Content, Briefly
Carly Baker on Running Hubspot's Podcast and YouTube Network
Apr 14, 2025
Carly Baker, Media Partnerships Lead at HubSpot, transitioned from a professional musician to a key player in the company's podcasting strategy. She delves into HubSpot's growth, emphasizing an audience-first approach and the rise of creator-driven content. Carly discusses innovative advertising strategies that benefit creators and the evolving landscape of content marketing. She highlights the importance of genuine audience engagement versus traditional metrics, and the challenges independent creators face against celebrity podcasts.
42:20
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Quick takeaways
- An audience-first approach in content creation enables brands like HubSpot to connect authentically with diverse audiences and foster genuine engagement.
- The evolving metrics for evaluating podcast success, such as unique listeners and audience retention, offer deeper insights into engagement beyond just downloads.
Deep dives
Audience First Approach
The audience first approach is central to content creation in the current landscape, especially for brands like HubSpot. By prioritizing the needs and interests of the audience, creators are finding greater success than traditional brands, as people are more inclined to connect with authentic voices rather than overt corporate messaging. HubSpot's media network exemplifies this by incorporating content from independent creators, which allows the brand to tap into diverse audiences and foster genuine engagement. This shift underscores the importance of understanding audience preferences and behaviors, particularly in a world increasingly driven by creator content.
