How Opes Partners Used Content & Trust to 10X Growth

Ep.104 - Most businesses want growth. Few know what to do when they actually reach the tipping point. In this episode of Endless Customers, Alex Winter sits down with Ed McKnight, Resident Economist at Opes Partners, to explore what it takes to scale a trust-first content strategy, and what most companies get wrong along the way.

From the $1 million mistake they learned the hard way to building a media company mindset, this conversation is packed with real stories, actionable advice, and behind-the-scenes insights from a brand that’s done the work.

What you’ll learn:
• How to know when you’re ready to scale (and what to do next)
• What content at scale looks like inside a high-performing team
• Why AI should support, not replace, your voice
• The role of internal ownership in long-term success

If you’re serious about growing with content that actually earns trust, this episode will show you how to do it—and what to avoid.

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0:00 - Intro: Why Buy-In Matters for Endless Customers
0:48 - Meet Ed McKnight from Opes Partners
1:33 - What Opes Does and Why Content Matters
2:28 - Discovering 'They Ask, You Answer'
4:11 - Starting from $0: Building the Podcast and Content
6:09 - Scaling Web Traffic: From 1,000 to 100,000+
7:01 - Getting Buy-In from Leadership
8:07 - Launching a Daily Podcast (and Why It Worked)
10:15 - Building the Content Team and First Hires
12:03 - The Wake-Up Call: Taking the Scorecard
14:15 - Hiring Impact and Sticking to the Framework
15:40 - Growing the Team to 8+ Content Creators
16:22 - Weathering a 42% Market Drop
17:12 - The $1M Mistake: Buying a Magazine
19:03 - Marcus Sheridan’s Advice on Failing Fast
22:07 - How Ed Became a Partner at Opes
26:10 - Scaling Smarter with AI and Area Analyzer
30:13 - How Opes Plus Drives Leads and Insight
36:11 - Don’t Start Here: Why You Need the Basics First
39:09 - Wins: 10x Growth, Podcast, YouTube, and Brand
42:00 - Writing for New Zealand’s Biggest Media Outlets
45:27 - How This Journey Changed Ed’s Life
47:51 - Final Advice for Getting Started with Endless Customers

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