." — Eugenio Castro [00:19:21 → 00:19:36]
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Systemizing Success: Sara Loretta on Tech Optimization & Workflow Mastery
10 abr· Uploading
About the Episode:
Join us as we explore the vibrant realm of tech stacks and workflow optimization with our expert guest, Sara Loretta.
In our conversation, we peel back the layers of interacting with tech tools and optimizing operations for content creators and companies alike.
Today, we'll cover:
- How Sara conducts full tech audits to streamline a company's tech stack and optimize remote team dynamics
- Sara's approach to internal training and the pivotal role it plays before considering outsourcing talent
- Sara's personal journey with content creation, her battle with consistency, and the challenges of scaling returns
- How to strike the right balance between automation and hiring and decide where to invest energy and resources effectively
- Strategies for evaluating roles within your business, the importance of long-term virtual assistant planning, and the benefits of a team audit
What You'll Learn
1. Tech Audit and Optimization
2. Cultural Development for Teams
3. Training and Role Comprehension
4. Content Operations Management
5. Tech Consultancy and Platform Expertise
6. Content Workflow Optimization
7. Utilization of Virtual Assistants (VAs)
8. Self-Reflection and Business Therapy
9. Team Productivity and Dynamics
Timestamps
00:00 Transitioning from employee to freelancer
04:37 Becoming the 10th Certified Notion Consultant in the United States
09:01 Conducting thorough tech audits and optimizing processes
11:14 The pitfalls of outsourcing content
15:50 YouTube success and the challenges of expanding content niche
20:12 Simplifying platform switching and customization
22:58 Developing an innovative workflow to increase content production
24:49 Business automation and virtual assistants
28:17 Reflecting on project outcomes, consulting with a business therapist
33:08 Using personality tests to improve productivity
Successful Business Turnaround: "By the time I left, we had just everything automated and systemized, and we went from owing the city almost 100 grand a year because reporting was wrong to being one of the top-performing organizations in the city because of the work that I did." — Sara Loretta [00:02:45 → 00:03:01]
The Myth of Indispensability in Business: "Everyone's replaceable, and it just is what it is when we are building businesses or building products. Yes, we are emotionally attached to that. But at the end of the day, if you want to take a sabbatical, if you up and decide one day, hey, I'm done, I don't want to work here anymore, the company's still going to move forward and we have to build businesses with that in mind. A lot of people just don't do that." — Sara Loretta [00:04:14 → 00:04:37]
Pioneering Notion for Business: "I was kind of the first person to talk about having a design business and using Notion for it. That video popped off. Notion came to me a couple of months later, and I then became the 10th Certified Notion Consultant in the US." — Sara Loretta [00:04:49 → 00:05:01]
Corporate Miscommunication and Culture Issues: "And this is where a lot of the culture comes in, is because you have this massive disconnect between the CEO and the low-level assistant coming in to support projects and there's no true line of succession, there's no communication plans." — Sara Loretta [00:08:12 → 00:08:32]
Optimizing Business Processes with Technology: "We find where the overlaps are that an entire team can utilize a tool. Then we go into the culture piece. So what is the internal expectations of working with a remote async team versus what is the external expectations?" — Sara Loretta [00:09:21 → 00:09:37]
Navigating Productivity Tools: "And so I actually started building out a little cheat sheet of each tool and what's possible on each. So that way I don't have to go into ChatGPT and be like, ‘How do I do this? How do I write this formula?’ And I can just easily, when I'm on a sales call or a strategy call verbatim, just drop and say, this platform is going to work for you, or this one isn't." — Sara Loretta [00:20:37 → 00:20:58]
Innovative Workflow Improvements: "And so we built this really cool workflow that auto triggers the next person in that flow when something's marked as complete." — Sara Loretta [00:22:58 → 00:23:05]
Efficient Business Automation: "I don't touch onboarding. It's one click to send an email to a client after a sales call, and the entire thing is completely automated." — Sara Loretta [00:24:57 → 00:25:05]
Client Reviews and Self-Reflection: "So after the end of every project, I sit down and I look at what skills did I learn? What red flags were there in the client? Did I charge what I said I was going to? What skills did I learn? What do I want to keep exploring?" — Sara Loretta [00:28:21 → 00:28:34]
Team Management Insights: "She had her whole team take the Myers Briggs assessment, take, I think, the Enneagram and some personality quiz, and she plugged them into ChatGPT and said, ‘What role, what tasks fit these personalities best?’ She said she just did little tiny tweaks. And her team is the best productive, smooth sailing environment that she's ever curated." — Sara Loretta [00:33:32 → 00:33:50]
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Blaine Bolus - Co-Founder of Castmagic
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Sara Loretta - Founder of SYSTMS
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Cracking the Code of Successful Live Streams with Stephanie Garcia
3 abr· Uploading
About the Episode:
Welcome to today’s episode of Uploading. Today we have the pleasure of talking with Stephanie Garcia.
A seasoned digital marketing expert with an impressive 15-year career at top agencies, Stephanie Garcia is a live video strategist with a proven track record, and the host of Lights, Camera, Live a show dedicated to empowering small business owners to step into the spotlight with live streaming. Her work has been recognized and awarded by Forbes, Online Marketing Media and Advertising, PR Daily, Forrester, and Gartner 1to1 Media. She has spoken at Social Media Marketing World, VidCon, Podcast Movement, and many more.
Are you thinking of starting live streaming this 2024? Want to know how to get more viewers in your streams? Or how to repurpose content from your live streams?
Love this episode? Be sure to join Stephanie on April 24th at Leap by Ecamm Live for her keynote Creators: The Next $1B Business
Today, we'll cover:
- Stephanie's innovative strategies for repurposing live stream content across various platforms
- The importance of distinguishing content levels for different audiences and leveraging social media for real-time engagement
- How dedicating a long-form live stream to platforms like YouTube can enhance discoverability
- Stephanie's 10x10 content formula for generating fresh and relevant video ideas
- Stephanie's insights on approaching live streams with the right mindset, the role of teleprompters, and effective audience interaction
- A closer look at the success behind Stephanie's live stream for the MasterChef cookbook, which garnered 178,000 downloads in a single day
What You'll Learn
1. Technical Aspects of Live Streaming
2. Content Creation and Repurposing
3. Discoverability and Engagement
4. The Power of Live Streaming
5. Building a Content Engine
6. Successful Live Streaming Campaigns
Timestamps
00:00 Transitioning from ad agency to consulting, live streaming
04:42 How to get people excited to join a live stream
08:58 Different frameworks for live streaming
10:33 Expert tips for B2B live streaming
15:26 How to drive 178,000 book downloads in 24 hours through live streaming
16:42 Generating content ideas with Stephanie Garcia’s 10x10 Formula
18:49 The mindset you need to become a successful live streamer
19:32 How to choose the right platform for your live streams
22:01 Leveraging social media for better discoverability
24:54 Repurposing live stream content with Castmagic
26:13 Keeping old live streams on YouTube for clients
Navigating Digital Marketing Careers: "And so I left that ad agency world, started my own consulting agency, and to my surprise, fellas, everyone was calling themselves, like, a social media strategist. And I was like, well, how do I separate myself from the sea of sameness?" — Stephanie Garcia [00:02:26 → 00:02:40]
Innovative Engagement Strategies: "It's one of those things where you just have to do a pattern interrupt in social media to get people to stop, look, and listen to what it is that you have to say." — Stephanie Garcia [00:03:35 → 00:03:41]
Engaging Audiences with Social Media Polls: "So a lot of times I'll do polls. What do you think about this? If you could change one thing about Castmagic, what would it be? And so you get people involved in those conversations." — Stephanie Garcia [00:06:28 → 00:06:36]
The Importance of Prep in B2B Livestreaming: "And I think what also makes a B2B livestreaming show suck is if you don't do a tech rehearsal with your talent, right? So, like, all of us, we showed up, we're like, oh, hey, check your mic, right? Because we know that we're going to repurpose this content." — Stephanie Garcia [00:11:59 → 00:12:15]
Viral Marketing Success: "And so within that, within 24 hours, we had 178,000 downloads of her book. The client came back and was like, we've never seen this much engagement before. We've done live streams and no one showed up. But how did you get these people to show up? And that's really, that's the fascination fast track." — Stephanie Garcia [00:15:54 → 00:16:10]
Successful Live Streaming Strategies: "It's not about the gear. It's about the gears up here. How do you connect and engage with your audience? Create a run of show where, yes, you are going to engage with your audience in real-time, but you're also going to deliver value, and then at that point, hit the live stream button and run with it." — Stephanie Garcia [00:19:59 → 00:20:13]
Leveraging Social Media for Discoverability: "Yeah, I would say if you want to leverage the social media platforms, the benefit to it is that it gives you better discoverability. So it's easy for people to find you." — Stephanie Garcia [00:22:01 → 00:22:10]
Catering to Different Audience Expertise Levels: "And so knowing how to differentiate your content from beginner, intermediate and advanced is one of the best ways. So I would say, like, hey, hang out with me on YouTube, and this is like your getting started tutorial, but oh my gosh, if you want the full framework and the case studies, then you have to go into the community." — Stephanie Garcia [00:23:35 → 00:23:51]
The Power of Longevity in Social Media Content: "Oh, it still lives in perpetuity on social media platforms. So I still have people watching videos from three or four years ago, still wanting to learn how to go live on Facebook." — Stephanie Garcia [00:26:21 → 00:26:26]
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Blaine Bolus - Co-Founder of Castmagic
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Stephanie Garcia - Live Streaming Producer at Lights, Camera, Live
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Solving the Content Puzzle with Creative Expert Max Hertan
27 mar· Uploading
About The Episode:
Max Hertan joins hosts Ramon Berrios and Blaine Bolus to decode the art of content creation and personal branding. Max has co-founded multiple agencies and is currently the co-founder of Alto Studios with Sahil Bloom. We break down his strategies to grow personal branding initiatives, YouTube channels, and more.
Today, we'll cover:
- Max Hertan's journey from scaling a marketing agency to becoming a content expert.
- The significance of "solving it" in content – discovering the right mix of pillars, market fit, and production strategies.
- The allure of short form content and the tactical approach to premium visuals and unique branding.
- Insights on content budgeting, starting on social media, and the underestimated time investment in content channels.
- Max's pivot in content strategy and evaluating the long-term ROI of content creation for business growth and talent attraction.

What You'll Learn
1. Content Creation and Time Optimization
2. Content Market Fit Importance
3. Personal Brand Impact on Equity
4. Short Form Content Strategy
5. Content Budget Deployment Approaches
6. Consistency in Content Creation Efforts
7. ROI of Content Creation Investments

Timestamps
00:00 YouTube channel challenges, backflip attempts, stand-up comedy.
05:44 Performance social media and paid Google Ads.
09:08 Finding content pillars and market fit effectively.
11:12 Content market fit requires finding unique perspectives.
14:03 "Stand out with unique, engaging storytelling strategies."
16:23 Ran Doris grew on YouTube, emphasizes action.
20:58 Paused YouTube channel, focusing on written content.
25:34 Focused on animation, unique branding, premium visuals.
26:28 Creating unique brand style and professional appeal.
29:35 Observed their rise and strategy to success.

Persistence in Content Creation: "I had to land it by the end of the month, so I would just bandage it up and just keep going."
— Max Hertan [00:03:13 → 00:03:18]
The Power of Content in Brand Strategy: "I'm also a massive believer in content as a strategy for businesses, personal brands, brands. I think it's like if you can solve it, it's this unbelievable asset. It's challenging to solve for a lot of people, but once you get traction and content market fit and like a system to actually build out content, then it's building like defensibility mode for you."
— Max Hertan [00:08:32 → 00:08:56]
Content Market Fit Strategy: "But solving it to me means you found some content pillars that are working and you found content market fit and you've kind of found the overlap of something that's valuable to you, something that you're interested in, and something that the audience wants as well."
— Max Hertan [00:09:17 → 00:09:32]
Content Market Fit: "And I think you can either be an expert and share things from your own life and reflect on what's interesting from your own life. And if there isn't that much that's know, one way I think about it is how many standard deviations are you away from the norm and where are you most standard deviations away from the norm? And if you're sharing from your own life, then that's going to be interesting."
— Max Hertan [00:11:29 → 00:11:48]
Content Creation Strategies: "If you want to be like a storyteller or a researcher or things like that, then you might go down a different kind of line to try to find something that you're interested in as well. So, yeah, I think it's like analyzing what's working... figure out, are you an expert in certain areas that are kind of getting traction? Can you add your own spin on it? And then also, if you're not, is there something that you're really interested in that you want to research in, or that you want to learn the pillars of what makes really good content, like the storytelling pillars, and then take that to a content format where you can find something unique."
— Max Hertan [00:12:32 → 00:12:52]
Viral Content Strategy: "But if you're entering a competitive field and you're not so interesting, that alone should be able to go viral. Then you need to think more about what is the thing that's going to separate you? Is it the level of research? Is it the level of understanding the platform and get it the storytelling, right? Or is it finding something unique from your own life that you can pull forward? That's like drawing that attention."
— Max Hertan [00:14:23 → 00:14:47]
The Strategy for Growing on YouTube: "My friend Ran Doris, who's actually just blown up on YouTube, gone to like 200,000 subscribers in the last six months. One of his frameworks that he uses is like, there's a period of thinking and there's a period of immense action."
— Max Hertan [00:16:27 → 00:16:41]
Content Strategy and Brand Differentiation: "One of the other unique things around content is it's not as fast to get results as many of the other channels."
— Max Hertan [00:18:18 → 00:18:25]
Video Animation Trends: "The other thing that we're seeing is almost everyone has kind of homogenized to five different styles of animations. There's like the Alex Hamozi and then people just do like a 10% spin on the Alex Hamozi subtitles. And so there's kind of like just a few very clear, obvious styles."
— Max Hertan [00:26:07 → 00:26:28]
Innovative Branding in Digital Media: "So we'll be doing like a fresh brand book and new graphics and animations and things like that, where you can pioneer your own style so that people are copying your style as opposed to you're copying someone else's style, but also just making sure it's like above the threshold of professionalism where it looks really kind of cool and fresh and interesting."
— Max Hertan [00:26:28 → 00:26:48]
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Max Hertan - Co-Founder of Alto Studios
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Building Video Authority: Scott Millard’s Keys For Highly Effective Video Content with Scott Millard
20 mar· Uploading
About The Episode:
Scott Millard is the Founder at Videospark, one of the first digital media agencies to specialize in motion video services for SaaS, App, Platform, and Web3 technology companies.
If you have been creating content or even considered creating content online, you have probably thought about posting videos on TikTok, Instagram, or YouTube.
Creating video content is one of the fastest ways to grow your audience.
That is why today we’re talking with Scott Millard. He is the founder of Videospark an Online animation studio specializing in creating short videos for independent and VC-backed SaaS companies.
He basically helps companies make more money by creating videos for them.
We wanted to talk with Scott so we could get the inside scoop on how his agency works and how content creators could leverage similar video tactics to skyrocket their growth.
Today, we'll cover:
- The strategic impact of incorporating intentional video content in your marketing efforts.
- The pivotal role of narrative and scripting in producing standout videos amidst a saturated digital landscape.
- Tactics for audience building and its significance beyond mere financial gain.
- Insights on transitioning from Twitter engagement to sustainable YouTube growth for long-lasting personal brand relationships.
- The correlation between niche-specific video content creation and the expansion of Scott's agency and personal influence.
What You'll Learn
1. Power of video in marketing
2. Intentional video creation and messaging
3. Audience building and retention strategies
4. Cross-platform brand growth techniques
5. Short vs. long-form content effectiveness
6. Monetization of built audiences
7. Niche focus for business growth

Timestamps
00:00 Creating videos for online growth and profit.
04:04 Marketing success hinges on clear intention and messaging.
08:43 Focusing on niche, using video to grow.
13:35 YouTube provides lasting content; Twitter is ephemeral.
14:39 YouTube offers personal connection, builds trust effectively.
19:52 UGC builds trust, suitable for e-commerce.
24:39 Creating tutorials and launching a video podcast.
26:21 Audience size matters less than audience engagement.
29:29 YouTube strategy: mix of tutorials, stories, tips.

The Importance of Intention in Marketing: "Yeah, I mean, really, intention should be in front of everything you do marketing wise."
— Scott Millard [00:04:04 → 00:04:08]
Product-Led Strategy: "So yeah, it's really showing these are product led companies. So what is relevant in their product for the problem they're solving? If it's like a sales led strategy or something like that, then it would be less about features and more about really digging into the pain points of the customers."
— Scott Millard [00:08:07 → 00:08:28]
Building a Personal Brand: "I tweeted something a year ago and it was like my first viral thing. And that's when I really saw the potential of just building a personal brand and putting stuff out there, because we tweeted a thread and we booked 50 calls in like two days and that was for free."
— Scott Millard [00:10:50 → 00:11:59]
The Power of YouTube Over Twitter: "If a video goes viral on YouTube, it does not stop almost ever. The algorithm just keeps putting it in front of more and more and more people."
— Scott Millard [00:14:27 → 00:14:37]
The Power of YouTube in Building Relationships: "And so you're building what's called a parasocial relationship, where they're starting to feel like they know you as a person and then they are more likely to trust you, work with you, buy from you, learn from you, like, whatever your goal is."
— Scott Millard [00:15:10 → 00:15:25]
The Strategy Behind Short-Form Content: "The purpose of short form is to get people to take the next step and stop watching your short form as fast as possible."
— Scott Millard [00:18:28 → 00:18:37]
The Power of User-Generated Content: "The reason UGC works and is so popular is because it's very trusted by the audience. Because it's like someone who is like them using selfie mode on an iPhone and promoting a product, but not really promoting it."
— Scott Millard [00:20:18 → 00:20:33]
The Importance of Content Strategy and Editing: "So the very scripted and strategic stuff, that's what's going to go viral. But when that goes viral, people are going to click on your profile and be like, who is this? What are they talking about? All this stuff? And that's where kind of, this kind of content comes in, where it's like the longer form stuff that's clipped up, because the intention of that is not to go viral. The intention of that is to take a little bit of that rapport building and put it into a clip."
— Scott Millard [00:22:35 → 00:23:01]
Emerging Content Creator Strategies: "And then another thing I'm starting in the next, basically, week is pretty much a podcast, like an in person thing, where I'm going to be going around and interviewing industry leaders in the video space and really asking them about what their journey was, how they got started, how they're monetizing video as a skill and as a service so that I can just bring this information to the public."
— Scott Millard [00:25:09 → 00:25:38]
The Value of Audience Building: "Because it's like pouring jet fuel on a fire is really what it is comparative to. If someone has 100,000 followers on Twitter, I mean, you can make a lot of money, even 10,000. You do not need a big audience at all. [...] So my perspective has actually shifted from two years ago, where I kind of ignored the audience building thing, and I was doing it because I thought I could make a quick bag in my business. But now I've flipped it to where the real asset is not the money you're making from the audience, it's the audience themselves. Because that will really take care of the rest."
— Scott Millard [00:27:00 → 00:27:27]
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Scott Millard - Chief Revenue Officer at Videospark
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Inside Look at Podcasting Networks: Hubspot Creator Network with Carly Baker
13 mar· Uploading
About The Episode:
This episode is all about how to grow podcasts and the power and inner workings of podcast networks. Carly Baker, who has worked across community, creator partnerships, and audience developement for Hubspot Podcasts joins us to break down the ins and outs -- including how to grow through strategic partnerships, niche audiences, and diverse monetization paths. We uncover strategies to better leverage your podcast's potential, understanding audience behaviors, navigating the podcast SEO landscape, and provide a blueprint for emerging creators aiming to amplify their reach and impact.
Today, we'll cover:
- The inside track on joining a podcast network and how it can benefit emerging creators.
- Crucial tips for understanding and negotiating network deals to safeguard your creative control.
- How to use the 'network effect' to expand your podcast's reach and create a buzzing private membership.
- Carly's professional take on what makes a podcast stand out to networks like HubSpot.
- Unpacking the rise of YouTube-first podcasts and the impact of SEO on your show's visibility.

What You'll Learn
1. Podcast network benefits for creators
2. Legal implications in network deals
3. Leveraging network effects for growth
4. Vetting criteria for HubSpot network
5. Podcast discoverability and SEO strategies
6. Evolving podcast monetization methods
7. Social selling on B2B platforms

Timestamps
00:00 Increased focus on partnership-based growth in industry.
05:53 Brands struggle with reach vs. trust, audiences.
07:24 Serving diverse audiences, intentional growth, niche content.
11:23 Podcasting monetization is a slow burn.
15:01 HubSpot has a YouTube network and accelerator.
20:02 Advocate for yourself, understand deal terms. Be cautious.
21:16 Leveraging creator networks for podcast monetization strategy.
27:24 Focus on audience, high production value on YouTube.
28:28 Exploring video content tips for beginners.
32:25 TikTok star stays authentic despite rapid fame.
35:00 LinkedIn will be future platform for B2B.

Partnership-Based Growth Strategies: "What I'm loving seeing now is 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, comarketing approach to shows that have guests, 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."
— Carly Baker [00:03:09 → 00:03:45]
Content Strategy for Brands: "So I think when it comes to starting a new show, it's much harder to have a very broad audience. You should have three kind of audiences or personas that you're thinking about. So you have the core audience, which should be the audience that you want all of your content to resonate with... the secondary audience, which has some overlap with the core, but might be straying a little bit further... and then you have what we like to call the transformational audience... 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 going to see explosive growth."
— Carly Baker [00:07:12 → 00:07:24]
Growth Strategies in Podcasting: "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 going to be a really good way to continue with growth."
— Carly Baker [00:07:24 → 00:07:38]
The Evolution of Podcasting in Content Marketing: "We have a YouTube network. 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 what brought my first million to us. And with that acquisition and with having my first million, the conversation was, well, we should start a network, why should we not start a network?"
— Carly Baker [00:15:01 → 00:15:28]
Joining a Podcast Network: "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 one. Number two, 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 three, what do I want help with? What would I want to 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 three big pillars, then that's going to help you filter out networks."
— Carly Baker [00:18:15 → 00:19:13]
Navigating Content Ownership in Media Deals: "You need to think about if you want to maintain ownership of your content, if you want to 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."
— Carly Baker [00:20:24 → 00:20:39]
Maximizing Creator Networks: "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 six out of ten of the shows, those folks have very successful private networks or private memberships, 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."
— Carly Baker [00:21:35 → 00:22:00]
Evaluating Podcast Partnerships: "Are they bringing on diverse voices? We look at 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, those different types of things?"
— Carly Baker [00:23:37 → 00:23:52]
Content Strategy for Emerging Platforms: "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."
— Carly Baker [00:27:30 → 00:27:38]
The Evolution of Content Creation: "Right? Like they're seeing you, they're seeing your set, they're seeing your mannerisms. 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."
— Carly Baker [00:28:28 → 00:28:53]
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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Carly Baker - Listener Acquisition Manager at HubSpot
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Building a B2B Media Empire with Philip Ruffini
6 mar· Uploading
About The Episode:
Philip Ruffini is a former Microsoft product manager turned content mastermind. Currently, he's focused on scaling a B2B media and content empire for Rupa Health. In this episode, he joins Blaine & Ramon to break down how to build a content machine, the strategy it takes to execute, the team players involved, and the nuance across video & content formats. This is a must listen for anyone interested in the power of building your own media arm as a business.

Today, we'll cover:
- Philip Ruffini's journey from Microsoft to short form videos, to heading up media for Rupa Health
- Crafting a sophisticated content strategy that speaks directly to B2B audiences
- The pivotal role of YouTube in Philip's growth strategy and the value of authentic engagement
- The significance of detailed SOPs in managing a global content team effectively
- The long-term vision for content ROI, harnessing everything from podcasts to magazine articles for lasting impact
What You'll Learn
1. Content strategy in B2B spaces
2. Growth through multi-platform content distribution
3. Importance of detailed SOPs in teams
4. Measuring ROI in B2B media operations
5. Twitter's potential for real-time engagement
6. Long-form content for brand trust
7. Repurposing content across diverse channels

Timestamps
00:00 Left agency, joined Rupa Health media team.
04:38 Tested content strategy increased average YouTube views.
06:15 Outsourcing podcast editing and social media management.
10:16 Discussing challenges and outcomes of content creation.
13:19 Frustrated by video performance, testing new topics.
19:27 Create medical content for practitioners and consumers.
22:34 Content team small, works on repurposing efforts.
24:34 Video editor selects mismatched clips, needs guidance.
29:11 Uncertainty about paid media on social platforms.
32:10 Authenticity trumps all in content creation.
34:00 Creating viral work from home setup, Twitter.

Career Fulfillment in Digital Marketing: "Just because agencies don't have a ton of fulfillment, you're not really going to build anything long term, and you don't really see compounding results."
— Philip Ruffini [00:02:22 → 00:02:29]
Growth Strategies in Digital Media: "Kobe was the one who started the podcast, which is going to be profitable by the end of this year, meaning despite all of our costs on, it's going to make more money than it."
— Philip Ruffini [00:04:03 → 00:04:12]
Growing a YouTube Channel: "And we basically had to just test and figure out what worked, because when I started, our YouTube videos average like less than 100 views, like most companies. And now they probably average like at least 2500."
— Philip Ruffini [00:04:38 → 00:04:49]
Viral Topic: Leveraging Social Media for Content Distribution
"The importance of leveraging social media for content distribution: It is a lot of effort to use your big Facebook page or Instagram page to drive traffic to podcast because people don't want to leave a platform."
— Philip Ruffini [00:05:45 → 00:05:54]
Maximizing Social Media Engagement: "I refuse to schedule anything because I think scheduling on LinkedIn actually hurts engagement."
— Philip Ruffini [00:06:19 → 00:06:24]
Viral Video Strategy: "If your video is longer than 30 seconds and you have more than 50% retention, you'll probably get 100,000 views. And it's like very clear. Just retention on watch time equals numbers of views."
— Philip Ruffini [00:13:08 → 00:13:19]
Content Creation in Medicine: "We create content for practitioners that is consumed by consumers."
— Philip Ruffini [00:19:28 → 00:19:32]
Maximizing Podcast Engagement: "I need you to pick out a clip before every new episode airs so we can post that clip to drive traffic to the new episode."
— Philip Ruffini [00:25:23 → 00:25:24]
Social Media Algorithms and Organic Reach: "But if you go through the logic, it's like, okay, if you're a brand and you start spending money to advertise your YouTube videos or Instagram posts or Facebook posts, do you really think these platforms are going to want to promote you much as organic?"
— Philip Ruffini [00:29:32 → 00:29:44]
Content Creation Authenticity: "And the one thing I really want to plug this, because this is my new learning past three months, which is like, when creating content, my biggest suggestion is just doing what is authentic."
— Philip Ruffini [00:32:10 → 00:32:18]
Shownotes powered by Castmagic
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Have any questions about the show or topics you'd like us to explore further?
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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Philip Ruffini - Head of Media at Rupa Health
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Building a Personal Brand for Business Growth with Will Nelson
28 fev· Uploading
About The Episode:
In this episode, we're joined by entrepreneur and content creation expert Will Nelson, as he shares his insights and practical advice for capturing and converting ideas into engaging content. Tap into the mindset, strategies, and routines that fuel Will's success in the high-stakes world of professional and personal branded content.

Today, we'll cover:
- Will's personal strategies for finding inspiration in everyday moments and staying productive without the pressure.
- Practical tips for time management and creativity, including how to align content creation with your natural workflow.
- The common pitfalls that new content creators face and how to avoid them for long-term success.
- Insight into Will's journey from building to selling businesses and how these experiences now shape his approach to content for professional brands.
- Strategies for content creation and monetization tailored to your personal or business goals, and the secret of providing value first.

What You'll Learn
1. Inspiration for content creation
2. Timing content with creativity peaks
3. Documenting and sharing content strategies
4. Personal branding and online presence
5. Consistency in content production
6. Monetization of content creation
7. ROI and investment in content

Timestamps
00:00 Marketer turned entrepreneur, building 64 Stories agency.
05:56 Start creating content, grow, adapt, find voice.
09:52 Social media strategy depends on your goals.
13:55 Analyze top social media content for inspiration.
16:16 SEO results take time, require commitment.
19:46 Prioritize time for content creation and analytics.
21:49 Transform voice notes into engaging social media.
28:26 Capture and document content to avoid loss.
29:18 Various activities inspire creativity at different times.
32:55 Dedicated sessions help foster creativity and focus.
36:14 Greg's content praised, audience directed to socials.

Entrepreneurship and Content Creation: "I've always been an entrepreneur that has struggled with distribution myself. I identify as a builder. I love building things. I've never been fantastic at getting attention for either my personal brand or for my businesses without having to pay for that attention through Facebook ads or more traditional media."
— Will Nelson [00:02:37 → 00:02:58]
The Evolution of Personal Branding: "It might take longer to build a personal brand, but it's something that you can come back to. It's an asset that will keep paying you dividends long term versus having to constantly rent."
— Will Nelson [00:05:33 → 00:05:44]
Content Creation Process: "So I was talking to Dave Gerhardt the other day from exit five, and he has a notion page that he just jots down ideas into on a daily basis and then circles back to those to see if he can create any piece of content from. So whenever an idea pops into his head, he's putting it down somewhere."
— Will Nelson [00:07:13 → 00:07:30]
Social Media Strategy for Creators and Businesses: "I think in general, though, on social, you should have the mindset of just giving away as much as you can for free, and then very infrequently asking for something in return. So just like going to the ATM, you need to first put money in the bank account to take money out. For business owners, I typically recommend ten to 20% for top of the funnel content, 60% to 70% for middle of the funnel content and then ten to 20 for bottom of funnel content."
— Will Nelson [00:10:12 → 00:10:45]
Content Strategy Insights: "So I have a full time analyst that will go to YouTube, TikTok, Instagram, Twitter, LinkedIn and start to mine the top performing content in a given month to get a sense of what hooks are performing, what style of content's performing, what types of edits."
— Will Nelson [00:13:55 → 00:14:13]
Understanding ROI in Content Marketing: "It probably takes, realistically, three plus, maybe six plus months to start to see an ROI. And so you're losing money or you're investing money into something without seeing a return for a little while, and that can sting."
— Will Nelson [00:16:20 → 00:16:35]
Content Creation Efficiency: "So take the inputs that you're giving your voice notes or whatever app you're using to log those insights and then chop that up into written content or video content if you're recording that, and then actually post it to the various social channels that you want to get on."
— Will Nelson [00:21:49 → 00:22:19]
Content Marketing Persistence: "A lot of the big accounts that are on X or LinkedIn have been at it for quite some time, so it's a lot of just stick tuitiveness."
— Will Nelson [00:23:40 → 00:24:37]
Creative Inspiration for New Podcasters: "I'm just stealing or getting inspiration from content that I know has performed well in the past or has been thought of by an expert podcaster."
— Will Nelson [00:27:18 → 00:27:29]
Creativity and Flow State: "And so I think you have to allocate enough time to get into that flow state, and you have to make it a practice, whether it's daily or weekly."
— Will Nelson [00:33:28 → 00:33:38]
Shownotes powered by Castmagic
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Have any questions about the show or topics you'd like us to explore further?
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Want the weekly TL;DR of tips delivered to your mailbox?
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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Will Nelson - Founder and CEO of 64stories
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