How Eric Siu leveraged his hugely popular podcasts to grow his ad agency

The Business of Content

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Eric Siu has a pretty massive audience; his YouTube channel boasts 161,000 subscribers and his two podcasts – Marketing School and Leveling Up – have generated tens of millions of downloads.

But Eric doesn’t bother with traditional media monetization models like advertising or subscriptions. Instead, he leverages his influence to drive clients to Single Grain, a marketing agency he owns. As that business grew, he was able to acquire more agencies and add to Single Grain’s capabilities, and it now works with some of the world’s largest brands.

In a recent interview, Eric explained how he met his co-host, where he found his audience, and why he chose to monetize his content with a services business.