The Content Business

Kane Baron and Ashley Morris
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

The Content Business is the podcast that goes beyond the algorithm. We sit down with content creators who’ve actually built businesses and achieved remarkable things through creating content. We break down how they built their audience, where the views really came from, and how they leverage this attention to generate income, make an impact, and achieve tangible goals beyond just virality. ———— Hosted by Ashley Morris & Kane Baron, founders of UAE based content sponsorship agency www.podpartnerships.com.

  1. 5 DAYS AGO

    #15 – 5 Red Flags Every Brand Should Know Before Paying a Creator

    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:In this episode of The Content Business, Ash & Kane draw on years of running creator sponsorship campaigns at Pod Partnerships to break down the red flags that tell you, before you spend a penny, whether a creator is actually worth working with. They unpack why refusing a performance incentive is a warning sign, why withholding backend data often means the audience isn't real, and the counterintuitive reason you should walk away from a creator who already worked with your competitor and did well. The conversation also gets into why vanilla, fence-sitting creators consistently underperform for brands, why opinionated creators with smaller audiences will almost always outconvert them, and the three angles every brand needs to understand before spending on creator marketing: conversion, brand awareness, and association. KEY TAKEAWAYS: Refusing any performance incentive signals a creator who doesn't back their own audienceWithholding backend data (traffic source, location) is a major warning sign, often hiding bots or a poor-quality audienceMore than two mid-rolls on an hour-long podcast means your ad will be ignoredIf a competitor already ran on that channel and it worked, the audience has been spent, move onA creator demanding a full script doesn't know their audience well enough to sell to themOpinionated creators with strong views have diehard fans, vanilla creators don't convertAssociation is the highest-value sponsorship angle once a creator is truly trustedThe best partnerships go far beyond a fixed slot and a 60-second readBEST MOMENTS:"If you back what you're selling, you should make a whole lot more money doing it that way.""If someone won't share their stats, I immediately don't trust you.""You want a virgin podcast, one that hasn't been dated yet.""Savers are losers. That's his opinion, so don't put him in front of a savings account.""Run for the hills if they need a full script. They just don't give a damn." LINKS:Website: https://www.podpartnerships.comEmail: 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.

    22 min

  2. 6 APR

    #14 – Words of Rizdom – Building the World's Largest Trading Podcast with Riz Iqbal

    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: In this episode of The Content Business, Ash & Kane sit down with Riz, founder and host of Words of Rizdom, to unpack how he built the world's largest trading podcast from nothing. Riz shares how he spent over £40,000 before making a penny, why he puts almost all revenue straight back into production, and how a focus on quality, risk-taking, and verified guests has grown his operation to a team of 35 to 40 people across multiple channels. The conversation covers growing a niche podcast without famous guests, why going verified changed everything, building long-term sponsorship deals in a high-risk industry, and why passion beats monetisation as a starting point. KEY TAKEAWAYS: Reinvesting revenue back into the business is what keeps you relevant long termOnly interviewing verified traders built audience trust and opened doors to professional-level guestsNiche podcasts can achieve real reach without famous guests if the packaging and hooks are rightHis first sponsorship money went straight into a tour, which is where the growth flywheel startedBuilding new channels from the same formula and team beats starting from scratchLong-term sponsorship relationships outperform short-term deals even when the upfront number is lowerPassion is the only thing that carries you through low view counts and early failureHooks and packaging matter as much as the quality of the content itselfFree education monetised through sponsorship and traffic is where the whole industry is headingYou have to trust your team and let go if you want to scale BEST MOMENTS: "I lost over 100,000 pounds." "We've pretty much invested everything back in." "I'm still to this day not bore watch. I've not got, like, a fancy car or anything." "Hooks are probably one of the most important things." "Getting someone's attention is hard and you have to get it within a second." "We don't sell anything, or we monetize through the sponsorships and the traffic." "The more you can give before you take, the more you can take." "You have to be willing to take risks. A lot of people struggle to take risks, which is why most people don't succeed." "When you have that passion, you get through those low view moments, you get through those hardships." LINKS: Riz: https://www.youtube.com/@wordsofrizdom 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.

    1hr 5min

  3. 31 MAR

    #13 – Jack Whettingsteel – Building Simon Squibb’s 20M Follower Personal Brand

    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) In this episode of The Content Business, Ash & Kane sit down with Jack Whettingsteel, CEO of the Simon Squibb personal brand and HelpBnk, to unpack how they built a 20 million follower personal brand machine rooted in free education. Jack shares the journey from working night shifts at Sainsbury’s and living off a student loan to helping scale one of the largest business-led media brands in the UK. Together, they break down how HelpBnk was built to provide free support to entrepreneurs, why turning down large crypto sponsorships protected long-term trust, and how mission-first thinking compounds faster than chasing short-term revenue. The conversation dives into the mechanics behind building reach at scale through Simon Squibb, expanding internationally, monetising through aligned sponsorship and affiliates, and why the real asset isn’t salary, it’s equity in a long-term ecosystem designed to outlive the founder. KEY TAKEAWAYS • Reach and views are currency. Followers are vanity• Free education builds trust faster than paid courses• Long-term brand equity beats short-term cash• Consistency compounds more than viral moments• International distribution unlocks exponential scale• Equity is more valuable than early salary• Purpose increases audience loyalty and retention• Attention creates investment and partnership leverage• Not all revenue is aligned revenue• A personal brand should evolve beyond the person BEST MOMENTS “A lot of luck, to be honest with you.” “I actually kept it going just to get the student loan to fund my business.” “It took me 30 sales calls to sign my first client.” “Do you want to do that and make a bit of money or do you want to change the world?” “We haven’t missed a day of posting in I don’t know how many years.” “Reach and views is literal currency.” “Followers is vanity.” “There are a million ways to make money.” “Your reputation is all you have.” “Everyone deserves the chance to be free.” LINKS Jack: https://www.instagram.com/jackwhettingsteelWebsite: 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, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

    50 min

  4. 24 MAR

    #12 – George Benson – Staying Relevant on YouTube for over 15 Years

    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) In this episode of The Content Business, Ash & Kane sit down with George Benson to break down what it actually takes to stay relevant on YouTube for 15 years. George shares how he evolved from Call of Duty voiceovers and viral impressions to travel vlogging, brand deals worth £25,000, and eventually building a football-focused content business around Chelsea FC. He explains why growing up publicly forced his content to evolve with him, how the algorithm has changed from discovery-led chaos to data-driven precision, and why creators now have to “play the game” to survive. The conversation dives deep into one of his biggest regrets — deleting a 1 million subscriber channel — what that taught him about audience alignment, why most creators burn out trying to hold onto old audiences, and how he has adapted to streaming, Shorts, and modern YouTube mechanics to remain relevant across multiple eras of the platform. KEY TAKEAWAYS • Longevity on YouTube requires evolving with your own life stage• Algorithms are now data-driven systems that must be understood and respected• Growing up publicly forces creators to either pivot or burn out• Deleting a large channel can destroy leverage and brand positioning• Audience alignment matters more than subscriber count• Shorts, streaming, and long-form must work together• Organic brand integration outperforms scripted ads• Authentic enthusiasm is difficult to fake long-term BEST MOMENTS “You’ve got to be a little bit mad.” “I grew up and then my content followed me.” “I see YouTube as a science now.” “I deleted the vlog channel.” “I had a million subscribers.” “I don’t want to get a flipping job.” “You’ve got to play the game.” “Subscriber count means nothing. It’s just a vanity metric.” “I can show up for a camera any time, any day.” “You’ve actually got to love what it is you’re talking about.” LINKS George: https://www.youtube.com/@GeorgeBensonFootballWebsite: 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, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

    52 min

  5. 17 MAR

    #11 – Dose of Society – Scaling a 6M Follower Street Interview Brand with Ahmed Faid

    In this episode of The Content Business, Ash & Kane sit down with Ahmed Faid, founder of Dose of Society and Dose of Emirates, to unpack how he built a 6 million+ follower media company through street interview content without becoming the face of the brand. Ahmed shares how starting in 2017 with no blueprint, pitching Snapchat with 4,000 followers, and embracing risk allowed him to turn a simple street interview concept into a global content business operating across the UK, US, and Middle East. The conversation dives into why he deliberately chose faceless content, how introducing the branded microphone changed everything, how COVID forced a pivot to Zoom interviews, and the business mechanics behind scaling a street interview format into a recognisable, monetisable global media brand. KEY TAKEAWAYS • Starting early in an emerging format can create long-term category leadership • Faceless brands scale faster because they are not dependent on one personality • Investment buys time, not just growth • Introducing a recognisable visual asset can transform short-form performance • Street interview content can evolve into a global media format • Building infrastructure first makes international expansion easier • Brand trust increases when the message stays consistent regardless of guest status • Consistency and volume matter more than perfection BEST MOMENTS “We pretty much start out in 2017, so there’s not many people doing the kind of street interviews.” “I do place everything down to timing.” “Took me four hours to speak to one person.” “It sometimes just takes that one yes to change everything.” “Two years later, we got our first bit of money from Snapchat.” “I wanted to build something that lives beyond me.” “What does the mic stand for? Hope.” “You don’t have to go too crazy and think of something unique.” “The celebrity stuff is always kind of surreal.” LINKS Ahmed: https://www.instagram.com/doseofsociety 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.

    53 min

  6. 10 MAR

    #10 – Why UGC Is Outperforming Traditional Paid Media

    In this episode of The Content Business, Ash and Kane break down why user generated content is quietly outperforming traditional paid media and why most brands are still stuck in outdated advertising models. They unpack how UGC has evolved beyond influencer marketing into a core paid ads strategy, why imperfect content now converts better than polished campaigns, and how brands are leveraging creators’ accounts to run ads that don’t even feel like ads. The episode dives into the economics behind UGC, including faster production cycles, lower internal costs, higher watch time, and better conversion rates. They also explore how smaller creators with almost no following are monetising through UGC and why this shift is changing the future of advertising for both brands and creators. KEY TAKEAWAYS • UGC is outperforming traditional branded ads in watch time and conversion • Imperfect content builds more trust in the age of AI • Brands can deploy UGC faster than internal campaign production • Creator accounts running ads outperform brand accounts • Affiliate + ad budget models align brand and creator incentives • UGC is not just influencer marketing, it is paid media strategy • International and multi-platform distribution amplifies ROI • Small creators can monetise without large audiences • Trust compounds faster than polish • Creator ad spend is now a multi-billion dollar industry BEST MOMENTS “It’s outperforming most forms of paid media at the moment.” “The more bad it looks, the better it performs.” “The age of AI has made it easy for personality to stand out.” “Perfect becomes beige.” “It takes you that long to realise it’s an ad.” “Reach and views is literal currency.” (referenced conceptually in discussion) “You only spend money.” “It converts so much better.” “It’s a no brainer.” “UGC will change your paid media strategy.” LINKS 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.

    14 min

  7. 2 MAR

    #09 – Tech with Tim – Building an AI Team for Your Content

    ABOUT THE EPISODE In this episode of The Content Business, Ash & Kane sit down with Tim Ruscica, software engineer and tech creator, to break down how he went from coding at 12 years old to building one of the largest programming YouTube channels in the world. Tim shares how posting at extreme volume helped him scale to nearly 2 million subscribers, why he dropped out of university after landing a Microsoft internship, and how his YouTube channel has generated over $5 million through brand deals, courses, and partnerships. The conversation explores AI in content creation, how technical credibility creates leverage with brands, why most creators undervalue their expertise, and the difference between building a content business and building a real business. KEY TAKEAWAYS • Volume was the single biggest growth driver in the early days• Teaching something is the fastest way to master it• Searchable content compounds long after it’s published• AI is best used for orchestration, not replacing personality• Technical expertise allows creators to charge premium brand rates• Small creator businesses often become short-term cash injections• Building a company is different from monetising attention• Professionalism and speed win brand renewals BEST MOMENTS “I started coding when I was like 12 years old.” “I’m gonna wake up every morning at 5:30 a.m. and film three YouTube videos.” “If you post 400 videos in a year, a few of them are going to do well.” “I now have a backlog of 500 videos.” “The manual coding of me sitting there and writing lines is completely removed.” “I instantly have access to funding.” “I’ve done YouTube for a really long time.” “I can make a video that gets 20,000 views and make more than $20,000.” “Money loves speed.” “You can have so much more value as a creator than purely driving conversions.” LINKS Tim: https://www.youtube.com/@TechWithTimWebsite: 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, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

    53 min

  8. 24 FEB

    #08 – Mahmoud Bartawi – The Real Value of Podcasting in Dubai

    ABOUT THE EPISODE In this episode of The Content Business, Ash & Kane sit down with Mahmoud Bartawi, host of Business with Bartawi, to break down how podcasting became his most powerful relationship-building tool. Mahmoud shares how his background in banking and startups shaped his approach to conversations, why he started podcasting purely to build relationships rather than make money, and how being an English-speaking Emirati business host positioned him uniquely in Dubai’s ecosystem. The conversation explores reputation versus virality, why integrity matters more than views, how to approach high-level guests with emotional intelligence, and why podcasting is less about downloads and more about access, network and long-term opportunity. KEY TAKEAWAYS • Podcasting is a relationship-building tool before it is a monetisation tool• Reputation in a small market compounds faster than views• Protecting guest integrity builds long-term trust• Virality without values can damage long-term positioning• English-speaking Emirati positioning created a unique niche• High-level guests value emotional intelligence over hype• Saying no to paid guest slots strengthens brand authority• Podcasting can open doors to deals, partnerships and investment opportunities BEST MOMENTS “Podcasting is not about the money. It’s about relationships.” “If networking is currency, then podcasting is cool.” “There are people that came on the podcast I never thought would have coffee with me.” “The ultimate goal is to protect the integrity of my guests.” “You chasing the numbers can really make you do things you don’t even want to do.” “Reputation.” “Organic is built on trust.” “It’s not about chasing the numbers, it’s about chasing relationships.” LINKS Mahmoud: https://www.youtube.com/@BusinesswithbartawiWebsite: 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, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

    58 min
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The Content Business is the podcast that goes beyond the algorithm. We sit down with content creators who’ve actually built businesses and achieved remarkable things through creating content. We break down how they built their audience, where the views really came from, and how they leverage this attention to generate income, make an impact, and achieve tangible goals beyond just virality. ———— Hosted by Ashley Morris & Kane Baron, founders of UAE based content sponsorship agency www.podpartnerships.com.

Information

  • Creator
    Kane Baron and Ashley Morris
  • Years Active
    2k
  • Episodes
    16
  • Rating
    Explicit
  • Copyright
    © Kane Baron and Ashley Morris
  • Show Website
    The Content Business

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