Why I Created the Treasury Career Corner Podcast

Welcome to this week's Treasury Career Corner podcast, where each and every week I interview treasury professionals about their treasury careers. Each week I talk to treasurers about how they built their careers, where they are now, and where they see both themselves and the treasury profession going to next. But this week's show is a little bit different. For the 60th episode. That's right, 60 episodes. Didn't think we'd get this far. I thought I'd do something a little bit different. Well, you've heard me interview other people for 59 previous episodes, but for this episode, the tables are turned a little bit. It's a bit weird and you're going to hear me being interviewed. I was actually interviewed by Amy woods. She runs Content 10X. They're the company who very helpfully reproduce and produce our weekly podcast. Over the show, we talk about how I originally came up with the idea and started the podcast, how it's grown and developed, and how our podcast has helped us as a company gain more clients and recognition across the world of the treasury profession. I also talk about how the podcast has made me a better speaker. It's helmet our US business, expand our UK and European business go crazy. And based upon our increased global social presence, social media has really taken off as well. They even talked about how I was in the us. I was actually stopped for a selfie by a podcast listener who said, I listen to the podcast, very weird. And he said, can we have a selfie? I was like, yeah, okay, yeah, that's it. We finish off by talking about how producing content like the podcast has helped educate treasury professionals and our niche treasury recruitment business glow on a truly global scale. So I hope you enjoy it. Anyway, as I usually say, each week that's enough for me. Let's get on with the show.

But in this case, you only have a two minute break and, well, you.

Get to hear from me all over again. Enjoy the show.

Hello and welcome to the Content 10X podcast. I'm your host, Amy woods, and this week I have a super guest on the show and it's a conversation all about how a really niche brick and mortar business has embraced content marketing and content repurposing to grow their business. So my guest is a very good friend and also a client of mine too, here at Content 10X, Mike Richards. And Mike is the CEO of the Treasury Recruitment company. And thanks to a really smart decision that he made back in 2018, he is also the host of the Treasury Recruitment Corner. Sorry, the Treasury Career Corner. I should know, given Mike welcome to the show, Mike.

Hello, Amy. And amazing to be on the show and a bit strange to be the other side of the microphone because usually you do your own podcast, I do mine and I'm usually the one asking the questions, sitting back. And now it's your turn to get your own back. So I'm. Yeah, just, just a bit nervous.

But yeah, no, you don't need to be nervous. So, so we, so we first both met back in. Well, we were in our Mastermind together with Chris Ducker and at the time you were looking really to grow your, your personal brand and position yourself front and center in the treasury industry, weren't you? So I know that your business has been running since two. Right, isn't it?

Yeah, that's when, you know, set up. Yeah, we start set up as Mr. Recruitment originally and then we rebranded a number of years ago to the treasury recruitment company because that's exactly what we do. It does exactly what it says on the tin. We recruit treasury specialist finance guys, so treasury staff for global corporates, treasury analysts at the junior level through to global treasurer on an international scale. So we recruit for Nike in Oregon, Chanel in New York, Johnson Matthew in the UK and UK corporates right the way across Europe and right the way across the Asia Pacific. But it's just treasury, it's very special, it's very niche and we love doing it as well. So.

Yeah, so you, you absolutely are the recruitment partner for such great big large corporate clients, aren't you? In. Yeah, I guess what really, what I really love about your story, which is why I really wanted to bring you on the show and, and let you share your content and your podcasts and everything, is that quite a few of the people that we work with at content 10x where they are doing really well with content, they have a business that is largely based on content. So when we work with people who are say, you know, business coaches or people who run masterminds, run memberships, things like that, they're creating content to market their businesses but then ultimately their business is content as well. It's just basically premium paid content. So being memberships, being even live events, it's all content. Whereas yours, your end product, what you offer as a product and a services is a very niche. It's recruitment services to these top corporate in a very specific industry. But you've done so well on your content journey to really grow your business, which is why I think it's such an interesting angle. So I guess the first question, Mike, is why was it important to you to create content and embrace content marketing.

Well, if we go back, I mean, as you say, when we were on the Mastermind together, I was at the beginning of that content journey, really. I looked at doing a podcast many years ago, before they were really, you know, in their infancy. I said to an ex business partner, I said, I should do a podcast, you know, because I used to listen to them, you know, when they were first coming out. And he was like, oh, no, I don't think it's right. And I thought, you know what? And I put it on hold because I thought maybe one day. And then when I was with you and Chris and we were talking about whether I should do more YouTube stuff and was that way to do. And I thought, you know, I don't even watch the YouTube or don't get the time. A lot of the time. And the podcast sort of percolated up. And then, Amy, I was talking to you and you were saying about some of the benefits you'd seen through some of your clients and everything else.

Yeah.

And I suppose my other worry at the time was if I did a podcast, would I just be talking to thin air, talking about myself and stuff? And there's nothing worse than just sitting and listening to a recruiter for half an hour. In my opinion, as a recruiter, I can say that. And I think that's one of the. One of the problems that I think when I've listened to some podcasts where it's all about them and, you know, they're just. It becomes just another sales pitch. And. And actually, I've never done that, really, with our business. And this is the reason for creating. I. I just embraced the idea. I thought, you know what? I talk to these treasurers all the time, and I've been doing it for 20 years and actually can, hand on heart, say I've never got bored. Because the, you know, I even say on the podcast that sometimes that, you know, they. They all have the same job title. You know, you might have 100 treasurers in a room. And I did this when I spoke in Chicago and I said, you guys are all Treasure professionals. You do exactly the same thing with exactly the same tools, in exactly the same way, with the same number of people in the, you know, the team. And they all looked at me like, I've gone mad. And they were like, that's not it, Mike. I went, I know I've not gone mad. That's what's fascinating to me, that they all do in a different way. A lot of them have the same tools to use. They all do it very differently. And the stories they have to tell are therefore very interesting and very intrinsically interesting in themselves. They're interesting, you know, finance guys and everything else. And, you know, and that's one of the key things for it. I just thought, you know, what? I should. I should share their stories. And so the podcast was really just me recording the conversations I was having with a lot of my treasurers. And I talk about, you know, and every week I interview a treasurer about how they got started, how they progressed their careers. And a lot of the listeners are now, you know, when I've talked to them, they are treasury analysts, managers, or people coming up the curve and in their treasury careers. And they want to know, how did you know? The first ever podcast I did was with Sarah Jane hall, the global treasurer of GlaxoSmithKline. And she's an absolute legendary. She's a lovely lady, but she was talking about what career decision she made and her recommendation, and we do it at the end of every week's show is what would you tell people to do? What advice would you give them? Hers was study, study, study. Every person's got a different story and a different thing to share, and I just bring them to life, or they bring them to life, really. And I'm just there to list it. And, you know, I did one this morning. I was just asking someone, you know, I always know when I'm hitting the right bits, when the treasurer goes, that's a really interesting question. And, you know, oh, I've not thought about it like that. And it's. I know the key thing is sort of the thing I was going to say and sort of waffling on. Big, long answer to a short question. But it. I. I very much think. I think when I hear podcasts, the key to it is I've just scribbled down some not is it's not about you, it's about them. And it's like, don't talk about yourself. That will come over anyway. But what my, you know, key to the success. And I love doing the podcast, and it's launched our business a lot further, and lots more people know about it is because they know that we know the people they want. You know, we know the global treasury community. So, you know, we're recruiting a number of roles across the US because they actually know that we know those treasurers firsthand. And we actually, you know, they're all in our back pocket, and I'm following their careers, whether they're treasury managers earlier on or global treasurers wanting the next move or wanting to recruit, we know them. So it's brought that to life really. And that's the key thing.

So going for a podcast was obviously, I think the really good decision for you because it is sharing the stories that were so interesting that you were having anyway with people showing that you're so well connected in the industry, helping people to grow their careers by hearing such interesting in conversations from leaders in the industry. And of course leaders in the industry get to know like and trust you so that they can come to you and work with you. So podcasts, I was never in any doubt that it was a really, really good medium. But I think what was potentially going to be the challenge for you was the convincing people to listen to podcasts who, you know, maybe were not actually already actively listening to podcasts and that perhaps you didn't just have to convince them to listen to yours, but actually medium of podcasting in itself as well. So how did you find that from an audience perspective of telling everyone, you know, I'm launching a podcast and you know, come and consume a podcast and people, you know, did you get great, I love podcasts or listen or what's a podcast? And how did, how did that go?

I got everyone, I got, I got all ends of the spectrum, if you like. So I had some treasurers that you know, that just were new to podcast and they were like, how do I download that app through to other guys? Were like, oh yeah, I've discovered you and stuff like that. And we've got take up from the us we've got take up from the UK and Europe, we got take up across the world, we got in listeners India right the way across. And you know, it's quite inspiring that it's a global thing. One of, that's one of the reasons it was interesting. Just, just a point you made there about we didn't, I didn't ever do it deliberately. You know, it wasn't like, hey, you know that we're going to do this. It was more. I wanted to be front of mind and I wanted to if an H director who doesn't know treasury may be. And you know, and this is what has actually happened and it directly links into without being completely in love with content 10x but we are. Because they're amazing. Yes. Sign up with them now, become clients. There'll be a sign up thing in the show notes, I'm sure. But joking aside, the, the fact was I think the repurposing was key. And that was, you know, because LinkedIn is our, our massive, Our favorite medium for it in a way to publicize it. Yeah, you will do, you know, look on Facebook and various other bits, but where, you know, we have snippets that the guys repurpose where they take out from the show, you know, quote here or two. And the different, again, what you're doing is highlighting the differences, you know, as well as the commonalities between a number of the treasurers. And that's been amazing, you know, that the people have actually sort of bought into that, you know, and we're front of mind all the time. I've had HR directors, I've had treasury guys. We had a finance director just last week said, oh, I don't know you guys, but we need a treasurer. Can you help us? And the only way that he's seen us is through our LinkedIn feed. And that's just popping up, popping up. And he connected to one of my colleagues and every week our posts get reshared and it's just interesting copy. It's not just like, hey, we've got a podcast. Listen. It's like this week we've got Adam on the show and he talks about a multicultural team. That week we've got Mark and he made the move globally. And every time it's a different story. And it's telling the different stories week after week, and none of them are the same, which is, again, I think, you know, some people have to do episodes, you know, where they do short season runs and things. And I think the regularity. Amy talked to me when I first started and she said, look, you've got to do it every week, each and every week. I mean, the, the advice I would give to people is batch, batch, and batch them all because it's, you know, it's tough with a lot of ours. And we struggled at the beginning of the show because, because of the profile of some of our treasurers, they have to get approval from internal marketing teams. And these generally, there's never any changes. They go, oh, actually, no, it's fine. You don't say anything too contentious and everything else. But getting that approval sometimes can take weeks. And I think, you know, now we, we joke about work. I've got this 4 by 4 by 4 system and what I want to do and we've just, we've just done it actually. It starts to get. There is having four podcasts done, edited and on the top shelf ready, you know, for the content that you guys have edited. It, it's ready to go live over the next month. And then we got four that are in editing stage with our editor. He's going through cleaning up and then we've got four more scheduled. So we know that I could in, in a way not do anything for a quarter as such. And we'd have, you know, 12 weeks worth of podcasts ready to go. And I think once you get to there, you can not relax about it, but you can do other stuff as well. And I think it's a big commitment, but it's been amazing.

Well, it reminds me, actually, there's some interesting things that we've done with you. When you first started out, we were working on, it was a video, it was twice a week, wasn't it? So you were doing a weekly video and a weekly podcast episode and we were repurposing the video into podcasts as well. So essentially you had two podcast episodes a week. Now that was quite a challenging schedule to keep. Two longer form pieces of content were quite challenging, weren't they? But it reminds me that we've actually been able to do quite a few things with video footage that you've been able to get hold of though. So when you've gone and spoken at some of these great events that you speak at around the world, being able to get hold of video and audio footage has been really useful for the podcast as well, hasn't it? Because we've been able to share what went on at those events sense in podcast format for your audience too.

Yeah. And bring it to life. And you know, not just here you go every week and you know, we're doing some of the other stuff, but actually when I've talked to people, you know, and I've, it's, it's still very weird for me when I walk into a room and I had a guy in Chicago, for instance, he, he took a photo with himself. He said, you're Mike Richards. Can we have a selfie? And I'm like, well, firstly, I'm in English. English. So that's a bit weird in itself. And I'm like, yeah, if you want. Have you seen this? I've got a face of radio, mate. That's fine. And, but he was just like, I listen to your show every week. I'm one of your followers. Thank you for all the advice you've get, you know, given us and everything else. I was like, well, you, my, my pleasure. And I, I, I did it to sort of, to reach out to people and present these stories. But the fact that they all want it. It's just mental. And I've just loved it.

And I think it's just so interesting when I mentioned to you before that it was potentially going to be a bit of a challenge to actually convince people to just the medium of podcasting, let alone to listen to yours, because not everybody would. But what we were so amazed at and how it went so well was that you've done so, so well on podcast downloads and really growing that audience. And I mean, obviously you've got fans out there as well, Mike, so it's amazing. But like you said, though, you already had an existing audience on LinkedIn, a very engaged audience on LinkedIn. So the key thing was to repurpose over to LinkedIn. But I guess what we were focusing on was that, like you said, it's not just listen to my podcast, it's here's the link, here's the title. It had to be more than that. It had to be really engaging sound bites that even if they only listened to that sound bite and they didn't go and listen to the whole podcast, because some people just will not. And you have to accept that they actually get something from that. Great tip anyway that was shared and the engaging copy, trying to get people to engage in conversations with you all. A great quote, because I think it's important that when we repurpose, yes, we would like them to go and consume the longer form piece of content, but if they don't, we're not just broadcasting it exists, but we're actually adding value in the more micro pieces of content that come from it. So have you found that people will comment on the posts and the teasers or the, the videos that don't actually go on to consume, but still get something from the more micro content that comes from it?

I think they then hop on and listen to that, that podcast, or they, you know, you get lots and lots of likes. Yeah, you know, we've had that where they. Yeah, like this, like this. And, you know, I think a lot of them are sometimes connected or the teams of our guests and things. But it's also then other treasury analysts or managers who are sharing it with their network a little bit. So people get the sort of sticky content from there. But then in addition to that, I think what does happen is, you know, people jump onto the podcast and listen to that episode and then they go, oh, hang on, a bit like the box set analogy, you know, that they go, oh, hang on, I'm interested in that one. And, oh, that one as well. And they. Because we've got this, you know, this weekly show format that's out there every single week. And I just, literally, whilst we've been on the phone now, again, I can't even believe this. So we launched beginning of October 2018, so, you know, less than a year ago. And as of this very minute, we've got. We've had 10,924 downloads, which is mad. And I remember Amy saying to me before Mike, it's not competition. It's not Top of the Pops. And I was like, it totally is. But I honestly, originally I thought it'd be great to get a thousand downloads in the first year. And when we did that in the first month, I was just sitting there going, what? Really? And it's just, you know, because it's obviously something that people like, and that's why I want to create. I mean, my wife and kids are completely bored of me talking about podcasts, but that's tough. And me driving along, I don't make them listen to my podcast. I would add, you know, that. That would just be torture and cruel to them. But, you know, we have 57 podcasts later, and that's, you know, it's. It's great. And it doesn't. It's not slowing down. You know, that's the thing. And an actual fact now what I'm finding is it's a door opener as well. I know Amy very kindly was, you know, talking to me before. She's got a book coming up, so there'll be a link to that, I'm sure, on the show notes. But for me, the podcast is also a bit of a door opener. You know, it actually, you know, we put it on. You know, we put it out there. And people, you know, I'd say, oh, yeah, I host the podcast. Oh, yeah, no, I've. I've heard it. I'm like, oh, really? Yeah, I really like this episode. So they already, as you said, know me, and a lot of them like me, but they certainly trust you as well because they say, well, you know, all these treasurers, and now we're starting to, you know, gather pace with some of the more senior treasury guys as well, you know, so we've potentially got the. We're hopefully getting the global treasure of Microsoft on the show, trying to find a slot in his diary. We've got some of the big, big US Treasurers who have said, yeah, they're up for it as long as they can get it past their marketing teams, you know, and, you know, that for Me is incredible. And also some of the UK treasurers, you know, it just gives you that cache that actually these guys talk to the top table and they can actually help my career. Which means that candidates also, on the flip side, they go, right, we trust you guys to actually look after our careers. That's all we did it for, really.

Yeah. And I think, you know, such an important point that it opened doors. It's getting you to have conversations with people that you may not have had conversations, obviously, as well. It's just adding another edge to the conversations that you have at more social events and things like that as well, when people are saying they listen and you can, you know, engage with them over something a little bit different to some of the usual topics. But what I really like about your story is that when we create content and we invest in content, it can be, you know, an investment in many different ways. But when you have a robust, kind of consistent content schedule and you are putting it out onto lots of different channels and people start to know, like, and trust you, then you truly do see the business benefits as well. Not just the content benefits of, you know, some vanity measures of additional like shares. But you've, you've truly seen this have a big impact on your business overall, haven't you, on the bottom line of your business? Basically, it's mad.

It's absolute madness. It's really improved everything. You know, it's really our US business, I don't think would be a fraction of the size it is now without this social media presence. You know, those guys really consume it. And actually the fact that I'm getting this feedback from people is just, it's bonkers, to use an English phrase. And I got some reviews that came through Charitable recently and I didn't, you know, I sort of. I'd never seen them before and I found that really, it was just amazing. Actually, some of the stuff, you know, I've got one, Mike puts in all the work and the results speak for themselves. And actually, I want to sort of go back to that guy, say, I do some of the work, I do the talking. And then Amy gets all the hard work to do something, but it's actually recognition and it's just like, you help me bring it to life, Amy. And that's what Content10X do. Again, it's not just a love fest for Content10X but a little bit, you know.

Oh, thanks, Mike. And would you say that you think it's opened up the doors? I know you don't. You don't you know, it's not a big thing for you, but you do do quite a bit of speaking, don't you? And especially over in the us, you go out to some of the major treasury events and would you say it's opened up more doors with regards to things like speaking opportunities as well?

Not only has it brought us more speaking opportunities, when I was in. So I recently spoke at the Windy City Summit, which is the Chicago Treasurers Conference, every year, did it for the seventh year in a row, and other years I've done about LinkedIn and everything else. This year's, you know, speech was actually about the podcast, but not the podcast, but it was actually the content from the podcast. And what we just pulled out from the different podcasts and was that Laura, my ops director, had gone through everyone and found out what were the themes. You know, some people said training was key and these hard skills. And we actually, you know, it's. We did then come up with the treasury skills wheel, which is talking about the major skills that people have kept, the themes that they've been talking about. And I would never have got that. I never have got that actual sort of digestible content that actually came out and actually created its own form of content, which was great. The other one that really shocked the audience, someone said to me afterwards, oh, you didn't really own that material. I do own the material, but what it was was they said, you know, still. And they were right, actually, they were. I didn't, because I was still the first time I'd ever given this speech and I was sort of still digesting it. But one thing I did follow up with, and actually when I was there at the speech, I said to people, do, you know I don't like public speaking? They were like, what? You know, standing here on the stage, it's not, you know, I said, I didn't get up this morning. I just want to stand up in front of 100 people and do all this chatting and stuff, because it's not my natural thing. I'll chat and stuff like that. But actually, I know that what the podcast has also given me is, like, help to develop my brain and my thinking and my listening skills. I've got so much better in the past, you know, less than a year. And actually that's been fantastic. You know, that's really given me an extra dimension when I'm talking to treasurers or talking to CFOs, I'm actually quite relaxed. I'm much more relaxed with it now because, yeah, I've got This, you know, and that's what it's given me. That it's given. Gives you a fresh confidence because you really know your subject matter as well. Which it was. That was a byproduct rather than the main thing. And I think actually you get the exposure in terms of the business. It's just launched it into the stratosphere. You know, our US business is going, going incredibly well. European UK and Europe, very, very well. We, you know, we've got other events coming up this year. I'm out in Luxembourg and doing. Speaking in Boston at the end of the year as well at each of these treasury conferences and actually the, you know, becoming a bit more of. Oh, that's Mike. He has the podcast guy. Are we in recruit recruits as well? Yeah, he's a person, if you want the next best job. And they go, wow, it's amazing. And it's been a very interesting, weird journey, if that's the right way.

Yeah. And it's really interesting that you said about how you feel like it's helped you with those communication skills, because I was actually talking to someone just earlier today about that, about how when you get used to doing podcasting, it can really help you. Even if you didn't think that you needed to improve in your conversational skills and questioning skills and things like that, you actually develop a different way of listening, a different way of asking questions, questions and things like that, which I think is really, really useful in business and for people who create regular, like, video content as well as podcasts. But the people we work with who create regular video have said how, you know, just more confident overall that they've become. Because when you do something every week and you can, you do it, you know, consistently, you do just become better invested. The whole 10,000 hours thing, isn't it? Like the more you do something you do just you gradually become better, more confident and that helps you in other aspects of business as well. So really, it really intrigues me all of the additional skills you can get from. From all of this into. I've got. So we've got two final questions for you, Mike.

Make them easy.

Oh, they are. So I know the answer to this, but I'm going to ask you anyway. So if for people who are listening to this and I hope are feeling really inspired, especially if, as I said, perhaps they don't have the kind of business where it's creating content to go on and sell premium content and content that people have to pay for, like memberships, online courses and things like that. So More like yourself, service product based businesses, brick and mortar type businesses. What would you say would be your kind of number one tip for getting started with a consistent content strategy that you now have in place?

Probably, well, a couple of bits in there. Well, the first one is, you know, as I said earlier in the show, batch, batch and batch. Because, you know, when we said at the beginning. I know. And we found that difficult at the beginning when we launched the show to do a weekly podcast. It's a lot of work. And then when we were doing two a week, that was just impossible. We started to fall down. So we thought, right, actually the interview shows with the clients are key. And that was what was incredible and amazing, great fun. So that worked. I think the other one is as you said that to get started, to actually start it, if you don't do it, it doesn't exist. That's one of the things sometimes with people's blogs, they say, well, I've written this amazing blog. Well, have you published it? Well, no. Then it could be the most amazing, perfect blog, even if it's only half finished. Get it published. Get it out there now. Blogs and LinkedIn articles, they're out there but they're really difficult to digest. You can't listen to a blog unless it's dictated whilst you're driving home or whilst you're sitting on the half hour commute you into the office and things. And that's when I, you know, when I've talked to people. So yeah, I listen to every day. I'm like, really? I only did, but they said I'm catching up. And what they do is they love to listen, you know, to, you know, I met some guys when I did the keynote speech and that was again another thing I did for the Austrian Treasurers Conference. And I got that gig because they said, oh, we loved your stuff. We know that you're a good presenter. Could you come and be the keynote for our Austrian conference? I was like, yeah, okay. But I met some of the guys afterwards and they were saying how they loved it, you know, bring it to life and everything else. So, yeah, to go back to it, you know, unless you get started, it's never going to happen. And I think a lot of people make all these plans and everything else. Just grab yourself a microphone or do it on AirPods and then you get a better microphone and then you do this, all that equipment stuff. Oh yeah. And you know, I had this microphone sitting in a, in a, in a box for probably about five or six months and it wasn't until I really got started that everything started to fall into place. So that's the thing. Get started as soon as possible. Really?

Yeah, absolutely. And don't be overcome by perfection, because you only get better the more you do it. As we were just saying before, about how many hours. I completely agree with you. We like to say there's that whole saying, done is better than perfect, isn't there? But we like to say in our business, because we do a lot of, you know, graphics and things like that, too, that the version. Version one is better than version none, because you can, as soon as you've got a version 1, you can work from it, can't you? But being paralyzed and not. Not getting started or not getting things out there is a real shame for some people because it's the only way that you then, you know, improve. So. No, and your stories is amazing. As I said, I think you've been. You've done so well as well. And I do think a large part of it as well, Mike, is that people enjoy talking to you. They like your charm and your wit and everything like that as well, which is, you know, they do. It's got a very good episode. No, you know, it's personality as well. You chose exactly the right thing, right? Media. You know, you'd have been. Would have been a shame if you'd gone the blogging route because, you know, the conversations and everything. That's what helps people to. To get to know you and like you. So that's really important. And actually that leads well on. So I said that the last question is actually the easiest of all of them, which is, so where can people go to find out more about you, contact you, and, you know, obviously see and hear this great podcast that we've been talking about?

Well, very easily you just go. Go to the www.treasurycareercorner.com and you're there and you'll see all the podcast episodes. The guys at Content 10X have done an amazing job. And that's one of the things I would say as well. I think it would have been fine just doing a podcast. And again, I'm not just gonna do a sales pitch for you guys, but. But the way that it actually looks and the way that it actually appears to the audience is actually in some ways as key, you know, if it was just, you know, oh, this looks all right. Let's have a listen what you guys do and what the way it now looks. You know, our clients go, wow, that's professional. Oh, that's. And it's just, you know, it supports the growth of it. You go to the TreasuryCareerCorner.com that takes you to the podcast and you've got all the different episodes. You can filter them and stuff, but again, it makes them so digestible and people enjoy it. And that's what I just said. It's a great laugh. That's the key thing as well. It's hard work, but a lot of things are, are. But hopefully, you know, keep on helping us develop our, as I say, our UK and European business all already doing well, they're now doing very much better. Our US business is going through the roof and I think, you know, that's very much attributable to this new content strategy. We're going to be doing more stuff later this year and next year we now do the Treasury Career Corner live as well. And that's where I interview three treasures live on stage. Great piece of content. Content. We record it. We're giving some more to the guys at those, I think, those live events. And they just came as a bit of a brainwave thinking, actually, I could talk to these people live on stage and they can ask the questions and that's just taken off and, you know, I can just say thank you to Amy and the team and. Yeah, and it's just been great and long may it continue. And the good thing is we're gonna have a bit of a break over the summer, but our podcast won't stop. Yeah, the Other gun. It will continue. It constantly sells whilst you're in the room where you're not in the room. It's. It's business development on acid. It just keeps on turning all the time.

And as you said, whilst it's hard work and no one would say it isn't, you've seen the true business benefits, which means it's worthwhile. Yeah.