In this episode, Jeremiah sits down with Eli Woolery, Senior Director for Design Education at InVision, to chat about the impeccable execution of their content platform and podcast, Design Better.Design Better is an entire brand within InVision that produces books, industry reports, a podcast, a newsletter, blogs, and so much more. It’s entirely focused on delivering high-quality education and value to its audience.Tune in to learn why they built Design Better as a complementary brand to InVision, how their focus has changed over the years, how they execute their 6-season podcast, and why they believe in investing in podcasting for the long haul.Guest-at-a-GlanceName: Eli WooleryWhat he does: Senior Director of Design Education at InVision and Lecturer in Product Design  at StanfordConnect with Eli: LinkedIn | TwitterKey TakeawaysCreate content that is useful to people without expecting anything in return.The entire philosophy behind InVision’s Design Better brand is creative generosity. They produce content that’s useful for people purely with the intention of helping them become better at what they do versus promoting their own product. When you lead with value, you have a better chance of building a loyal community around your brand.Growing a podcast takes time, no matter who you are or what brand you represent.Even though InVision started with a base email list of millions of subscribers, it still took them a couple of years to really build up the Design Better podcast. It’s important to set the right expectations from the start that these things take time. You won’t see an immediate ROI, so your leadership team needs to have the confidence and patience to let the podcast run its course.If you, as a host, are bored of your content, your audience likely is too.How do you know when it’s time to switch up or expand your podcast? Eli says when you, as a host, are bored and no longer curious to learn, that’s when you need to move beyond the topics you normally cover. Because if you’re bored, your audience likely feels the same if they’ve been following you for a while.Your podcast content should continuously align with the overall direction of your product.Whether you’re working on a podcast, blog, newsletter, video series, or a combination of all channels, your content should always align with the direction your product is taking. If your product is now serving a purpose for a broader audience, your content needs to reflect that broadening as well. Design Better, for example, shifted its focus from primarily design-heavy content to more broad collaboration to reflect the change in InVision’s target ICP.Themed seasons help create guardrails around who you want to bring on as guests.Each of the 6 seasons of Design Better has a unique theme, and the purpose of those themes is to help anchor the content and guest roster. However, they make sure the theme is flexible enough to where it doesn’t restrict them when they want to bring someone really interesting on the show who might not fit the exact criteria.Podcasts are a great top-of-funnel strategy to build brand awareness.With podcast metrics being hard to track, InVision focuses its podcasting efforts purely on brand building and brand awareness. To them, success comes in the form of audience growth season by season, which means more people are exposed to the InVision brand and hopefully stick with them throughout the customer journey. They also repurpose podcast content on their blog where they can better track click-throughs on their CTAs.The quality of your podcast reflects the quality of your brand.If you’re asking people to listen to you for 45 minutes, it’s in your best interest to provide them with good quality audio. By simply switching from Zoom to Riverside or Zencastr, you can 10x your audience’s listening experience. Remember that your podcast is a direct reflection of your brand. The higher quality you provide, the more your audience will trust your expertise.Podcast