ABOUT THE EPISODE:
Rohan Sheth runs performance marketing for names like Tony Robbins, Russell Brunson and Grant Cardone, managing hundreds of millions of dollars in ad spend. In this episode, he sits down with Ash and Kane to break down the biggest mistakes brands make with paid ads, why LTV matters more than ROAS, and how his agency helped build the "free-to-fee" funnel behind some of the biggest names in personal development.

KEY TAKEAWAYS:

• Most advertisers chase ROAS without first knowing if they're running a single offer or building a company
• LTV is the number that matters most, every decision should waterfall from it
• Blended attribution beats platform-reported data every time; single-platform numbers lie
• Organic and paid aren't separate games, they compound each other
• The "free-to-fee" model built empires for Tony Robbins, Kevin O'Leary and Barbara Corcoran through free events that sold into high-ticket coaching
• In-person events are seeing a resurgence, AI-driven online fatigue is pushing people back toward human connection
• Association advertising (Rolex at F1, Qatar Airways) often outperforms direct response, brands pay for the halo, not the click
• Usage rights and affiliate deals with creators can beat flat-fee sponsorships when the brand takes on more of the risk

BEST MOMENTS:
"You need to know your LTV, that's the number everything else waterfalls from."
"Most people coming into this industry are learning from free stuff online and don't know which advice is actually right for them."
"You either spend time or you spend money, those are the only two options."
"There's no ceiling on what Rolex is willing to pay to sponsor every Grand Prix."
"Sometimes brands aren't paying for the results, they're paying for the association."

LINKS:
Guest: @Rohan_Sheth
Website: https://www.podpartnerships.com
Email: hello@podpartnerships.com

If you're looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness

(Use code: CONTENT15 for 15% off any plan)

ABOUT THE EPISODE:

Sergi Galiano was employee number one at Supercar Blondie, the world's largest car channel with over 185 million followers. He helped build it from the ground up, and then walked away. In this episode, he sits down with Ash and Kane to break down exactly how viral content is made, why almost every brand and creator is doing social media wrong, and how he turned 20 years of trial and error into a consulting business teaching creators to grow organically.

KEY TAKEAWAYS:

• The algorithm rewards thousands of small signals, getting them all right is what separates viral from invisible

• Most people start too niche with visual content; cast wide first, then get specific as your audience builds

• Watch time is the number one metric every platform actually cares about

• Followers matter less than they ever have, a 30K channel can outperform a 1M channel right now

• Big brands are some of the worst at social media because they don't understand the game yet

• The hook is the hardest part, always film two or three versions before committing to one

• Going solo from a big brand is a business decision, not a personal one, know when you've stopped growing

BEST MOMENTS:

• 00:00:51 "I felt like I wasn't learning anymore. I wanted to go and make content for myself."

• 00:08:55 "We went to bed and the next day we just saw this spike, 9 million followers from the Philippines in one day."

• 00:16:11 "Almost everyone is doing social media wrong, especially big brands."

• 00:20:01 "The overwhelming majority of people consume social media on mute. Is your video understandable without any audio?"

• 00:25:26 "You can spend so much time talking about hooks. Even at Supercar Blondie we could argue for hours about how to start a video."

• 00:26:39 "The number one thing the algos care about is watch time."

• 00:35:09 "Now is probably the best time ever for a new content creator to get started."

• 00:42:19 "That video got 60 million views and it generated around $13,000. And there was no edit on that."

• 01:08:16 "My teacher almost failed me for suggesting you could get better results by making a viral video on YouTube."

LINKS:

Sergi: https://www.instagram.com/sergi.galiano/

Website: https://www.podpartnerships.com

Instagram: https://www.instagram.com/thecontentbusinesspod

Email: hello@podpartnerships.com

ABOUT THE HOSTS:

Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.

They've worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.

Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you're looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: ⁠https://creators.riverside.fm/TheContentBusiness⁠ (Use code: CONTENT15 for 15% off any plan)

ABOUT THE EPISODE:Dr. Sheen Gurrib is the Oxford and Cambridge graduate who walked away from academia to build one of the biggest English-speaking podcasts in the Middle East. In this episode, she sits down with Ash and Kane to break down how she turned her show into a real business, from landing her first brand deal at 10K followers, to building a Podcast Academy, studios, and a management agency. If you're trying to figure out how to monetise your content without losing your integrity, this one's for you.

KEY TAKEAWAYS:

• Treat your content like a business from day one, hobby vs. business mindset requires completely different approaches
• Followers mean nothing without engagement; brands care about who's watching, not just how many
• Under-promise and over-deliver is what turns one-episode brand deals into six-figure annual partnerships
• Don't chase monetisation before you have proof of concept, build the community first
• Data obsession matters: change thumbnails, titles, and metrics daily until the episode performs
• Different platforms reward different metrics, Instagram saves, YouTube retention; know which lever to pull
• Niching down is how you blow up, the most specific podcasts attract the most valuable audiences
• Your brand is your reputation that walks into the room before you do, engineer it intentionally
• Vulnerability in content depends on your niche and culture; authority sometimes matters more than openness

BEST MOMENTS:

• 00:00:26 "The amount of time and money you spend on something is not a good enough reason to keep doing it."
• 00:09:15 "Creators still haven't been trained on how to be business owners."
• 00:13:49 "Who, not how many."
• 00:35:23 "Your brand is the introduction that comes into the room before you do."
• 00:37:20 "Less than 5% of people can go on a walk without listening to something, we're all scared of our own thoughts."

LINKS:Sheen: ⁠https://www.instagram.com/SheenGurrib⁠

Website: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.com

ABOUT THE HOSTS:Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships. They've worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy. Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, supporting them to start, scale and monetise their podcast.