Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"

Episode: Partnerships = Growth Hack w/ Carly Baker | Ep. 999
Release Date: May 16, 2025
Host: Jay Schwedelson
Guest: Carly Baker, Partnerships Lead at HubSpot Media Network
Sponsor: Marigold

1. Introduction to Carly Baker and Her Background

Jay Schwedelson kicks off the episode by introducing Carly Baker, emphasizing her expertise in media partnerships within the HubSpot Media Network. A lighthearted segment ensues where Jay reveals Carly’s hidden talent as a professional oboist, adding a personal touch to the conversation.

Notable Quote:

“What you don't know about Carly is that she is one of the greatest oboists that you're ever going to come across.” – Jay Schwedelson [00:58]

2. The Power of Partnerships as a Growth Hack

Carly highlights partnerships as an underutilized yet highly effective growth strategy. She explains that forming mutually beneficial partnerships allows businesses to reach new audiences by leveraging each other’s strengths.

Key Points:

• Underutilization of Partnerships: Many companies overlook partnerships as a strategic growth tool.
• Mutual Benefits: Effective partnerships should offer value to all parties involved, enhancing visibility and audience reach.
• Audience Engagement: Smaller partners often have more engaged audiences, making them ideal for effective collaborations.

Notable Quote:

“Partnerships is definitely, I think, gonna increasingly become more of a center of growth in the future.” – Carly Baker [03:33]

3. Strategies for Small Businesses to Engage in Partnerships

Carly provides actionable advice for smaller companies looking to forge partnerships. She emphasizes that partnerships don’t require equal-sized entities and that smaller businesses can thrive by collaborating with slightly larger or equally matched partners.

Key Points:

• Flexibility in Partnerships: Partnerships don’t need to be one-to-one; varied value exchanges can be beneficial.
• Engagement Over Size: Smaller partners often have more dedicated and engaged audiences.
• Proactive Outreach: It’s essential to reach out and initiate partnerships, even if immediate collaboration isn’t feasible.

Notable Quote:

“I prefer to work with smaller publishers and people with smaller audiences because they're often more engaged.” – Carly Baker [04:51]

4. Creating Bingeable Content: The Secret Sauce

The conversation delves into what makes a podcast or media content bingeable. Carly asserts that consistent delivery of value tailored to the audience’s needs is crucial. She warns against mimicking competitors and stresses the importance of audience-first content creation.

Key Points:

• Consistent Value Delivery: Regularly providing content that meets the audience’s expectations fosters binge-worthy engagement.
• Audience-First Approach: Understanding and prioritizing the audience’s desires leads to more impactful content.
• Avoiding Saturation: Differentiating content from competitors helps in standing out in a crowded media landscape.

Notable Quote:

“The future of growth across mediums... is just going to be audience first content.” – Carly Baker [07:45]

5. Quality Control in Podcasting: To Release or Not to Release?

Jay poses a dilemma about releasing podcast episodes that he deems subpar. Carly agrees that it’s acceptable to withhold or rerecord episodes if they don’t meet quality standards. She recommends pre-interviews to assess potential guests' suitability and preparedness.

Key Points:

• Maintaining Quality: Hosts should feel empowered to release only content that meets their standards.
• Flexibility with Guests: Offering guests the option to rerecord can enhance the overall quality of the podcast.
• Pre-Interviews: Conducting preliminary interviews can help determine if a guest is a good fit for the show.

Notable Quote:

“You can always do a rerecord or do a pre interview to prevent some of those things.” – Carly Baker [08:50]

6. Navigating Paid Media: Best Platforms for Investment

Carly discusses the efficacy of various paid media platforms, expressing skepticism about their long-term value due to the prevalence of bought metrics like views and subscribers. However, she highlights that targeted media buying on platforms like Meta Ads and direct creator partnerships can yield positive returns.

Key Points:

• Skepticism of Bought Metrics: The rise of purchased views and subscribers dilutes the effectiveness of some paid media strategies.
• Effective Platforms: Meta Ads and direct media buying from creators provide better returns on ad spend.
• Targeted Media Buying: Focusing on quality over quantity ensures ads reach genuine and engaged audiences.

Notable Quote:

“Paid is one of the weaker links in terms of things that I feel like I personally excel at and have a strong strategy for.” – Carly Baker [11:01]

7. Future of Content: Creators vs. Media Companies

The discussion shifts to the evolving landscape of content creation, where the lines between individual creators and traditional media companies are blurring. Carly predicts a surge in personality-led content and the growth of online communities as integral to future media strategies.

Key Points:

• Blurring Lines: Creators are adopting business models similar to media companies, enhancing their content distribution and monetization.
• Personality-Led Content: Audiences are increasingly drawn to authentic and relatable personalities over corporate-branded content.
• Rise of Communities: Online communities, akin to those on Substack or Reddit, are becoming pivotal in fostering engagement and loyalty.

Notable Quote:

“I think the next phase of creator DOM is... an explosion of communities.” – Carly Baker [16:01]

8. Balancing Creativity and Marketing: Fulfillment in the Marketing World

Carly reflects on the transition from a creative background to a corporate marketing role. She emphasizes the importance of maintaining creative outlets outside of work to stay fulfilled and leverage creative skills effectively within a corporate environment.

Key Points:

• Creative Fulfillment: Maintaining creative hobbies outside of work helps marketers satisfy their creative urges.
• Transferable Skills: Creative backgrounds foster valuable soft skills that enhance marketing strategies and business operations.
• Self-Investment: Engaging in personal creative projects ensures a balanced and fulfilling professional life.

Notable Quote:

“I have a bunch of hobbies outside of work... to scratch that itch.” – Carly Baker [17:25]

“...relationships you have with your creativity and when you're set with your sense of self...” – Carly Baker [19:48]

9. Conclusion and How to Connect with Carly Baker

As the episode wraps up, Jay encourages listeners to connect with Carly on LinkedIn for insights on podcasting, partnerships, and media strategies. He reiterates Carly’s valuable contributions to the HubSpot Media Network and the marketing community.

Notable Quote:

“All right. Carly, you are awesome. I can't thank you enough for doing this. Everybody go follow her.” – Jay Schwedelson [21:24]

Key Takeaways:

• Leverage Partnerships: Building strategic, mutually beneficial partnerships is a powerful yet underutilized growth strategy.
• Audience-Centric Content: Creating content that directly addresses the audience’s needs fosters deeper engagement and loyalty.
• Quality Over Quantity: Maintaining high standards for content quality enhances the overall value and reputation of your media presence.
• Adapt to Evolving Media Landscapes: Embrace the merging roles of creators and media companies, and focus on building engaged communities.
• Balance Creativity and Professionalism: Sustain creative fulfillment through personal projects to enrich your professional marketing endeavors.

**Stay tuned to "Do This, NOT That!" for more actionable marketing insights and strategies to elevate your game. For more resources and connections, visit GuruEvents.com and follow Carly Baker on LinkedIn.