Show Notes
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Rich Willan is the Head of Content at ZOE — a $100M+ health brand that built the #1 most shared podcast in the UK. In this episode, Rich reveals how to grow a podcast from zero to millions of downloads, how to create an effective editorial system, and what it takes to consistently make content that drives real business results.
We break down ZOE’s strategy across formats, why quality trumps virality, how they structure their workflow, and what founders and creators can learn from building a show like ZOE Science & Nutrition.
If you want to grow a podcast, run better interviews, or turn content into conversions — this episode is a masterclass.
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Produced by 7xContent – make your own Podcast with us: https://www.7xcontent.com/
Follow Rich: LinkedIn – https://www.linkedin.com/in/rich-willan-69764957
Timestamps: 00:42 – How ZOE built the most shared podcast in the UK 02:55 – How to grow a podcast without relying on virality 06:13 – The “content engine” behind ZOE’s success 09:01 – Structuring your show like a Netflix series 11:49 – Audience feedback, discovery, and listening data 15:37 – Planning content that builds real trust 18:24 – Why ZOE avoids TikTok and sticks to longform 21:03 – Their growth flywheel: consistency → trust → action 23:45 – Building a $100M brand through podcasting 27:20 – ZOE’s workflow: research, scripts & final edits 30:16 – The role of the host (and training for it) 34:07 – What makes a great guest vs a forgettable one 36:39 – How to structure a podcast team that scales 39:18 – What creators get wrong about “growth content” 41:59 – Rich’s best advice for creators, founders & content teams
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Get a FREE breakdown of Ben's 9 podcast growth principles in my newsletter: https://bit.ly/4rBd4NI Start or grow your own Podcast with me: https://bit.ly/4hA1wpi
Get a FREE breakdown of Ben's 9 podcast growth principles in my newsletter: https://bit.ly/4rBd4NI