Explore every episode of the podcast More than the Brand

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 

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
→ Spotify

Follow 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
→ Spotify

Follow 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
→ Spotify

Follow 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

You know you need better content — but better looking isn't always better performing. In this episode, Matt and Liv break down the framework they use with every client: how to identify what your content actually needs to do, how to build a strategy around it, and what the process looks like from the first inquiry all the way to final delivery.

Whether you're a business owner trying to figure out where to start, or you've been posting consistently and still not seeing results — 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 

We've had 10 incredible conversations since launching More Than The Brand — and for episode 11, we're doing something different. Matt and Liv sit down to reflect on every guest episode so far: what stood out, what surprised them, and what keeps showing up no matter who's in the chair.

From Dallas's non-traditional approach to content, to Quinn's reminder that even the biggest brands are figuring it out too — every conversation has had something worth sitting with. They talk imposter syndrome, setting boundaries with clients, the myth of follower count, building community over chasing trends, and why showing up consistently beats showing up perfectly.

This one's for the business owners, creatives, and builders who've been listening along — a chance to pull the through-line from everything so far and take it with you into whatever you're building.

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 

For episode 10, Matt and Liv sit down with Hamilton-based photographer and filmmaker Owen Mert for an honest conversation about the disconnect that lives at the heart of most small business content. 

Clients want viral. They want trendy. They want it fast and cheap. And Owen has spent years navigating that gap — figuring out how to deliver work that actually moves the needle while staying true to the craft he fell in love with. 

He talks about growing up wanting to shoot big commercial productions, watching that world shrink as budgets shifted to influencers and quick-turn social, and how that forced him to find a different way to do meaningful work at a smaller scale. 

They get into his real estate storytelling approach and why ditching the templated formula in favour of finding the actual story behind a listing changes everything. They also cover what's really in front of the camera — wardrobe, props, lighting, art direction — and why that stuff matters more than any gear upgrade. 

Plus repurposing content with intention, the truth about how long a post actually lives on the feed, and the ongoing hypocrisy of telling clients to show up consistently online while quietly neglecting your own channels.

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 

This week we're doing something a little different — our guest is Olivia's sister Quinn, an art director and creative director with over five years of experience building brands from the ground up. 

From planning full photo shoots to running social media, email marketing, and everything in between, Quinn has worn every hat in the creative world — and now she's going freelance.

We get into what actually goes into building a campaign pitch, why brand books matter more than people think, the trend cycle moving faster than ever, AI in advertising (looking at you, Pepsi), and why slapping text on a great photo can undo everything. 

Quinn also opens up about rediscovering her love of drawing and painting, and what she's most excited about in this new chapter.

Whether you're a photographer, designer, or creative of any kind — 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 

Ariele (aka Babi on the Run) walked into this episode fresh off 4.3 million views, a 31.5km run from Waterloo to Guelph in support of colon cancer awareness, and a news segment — all in the same month. But what's more interesting than the numbers is how he got there.

In this episode, he breaks down how a private Instagram with 31 followers turned into one of the most genuine content accounts we've seen locally. We talk about posting every single day, studying your analytics without letting them run your life, filming in public when every instinct tells you to put your phone away, and what it actually means to show up as yourself online.

We also get into the role community plays in staying consistent, how Ariele balances high-effort cinematic edits with Snapchat-quality iPhone clips, and why he thinks the best time to start was always right now.

If you've been overthinking your first post — or your 500th — 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 

Jackie Warmington didn't take a traditional path to becoming COO of Den 1880 — she found the role through a chance conversation after a failed job interview. In this episode, we sit down with Jackie to talk about building community the right way, why follower count is a vanity metric, and what it actually means to create a space where people want to show up.

We get into the organic networking culture at Den 1880, the new gym and wellness facility, content strategy for local businesses, knowing when to say no to clients, and why going viral might actually work against you.

If you're a business owner trying to build something real — 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 

Lisa has been doing hair for seven years — but her business didn't really take off until she stopped posting just hair photos and started letting people in. 

In this episode, Lisa talks with Matt and Olivia about building a brand through genuine connection, how she approaches content days with clients, and the mindset shift that helped her get comfortable on camera. 

Whether you're a stylist, a service provider, or just someone trying to show up more authentically online, 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 

In episode 5, we sit down with Kristin Carnegie to talk about the real role content plays in building a business from the ground up.

From growing her personal brand to launching Mondays in Waterloo, Kristin shares how authentic content, community, and consistency helped drive real momentum before and after opening. We get into the difference between organic and paid media, why overly polished brands can miss the mark, and how showing the process often matters more than showing the finished result.

We also break down some of the early numbers behind the launch, including hitting 1 million profile views by week three, adding nearly 1,000 followers in the first five weeks, reaching 27,000 website views, and growing the team to 22 employees, all while relying heavily on organic content and spending just $850 on ads.

This episode is for anyone building a personal brand, growing a business, or trying to create content that actually connects with people.

If you’ve ever felt like social media has to be perfect to work, this conversation will change the way you think about 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
→ Spotify

Follow along
→ Instagram:
@Mattortlieb_
@oliviamckerrow
@ortliebmedia 

Episode four is a deep dive into content creation, strategy, and what it really looks like to build something through consistent storytelling.

This conversation explores how content evolves over time, from early experimentation and trial and error to developing a style that actually connects with people. We talk about the balance between authentic content and trending formats, why chasing viral moments is not always the goal, and how creators and businesses can build trust through the stories they share.

We also get into topics like repurposing content across platforms, understanding different audiences, building systems around creative work, and the reality of working closely with clients while still growing your own voice online. There is a lot of honest discussion around what works, what does not, and how to stay creative without feeling boxed in by algorithms or expectations.

If you are building a personal brand, running a business, or trying to create content that feels intentional instead of reactive, this episode offers a real look at the process behind it all.

New episodes every week.

_____________________________________________________________________________

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 

In this episode, we sit down with Cassidy Clemmer to talk about the real side of building a creative career and why consistency matters more than chasing perfect content.

From photography school to brand campaigns, Cass shares how shadowing other photographers, building relationships, and staying authentic has helped her grow her business. We dive into imposter syndrome, the pressure creators feel to show up online, and the challenge of balancing personal identity with professional content.

This conversation is packed with insight for small businesses, brands, and creators trying to build stronger content without feeling forced or fake.

Inside this episode:

• why consistency always wins over perfection
• what brands actually look for when hiring creators
• how spec work and passion projects open doors
• building trust through content instead of chasing trends
• navigating imposter syndrome while growing your business

If you’re creating content, hiring creatives, or trying to show up online in a more honest way, this episode will give you practical takeaways you can actually use.

______________________________________________________________________________________________

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 

Dallas Kipfer has lived every side of the game. Three-time Team Canada alumni, long-time coach, and someone who’s spent years right in the middle of high-level softball.

In this episode, Dallas walks through his path from dropping out of college and framing houses to building DK Softball, coaching at Conestoga, working with the Mo Bearcats, partnering with Rawlings Canada, and still competing at the national level.

We talk about what actually drives long-term athlete development: confidence, mindset, consistency, and building good people before great players. Dallas shares how he earned his spot with Team Canada, why he stopped chasing analytics in content, how he creates a culture athletes want to be part of, and what he wishes more coaches and parents understood about standards, failure, and growth.

If you’re an athlete, coach, parent, or anyone building something that requires discipline and leadership, there’s a lot in this one.

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 

An unfiltered first conversation. We talk about why Club 60 almost stayed an idea, what it actually takes to build an online platform from scratch, and the real decisions behind branding, content, and going all in. 

From community and accountability to marketing strategy, creative overwhelm, and betting on yourself before anything exists. 

This episode is messy, honest, and exactly how the early stages really feel.

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