Content Is Profit Hubspot Lead in Media Partnerships Insider Strategies: How Businesses Can Win In Content Before The End Of The Year
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Dec 2, 2025 Carly Baker, leading Media Partnerships at HubSpot Originals, shares insightful strategies for businesses to think like media companies. She emphasizes the importance of blending entertainment with education in content creation—'edutainment'—for audience engagement. Carly discusses HubSpot's growth initiatives for podcasts, including partnership tactics that convert guests into real growth allies. With predictions on LinkedIn's influencer marketing and the rise of niche podcasts, she provides actionable advice for creators eager to build impactful content.
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Company As A Media Channel
- Treating your company as a media company lets you position products uniquely through storytelling and education.
- Carly Baker says branded podcasts should co-brand content and tie business value into useful stories.
Edutainment Drives Business Podcasts
- 'Edutainment' — mixing education and entertainment — is the high‑traction format for business podcasts.
- Purely entertainment shows still work, but business shows need educational value to convert listeners.
Set One‑On‑One Partnership Terms
- Do set clear partnership expectations with guests and offer a media kit detailing what you'll provide.
- Ask guests what they'll share and make it extremely easy for them to amplify the episode.