Episode #3: Are Podcast Downloads Dead? Proven Marketing Strategies with Carly Baker of HubSpot
Are Podcast Downloads Really Dead? Carly Baker Shares Proven Growth and Monetization Strategies from HubSpot
Listen on Apple Podcast | Listen on Spotify | Watch on YouTube
Podcast downloads have long been the go-to metric for measuring success, but is it time to move beyond them? In this episode of Podcast Growth Tools, Carly Baker, Media Partnerships Lead at HubSpot, shares her expert insights on the evolution of podcast success metrics, strategies for sustainable growth, and how creators can thrive in today’s podcasting landscape.
This interview is full of tangible takeaways and nuggets, so be sure to grab a pen, paper, and get ready to take notes that you can start implementing for podcast growth right away.
Here’s a glance at this episode:
08:59 - Empathetic Guidance in Client Relationships
14:04 - Rise of Empowered Niche Creators
18:39 - Maximizing Content through Audience Insight
23:30 - YouTube Shorts: A Refreshing Take
28:12 - Optimizing Interviews for Co-Marketing
31:38 - Supporting Collaborators with AI Tools
39:30 - "Centralized Content Strategy in B2B"
41:42 - AI Tools for Marketing Efficiency
The Podcasting Golden Age Is Over—What’s Next?
The podcasting industry has shifted significantly since its "golden age" a few years ago. Carly explains that the focus has moved from chasing download numbers to prioritizing genuine audience engagement—and I couldn’t agree more. This new approach challenges podcasters to rethink success and adapt their strategies to the changing landscape.
New Metrics That Matter
"Downloads do not equal people," Carly emphasizes. Instead of fixating on download counts, she suggests tracking these key metrics:
Consumption rate: Understand how much of your episodes listeners complete.
Unique verified listeners: Focus on real people, not just numbers.
Subscriber growth: Measure your show’s reach across platforms.
Audience engagement: Pay attention to listener feedback and interaction.
These metrics give podcasters a clearer picture of their show's impact and help refine their growth strategies. Plus, knowing these metrics can help you, as a podcaster, craft and curate your content and delivery so it’s the best experience for your listeners.
The Power of Guest-Based Co-Marketing
This was one of my favorite strategies revealed during this interview. When I asked Carly some of the tactics they used to grow their shows in 2024, Carly shared that their guest-based co-marketing strategy has proven to be a game-changer. Here’s how she ensures success:
Set clear expectations from the start of the guest booking process.
Deliver an exceptional guest experience to make guests feel valued.
Provide ready-to-use marketing assets, like social media graphics and email copy.
Collaborate on promotional efforts, ensuring guests are excited to share the episode.
This approach led to outstanding results for HubSpot’s show The Science of Scaling, achieving a 100% guest participation rate in co-marketing campaigns.
The Rise of Niche Content
Niche content is no longer a limitation; it’s a superpower—then again, I think it’s always been a superpower for entrepreneurs. Carly encourages podcasters to focus on smaller, highly engaged audiences rather than chasing massive download numbers.
Niche Down To Grow
Benefits of niching down include:
Stronger community building
Better monetization opportunities
Higher engagement rates
More effective direct revenue streams
I know it can seem scary right away, but when you start to see how your business shifts and how engaged your audience becomes, you’ll wish you would’ve done this earlier. Trust me!
Leveraging AI and Technology
There are so many powerful AI tools for streamlining your system. Carly shares a few of her top recommendations and platforms that they have been using at Hubspot. These include:
Exciting Podcast AI Platforms + Resources
Cast Magic: Simplify content repurposing into blogs, social posts, and more.
Swap FM: A platform for cross-promotion and building creator relationships.
Pod Match: Simplify guest booking with targeted connections.
These tools empower creators to focus on delivering value while automating technical tasks. I’ve been playing around with these resources, as well, and can confirm that they are powerful tools that allow me to focus on my strengths and make my content go further.
Looking Ahead: Quality Over Quantity
Carly stresses the importance of creating meaningful connections with listeners and focusing on quality content that solves real problems. The future of podcasting lies in:
Building authentic relationships with audiences
Leveraging multiple platforms strategically
Prioritizing value and engagement over vanity metrics
As Carly says, "There’s never been more people listening, and there’s plenty of listeners to go around, no matter what your niche is." This is such a refreshing take on the podcast industry, and I’m so excited to see what happens when we, as podcasters lean into this mentality.
Your Next Steps
Want more guidance and interviews like this one? Jump on my email list for tips, tools, and updates to what’s happening in the podcast industry.
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
Resources & Mentions
Join my weekly newsletter for tips and tools for growing you podcast + email list: www.podcastmarketinghub.com/subscribe
Consultations: PodcastMarketingHub.com/call
Tools:
Connect with Carly on LinkedIn: Carly Baker
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