Meet The Marketing Genius Behind A $100M Podcast | ZOE’s Rich Willan

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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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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