How Cyclescheme Built a 20-Year Brand That Goes the Distance

Can AI really deliver SEO content that ranks without turning into soulless spam? In this episode, I’m joined by Tom Winter, founder of SEOwind, a SaaS platform blending AI with human insight to craft content that nails Google’s elusive EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).Tom, a decade-long SEO veteran and self-proclaimed “dinosaur,” shares his refreshingly grounded take on why AI content often flops and how to fix it.What You’ll LearnAI’s Limits Exposed: Why instant AI content perfection is a myth. The Cyborg Method: Combine human insight and AI for standout results. EEAT Mastery: Prioritise measurable quality over keyword stuffing. Process Unpacked: Scrape competitors, build rich briefs, and refine drafts. Tom dives into SEOwind’s meticulous approach and the crowded AI startup landscape, revealing why treating AI as a teammate, not a magic wand, is the key to authentic, scalable content.Marketing Vs The World is produced by Urban Podcasts.

How does a brand remain vibrant for 20 years while transforming lives through cycling? In this episode, I sit down with Adrian Warren, Director of Cyclescheme, the UK’s top cycle-to-work provider, as they mark their 20th anniversary. Adrian reveals how Cyclescheme evolved from a small Bath bike shop into a movement that’s empowered over a million employees to cycle to work.We dive into Cyclescheme’s growth, the marketing strategies that motivate employers and employees to adopt cycling, and how content drives their mission. Adrian shares insights on keeping the brand dynamic, his personal journey to becoming a passionate cyclist, and leading a purpose-driven team, highlighting how Cyclescheme has reshaped behaviours and created a lasting impact.Marketing Vs The World is produced by Urban Podcasts.

How do you navigate organisational change and build strategic partnerships? In this episode, I’m joined by Emma Duke and Chaya Mistry, communications experts who empower in-house teams to lead change and influence stakeholders. From their unique blend of coaching and PR expertise, they share how to overcome resistance, foster trust, and drive impact in today’s fast-evolving business landscape.What You’ll LearnHuman-Centred Leadership: Put people at the core of change.Strategic Influence: Build partnerships through listening and presence.Overcoming Barriers: Navigate red tape with curiosity and coaching.Systemic Thinking: Align teams for organisation-wide impact.Emma and Chaya’s insights reveal how curiosity and connection can transform challenges into opportunities, one conversation at a time.Marketing Vs The World is produced by Urban Podcasts.

How do you turn a kitchen experiment into the UK’s top collagen brand? In this episode, I am joined by Darcy Laceby, the 27-year-old co-founder of Absolute Collagen, who built a beauty empire with her Mum, Maxine. From a quirky art project at 19, Darcy sparked a direct-to-consumer hit, growing from a £350,000 first year to millions, even landing in Boots stores.What You’ll LearnAuthentic Storytelling: Craft brands with heart.Community Love: Build trust that lasts.Smart Growth: Use feedback to soar.True Grit: Lead with purpose and warmth.Darcy’s story shows that heart and hustle can change the game, one sachet at a time.Marketing Vs The World is produced by Urban Podcasts.

Can marketing drive real change? Join me as I sit down with Shannon Walker, founder of Social Disruption, who’s revolutionising brand storytelling with purpose. From her Caribbean roots in a close-knit family, Shannon shares her pivot from luxury PR to building a business cantered on impact.We dive into digital fatigue and why audiences crave authentic, inclusive narratives—think stories championing disability, culture, and community. Her bold challenge to rethink brand influence will spark your creativity.What You’ll LearnPurposeful Storytelling: Craft campaigns with authentic impact.Inclusive Narratives: Amplify diverse voices in marketing.Ethical Influence: Navigate the industry with integrity.Community Connection: Harness the joy of giving back.Shannon’s proof that marketing can be a force for good, built one powerful story at a time.Marketing Vs The World is produced by Urban Podcasts.

Curious if your website could save the planet? I’m joined with Matt Wheeler, eco-warrior behind Made by Studio and Green Tech Gathering, who’s slashing the web’s carbon footprint.In this episode, we’re unpacking how to build lean, green websites—ditching bloated code and energy-hogging videos. Matt drops jaw-dropping stats, like a homepage pumping out 360 tons of CO2 a year, and gets real about his autism and ADHD, fuelling his chaotic-creative hustle.What You’ll LearnGreen Web Hacks: Trim code and media to cut emissions.Carbon Truths: Why your site’s secretly killing the planet.AI’s Toll: How data-heavy sites spike emissions.Profit & Planet: Sustainable sites that boost your bottom line.Matt’s proof that eco-friendly websites aren’t just nice—they’re a must, built pixel by relentless pixel.Marketing Vs The World is produced by Urban Podcasts.

Curious about cracking the wild beast of Amazon marketing? I’m diving into the chaos with Michael Doroszuk, Holistic Search Senior Manager at Colgate-Palmolive, back by demand after last year’s agency-brand breakdown.In this episode, we’re unpacking Amazon’s ad ecosystem, SEO quirks, and sales hacks—a raw guide for brands hungry to shine. Michael’s spilling the unfiltered truth on why it’s his favourite playground, from vendor-seller tangles to balancing paid ads with organic grit.What You’ll LearnAmazon Ad Playbook: How brands can boost visibility without burning cash.SEO Survival: Tricks to outsmart Amazon’s search and rise up.Vendor vs. Seller Smackdown: What setup wins for your hustle.Review Power: How one review or bad delivery can flip everything.Organic Grit: Blending ads with hustle for lasting impact.Michael’s proof that winning on Amazon isn’t a fluke—it’s a grind, built step by relentless step.Marketing Vs The World is produced by Urban Podcasts.

How do some people master social media algorithms while we’re just double-tapping memes? In this episode, Tash Courtenay-Smith—strategist, non-exec director, and algorithm geek who’s been outsmarting platforms since the early days joins me.From Google to TikTok (24 million views, anyone?), Tash spills how she did it. Spoiler: it’s not viral luck—it’s grit, consistency, and reading the rules.What You’ll LearnAlgorithm Basics: How Tash outranked giants on Google with just a book and sheer will.TikTok Grind: Why 10 months of showing up beat chasing quick fame—24M views later.Low-Cost Content: How she cuts editing costs with an offshore team and AI tools.Neurodiversity Edge: Why her autistic focus became her secret weapon.Rulebook Wins: Follow the platform’s instructions—sounds boring, works like a charm.Tash proves success isn’t luck—it’s built, step by stubborn step. She’s real about the slog—flat numbers and dreaded live streams.Packed with no-nonsense tips, this one’s a goldmine!Marketing Vs The World is produced by Urban Podcasts.

What happens when a Mum with no business degree takes a kitchen-table idea and turns it into a £3.5 million beauty empire?In this episode, I sit down with Lucy Pearce, the fearless founder of House of Amour, a DIY beauty brand that’s rewritten the rules of at-home glamour. Lucy’s not here with a polished pitch or corporate buzzwords—she’s bringing raw, unfiltered hustle, showing how she built a loyal tribe on social media that feels more like mates than metrics.What You’ll Learn:From Hunch to Heavy Hitter: How Lucy spotted a gap in the beauty game and turned a DIY idea into a £3.5 million brand—without a business degree in sight.Cracking the TikTok Code: The secrets behind her viral success, and how she’s made at-home lash and nail treatments a must-have for her community.Building a Tribe, not a Following: Discover why Lucy’s social media strategy is less about faceless fans and more about real connection—and how you can do the same.The Power of Grit Over Glamour: Why raw honesty and community vibes have outshone slick marketing in growing House of Amour.Motherhood Meets Million-Pound Dreams: Lucy gets candid about the chaos of balancing kids and a skyrocketing business, from warehouse tantrums to midnight meltdowns. She shares how embracing the mess has fuelled her resilience and kept her grounded.Our conversation is packed with practical takeaways for anyone looking to turn a side hustle into something massive, plus an honest peek at the rollercoaster of building a business while keeping it real.Lucy’s story is messy, inspiring, and a brilliant reminder that the best empires start with nerve, not a textbook.Marketing Vs The World is produced by Urban Podcasts.

What happens when you combine the complexities of running a franchise with the challenges of growing in a competitive digital landscape?In this episode, I sit down with Danny Hall, founder of FSE Digital, to explore the ins and outs of franchise marketing in 2025. Danny shares his expert insights on how franchises can thrive with the right local SEO strategies, optimise Google My Business listings, and create a powerful social media presence. He shares the dynamics between franchisors and franchisees and provides actionable tips for improving local marketing efforts and boosting franchise success.What You’ll Learn:Local SEO for Franchise Growth: Discover how to optimise Google My Business and enhance local visibility to stand out in the competitive franchise market.Building Strong Franchisee-Franchisor Relationships: Learn how clear communication and strong partnerships between franchisors and franchisees can drive marketing success.Effective Social Media Strategies for Franchises: Find out how to leverage social media to engage local communities and franchisees.The Power of Partnership Marketing: Understand how collaboration between franchisors and franchisees can lead to more impactful marketing campaigns.Adapting to Change: Danny also shares his personal experience with empty nest syndrome, offering an honest look at how life transitions can impact both your personal and professional life. He shares how embracing change has opened new opportunities for growth, reflection, and deeper connections.This episode is full of practical advice for franchise owners looking to level up their marketing efforts, with a heartening perspective on navigating life changes and staying connected to your core values.Marketing Vs The World is produced by Urban Podcasts.