Creator Spotlight - Ellen Scanlon - How to Do The Pot

Your podcast "How to Do the Pot" has become a valuable resource for many in the cannabis community. What was the moment or experience that inspired you to launch this podcast?

Ellen: Healthcare challenges initially drew me to the industry. In 2010, I was involved in a severe bike accident that left me with multiple injuries, including breaking sixteen of my teeth. It was a tough recovery. I relied heavily on Advil for chronic pain, which led to side effects and further health complications. A few years later, I was trying to have a baby and struggled with several years of infertility. I learned that I have Endometriosis, and cannabis is an incredible treatment for its painful symptoms. These health challenges shifted my perspective, and I began to see cannabis as a solution for a variety of health issues.

When adult-use cannabis was legalized in California, where I live, I delved deeper into learning about its benefits. Witnessing firsthand how cannabis improved my well-being, I felt compelled to make this information accessible to women nationwide. This desire to simplify and demystify cannabis consumption for women across the country was the driving force behind launching How to Do the Pot.

With your background, how did your personal and professional experiences shape the content and direction of "How to Do the Pot"?

Ellen: My career began on Wall Street, progressed to an MBA, and then transitioned to the startup world. My family and friends were initially surprised by my decision to enter the cannabis industry. Health issues led me to discover the benefits of cannabis, which fuels my passion for safe access and legalization. The episodes of How to Do the Pot are designed to help women feel confident about cannabis, and we cover essential topics like stress, sleep, sex, and pain relief.

As one of the few female CEOs in the cannabis industry—less than 8%—I am driven by the opportunity to be a pioneer and help dismantle the barriers preventing women consumers and professionals from entering this rapidly growing field.

Every industry has its unique set of challenges. Can you share some of the major obstacles you've faced while creating and growing your podcast and how you've overcome them to keep it thriving?

Ellen: Creating and growing How to Do the Pot has come with its share of obstacles. Despite women making 80% of household purchasing decisions and managing nearly all healthcare decisions for their families, cannabis brands—often led by men with limited marketing budgets—have largely overlooked women seeking cannabis for improved health and well-being.

To address this gap, How to Do the Pot focuses on highlighting women’s voices and stories, and has established a trusted connection with our audience. The show's growth has been primarily driven by word of mouth, which reflects the authenticity and relevance of our content. Today, the show is in the top 5% of all podcasts with listeners in all 50 states and 42 countries, and our popular newsletter reaches over 10,000 readers. In 2023, we were honored with two Signal Gold Awards, recognizing our impact on culture as the best How-To & Advice show and Best Conversation Starter show.

By consistently including women’s voices in the conversation and development of the cannabis industry, we aim to enhance benefits for all consumers. This inclusive approach has been key to overcoming challenges and fostering a thriving community around How to Do the Pot.

Your podcast does an excellent job of blending education with advocacy. How do you strike the right balance between being informative and pushing for greater cannabis awareness and acceptance?

Ellen: The persistent stigma against cannabis, particularly for women, inspired the name of the podcast. By injecting humor and education into a topic often overshadowed by fear and misinformation, How to Do the Pot aims to change the narrative. Our platform focuses on providing useful tips and helping women develop a more nuanced view of cannabis.

A key goal of the podcast is to share stories that are relatable to all women, regardless of their current relationship with cannabis. Cannabis legalization is proving that you don't have to fit a certain stereotype to enjoy or benefit from cannabis. By finding common ground through storytelling, we create a welcoming space that encourages openness and a more informed perspective on cannabis.

The cannabis content landscape is always changing. How do you keep up with industry trends and ensure your podcast remains relevant and engaging to your audience?

Ellen: Sharing how modern, legal cannabis can help women across the country is my passion. Women are more likely than men to suffer from anxiety, depression, sleep issues, chronic pain, and autoimmune disorders. My goal is to help women make informed choices about their health and well-being, and I believe that prioritizing women’s health should include a better understanding of cannabis.

One example is How to Do the Pot’s ongoing series “The 1st Time I Bought Legal Weed,” which keeps our audience informed as more states legalize and is dedicated to providing a support system of women all across the country.

To stay current with industry trends, I rely on a combination of sources. My community on LinkedIn and various industry newsletters are invaluable for up-to-date information. I have Google alerts set for cannabis-related topics to ensure I never miss an article from major news sources. I follow health and investment trends, as well as cultural and entertainment news, through podcasts and increasingly through content experts writing Substack newsletters. Stay tuned for How to Do the Pot’s new Substack newsletter coming soon!

As you plan for the future, are there any new themes or topics that you're particularly excited to explore on your podcast?

Ellen: Absolutely! Our audience loves when we dive deep into specific topics, and we have several upcoming series that I'm thrilled about.

In June, we'll celebrate Pride with a series exploring how San Francisco's AIDS crisis led to the birth of medical cannabis and sparked a national legalization movement. This historical perspective will highlight the courageous efforts that have shaped the industry.

This summer, we'll focus on "Pain, Exercise, and Cannabis," inspired by the New York Times article "Can Weed Improve a Workout?" We'll discuss how cannabis is enhancing workouts, relieving pain, and improving both mental and physical health for active individuals.

This fall, we'll tackle a significant topic: "Alcohol & Cannabis." This series will delve into the growing trend of swapping alcohol for cannabis, with a particular focus on women's health and addressing questions specific to women's consumption.

Collaborations can bring fresh perspectives and ideas. What types of projects or partnerships are you looking forward to, and how can interested collaborators reach out to you to discuss potential opportunities? Or What is the best way my readers support you and your podcast?

Ellen: Can you remember the ads on your favorite podcast? Most people can, and it’s because podcasts tend to have fewer ads than other digital media. The ads they do hear, especially host-read ads that are relevant to the episode topic, have a much greater impact and are directly linked to supporting their favorite creators.

We recently conducted a listener survey and found that our largely female audience is highly educated and affluent: 49% have a college degree, 38% have a graduate degree, and nearly half earn more than $100,000 annually. Edibles, including beverages, are the most popular product among our listeners, followed by smoking, vaping, and topicals.

We have sponsorship opportunities available and love to work with new brands. If you’re interested in collaborating or want to learn more about connecting with our diverse, national audience, please reach out to us at [email protected]. Supporting our current advertisers like Happi, Kiva, and Airo Brands, is a great way to support the podcast, too!