Top-of-Funnel Viral Content Example

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ABOUT THE EPISODE

In this episode of The Content Business, Ash & Kane sit down with Michael Smoak, also known as Higherup Wellness, to unpack how authenticity, vulnerability, and conviction have fuelled one of the fastest-growing personal brands in the creator economy.

Michael shares how going from corporate sales to full-time content creation in just a few months led to millions of followers across TikTok and Instagram, and why his lack of structure, planning, or polish has actually become his competitive advantage.

The conversation dives deep into vulnerability versus performative authenticity, why most creators misunderstand attention spans, how to monetise content responsibly, and how Michael has built multiple income streams while staying aligned with his values and message.

KEY TAKEAWAYS

• Authenticity and vulnerability outperform polished production
• Ideas should be acted on immediately or they disappear
• Attention spans are not broken, most content just isn’t good
• Entertainment and information must coexist to scale content
• Personal conviction creates trust, even when the message is uncomfortable
• Most creators make more money selling their own offers than sponsorships
• Free value builds goodwill that converts later
• Imperfect action beats perfect planning every time

BEST MOMENTS

“I’m a dick about health because I watched my best friend die.”

“Life is sweeter after trials.”

“Everybody has a laundry list of problems until they have a health problem.”

“What people are craving is authenticity, relatability, and vulnerability.”

“Internet money is real and it’s wild.”

“Entertainment and information both matter. It has to be both.”

“People don’t have short attention spans. Content is just bad.”

“Imperfect action is the thing that changes people’s lives.”

LINKS

Michael: https://www.tiktok.com/@higherupwellness?_r=1&_t=ZN-931wSrDtEl4
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.com
CreatorsHQ: https://creatorshq.com/

ABOUT THE HOSTS

Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.

They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.

Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.