$22,495 of Sales in One Month with a 2,500 downloads/m Podcast
#1 Treasury Podcast
For 2 Years
And highest Youtube Engagement in the industry
+146 Leads
Per month
And +694% Website Organic Traffic
Before starting GHA Marketing, Hussam and Guillaume were podcasters! And still are of course 😉
The reason we want to showcase this Case Study is to show that everything we are doing for our clients at GHA Marketing, we have done successfully for ourselves and (at least) one of our own podcasts!
Their story began in March 2022. Both (big) fans of a rising podcaster Chris Williamson (with the podcast “Modern Wisdom), Hussam and Guillaume decide to launch their own show with Corporate Treasury 101, a podcast aiming at educating with fun conversation the new joiners in the world of Corporate Treasury.
Guillaume’s journey into the world of corporate treasury began at Société Générale Corporate and Investment Banking, where he served as a Cash Management Analyst. His stint at Societe Generale laid the groundwork for his subsequent tenure at PwC as a Senior Treasury Consultant.
Hussam Ali, a Senior Engineering Project Manager at Procter & Gamble, brings a unique, engineering-focused approach to the world of treasury. Hussam’s methodical and problem-solving mindset, honed through his engineering experiences, helps in systematically breaking down complex treasury topics.
The bond between Guillaume and Hussam extends far beyond their professional collaboration. “Friend of the pandemic”, they met during the second lockdown of COVID19, where the beginning of an amazing friendship and future business collaboration took place.
Corporate Treasury is at the foundation of everything, as it is thanks to its success and the opportunities that arose from their first podcast that Hussam and Guillaume decided to start GHA Marketing.
Corporate Treasury 101 has since its start become the number 1 podcast in Treasury. Corporate Treasury is a niche in finance, that every company making more than +$1B per year needs to have a dedicated department for.
But Corporate Treasury 101 wouldn't be what it is today if it wasn't for the awesome team that we have at GHA Marketing!
The business model of the podcast is affiliate marketing. Corporate Treasury 101 has partnered with the most renown institution in the space: Association for Finance Professionals, to provide a discount on all their product and mainly: the CTP – Certified Treasury Professional – certification, which is the most renown in the space. Some Companies go as far as hiring CTPs rather than MBAs for Treasury functions…
The podcast recently broke a record, with $22,495 in sales… In Just One Month!
That is not even the best part… The podcast realized that many sales, with only 2,501 downloads over that month of September!
This pushes to show that you can have a very profitable podcast with only a few thousand downloads, as long as you nail your niche properly and set up the right systems around it!
Corporate Treasury 101 is to this day still considered the #1 podcast in Treasury
But as we say to every podcaster we talk to (and eventually help), taking a podcast to the top of the charts is one thing. Making it (highly) profitable is another – and potentially even more important!
Having a niche podcast can be much more valuable than a mass-market one.
Which is why we have put a system in place to capture leads email addresses through our website, that we can then nurture, help further, provide insights, and propose the CTP (Certified Treasury Professional certification).
The website has grown exponentially thanks to the CT101 brand.
But it has also grown organically (meaning via Google Search Results) by +694% in 7 months.
This is thanks to the SEO optimized articles that have been hand-written since the beginning of Corporate Treasury 101.
In July 2024, this allowed CT101 to capture 146 leads email addresses through its lead magnet – an eBook on the fundamentals of Corporate Treasury -, and to nurture those leads to drive them towards a purchase of an AFP product.
And by the way, you read that right. We convert more than 10% of our website traffic into leads 😉
The Youtube channel, pretty much on autopilot, has also been ramping up since the start and is now the leading Youtube Channel in Corporate Treasury in views.
