19,500 new YouTube subscribers in five months: how a payroll podcast became must-watch content

The Chartered Institute of Payroll Professionals wanted a podcast that didn't just talk about payroll: it got to know the people behind it. "Behind The Button" is a fortnightly show hosted by CIPP's own staff, featuring the stories, careers and personalities of people working in and around the industry.

The ambition was bold: build a genuine audience, not just a corporate content exercise. But the hosts weren't professional presenters, and the show needed to sound credible from episode one.

Built from the ground up

We designed everything: tone of voice, content planning, audio and visual branding, animation. Then we trained the hosts, helping the CIPP's people develop the confidence and technique to lead conversations that feel natural and draw out real stories.

Every episode is shot to the highest standard across a range of UK studios, with full studio direction, professional editing and grading. We produce social clips for promotion, member-only premium content, and handle publishing and distribution across all major platforms.

The numbers speak

Within five months of launch, "Behind The Button" had attracted 19,500 new YouTube subscribers to the CIPP channel - a number most consumer brands would be proud of, let alone a professional body in payroll. That's not just a number. It's proof that when you invest in the quality of the content, the audience finds you.

CIPP didn't just launch a podcast. They built a media channel.