Creator Playbooks Meet The Marketing Genius Behind A $100M Podcast | ZOE’s Rich Willan
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Aug 20, 2025 Rich Willan, Head of Content at ZOE, shares how he propelled the health brand's podcast to become the UK's most shared, significantly driving sales. He discusses the importance of creating engaging content, the role of expert voices in enhancing brand trust, and how podcasts can boost brand value profoundly. Rich emphasizes the need for continuous improvement and optimization in podcasting and explores innovative strategies for maximizing audience engagement. His insights on balancing long-form and short-form content are invaluable for creators aiming for growth.
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Podcast Revenue Impact
- The Zoe podcast touches about 40% of weekly sales, showing audio can materially influence revenue.
- Podcasting builds direct relationships between brand and customers that outperform many other channels.
Cold Email Led To Zoe Podcast
- Rich cold-emailed Jonathan Wolf and after follow-ups converted Zoe into a podcast client.
- Zoe liked acting fast and greenlit the show quickly, which launched the content engine.
Start With A Clear Customer Strategy
- Do a creative strategy session to deeply define your customer before designing a podcast.
- Use that clarity to target format, tone, and reading grade for accessibility.