Owning Video with The Draw Shop

Summer Felix-Mulder and The Draw Shop team were looking to re-vitalise and re-focus an already existing podcast: Backstage Business. They came to Fame looking for support with the positioning of the show, guest outreach, editing, production and of course: promotion.

As part of that repositioning, we worked with Summer's team to relaunch the show under a new name: Video Marketing Secrets. Backstage Business didn't tell a new listener what the show was actually about, and it wasn't a term anyone was searching for. Video marketing, on the other hand, was exactly the phrase The Draw Shop's ideal audience was already typing into Apple Podcasts and Google - so renaming the show to capture that keyword directly became a core part of the show's discoverability strategy from day one.

Upon launch, the rebranded show quickly rose to the #1 spot for the high traffic search term "video marketing" in Apple Podcasts in the US:

Summer was also looking to build relationships with other influencers in the online marketing space, which led to Amy Porterfield - one of the biggest names in online marketing - getting booked as the 7th guest on the show! Amy is the host of the top-ranked Online Marketing Made Easy podcast, which has passed 49 million downloads, and the New York Times bestselling author of Two Weeks Notice. Landing a guest with that level of reach and credibility just seven episodes into the relaunch gave Video Marketing Secrets an early stamp of authority within its niche.

Check out her episode below 👇

Between the rename, the guest strategy and the ongoing production and promotion work, Video Marketing Secrets moved from a stalled show with an unclear name to a top-ranked podcast in its category within weeks of relaunch - proof that a rebrand built around the way your audience actually searches can do as much for a show's growth as any single guest booking.