It’s getting harder and harder to grab a buyer’s attention these days. You used to pay for a few ads, post a few blog posts, and you were done, but as those channels become less effective, SaaS companies are increasingly trying to reach their target audience. production.
This week, HubSpot announced a program that will give creators some money and a platform to create podcasts and post them on the HubSpot website. The company hopes to take advantage of access to a wide range of content, as well as giving creators the opportunity to reach a wider audience.
“Entering the saturated podcast market can be incredibly challenging, especially for creators starting from scratch,” Kieran Flanagan, senior vice president of marketing at HubSpot, said in a post announcing the news. “Through HubSpot Creators, we can use our position as a content leader to expand the profile of new creators who share our mission of helping millions of organizations become better.”
In addition to access to the company’s platform and potentially wider reach, creators receive monthly payments that increase as the audience grows. HubSpot has created four development milestones to match the concept of venture capital: seeding and series A, B, and C. They can also access other resources, such as editors and producers, as they progress through this system.
Brent Leary, founder and principal analyst at CRM Essentials, thinks this is a really smart move.
“By engaging creators and helping them tell their stories, HubSpot can expand its content ecosystem as well as become part of the wider creator ecosystem. This approach can allow HubSpot to build meaningful relationships with individuals and communities as they develop their content strategy across different formats and channels,” Leary told gaming-updates.
HubSpot was founded in 2006 as an inbound marketing platform and used blogs to generate interest in the company’s products and services. As the content marketing idea evolves, Flanagan wrote in a LinkedIn post announcing the new program that the original inbound marketing idea is still resonating and gaining more importance as product-centric development evolves.
Another important element here is building communities – people who are important to you as a brand – around these pieces of content. Flanagan said that communities create a way to generate even more interest, either directly (a percentage of those people become customers) or indirectly (at least they share your content with the wider world).
The company is launching a program with eight podcasts with titles such as “money making content” and “(not) sexy.” These podcast topics are related in one way or another to HubSpot’s mission as a sales and marketing platform, with content that HubSpot hopes to generate interest in its products and services.
It is worth noting that HubSpot is not alone in creating such programs. LinkedIn offers a similar approach to creators as MailChimp. But is using these platforms the best way to build an audience for authors? What are the trade-offs?
According to the non-public terms for creators provided by the gaming-updates source, HubSpot pays creators at least $1,000 per month to create their weekly podcasts, no matter how many downloads they get. This seems like a good deal for new podcasters because it can take a while for an independent show to generate that much revenue. Podcasters at this lowest “entry” tier also receive a one-time marketing investment of $5,000.
But podcasters must give up some permissions to access this quick cash injection. Subject to the HubSpot Public Producer Program Agreement, participation in the Program grants HubSpot a perpetual license to their Show, which includes modifying and creating derivative works from it. If HubSpot believes that a host cannot meet its obligations, HubSpot reserves the right to change it.
While the producers remain the owners of their shows, HubSpot’s permanent license makes it clear that it comes with financial support obligations.
“HubSpot respects the rights of creators and believes this is a fair balance between creators and HubSpot,” HubSpot spokesperson gaming-updates said. “HubSpot will also consider leaving the exclusivity for creators who leave the program in good standing.”
LinkedIn also recently launched a similar podcast network, but declined to share details of the creator’s agreement. A LinkedIn spokesperson told gaming-updates that its podcast partners “have full ownership of their content” but declined to comment on the licensing agreement.
But as more SaaS companies launch their own podcast networks, podcasters will face difficult decisions about the value of their creative control versus access to funding for these programs.