Claim OwnershipThe Creator Spotlight Podcast
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Every week we spend an hour in conversation with a notable creator, discussing their approach to audience growth, monetization, and content production.
Hosted by Francis Zierer (Twitter and LinkedIn).
New episodes every Thursday.
This podcast is part of our newsletter, Creator Spotlight.
54 Episodes
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This week on The Creator Spotlight Podcast we are joined by Grace Ling, founder of the thriving Design Buddies community, which turns five years old this month, has over 150,000 members, and generates $1 million in annual recurring revenue. She is also a talented content creator and has found particular success on LinkedIn where she has nearly 50,000 followers. She is also the cohost of the How Creators Make Money podcast.__Follow Grace on Instagram and LinkedIn Check out Design Buddies and How Creators Make Money __00:00 Introducing Grace Ling and Design Buddies01:52 What is design?03:30 What makes the Design Buddies community different?05:46 The first 1,000 members08:31 The first 150,000 members12:00 Maintaining a healthy community at scale15:46 $1M in revenue — what’s the breakdown?18:18 Rizz as a service 20:39 Gatekeeping, use it wisely22:40 How to spend $1M24:49 LinkedIn’s untapped potential for growth35:51 A lesson in diversifying your revenue as a creator39:37 How Creators Make Money, the podcast42:16 The two labor models of content creation45:00 From creator house to party mansions
This week Francis is joined by podcasting Amanda McLoughlin, CEO of Multitude and co-host of the podcasts Spirits, Attach Your Resume, and Join the Party. Amanda began her journey as a creator vlogging on YouTube and has since spent over a decade in the podcast space.Amanda's Podcasts:Attach Your ResumeJoin the PartySpiritsAll Multitude showsTimestamps:00:00:00 Introducing Amanda McLoughlin00:01:29 Building a network through the early YouTube community00:05:04 How the podcasting world has changed over the past decade00:11:02 Forming Multitude00:15:56 Building a top 0.1% without the algorithm00:25:53 Podcast listeners are the most valuable audience00:31:20 The most valuable thing you can do is say no00:33:58 Diversifying your revenue streams00:35:52 Sustainable creator-led businesses to model00:38:53 Your podcast doesn't need to be profitable to be valuable00:40:08 Never host your podcast with Spotify00:45:58 All creators are a business00:52:33 Platforms need creators, creators don't need platforms00:56:13 Attach Your Résumé: stories behind seismic events in digital media01:01:46 What NOT to focus on as a creator
This week Francis is joined by Thomas Yeum, an ambitious video-first creator specializing in YouTube and Instagram. Thomas is well known for his Instagram series '125 days to make 10k/month'. Thomas shares his journey from software engineering to content creation, discussing the challenges and opportunities within the creator economy. Follow Thomas: Instagram: https://www.instagram.com/thomasyeum/ YouTube: https://www.youtube.com/@Toemas LinkedIn: https://www.linkedin.com/in/yeumthomas/00:00 Introducing Thomas Yeum and his creator journey06:39 Challenges with modern consumption habits10:03 The creator economy is the new American dream15:48 Finding a career that fulfils personal values19:22 125 days to make $10k/mo26:07 The 3% rule: How to utilize inspiration27:39 4 steps to making a great video33:57 Balancing art and business as a solo creator36:29 Making $100k/mo in 365 days39:03 A bad video does not equal a bad concept45:48 Building 12k+ subscriber newsletter from scratch49:28 Bridging the gap between tradition media and the creator economy53:15 Advice for aspiring creators
This week Francis is joined by Kyle Sheldon, founder and CEO of Name and Number, a soccer specific marketing and creative agency. Kyle has worked within the US soccer world for two decades and held marketing roles at multiple MLS clubs. Kyle is also the founder and editor of Pathway, a newsletter aimed at helping individuals break into the soccer industry.Kyle: https://x.com/kylesheldonName and Number: https://www.nameandnumber.comPathway: https://pathwayhq.com00:00 Introducing Kyle Sheldon01:05 The evolution of soccer and sports marketing04:28 Becoming the driving force in growing soccer in the US09:25 Growing careers in the soccer industry12:22 Pathway's natural growth has led to extremely high engagement17:32 The potential future growth of the soccer industry is massive21:20 Navigating the soccer-creator industry requires expertise24:49 The fashion culture within soccer28:19 Empowering creators to thrive in the soccer space32:22 US vs European football content culture41:36 The shifting power dynamic between creators and traditional media50:32 Partnership advice for creators and brands
This week Francis is joined by award winning financial reporter, Phil Rosen. Last year Phil left his role as Senior Markets Reporter at Business Insider to pursue his independent newsletter-first media company, Opening Bell Daily. His flagship newsletter Opening Bell Daily, now has over 190k subscribers within its first year of operation. Opening Bell Daily: https://www.openingbelldailynews.com Phil's X: https://x.com/philrosenn 00:00 Introducing Phil Rosen and Opening Bell Daily 02:00 Building the foundation of a successful writer 05:27 Independent journalism's rise over established media 13:49 Navigating the business side of journalism 18:22 The freedom of building a new business model 21:40 Phil's ambitions to NOT scale the business 24:32 The death of objectivity in journalism 30:48 The untapped market for valuable growth 33:40 Overcoming the fear of posting video 39:30 Paywalls: The necessary evils of the media business 44:36 Advice for aspiring writers and creators
This week Francis is joined by six-time author, cultural critic and book publishing coach, Leigh Stein. Leigh is also the creator of the newsletter Attention Economy. Attention Economy: https://leighstein.substack.com/Leigh's Website: https://www.leighstein.com/00:00 Leigh's prolific content output01:43 Is now the best time to be a writer?04:38 Defining 'writing vs creating'08:47 The art is the product16:45 Does form come before content?20:25 TikToks instability and the importance of BookTok23:09 Leigh's journey through the literary world27:25 We're influencing, not influencers34:54 Writing 'Attention Economy'40:52 How to make your content shareable42:54 Destroying the stigma of self-publishing45:55 The magical portal to likeminded people48:54 Leigh's upcoming projects52:27 Advice for other creators
This week Francis is joined by Eric Silver, a podcaster, podcast producer and head of development at Multitude, a podcast studio and production company. Multitude: https://multitude.productions 00:00 Introducing Eric Silver 03:14 Crafting your interview style 06:04 The details of teaching podcasting 11:56 Podcasting does not mean video 19:41 The future of audio-only podcasts 25:39 The intention behind the creator 28:24 What makes a good podcast guest? 31:46 The difficulties of guest-based podcasts 36:06 Building an ethical creator-first business 44:11 The rise of Actual Play podcasts 50:08 The future of worker-owned and independent media 52:57 Hank Green's best interview
This week Francis is joined by Matt Brown of Extra Points. With a laser focus on writing high quality content, Matt is an independent sports journalist covering the world of college sports in America. Extra Points: https://www.extrapointsmb.com 00:00:00 Introducing Matt Brown and Extra Points 00:01:47 The focus on producing quality content 00:05:26 The unique story of acquisition and reacquisition 00:13:11 Striving to make the internet a better place 00:19:36 Balancing creativity and business in the creator economy 00:22:53 The values and integrity of independent journalism 00:26:27 Vox Media: The bootcamp for independent journalists 00:35:28 Understanding your community 00:42:29 Providing value with high-ticket and low-ticket offers 00:55:41 Analytics are not money 00:59:59 Bridging the gap between communities through sport 01:04:09 The decentralization of media
This week Francis is joined by essayist and culture critic, Alicia Kennedy. Alicia is primarily a food writer, however also has many refined takes on writing, the algorithm, and the attention economy.Alicia's Newsletter: https://www.aliciakennedy.news/00:00:00 Introducing Alicia Kennedy00:01:38 Rejecting the idea of the creator00:07:06 Declining media literacy in the digital age00:12:36 The fragmentation of public intellectualism00:17:09 Attaching value to greatest achievements00:19:32 The creator economy tradeoff of freedom and instability00:29:33 The need for publications that challenge food writing norms00:35:08 The blurred line between influencers and creators00:40:13 Building a like-minded diverse community00:43:58 The key to consistent organic growth00:47:10 The need for a more horizontal media ecosystem00:52:32 Navigating platforms with limited audience engagement control00:57:51 Experience of writing a book vs newsletters
This week Francis is joined by Kofie Yeboah a versatile creator in the sports media landscape. Kofie does it all, social media, long-form, short-form, podcasts, research and writing. He's here to tell us how he does it all.Kofie's YouTube: https://www.youtube.com/@KofieWhy00:00 Introducing Kofie Yeboah01:25 Kofie's early introduction to sports05:35 The evolution from long-form to short-form10:21 TikTok's endless opportunities and constant insecurity14:37 Balancing roles as a content creator and producer19:43 Successful strategies for repurposing content26:56 The best and the worst of social platforms29:57 Fostering a positive and engaged community32:23 Revenue reinvestment strategies43:24 Balancing a full-time job with content creation46:55 Kofie's relationship with different sports leagues48:33 The path to 100k subscribers
This week Francis is joined by Jenna Stoeber, a video essayist and content creator known for her deep dives into video game and media culture. Jenna's YouTube: https://www.youtube.com/@the_jenna/ Jenna's Bluesky: https://bsky.app/profile/thejenna.bsky.social 00:00:00 Laying the content creator foundation 00:07:00 The art of constructing informative videos 00:09:20 If I create, am I a creator? 00:14:36 The dichotomy of creating and consuming 00:17:19 Beating the algorithm with one simple video 00:20:55 Balancing creativity with optimization 00:29:13 Building diverse and sustainable revenue streams 00:34:25 Sacrificing salary for freedom and autonomy 00:39:27 Knowing your strengths and how to use them 00:46:07 The joys and challenges of podcasting 00:59:02 The art of researching and scripting a video essay 01:05:47 The boss fight: Goals for 2025
This week, Francis is joined by Henry Winslow, founder and writer of Tricycle Day, a newsletter focused on psychedelics research, policy, and business. Francis interviewed Henry exactly one year ago, and this conversation is centred around Henry's growth over the past year. Tricycle Day Newsletter: https://www.tricycleday.com Tricycle Day Instagram: https://www.instagram.com/tricycleday 00:00 Sustaining a creator-led business following rapid growth 06:27 The key to growing your first 1000 subscribers 09:23 Understanding your audience and utilizing data 12:44 Hiring an successful team as a creator 16:47 Scaling to a $250k business in year two 18:53 The benefits of advertising to a niche audience 23:27 The struggles of operating in a controversial space 28:03 Building an audience around trust 35:21 Expanding your business beyond the newsletter 38:09 Community is a buzzword, but not this time 41:42 Goals for 2025
This week Francis is joined by Matt McGarry, also known as the Newsletter Guy. They discuss his agency Growletter, the nuances of newsletter-only businesses, the challenges of monetization, and the evolving role of creators in the media landscape. Newsletter Marketing Summit: https://newslettermarketingsummit.com FOR $200 OFF, USE CODE: CS200 Newsletter Operator: https://www.newsletteroperator.com Growletter: https://growletter.co Write Grow Sell: https://writegrowsell.com Matt McGarry: https://x.com/JMatthewMcGarry 00:00:00 Introducing Matt and his businesses 00:01:12 Breaking down Matt's multiple income streams 00:04:52 Newsletters are NOT a business model 00:08:24 CPA is not as important as you think 00:16:06 Creating a winning ad to grow your newsletter 00:19:24 Why you should not start a newsletter only business 00:23:21 Do not paywall your best content 00:29:19 The key to monetizing your audience 00:36:10 The devolution from media founder to creator 00:41:36 The difficulties of marketing a podcast 00:47:13 Maximizing reach and engagement by repurposing content 00:52:55 The must-haves for a growing newsletter 00:56:30 The most saturated areas in the newsletter world 00:59:46 Newsletter trends for 2025
This week Francis Zierer speaks with Lindsey Stanberry, creator of The Purse, a newsletter focused on money, motherhood, work, and relationships. Lindsay shares her journey from working in corporate media to becoming an independent creator/entrepreneur.The Purse: https://thepurse.substack.com/00:00 Introducing Lindsey and The Purse 01:25 Transitioning from Corporate to Independent Creation 06:16 Developing a Blog into a Sustainable Brand 09:30 The Biggest Detriment to Journalists in Media 14:26 Defining Identity: Creator, Journalist, or Entrepreneur? 19:44 The Value of Collaboration and Partnership in Entrepreneurship 24:43 Choosing Your Niche for a Content Franchise 30:54 Growing an Organic Newsletter Audience 32:14 The Challenge of Paid Subscriptions 35:22 Fostering a Community Through Events 38:18 Creator's Concern of Financial Sustainability 42:24 The Evolution of the Newsletter Format 45:05 The Value of Transparency and Trust as a Creator 47:08 The Value of Quality Writing Amongst Abundant Free Content 54:29 Take Yourself Seriously
In this episode of Creator Spotlight Francis is joined by Daisy Alioto, CEO, editor and writer of Dirt Media. They explore the evolution of Dirt Media, its unique approach to content and community, and the challenges faced in the current media landscape. Daisy: https://x.com/daisandconfused Dirt: https://dirt.fyi Tasteland: https://www.tasteland.fyi 00:00 Introducing Daisy Alioto and Dirt Media 04:00 Treating Subscribers as Collectors 06:35 The Primordial Soup of the Media Environment 11:49 Running a Media Company Like a Streetwear Brand 16:49 Understanding Your Audience is Crucial 21:29 The Importance of Being Future Focussed in Business 24:56 Collaboration is Key for Growth 30:41 The Growing Responsibilities to Your Audience and Team 34:51 The Internet is Nothing Without Contribution
This week Francis is joined by Michael Kauffman to discusses his journey building a local newsletter business, Catskill Crew. He shares insights on audience engagement, growth strategies, and the importance of branding in the creator economy.Catskill Crew: https://catskillcrew.comNewsletter Club: https://thenewsletter.club00:00 Building a Community-Led Newsletter05:57 Local Relationships are Crucial for Newsletter Success12:29 Building Businesses Around a Local Newsletter14:28 Why You Must Begin With Organic Growth17:50 The Importance of Branding and Identity24:41 The Internal Desire to Create28:55 Building a Sustainable and Authentic Revenue Model38:43 The Local Holding Company Model41:50 Revenue Breakdown and Business Structure43:12 The Importance of Community Engagement47:12 Financial Realities of Starting a Newsletter50:48 The Newsletter Club: A Community for Creators53:41 The Future of Local Journalism
This week Francis is joined by content creator and entrepreneur John Hu, also known as Jayhoovy. John is the founder of Stan, an all-in-one monetization tool for creators. He shares insights on the challenges creators face in the business landscape and how his platform, Stan, aims to empower them. Check out Stan: https://www.stan.store/ John's YouTube: https://www.youtube.com/@jayhoovy 00:00 Introducing John and his company, Stan 01:24 Building an Audience and Personal Brand 05:05 The Artist to Entrepreneur Spectrum 07:45 Allocating Time as a Content Creator vs CEO at Scale 11:18 Celebrating Creator Success Stories 14:40 The Importance of Consistency in Content Creation 17:49 All Humans Will Be In the Creator Economy 21:30 The Value of Systems Thinking as a Creator 25:33 Scaling a Team and Hiring a Professional Memer 29:00 The Opportunities in Creator Led Digital Products 32:07 Attention Economy: The Limited Resource 33:56 Navigating Different Social Platforms for Success 36:25 Is Building in Public a PsyOp?
This episode is with one of the best business minds in the newsletter world, Adam Ryan of workweek.com Workweek: https://workweek.com Adam: https://x.com/adamry_n 00:00 Introducing Adam Ryan and Workweek 03:44 The Balance of Creativity and Sales 06:21 Key Levers for Audience Growth 08:53 Content Trends and Audience Engagement 10:03 Current Projects and Initiatives at Workweek 12:39 The Difficulties of Balancing Creativity and Entrepreneurship 15:59 The Importance of Consistency as a Creator 20:40 From Campus Rep to Brand Builder 27:59 The Evolution and Future of Newsletters 38:04 Advising the Next Generation of Newsletters 44:59 Vision for the Future of Workweek
This week Francis is joined by creative entrepreneur, Lex Roman. Lex is a freelance growth marketer with two newsletters, Journalists Pay Themselves and Revenue Rulebreaker. Journalists Pay Themselves: https://journalistspaythemselves.com/ Lex's Website: https://lexroman.com/ 00:00 The Multi-Hyphenate Journey of Lex Roman 04:00 Defining Creators and Creative Entrepreneurs 10:53 Monetization Strategies for Creators 15:43 The Boutique Creator Model 19:00 Revenue Streams and Success in the Creator Economy 23:33 The Role of Journalists in the Creator Economy 26:22 Virtual Events and Controversial Takes 33:27 Understanding Subscription Fatigue 40:44 The Overvaluation of Social Media for Growth 45:19 The Future of Internet Columnists
This week Francis is joined by Alex Dobrenko, a comedian and writer of the newsletter Both Are True. Both Are True: https://botharetrue.substack.com Alex's Twitter/X: https://x.com/dobrenkz 00:00 Intro 01:23 The Journey to Comedy and Writing 08:20 Writing Style and Honesty 15:02 The Role of Improv Comedy in Creativity 22:07 The Growth of an Audience 30:26 Professionalization of Content Creation and "Selling Out" 38:57 Whoa: Exploring Deeper Conversations through Interviews 45:37 Navigating the Solitary Nature of Creation 49:15 The Evolution of Social Media Engagement
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