What Brands Get Wrong About Creator Partnerships | Carly Baker of HubSpot - Marketing Happy Hour

What makes a media partnership actually work? In this episode, Carly Baker, Media Partnerships Lead at HubSpot Media Network, pulls back the curtain on what makes branded content succeed. With experience spanning talent management, business development, and audience growth across podcasts and YouTube, Carly shares what brands often get wrong when working with creators and how to think beyond vanity metrics. She offers a fresh perspective on how earned media can drive real growth, the underrated power of organic partnerships, and how to build content strategies that resonate in a noisy market.

Key Takeaways:

// How to measure what actually matters in podcast and content partnerships.

// Why putting a human face to your brand is essential for audience connection and content performance.

// The biggest mistakes brands make when working with creators—and how to avoid them from the start.

// How to align partnership goals with outcomes that match your brand's stage and strategy.

// Why video matters in podcasting today, and how to use platforms like YouTube for visibility and discovery.

// How to build better relationships with media partners by treating them like people—not just placement opportunities.

Resources from HubSpot:

The State of Marketing in 2025

The Power of Partnerships + Innovation

Connect with Carly: LinkedIn

Learn More About HubSpot: Website

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