More than the Brand

Tanner Weiler has been one of the most consistent people in content for years, and this episode gets into why. We talk about the "cringe tax" everyone has to pay before they find their voice, why chasing virality is the wrong goal, and why niching down to one specific person will always outperform trying to talk to everyone.

We also get into the actual system behind turning followers into clients, why "post it and forget about it" works better than obsessing over every metric, and what changed in Tanner's mindset around failure that made quitting stop being an option.

If your content isn't converting, or you're stuck trying to sound like everyone else in your space, this one's worth the full listen.

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

Everyone who creates content hits the same cycle: a few weeks of momentum, then a couple missed days that somehow turn into a couple missed months. This episode is about why that happens and how to actually get out of it.

We get into the systems that keep us consistent even when the creativity isn't there (a Notion setup that's been a game changer), why three to four content pillars matter more than chasing trends, and how planning three months out with a client actually protects you from burning out mid-project. Liv also breaks down what pulls her out of a creative rut, and why doom-scrolling other people's content usually makes it worse, not better.

If you've ever felt great about your content for two weeks and then gone silent for two months, 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

Most businesses start the same way: "we need a photographer." In this episode we get into why that's usually the wrong starting point, and what actually happens when a business becomes a retainer client instead of a one-off shoot.

We walk through what changes by month three that you can't get in month one, why trust with a client builds faster than people expect, and Liv gets into her own shift with Club Sixty content — moving away from chasing "beautiful" toward what actually drives engagement, and why showing up on camera as yourself beats chasing trends if you're building a business (not just a personal brand).

Also: Matt's path from shooting weddings and grad photos to becoming a content partner, and the constant struggle every business owner has trying to balance sharing the work vs. sharing the expertise.

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

We've been working with a garden center in Muskoka for a few months now, and this episode is basically a behind-the-scenes of that whole relationship — from the first awkward shoot to the one that actually made us excited about the work again.

We get into why the first content day didn't go as planned (and what we did instead), why leaving room to go off-script is where the best stuff usually comes from, and why we treat this less like "here's your content, good luck" and more like an actual ongoing partnership. Also — why batching content now, before fall hits, is going to save this business a ton of stress later.

If you're a business owner who's ever handed content to your team or an agency and had no idea what to actually do with it, 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

Round two of listener questions — and this one's a good batch. We get into what businesses actually mean when they say "we just need content" (spoiler: it's rarely just content), why some brands post constantly and go nowhere while others post way less and convert like crazy, and how to tell the difference between content that looks good and content that's actually working.

We also break down pin posts and why they've been such a game-changer for seasonal clients, when the problem isn't content at all but messaging or the offer itself, and what to prioritize if you're working with a small budget (hint: it's not always high-production video).

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

September rolls around and most businesses go quiet — right when they should be doing the opposite. 

This one's about building a content bank before the slow season hits, why the holidays need 4-6 weeks of lead time minimum (bigger brands plan 6 months out), and what that actually looks like behind the scenes with a Muskoka marina, a landscaping company, and a family-run garden center that's been sitting on decades of story nobody knew about. 

If content keeps getting pushed to the back burner in your business, this is the one to actually sit down and listen 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

If you're a local business owner who's been putting off content, this one's for you. We're getting into the real reasons brands stay stuck: no time, no clue where to start, burned before, or just not seeing how it connects to actual revenue.

We cover the early signs a business isn't set up for content success, the objections we hear on almost every discovery call, and why some businesses need to be talked out of chasing trends that don't fit them (yes, the paving company that wanted a viral restaurant reel). We also get into why content still gets treated like an expense instead of something that builds your business long term, especially for businesses that have been running for decades without it.

Then we flip it: how we actually get clients results early on, how we handle approvals without slowing everything down, and what we tell business owners who come to us too early, before they've even figured out their own voice.

If you've ever wondered whether content is worth it for your business, or you're already working with someone and wondering if it's working, this episode lays it all out.

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

What does it actually take to keep a business running in the same location for 25 years? In this episode, we sit down with Michael Zennedin, co-owner of Bilal O'Hair Artistry, to talk about the realities of building a loyal client base, staying consistent, and treating competitors as community instead of threats.

Michael breaks down why he and his brother renovate the salon every 8-10 years to keep it feeling fresh, why "never take your loyal clients for granted" might be the most important rule in any service business, and the honest truth behind those "make 6 figures working 3 days a week" claims floating around social media (spoiler: there's always a tradeoff).

We also get into how social media has changed client acquisition, how to navigate content creation when you have a client in front of you, and Michael's new initiative, Between Appointments, a free monthly meetup for stylists and salon owners to learn from each other instead of competing.

If you run a service-based business or are building any kind of loyal client base, this one's full of takeaways you can use right away.

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

We've been heads-down the last couple weeks, and there's a few lessons in it. From upgrading how we shoot, to what happens when you take your content somewhere new, to how we planned content around a single event so it kept working long after the day was over. If you're a business owner thinking about your own content, there's something here 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia