Podcast
Earning Ears
Hosted by W2D1 Media · EN
Do I have your attention? This is Earning Ears. A podcast about creating content that EARNS your audience’s attention.
Many B2B organisations focus on what they can get out of their content and what’s in it for them.
I want to see a shift in our mindsets around creating content. Content marketing is supposed to be pulling, not pushing.
Let’s make a shift—from grabbing attention to earning attention, from building an audience to earning an audience, and from growing a community to earning a community.
How do we do that? Well, isn’t that the question? Come along, pull up a seat (probably your car seat on the way to work), and join the conversation as we talk to the world’s best attention earners, audience earners, and community earners with real-world experience growing audiences from zero. Listen and learn how you, too, can make relevant and engaging content that earns your audience’s attention.
Who am I? If you decide to stick around after I earn your attention, let’s talk about that at the end of the episode.
This podcast uses the following third-party services for analysis:
Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
8episodes
Episodes
Newest firstAll episodes
How to Earn the Right Audience (Not Just a Big One) with Thea Ngo
1w ago00:29:55Tap to summarizeThea Ngo started Founders in Motion because the podcasts she loved — How I Built This, Shoe Dog — never answered the questions she actually had. Not the origin myths. The basic ones: how do you get your first customer? How do you pitch the first enterprise client? Eighteen months and 32 episodes later she has 1,200 YouTube subscribers, 200,000 to 300,000 monthly reach on LinkedIn, and an audience where roughly 40% are founders — the exact people she set out to reach.That last number is the whole point of this conversation. Thea is an early-stage investor at Archangel Ventures by weekday and, in her words, "an interrogator" on the weekends. She has built a real media engine solo, and she is very clear about what she optimised for: not the biggest audience, the right one.Adam and Thea get into how she beat pod fade — the point about seven episodes in where most new shows quietly die. Her answer is partly stubbornness ("you can't really quit in public") and partly the cheerleaders around her, including a Vietnamese-speaking family who translate every episode and send notes. Underneath it is a simple operating rule: it is more painful for her to sit with an idea and not act on it than to just do the thing.The most transferable lesson is control the input, not the output. Impressions, reach and likes are outputs you cannot control. The questions you ask, the cadence you post at, the platform you choose, the stories you tell — those are inputs, and they are where Thea spends all her attention.She also walks through the structure behind the show: lead with value, defer the company introduction, because "advice without context is at best useless and at worst detrimental." Adam runs her own structure on her, live, and only asks for her bio halfway through — and it works.Then the investor question: which one is the day job? Thea makes the case that media and investing are "becoming one" — deal flow, then education, then helping founders first and getting the return second. "People watch content so they can be better," she says, "not to give you a view."And the take she reckons might get her cancelled: she loves using AI for her writing. Not to generate posts, but to turn rambling voice notes into structure — which is how she has posted five times a week on LinkedIn for six months without fail.You will also hear the airport story (writing a week of posts ten minutes before boarding), why company pages never grow like people do, and why she thinks LinkedIn is one of the easiest platforms to grow on right now. She closes on the posture behind all of it: be the guy, not the guru.One more thing worth saying out loud: Founders in Motion is joining the Day One Network.Thea Ngo grew up in Vietnam, studied finance in the US, and is now based in Australia as an early-stage investor at Archangel Ventures, a specialist pre-seed and seed fund. She is the creator and host of Founders in Motion, where she interviews early-stage founders "before they're famous" to pull out the tactical lessons of building today.00:00 - Cold open00:35 - Why she couldn't quit in public03:00 - The cheerleaders that beat pod fade05:00 - Do the thing: her bias to action07:30 - Who's in the room beats how many09:30 - Control the input, not the output12:00 - Value first, company second15:30 - Which one's the day job?18:00 - Help first, get second21:00 - I love using AI for my writing24:00 - Be the guide, not the guru🎙️ Founders in Motion: https://podcasts.apple.com/podcast/id1810228671🔗 Thea Ngo on LinkedIn: https://www.linkedin.com/in/theango🎧 Pat Flynn — Smart Passive Income: https://www.smartpassiveincome.com📰 Earning Ears newsletter: https://w2d1.media/earning-ears🔗 Adam Spencer / W2D1 Media: https://w2d1.mediaNew episodes of Earning Ears weekly. Stop grabbing attention. Start earning it.Earning Ears is the W2D1 Media show about building content that earns your audience's attention instead of grabbing it.About the hostAdam Spencer is the founder of W2D1 Media and the Day One Network, and the host of Earning Ears — a show about earning, not grabbing, your audience's attention. Say hello: https://w2d1.mediaAbout the Day One NetworkDay One Network is a network of shows for founders, operators and investors, produced by W2D1 Media. Earn the right audience: https://dayone.fmThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
Georgie Healy on building In the Blink of AI to 350k downloads in 15 months
2w ago00:39:02Tap to summarizeGeorgie Healy recorded two episodes of a podcast that never saw the light of day. The editing killed it — eight hours an episode, on top of a full-time job. Eighteen months on, her show In the Blink of AI has passed 350,000 downloads, and this is the post-mortem on what changed the second time around.Georgie traces the habit to a freezing 2017 in Detroit, walking to Ford's headquarters with the beauty podcast Fat Mascara in her ears. That lo-fi, scrappy era — hosts who openly forgot anyone was listening — is the one she still defends against today's three-camera, high-gloss productions. Polish, she argues, can stop a new host ever developing the harder skill: carrying an hour-long conversation.She wanted to get behind the mic for a year before she acted, pulled by admiration for the hosts she listened to and curiosity about what it actually takes to build a show. Her first attempt collapsed on the edit — a sound booth, a recording kit and a network of startup guests already in reach, and still two episodes recorded and none published.Her hot take for anyone starting now is to stop looking at the data. Early download numbers only disenfranchise you. The useful work is listening back to your own episodes and critiquing the hosting — she trained herself out of the reflexive "yep, yep, yep" that interrupts a guest — not refreshing the stats.Before the mic, she says, you need to be a genuine fan of the medium and have something to say week after week. Her guest strategy has shifted with the market: from the founders she admired at the start to a broader cast of AI thinkers — journalist Tracy Spicer, ethicists, even ARIA-winning musicians — because AI now reaches well past the technologists.Promotion was the part that made her break out in cold sweats. The fix was a rule: every post has to teach something. Consistency built the trust that made self-promotion stop feeling transactional — to the point a stranger at a Google event told her, "I'm used to hearing your voice at 1.5 speed."On whether it pays off, Georgie is clear-eyed about attribution. You can't draw a clean line from a podcast to revenue. What you can see is a LinkedIn audience that filled with CTOs, founders and execs, doors that opened to guests like a VP of Dropbox who would otherwise never take the call, and a newsletter that finally gives the direct line a podcast can't.The bigger return, she says, was on herself: a sharper brain from learning a new industry every week, and a confidence that did not exist at the start. Which is her closing point for anyone still hesitating — confidence is not a prerequisite. Don't let the lack of it be the reason you never start.Georgie Healy is the host of In the Blink of AI, a Day One Network show covering artificial intelligence through long-form interviews with founders, operators and thinkers. She works at Google and came to podcasting from a background in tech consulting.Links and mentions:- In the Blink of AI — dayone.fm/show/in-the-blink-of-ai- Georgie Healy — linkedin.com/in/georginahealy- Earning Ears — w2d1.media/earning-ears- Day One Network — dayone.fm- Also referenced: Fat Mascara; Ballpark Music; Acquired; Startup (Gimlet); Ira Glass; Gary Vaynerchuk; Tracy SpicerNew on Earning Ears, from W2D1 Media and the Day One Network.Earning Ears is brought to you by W2D1 Media and the Day One Network.Episode SummaryGeorgie Healy built In the Blink of AI from two shelved episodes into a show with more than 350,000 downloads in about 15 months. She and Adam Spencer break down the craft and the business of growing a podcast: why the early metrics lie, how to promote without the ick, the guest strategy that widened past AI technologists, and why confidence is not a prerequisite for starting.Time Stamps00:00 - Cold open: back behind the mic01:28 - Fat Mascara and a freezing walk to Ford04:11 - Scrappy lo-fi versus high-gloss production05:00 - In the Blink of AI: 350k downloads in 15 months07:05 - The eight-hour edit that killed her first attempt10:43 - Stop staring at the metrics12:33 - What to know before you start14:07 - From guests she admired to AI thinkers17:30 - Promoting the show without the ick30:21 - Measuring a podcast that won't attribute36:07 - What podcasting did for her career and confidence40:06 - Closer: confidence is not the pointAbout the hostEarning Ears is hosted by Adam Spencer, founder of the Day One Network and W2D1 Media. He has recorded more than 200 interviews with founders, operators and creators, and built Day One into a network of Australian startup and tech shows. Earning Ears is his show about building an audience — the craft, the business, and the long game of earning people's attention.About Day One NetworkDay One Network is Australia's home for founder and operator podcasts — in-depth, in-person conversations with the people building the country's startup and tech ecosystem. Find every show at dayone.fm.This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
LinkedIn Experiments: Finding the Best Strategies for Reach and Engagement with Kayla Medica
May 26, 202400:43:36Tap to summarizeSummaryIn this episode of Earning Ears, host Adam Spencer interviews Kayla Medica, a marketing expert and creator of the Mehdeeka newsletter. They discuss Kayla's experiments with LinkedIn, including the surprising finding that posting less frequently actually increased her reach. They also delve into the importance of finding the right content format for your audience and the value of engagement versus reach.Kayla shares her insights on audience acquisition strategies, the power of long text posts on LinkedIn, and the benefits of zero-click content.Don't miss this informative and engaging conversation with a marketing pro. Timestamps0:00: Podcast Chemistry and Japanese Historical Interests3:40: Optimising LinkedIn Strategy Through Experimentation5:44: Exploring Newsletter Growth Strategies and Subscriber Acquisition7:25: Challenges of Newsletter Promotion and Subscriber Engagement10:19: Effective Promotion Strategies in Slack and Facebook Groups12:24: Decoding LinkedIn's Algorithm Through Personal Experimentation17:12: Content Creation: Passion Over Proficiency19:15: Dissecting Reach vs Engagement in Social Media Strategy22:10: Crafting Unique Content in a Saturated Market24:17: Evolving a Marketing Newsletter for Networking and Reflection27:19: Effective B2B Marketing Strategies and Platforms31:37: Setting Boundaries in Marketing Investments32:55: Podcasting Preferences and B2B Learning Boundaries34:04: Mastering LinkedIn's Algorithm for Effective Content Strategy36:21: Exploring WhatsApp Communities for Direct Audience Engagement41:04: Content Creation: Enjoyment, Sustainability, and Engagement StrategyThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
The Importance of Writing and Internal Storytelling in Building a Successful Team with Michael Batko
May 5, 202400:37:05Tap to summarizeEpisode Summary:In this episode of Earning Ears with Adam Spencer, guest Michael Batko delivers a wealth of insights into content creation, community building, and productivity for startups. Michael Batko's varied experience as the CEO of Startmate fuels a compelling conversation that touches upon his passion for learning, efficient communication within organizations, and the practices that contribute to his own prolific content output.The discussion delves into Michael Batko's approach to managing his responsibilities at Startmate while simultaneously contributing a considerable amount of content to his field. With personal anecdotes and practical advice, the episode captures a narrative that emphasizes the importance of focusing on customers, the art of productivity, and the power storytelling in driving startups forward. Batko also shares strategies for dealing with setbacks and explains how feedback loops are integrated into his work ethos to continually improve processes and products.Key Takeaways:Identify a niche and understand your audience deeply to create resonating content.Establish systems and habits for productivity that are irresistible and keep you accountable.The act of writing distills complex thoughts and enables learning through feedback.Resilience and customer obsession are key traits observed in successful founders and content creators.Feedback is crucial for growth, and building feedback loops into your work helps you evolve as a knowledge worker.Notable Quotes:"You are the average of the five people you spend most time with.""Your brain is for having ideas, not for storing them.""Don't be afraid of releasing bad content. Nobody cares at the end of the day.""Find your niche. If your target market is everyone, your target market is nobody.""Increasing the surface area for luck to strike."Resources:Startmate (company website and community platform): StartmatePuddle Pod (productivity community): Puddle PodStartmate Striders (running community association with Startmate)This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
Content Marketing Tips: Building Audience and Distribution with Bree Fedele
Apr 14, 202400:39:06Tap to summarizeEpisode Summary:In the latest episode of Earning Ears, host Adam Spencer sits down with Bree Fedele, Senior Marketing Manager at Airtree, to explore the expansive world of content marketing.Bree has spent the past decade helping big tech companies and brand-new startups to tell great stories and supporting them to translate their ideas into tangible outcomes. In 2021 Bree joined Airtree, one of the biggest venture capital funds in Australia with over $1.3B under management and over 100+ portfolio startups.In this discussion, Bree emphasises the importance of understanding your audience and their critical role in crafting effective content. The episode covers a range of content-driven topics, from aligning stakeholders on the role of content to adopting a long-term perspective in content strategies.Focusing on the importance of delivering value through content, Bree discusses how marketing and content should aim to first serve the reader, while also embodying authenticity and insight. Bree also sheds light on common challenges when selling content internally, offering strategies to overcome objections and secure team support. Bree advises on the necessity of aligning with the long-term vision, prioritising impactful actions, and sharing goals transparently to foster collaborative success.Key Takeaways:Audience Empathy: Recognizing the audience's realities and needs is fundamental to creating magic with content marketing.Content Strategy as a Long-term Play: Content marketing is not an overnight success; it's a compounding effect that grows over time.Feedback is Crucial: Seeking and incorporating both internal and external feedback is vital for iterating and improving content strategies.Qualitative over Quantitative Feedback: While data is essential, audience sentiment and content sharing without prompts ('content in the wild') are golden indicators of success.Distribution Matters: Effective distribution is about providing insights and value, not just sharing links – it's critical to meet the audience where they are.Notable Quotes:"Much like you can't build a product if you don't know your audience, you can't create content if you don't know your audience either." - Bree Fedele"There's a compounding effect to content. There's generally no overnight success." - Bree Fedele"Don't just sharing links is not content or distribution. You need to think about how you can distribute insights, not just links." - Bree Fedele"Every job is a sales job." - Bree Fedele"Most content is designed to serve the company, not the reader. Let's avoid that from the outset." - Bree FedeleResources:Femme Street Newsletter by Sarah at North ZoneNewsletter by Deb LouNewsletter by Wes KaoNewsletter by Molly GrahamNewsletter by Julian ShapiroOnlyCFO Newsletter (SaaS Metrics)Book: "The Secret History" by Donna TarttBook Club featuring "The Nightingale" and notes by Dolly AldertonMarketing Examples website (engine and fuel paradigm)Book "Building a Story Brand" by Donald MillerThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
Paz Pisarski on Building Stronger Communities and the Power of Listening
Mar 31, 202400:52:00Tap to summarizeEpisode Summary:In this episode of Earning Ears, Adam Spencer sits down with community-building expert Paz Pisarski to delve into the transformative world of community development within the startup ecosystem. Paz shares her unique perspective on what differentiates an audience from a community and outlines the indispensable role of continuous engagement in creating an environment where members support and uplift one another.Paz Pisarski illuminates the pathway from managing audiences to nurturing communities, emphasizing the importance of emphasizing transformative experiences over mere engagement metrics. She also reveals her shift to measuring community impact through members' success stories, an insight that’s drastically changed her approach to community building.Throughout the conversation, Paz articulates the nuances that define a successful community, the essential elements that promote growth, and the potential pitfalls to avoid. By anchoring her strategies in core principles like understanding the ‘why,’ building alongside community members, and aligning both member and business outcomes, Paz details how to foster a flourishing community in alignment with business objectives.Key Takeaways:The Transition from Audience to Community: Paz stresses the value of creating connections among members to elevate an audience to a genuine community.Who, Not How: Paz advises that focusing on collaboration with others experienced in community building can be more beneficial than tackling the process alone.Feedback as a Gift: Implementing regular feedback mechanisms at various community engagement points ensures that the community develops in line with member needs.Balancing Business and Member Value: Successful communities provide substantial value to both the members and the business, necessitating a clear strategy that encompasses both aspects.Avoiding Common Pitfalls: New community builders should focus on member engagement rather than getting bogged down by the choice of tech tools.Resources:Community Collective Website: thecommunitycollective.coThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
Building a High-Quality Audience: Tips for Growing Your Newsletter Subscribers with Will Richards & Gemma Clancy
Mar 17, 202400:54:47Tap to summarizeEpisode Summary:In this insightful episode of Earning Ears, Adam Spencer sits down with Will Richards and Gemma Clancy, the force behind "Overnight Success." This conversation dives deep into the nuts and bolts of building a dedicated audience in the competitive startup ecosystem. The episode begins with a nod to the consistency required in producing content that resonates with and retains subscribers.Will and Gemma unpack the foundation of their newsletter's growth, emphasizing the importance of producing high-quality, curated content tailored to their diverse audience's evolving needs. With an ambitious goal for significant expansion by 2024, the pair share valuable strategies for reaching audiences on LinkedIn, maintaining high engagement, and leveraging key growth metrics.About the Guest(s):Gemma Clancy and Will Richards are co-founders of Overnight Success. Gemma is also co-founder and Head of Marketing at Stella Startups, a marketing service purpose-built to help early-stage startups develop their marketing foundations and build strong, sustainable brands from day one. Gemma’s professional background includes supporting brand storytelling with a climate tech startup, TEDxMelbourne as well as working at creative agencies supporting enterprise, NFPs and gov agencies. Will is also head of investments at the Regional Angel Investor Network and recently launched Startup Speakers, a speaking bureau representing startup leaders with a mission to get more diverse voices talking about entrepreneurship. Will’s professional background intersects finance and startups, bringing a unique perspective to the Australian startup ecosystem.Key Takeaways:Consistency and Quality are Key: Repeatedly producing high-value content is a cornerstone in maintaining subscriber engagement and preventing unsubscribes.Leveraging Audiences: Successfully piggybacking off other people's audiences through content-sharing can substantially boost growth.Adapting Content for a Growing Base: As the subscriber base becomes more diverse, adding context to content is crucial, ensuring it remains accessible to new readers without alienating early adopters.Partnerships and Sponsorships: Building deep relationships with aligned sponsors is vital for growth and enabling investments in team expansion.Future Aspirations: Plans for expanding content offerings, including leveraging a network of guest writers and the development of new database products tailored to startups.Notable Quotes:"I think the main thing that's been... impressing me, that's got my attention so much, is the initiative Grapevine." - Gemma Clancy."If we continue to add value, they'll stay an engaged subscriber, and then we can just keep growing the pie." - Will Richards."Sometimes if you just don't nudge people to do it, they just don't even think of it." - Gemma Clancy, on the importance of having a call to action for subscription."I think Gem and I really counterbalance each other super well." - Will Richards, on the co-founder relationship."We just want to grow our base of subscribers. And our goal this year is to reach 10,000 subscribers." - Gemma Clancy, on future growth plans for Overnight Success.Resources:Will RichardsGemma Clancy"Overnight Success" NewsletterStartmate Media Fellowship"First Cheque" PodcastTune in to the full episode to delve deeper into the art of audience building with Will Richards and Gemma Clancy. Stay tuned for more enriching episodes from Earning Ears that drive the spirit of innovation and engagement in the digital landscape.This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →
Building a Passionate Audience: The Journey of the Startup Podcast with Yaniv Bernstein
Mar 14, 202400:51:05Tap to summarizeEpisode Summary:In this engaging episode of "Earning Ears," host Adam Spencer talks with Yaniv Bernstein, a seasoned professional with deep roots in the tech industry and startup ecosystem. Yaniv delves into the importance of living an exciting life as the bedrock for generating compelling content, bridging his extensive experience to provide listeners with a unique understanding of Silicon Valley-style entrepreneurship. Drawing from his roles at Google and Airtasker and insights from his podcast journey, Yaniv imparts valuable knowledge on growing an audience and the political energy landscape.Yaniv emphasizes the significance of podcasting as a medium for its intimate approach to audience building, where the power of conversation and consistency reign supreme. He shares his journey from impulsively launching a podcast to developing it into a business with substantial branding and a tight-knit community of listeners. Adam and Yaniv discuss topics ranging from the nuances of content creation to creatively leveraging platforms like YouTube for podcast promotion. They also explore the intricacies of branding, discuss the challenges of podcast discoverability, and reveal insights into starting and maintaining a successful podcast.About the Guest(s):Yaniv Bernstein boasts a multifaceted career, from software engineering manager at Google to chief operating officer of Airtasker. As an angel investor and founder of Circular, a tech subscription service, Yaniv brings a wealth of experience and expertise. His insightful perspectives are shared as the co-host of the Startup podcast, a resource exploring the mindset and methods driving Silicon Valley-style innovation. With over 100,000 downloads, the podcast stands as a testament to his audience-building acumen.Key Takeaways:Vital Experience Over Hacks: Yaniv underscores the necessity of having authentic experiences to discuss, suggesting that content creators thrive best when they can draw from a rich personal and professional background.Podcast Persistence: The conversation highlights the commitment required to grow a podcast audience gradually. Podcasts demand consistency and engagement to retain listeners.Conversational Dynamo: The Startup podcast's unique conversational format fosters a more personal connection with the audience, reinforcing the potency of dialogue in Podcasting.YouTube as a Catalyst: Yaniv outlines YouTube's potential as a growth channel for podcasts, thanks to its algorithmic reach and ability to attract new listeners through diverse content forms like shorts and full episodes.Sophistication in Simplicity: Quick-start tools like Riverside FM, Descript, and Spotify for Podcasters provide the fundamental capabilities for anyone aspiring to launch a podcast without overwhelming investment or complexity.Notable Quotes:"If you want to produce good content, live an interesting life.""Make sure you have something to talk about. Be a doer, right? Do things.""It's a big commitment to listen to a new show... You have to earn each one.""Most podcasts never even make it to ten episodes because it's more work than you think, and you kind of give up on it.""Podcasting... it's a grind. Like most content, especially podcasts, which are interesting mediums."Resources:The episode showcases Yaniv Bernstein's Startup podcast, which can be accessed for a deeper dive into the mindset behind venture-backed startups. Listeners can connect with Yaniv and follow his insights, particularly through LinkedIn, where he actively shares content. The podcast discussed in this conversation can be found at TSP Show.Tune into the full episode for an in-depth journey through the challenges and revelations of building an audience for your podcast with Yaniv Bernstein. Keep an ear out for future episodes of "Earning Ears" for more insights from the frontiers of content creation and audience engagement.This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
Transcribe →