More than the Brand

Most businesses are creating content for everyone — and reaching no one. In this episode, we break down why knowing your ideal customer isn't just a marketing buzzword, it's the thing that determines whether your content actually converts. From UGC brand partnerships to real estate listings to online fitness platforms, the through line is always the same: who are you talking to?A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution.Built for founders, creators, and business owners who want honest conversations, not recycled advice.Hosted by Matt and Olivia. Audio-only for now. New episodes regularly.Listen & subscribe→ Apple Podcasts → SpotifyFollow along→ Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia 

In this episode, we're pulling back the curtain on two recent client projects and breaking down the strategy we come back to again and again: pinned posts.We walk through our content session with F45 Belmont and how we built out three foundation videos designed to live at the top of their feed, an origin story, a CTA, and a testimonial that we're honestly a little obsessed with. From there we get into our ongoing work with Mondays, a reformer studio where community and atmosphere drive everything we shoot.But the bigger conversation is about why pinned posts work, and why they're usually the first thing we create with any new client. Unlike a regular post that disappears from the feed in hours, these three videos are doing work every time someone new lands on your page. They answer who you are, what you do, and why it matters, before someone decides whether to stick around or leave.We break down how to approach pinned posts whether you're a personal brand, a small business, or somewhere in between, and why the strategy behind those first three slots matters more than most people realize.We also get into the less glamorous side of growing something, reaching out to the people who left, asking for feedback, and why that discomfort is actually one of the most useful things you can do.A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution.Built for founders, creators, and business owners who want honest conversations, not recycled advice.Hosted by Matt and Olivia. Audio-only for now. New episodes regularly.Listen & subscribe→ Apple Podcasts → SpotifyFollow along→ Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia 

You've thought about showing up more online. Posting more, talking to the camera, letting people see what you're actually building. But every time you go to do it, something stops you.In this episode, we're talking directly to you about that. The fear, the self-criticism, the "what will people think" spiral, and why pushing past all of that is the actual work.Because the people who are growing right now aren't the ones with the best gear or the most polished content. They're the ones who keep showing up anyway.A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution.Built for founders, creators, and business owners who want honest conversations, not recycled advice.Hosted by Matt and Olivia. Audio-only for now. New episodes regularly.Listen & subscribe→ Apple Podcasts → SpotifyFollow along→ Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia 

Most businesses know they need content — but hiring the wrong person (or the wrong type of person) sets you back further than doing nothing at all. We break down the real difference between a social media manager, a strategist, a freelancer, and a full content team — and why knowing what you actually want before jumping on a discovery call changes everything. They run through a few industries (beauty, fitness, product-based businesses) and what each one should actually be looking for when it comes to content. If you're in research mode trying to figure out your next move, this one's for you.A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution.Built for founders, creators, and business owners who want honest conversations, not recycled advice.Hosted by Matt and Olivia. Audio-only for now. New episodes regularly.Listen & subscribe→ Apple Podcasts → SpotifyFollow along→ Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia 

Wearing too many hats, no budget for a content team, can't stay consistent, and still stuck under 400 views? In this episode, Matt and Liv break down the most common pain points they hear from business owners every day — and the real solutions behind each one.From blocking off time to actually create, to understanding the content funnel, to why jumping to the next trend is keeping you stuck — this one cuts straight to it.A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution.Built for founders, creators, and business owners who want honest conversations, not recycled advice.Hosted by Matt and Olivia. Audio-only for now. New episodes regularly.Listen & subscribe→ Apple Podcasts → SpotifyFollow along→ Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia